How we score a product
Last checked 28 Oct 2026. No black box: every verdict shows its seven scores, the data behind each and the rule we used.
Seller Scout checks an Amazon.com product on 7 named parameters. Each gets its own score out of 10, the raw data behind it and a one-line reason. A weighted average gives an overall score out of 10, and a plain rule turns the seven scores into Go, Maybe or Skip. It is a quick filter for beginners, not a sales forecast.
The 7 parameters and their weights
| Parameter | Weight | What we look at | How it is scored |
|---|---|---|---|
| Demand | 20% | How many people buy this. Amazon’s own “bought in the past month” figure; if Amazon hides it, the Best Sellers Rank. | Compared with what counts as healthy and great in that category (table 7). |
| Sourcing & margin | 20% | Can you buy it for less than it sells for, after everything? Real unit cost from Alibaba listings (price range at the minimum order), US import duty and air freight, then Amazon’s referral and FBA fees, storage, returns and ads. | 35% net margin = full points, 100% ROI = good. Score = 70% margin + 30% ROI. |
| Reviews & ratings | 15% | Review count as a multiple of the MEDIAN review count of the live bestseller list, plus the star rating. | 1x the median = average, 10x = very strong. No fixed thresholds. 60% reviews multiple, 40% rating. |
| Compliance risk | 15% | FDA, CPSIA, hazmat, electrical, brand-gating and other rules you would have to deal with, spotted from the title and category. | Low = 10, Medium = 6, High = 2. |
| Pricing | 10% | The price against the median price of the same bestseller list. | About the median to 30% above is the sweet spot; much cheaper or much dearer scores lower. |
| Content & listing quality | 10% | Amazon’s AI “Customers say” sentiment (40%), number of images (20%), bullets (15%) and A+ content (25%). | If Amazon shows no AI summary, the share of 4–5 star ratings is used instead and the page says so. |
| Bestseller rank & badge | 10% | Position in the most specific Amazon list, plus a small bonus for Amazon’s Choice and the Best Seller badge. | #1 = 10, top 10 = about 8, top 50 = about 4.5. |
Overall = each score × its weight, added up and divided by the weights that could be scored. A small marketplace factor sits in the config (Amazon.com = 1.0, US only for now); the overall score is multiplied by it.
The Go / Maybe / Skip rule
A parameter is green at 7 or more, amber from 4 to under 7 and red under 4.
- Go: at least 5 of the 7 are green and none is red.
- Maybe: at least 3 of the 7 are green and at most one is red.
- Skip: anything else, and always if the product loses money.
If a parameter cannot be scored it is left out and the rule scales (for example 5 of 7 becomes 4 of 6). With no margin check (no price) or fewer than 5 parameters scored, the best a product can get is Maybe.
Reviews are relative
Reviews are relative. For each bestseller list we take the median review count of the live rows (today, for Facial Cleansing Washes, it is 17,183) and score a product by how many times that median it has. 1x = average (6/10), 0.3x = about 3/10, 3x = about 8.5/10, 10x or more = 10/10. The star rating adds the other 40% (3.8 stars = 0, 4.7 stars = 10). There are no fixed review thresholds anywhere.
When Amazon is the seller
When Amazon itself is the seller there is no score cap and we do not change its price. Instead the referral fee goes up by 5 percentage points (labelled “Amazon-as-seller uplift +5pp (owner benchmark, 5–6%)”), because Amazon-sold items cost the seller about 5–6% more to compete. The line is shown in the calculator.
Sourcing: real Alibaba data, duty and freight
We no longer guess a landed cost. For every product group we recorded entry-tier unit prices and minimum orders (MOQ) from 3–5 public Alibaba listings, checked 28 Oct 2026. The calculator then shows “Sourcing cost $X–$Y per unit at MOQ N, from Alibaba” with the listing links, plus a duty line and a freight line, each with its source. Every number stays editable.
