How to Find Best Selling Products on Etsy
The exact step-by-step process successful sellers use to discover profitable products before investing time and money.
Last updated: January 2025 • 22 min read
The #1 Mistake Most Etsy Sellers Make
They create products THEY love, list them on Etsy, and wait for sales... that never come.
The successful sellers do the opposite: They research what is ALREADY selling, validate demand with data, THEN create products buyers are actively searching for. This guide shows you exactly how.
Table of Contents
- Why Product Research is Non-Negotiable
- Method 1: Manual Research on Etsy (Free)
- Method 2: Data-Driven Research (Recommended)
- How to Analyze Competitor Shops
- Validating True Demand vs. Hype
- How to Spot Rising Trends Early
- Calculating Real Profit Potential
- Red Flags to Avoid
- Your 7-Day Research Action Plan
Why Product Research is Non-Negotiable
Let's be blunt: If you skip product research, you are gambling with your time and money.
Every hour you spend creating products that nobody wants is an hour you will never get back. Every dollar you invest in inventory that sits unsold is money down the drain.
What Product Research Actually Tells You:
- Is there actual demand? Are people searching for this product right now?
- How much competition exists? Can you realistically rank in search results?
- What price points work? What are buyers willing to pay?
- What keywords convert? What exact words do buyers use when they're ready to purchase?
- Is this trend growing or dying? Will demand increase or disappear next month?
- Can you actually make money? After costs and fees, is there profit left?
Successful Etsy sellers do not guess. They research → validate → create → optimize. In that order. Always.
Method 1: Manual Research on Etsy (Free But Time-Intensive)
If you are just starting and want to avoid paying for tools yet, here is how to do basic product research using only Etsy's website.
Step 1: Browse Etsy's Bestsellers
- Use a professional research tool like CraftyTrendy or Marmalead to search for a broad category you are interested in (e.g., "wedding decorations," "digital planners," "dog gifts")
- Click "Filters" at the top right
- Under "Sort by", select "Bestseller"
- Study the first 3 pages of results. These are proven sellers.
- Note patterns:
- What types of products appear most often?
- What price ranges dominate?
- What keywords appear in titles repeatedly?
- What photo styles do top sellers use?
- How many reviews do bestsellers have? (Indicates sales volume)
Step 2: Check Search Volume Indicators
Etsy does not show exact search numbers, but you can estimate demand:
- Type a keyword in the search bar - Etsy's autocomplete suggestions show popular searches
- Look at "results" count - If there are millions of results, competition is fierce. 10,000-100,000 is the sweet spot.
- Check "Recently Searched" in your Etsy app - Shows trending keywords
- Browse "Trending Now" on Etsy's homepage - Seasonal and emerging products
Step 3: Analyze Individual Shops
Click into 5-10 of the top-performing shops in your niche. For each one:
- Total sales: Look at the shop's total sales count (if public)
- Product variety: Do they sell one product type or many?
- Review count per listing: High reviews = high sales volume for that item
- Pricing strategy: Are they premium ($50+), mid-range ($15-50), or budget ($5-15)?
- Keywords used: What words appear in their top-selling product titles?
- Product descriptions: How detailed are they? What benefits do they highlight?
- Shop policies: Shipping times, return policies, guarantees
Limitation of Manual Research
This method gives you directional insights, but you are missing critical data: exact search volumes, keyword difficulty scores, trend forecasts, and competition analysis. You are essentially flying blind.
Method 2: Data-Driven Research with Marmalead (Recommended)
Here is the reality: Successful sellers use data, not guesswork.
Manual research is like trying to navigate without GPS. You might get there eventually, but you will waste time and make wrong turns. Marmalead is the GPS for Etsy product research.
Why Marmalead is the Industry Standard
Marmalead analyzes billions of Etsy data points to show you:
- ✓ Exact monthly search volume for any keyword
- ✓ Competition scores so you know if you can rank
- ✓ Engagement metrics showing which products buyers actually click
- ✓ 30-day trend forecasts so you don't jump on dying trends
- ✓ ChatGPT shopping optimization (new in 2025) for AI-driven discovery
- ✓ Marma AI assistant that gives personalized product recommendations
14-day money-back guarantee. Cancel anytime.
