9 April 2026 · 7 min read
Four filters, in order
Screen candidates sequentially so you spend deep research time only on survivors.
- Demand: consistent, non-seasonal search and sales volume
- Competition: reviewable gaps in listing quality or offer structure
- Margin: profitable after fees, shipping, returns and advertising
- Operations: shippable, storable and low return-risk
Validate with a small first order
Test quantities exist to expose supplier, packaging and return problems while they are cheap to fix.
Document the decision
Write down why you chose a product and what would make you exit it. It makes later portfolio decisions far less emotional.