| Duty group | US duty from China | Source |
|---|---|---|
| cosmetics | 37.5% | cosmetics and skin care from China (HTS 3304): 0% normal rate + 25% Section 301 + 12.5% Section 301 forced-labor duty (from 24 Jul 2026) source |
| otherchina | 37.5% | estimate for other beauty goods from China: 25% Section 301 + 12.5% forced-labor duty, plus a small normal rate that depends on the exact HTS code source |
| apparel | 36.5% | typical clothing from China, using a cotton knit T-shirt: 16.5% normal rate + 7.5% + 12.5% Section 301. Your fabric and HTS code can differ source |
| synthetic | 52% | man-made fibre knit garments from China (HTS 6109.90.10): 32% normal rate + 7.5% + 12.5% Section 301 source |
| footwear | 40% | sports footwear from China (HTS 6404.11): 27.5% to 40% depending on the 10-digit code (the higher figure is used) source |
| handbag | 53.5% | handbags with a plastic-sheeting outer (HTS 4202.22.15) from China: 16% normal rate + 25% + 12.5% source |
| jewelry | 31% | imitation jewellery of base metal (HTS 7117.19.90) from China: 11% normal rate + 7.5% + 12.5% source |
| watch | 12.5% | wrist watches (HTS 9102.11) from China: 0% normal rate + 12.5% forced-labor duty source |
Freight: China to US air freight, October 2026: default $6.88/kg (Freightos weekly air index), range $5.85-$8.00/kg. We use $6.88 per kg by air, on the larger of actual and volumetric weight (L×W×H in cm ÷ 6000). Range $5.85–$8.00 per kg.
- Freightos Air Index, China to North America: $6.88/kg, +19% in a week (Forwarder News) (2026-10-21, $6.88/kg)
- Freight Right, TFX weekly update (carton air rates, 167 kg/CBM): LAX $6.46-10.00, SFO $6.46-7.54, JFK $6.92-9.08 (2026-10-19, $6.46-10.00/kg)
- BSI Global Logistics, China-US air freight guide: RMB 39-50/kg (about $5.5-7.0) (2026-10-13, RMB 39-50/kg)
- SinoShipment, Q4 2026 outlook: $5.85-8.00/kg, 1,000 kg+ at $6.50-7.20, plus surcharges (late Oct 2026, $5.85-8.00/kg)
- Freightos FAX air index (live page, for context) (2026-10-29, index)
Alibaba benchmark table
| Product group | Pack | Typical | Range | MOQ | Sample listings |
|---|---|---|---|---|---|
| face serum 30ml | 1 | $0.78 | $0.30–$2.32 | 96 | 1 2 3 |
| face cream 50g | 1 | $1.25 | $0.93–$1.56 | 12 | 1 2 3 |
| body lotion / butter | 1 | $1.12 | $0.47–$3.00 | 144 | 1 2 3 |
| sunscreen 50ml | 1 | $2.13 | $1.50–$2.60 | 500 | 1 2 3 |
| lip gloss / lip care | 1 | $1.98 | $1.50–$2.10 | 50 | 1 2 3 |
| shampoo & conditioner 500ml | 1 | $1.64 | $0.80–$2.00 | 550 | 1 2 3 |
| hair mask 100ml | 1 | $2.59 | $2.19–$3.00 | 300 | 1 2 |
| hair oil 100ml | 1 | $1.88 | $0.88–$2.87 | 50 | 1 2 |
| hair gel / wax / pomade | 1 | $1.01 | $0.66–$1.78 | 2 | 1 2 3 |
| hair dryer / styler | 1 | $44.70 | $44.70–$49.90 | 300 | 1 2 3 |
| scrunchies and claw clips | 6 | $0.49 | $0.26–$1.25 | 30 | 1 2 3 |
| foundation / face makeup | 1 | $2.70 | $2.57–$4.00 | 30 | 1 2 3 |
| eyeliner / mascara | 1 | $1.62 | $1.25–$2.00 | 8 | 1 2 |
| press-on nails (24-piece set) | 1 | $0.84 | $0.82–$0.87 | 8 | 1 2 3 |
| 50ml eau de parfum | 1 | $3.24 | $1.09–$3.80 | 260 | 1 2 3 |
| women razors | 6 | $0.08 | $0.06–$0.93 | 500 | 1 2 3 |
| jade roller / gua sha set | 1 | $0.99 | $0.50–$1.80 | 50 | 1 2 3 |
| women summer dresses | 1 | $11.50 | $11.50–$11.50 | 50 | 1 2 3 |
| women cotton tees | 1 | $6.50 | $5.85–$8.73 | 10 | 1 2 3 |
| leggings / activewear | 1 | $7.38 | $4.15–$10.25 | 15 | 1 2 3 |
| hoodies | 1 | $6.50 | $5.85–$8.99 | 2 | 1 2 3 |