Step-by-Step: Using Marmalead for Product Research
Step 1: Enter a Broad Keyword
Start with a category you are interested in. Examples:
- "wedding invitations"
- "digital planner"
- "dog collar"
- "nursery wall art"
- "personalized jewelry"
Pro tip: Do not start too niche (e.g., "golden retriever birthday bandana"). Start broad, then drill down.
Step 2: Analyze the Key Metrics
Marmalead shows you four critical numbers for every keyword:
| Metric | What It Means | Ideal Range |
|---|---|---|
| Search Volume | How many people search this keyword monthly | 100-1,000+ searches |
| Competition | How many listings compete for this keyword | Under 50,000 listings |
| Engagement | How often do searchers click on results | Medium to High |
| Trend | Is demand increasing, stable, or declining? | Rising or Stable |
The Sweet Spot Formula
You want keywords with:
- ✓ High search volume (demand exists)
- ✓ Low-to-medium competition (you can rank)
- ✓ High engagement (buyers are clicking and purchasing)
- ✓ Rising trend (opportunity is growing)
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Get Everything Free →Step 3: Explore Related Keywords (The Gold Mine)
Once you find a promising keyword, Marmalead shows you dozens of related searches. This is where you discover profitable sub-niches with less competition.
Example: "Dog Collar" Research
Broad keyword: "dog collar" - 12,000 searches, 250,000 listings (too competitive)
But Marmalead reveals profitable sub-niches:
- • "personalized dog collar" - 3,200 searches, 45,000 listings ✓
- • "leather dog collar engraved" - 890 searches, 18,000 listings ✓✓
- • "dog collar with name plate" - 1,400 searches, 22,000 listings ✓✓
- • "waterproof dog collar biothane" - 520 searches, 8,000 listings ✓✓✓ (Winner!)
This is the power of data-driven research. You go from competing against 250,000 shops to competing against 8,000—while still targeting buyers with clear purchase intent.
Step 4: Use Marma AI for Personalized Recommendations
Marmalead's new AI assistant (Marma) analyzes your shop and provides:
- Specific product ideas based on your niche and current trends
- Keyword opportunities you are missing
- SEO optimization tips for your existing listings
- Competitor insights tailored to your market
- ChatGPT shopping optimization (critical in 2025)
🚀 Ready to Stop Guessing?
Marmalead is $19/month (less than one sale). It pays for itself if it helps you avoid creating even ONE product that does not sell.
Get Marmalead + Marma AI ($19/mo) →How to Analyze Competitor Shops (Advanced)
Once you identify promising product categories, study shops that are ALREADY successful in that niche.
What to Analyze in Top Competitor Shops
1. Total Shop Sales & Age
Where to find it: Shop's main page (top right corner)
What to calculate: Sales per month = Total sales ÷ Years open ÷ 12
Example: Shop has 15,000 sales, been open 3 years = 15,000 ÷ 3 ÷ 12 = ~417 sales/month
2. Top-Selling Products
How to identify: Sort shop listings by "Bestselling"
Look for: Products with 100+ reviews (indicates 1,000+ sales)
Ask yourself: What makes these specific products the bestsellers? Price? Customization? Unique features?
3. Pricing Strategy
Check: Price range across their catalog
Calculate: Average order value (look at reviews mentioning multiple items purchased)
Note: Do they use bundles, volume discounts, or premium pricing?
4. SEO & Keywords Used
Analyze: Title structure of their bestsellers
Extract: What keywords appear repeatedly? What descriptors? What modifiers?
Tip: Use Marmalead to reverse-engineer their exact tags and see which keywords drive their traffic
5. Customer Reviews (Goldmine of Insights)
Read 20-30 reviews and note:
- What do buyers love? (Repeat these benefits)
- What do buyers complain about? (Opportunity to differentiate)
- What occasions are products bought for? (Gift-giving insights)
- What words do buyers use? (Language for your descriptions)
Validating True Demand vs. Hype
Not all "trending" products are worth pursuing. Some are fads. Some have demand but terrible profit margins. Here is how to validate real opportunity:
The 5-Point Validation Checklist
- Sustained Search Volume (Minimum 3 Months)
Use Marmalead's trend chart to see if searches are consistent or just a spike. You want steady or rising demand, not a one-week fad.
