Learn the tools while validating your SKU. Exercises = real research.
⏱️ ~2.5 hours total
Channel Note: This guide focuses on Amazon via Jungle Scout. Amazon optimizes for repeatable, spec-driven products. Etsy tolerates weirdness, craft, and story. A "no" on Amazon can still be a "yes" on Etsy. Validate per channel, not in aggregate.
🧲 Keyword Scout — Keyword Research
Discovers what people actually search for on Amazon. Enter a seed keyword, get related searches with volume data. This tells you if demand exists in the words customers use.
Exercise 1: Core Keyword Volume~20 min
Search these keywords in Keyword Scout:
desk organizer
wood desk organizer
wooden desk organizer
desk organizer with light
LED desk organizer
desk caddy
desk valet
pen holder wood
Go to Jungle Scout → Keyword Scout
Enter each keyword, note Exact Match Search Volume and Ease Score
Check related keywords that Keyword Scout suggests — any surprises?
Export results if useful
📊 Record for Claude:
Exercise 2: Search Intent Shape~15 min
Why this matters: Are people searching features ("LED desk organizer") or outcomes ("hide desk clutter," "ambient desk light")? Feature-first = spec-comparison hell. Outcome-first = room for differentiation and storytelling.
Look at Keyword Scout's related keywords list
Categorize the top 20 by intent: Feature (specs) vs Outcome (problem/desire)
Count which dominates
📊 Record for Claude:
🔬 Extension — Product Research
Chrome extension that overlays competitor data on Amazon search results. Shows estimated revenue, sales, price, reviews. This tells you what price points actually move volume.
Exercise 3: Price Band Analysis~30 min
Install Jungle Scout Chrome Extension if not already
Go to Amazon, search "wood desk organizer"
Click the Jungle Scout extension icon
Sort by Revenue (descending) — who's actually making money?
Note the price of top 10 revenue generators
Look for gaps: anyone above $50 with good sales?
Repeat for "desk organizer with light"
📊 Record for Claude:
Exercise 4: Competition Depth~20 min
Still in Extension results for "wood desk organizer"
Count how many listings on page 1 have >1000 reviews
Count how many have <100 reviews but still show sales
Note if top results are big brands or small sellers
Check Listing Quality Score (LQS) if available
📊 Record for Claude:
Exercise 5: Review-to-Price Elasticity~15 min
Your lane: Listings with few reviews but high price = buyers tolerate imperfection for novelty or craft. If all high-price items have 1,000+ reviews, the market punishes newcomers.
Filter Extension results: price > $40
Look for any with < 200 reviews still making sales
Note what differentiates them (materials, design, brand story)
📊 Record for Claude:
🧠 Keyword Scout — Reverse ASIN Lookup
Enter a competitor's ASIN, see every keyword they rank for. This tells you what's actually driving their traffic — and what opportunities they're missing.
Exercise 6: Competitor Keyword Mining~30 min
From Extension, pick the top 3 revenue sellers in "wood desk organizer"
Copy their ASINs (in the URL after /dp/)
Go to Jungle Scout → Keyword Scout → Reverse ASIN
Enter ASINs
Look at keyword results — sort by Search Volume
Filter for keywords where multiple competitors rank
Note any keywords you didn't think of
📊 Record for Claude:
📝 Review Mining
Exercise 7: Complaint Analysis~20 min
Go to each competitor's listing on Amazon
Filter reviews to 1-3 stars only
Read the top 10-15 negative reviews
Note recurring complaints
Ask: does your product solve any of these?
📊 Record for Claude:
👁️ Visual Moat Check
Exercise 8: Scroll-Stop Test~10 min
The test: Screenshot page-1 results. Drop your product thumbnail mockup next to them. Does yours look obviously different at 100px? If not, keyword demand won't save you.
Screenshot Amazon page 1 for your main keyword
Create a quick mockup of your product photo (phone pic is fine)
Shrink both to thumbnail size (~100px)
Honest assessment: does yours stand out?
📊 Record for Claude:
⚖️ Go / Pivot / Kill Decision
Based on what you found, click the result for each criterion:
Your differentiator keywords have search volume?
>500/mo = go
Products above $50 showing sales?
Any velocity = go
Low-review listings (<500) making sales?
Means you can break in
Negative reviews match your differentiators?
You solve their pain
Category not dominated by big brands?
Small sellers can compete
Visual moat exists at thumbnail size?
You stand out on page 1
High price / low review listings exist?
Market tolerates newcomers at premium
🎯 If Launching: Pre-Define Kill Metrics (30-45 days)
Don't negotiate with future you. Set these before listing goes live.
📋 Copy This to Claude
After completing exercises, click "Generate Summary" then paste to Claude for analysis.