| swimwear | 1 | $7.71 | $5.99–$13.00 | 2 | 1 2 3 |
| bra + brief / sleepwear sets | 1 | $2.23 | $1.85–$6.16 | 2 | 1 2 3 |
| puffer jackets | 1 | $13.98 | $13.98–$22.00 | 2 | 1 2 3 |
| men's polos / tees | 1 | $3.42 | $1.88–$8.57 | 10 | 1 2 3 |
| women's sneakers | 1 | $13.18 | $12.85–$13.50 | 500 | 1 2 |
| men's running shoes | 1 | $18.50 | $18.50–$18.50 | 300 | 1 2 3 |
| silk scarves | 1 | $4.50 | $1.50–$4.50 | 50 | 1 2 3 |
| quartz watches | 1 | $5.40 | $3.20–$8.90 | 500 | 1 2 3 |
| jewellery | 1 | $9.99 | $1.30–$9.99 | 10 | 1 2 3 |
| PU handbags / totes | 1 | $10.35 | $9.50–$13.98 | 1 | 1 2 3 |
| girls' princess dresses | 1 | $7.59 | $5.39–$14.62 | 5 | 1 2 3 |
Demand scale for each category
Demand compares monthly sales with a per-category line: healthy earns 7/10 and great earns 10/10 (on a log scale between).
| Category | Healthy / month | Great / month | Benchmark group |
|---|---|---|---|
| Beauty (all) | 300+ | 3,000+ | median of 17 sub-lists (shampoo & conditioner 500ml, eyeliner / mascara, hair oil 100ml) |
| Skin care | 400+ | 5,000+ | median of 5 sub-lists (face cream 50g, body lotion / butter, face serum 30ml) |
| Skin care - Face | 300+ | 4,000+ | median of 2 sub-lists (face cream 50g, face serum 30ml) |
| Skin care - Body | 400+ | 5,000+ | body lotion / butter |
| Skin care - Sun care & tanning | 400+ | 5,000+ | sunscreen 50ml |
| Skin care - Lip care | 500+ | 6,000+ | lip gloss / lip care |
| Hair care | 400+ | 5,000+ | median of 6 sub-lists (hair mask 100ml, hair oil 100ml, shampoo & conditioner 500ml) |
| Hair care - Shampoo & conditioner | 400+ | 5,000+ | shampoo & conditioner 500ml |
| Hair care - Masks & treatments | 300+ | 4,000+ | hair mask 100ml |
| Hair care - Oils | 300+ | 4,000+ | hair oil 100ml |
| Hair care - Styling products | 300+ | 4,000+ | hair gel / wax / pomade |
| Hair care - Styling tools | 300+ | 3,000+ | hair dryer / styler |
| Hair care - Accessories | 200+ | 2,500+ | scrunchies and claw clips |
| Makeup | 300+ | 4,000+ | median of 3 sub-lists (lip gloss / lip care, eyeliner / mascara, foundation / face makeup) |
| Makeup - Face | 300+ | 4,000+ | foundation / face makeup |
| Makeup - Eyes | 300+ | 4,000+ | eyeliner / mascara |
| Makeup - Lips | 300+ | 3,500+ | lip gloss / lip care |
| Nail, hand & foot care | 250+ | 3,000+ | press-on nails (24-piece set) |
| Fragrance | 200+ | 3,000+ | 50ml eau de parfum |
| Shave & hair removal | 250+ | 3,500+ | women razors |
| Beauty tools & accessories | 300+ | 3,000+ | jade roller / gua sha set |
| Fashion (all) | 300+ | 3,000+ | median of 13 sub-lists (leggings / activewear, swimwear, women cotton tees) |
| Women's clothing | 300+ | 4,000+ | median of 7 sub-lists (leggings / activewear, swimwear, women cotton tees) |
| Women's clothing - Dresses | 200+ | 2,500+ | women summer dresses |
| Women's clothing - Tops & tees | 300+ | 4,000+ | women cotton tees |
| Women's clothing - Activewear | 250+ | 3,000+ | leggings / activewear |
| Women's clothing - Leggings | 400+ | 5,000+ | leggings / activewear |
| Women's clothing - Hoodies & sweatshirts | 300+ | 3,500+ | hoodies |
| Women's clothing - Swimwear | 200+ | 2,500+ | swimwear |
| Women's clothing - Lingerie & sleepwear | 200+ | 2,500+ | bra + brief / sleepwear sets |
| Women's clothing - Coats & jackets | 150+ | 2,000+ | puffer jackets |
| Men's clothing | 300+ | 4,000+ | men's polos / tees |
| Women's shoes | 250+ | 3,000+ | women's sneakers |
| Men's shoes | 250+ | 3,000+ | men's running shoes |
| Women's accessories | 200+ | 2,500+ | silk scarves |
| Women's watches | 150+ | 2,000+ | quartz watches |
| Jewellery | 200+ | 2,000+ | jewellery |
| Handbags | 150+ | 2,000+ | PU handbags / totes |
| Girls' fashion (kids - CPSIA rules) | 200+ | 2,500+ | girls' princess dresses |
Example: medicube Zero Pore Capsule Foam Cleanser (B0DYTQ5GYQ), $14.90
| Parameter | Weight | Score | Raw data | Why |
|---|---|---|---|---|
| Demand | 20% | 10/10 | ~60,000 bought last month | Strong. Healthy here is 300+ a month. |
| Sourcing & margin | 20% | 8.7/10 | Margin 28.3% · $4.22 profit · ROI 189% | Target is 35%. This is 28.3%. |
| Reviews & ratings | 15% | 5.7/10 | 4,883 reviews · 4.7 stars · 0.3× median | Fewer reviews than most. New or weak. |
| Compliance risk | 15% | 6/10 | Risk: Medium · Cosmetic (MoCRA) | Have ready: FDA facility registration · FDA product listing · US label: ingredients · net amount · US address · No drug claims | Paperwork needed before you sell. |
| Pricing | 10% | 9.3/10 | $14.90 vs median $13.62 (1.1×) | In the sweet spot. |
| Content & listing quality | 10% | 10/10 | 93% rate 4-5 stars · 7 images · A+ yes | Strong listing. Hard to beat. |
| Bestseller rank & badge | 10% | 9.5/10 | #5 in Facial Cleansing Washes · Amazon’s Choice | Top 10 in its list. |
| Overall | 100% | 8.4/10 | Go. 5 of 7 checks are green (7+). 0 red. Go needs 5 and no red. | |
Content in this example uses the 4–5 star share because the saved page had no AI summary; a live run uses Amazon’s “Customers say” summary when it exists.
The market dashboard on the category page
The Bestseller Analysis page opens with a market dashboard read from the live bestseller list (Rainforest data), with every estimate labelled.
- Average price, median reviews: read directly from the list rows (only rows that show a price count for price).
- Monthly units, top 10 (est.): Amazon only shows “bought in the past month” on product pages, and we look up just the top 5 opportunities. We fit a power law (units = A × rank^-b) through those figures and use it to fill in the other ranks. Amazon rounds the figure down, so the estimate leans low. With one figure we assume b = 0.9; with none, we show no unit estimate and the shares fall back to product counts.
- Share of sales, price-range and product-type charts: each product’s share of the estimated units of the top 10 (or its share of products if there is no estimate). Price bands are set around the list’s median price. Product types are our grouping of the title wording, not an Amazon field.
- Sold by Amazon %: from the top-5 product lookups only (for example “1 of 5 checked”).
Where the numbers come from, and the limits
- Fees: Amazon Seller Central US referral and FBA fee pages, each fee in the calculator shows its link.
- Alibaba prices are public entry-tier prices from a snapshot, not quotes. Duty rows are estimates for a typical HTS code: check yours. Air freight is a spot-rate default.
- Demand: Amazon’s “bought in past month” badge is rounded and shown on eligible listings only.
- Method inspiration: Jungle Scout Opportunity Score.
Estimates only. Amazon changes fees and rules; check Seller Central’s revenue calculator before you buy stock. Ecom Superintelligence is not affiliated with Amazon, Jungle Scout, Helium 10 or Viral Launch. Get a free verdict · Analyse a category · Privacy