- Multiple Successful Sellers (Not Just One)
If only ONE shop is selling this product successfully, it might be due to their existing audience or brand. You want to see 5-10+ shops making sales.
- Profit Margin Above 50%
Calculate: (Selling price - Materials - Etsy fees - Shipping) ÷ Selling price. If profit margin is below 50%, it is hard to be profitable after ads and your time.
- You Can Create It Well
Do not chase products you cannot execute at a quality level that matches top sellers. Buyers compare. If your version looks amateur, you will not convert.
- Competition is Manageable
Ideal: 1,000-50,000 competing listings. Under 1,000 = demand might be too small. Over 50,000 = very hard to rank without ads or an existing audience.
How to Spot Rising Trends Early (Before Saturation)
The biggest profits come from identifying trends EARLY—before everyone else piles in. Here is how:
Trend-Spotting Strategies
1. Monitor Marmalead's Trending Keywords
Marmalead highlights keywords with rapidly increasing search volume. Check weekly for emerging opportunities in your niche.
2. Watch Pinterest Trends
Pinterest Trends (trends.pinterest.com) shows you what people are planning for 3-6 months out (weddings, holidays, home projects). Early indicator of Etsy demand.
3. Study TikTok & Instagram Hashtags
Search hashtags like #etsyfinds, #smallbusinesscheck, #etsyhaul. When a product type appears repeatedly from different creators, it is trending.
4. Check Google Trends for Seasonality
Use Google Trends to see if a product has seasonal spikes (e.g., "teacher gifts" spike in May and December). Plan your launch 2-3 months before peak.
5. Join Etsy Seller Communities
Etsy seller Facebook groups and Reddit (r/EtsySellers) often discuss emerging trends. Be active and learn from others' experiences.
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Get Everything Free →Calculating Real Profit Potential (Before You Invest)
Many sellers create products that technically sell... but barely make any money. Do not make this mistake.
The True Profit Calculator
Calculate This BEFORE Creating Products:
Minus Costs:
Rule of thumb: If your true profit is less than 50% of the selling price, reconsider the product or find ways to increase price or reduce costs.
Red Flags to Avoid (Save Time and Money)
❌ Do NOT Pursue Products With These Red Flags:
1. Trademark/Copyright Infringement Risk
Avoid anything featuring Disney, Marvel, NFL, popular TV shows, or trademarked phrases. Instant DMCA takedown risk and potential legal action.
2. Declining Search Volume
If Marmalead shows searches dropping month-over-month, that trend is dying. Do not jump on a sinking ship.
3. One Dominant Seller (Monopoly)
If one shop has 90% of the reviews and sales, they likely have a patent, exclusive supplier, or massive existing audience. Hard to compete.
4. Ultra-Low Prices (Race to Bottom)
If bestsellers are priced at $5-$8 and you cannot produce at those margins, skip it. You will not win a price war.
5. High Return/Damage Risk
Fragile glass items, complex electronics, perishable goods—high damage rates kill profit margins and hurt shop reputation.
6. Requires Certifications You Do Not Have
Cosmetics (FDA regulations), children's toys (CPSC safety testing), medical devices—unless you are willing to invest in compliance, avoid.
Your 7-Day Research Action Plan
You have the knowledge. Now here is exactly what to do this week to find your profitable product:
Day 1: Brainstorm & Explore
- List 5 broad categories you are interested in or skilled at
- Browse Etsy bestsellers in each category for 20 minutes
- Note which categories have the most exciting opportunities
Day 2: Sign Up for Marmalead
- Start your Marmalead account ($19/mo with 14-day money-back guarantee)
- Watch Marmalead's intro tutorials (15 minutes)
- Run your first keyword searches for your top 3 categories
Day 3: Deep-Dive Keyword Research
- Identify 10-15 promising keywords using the Sweet Spot Formula
- Export your keyword list with search volume and competition data
- Check trend forecasts for your top keywords
Day 4: Competitor Deep-Dive
- Analyze 5-10 top shops in your chosen niche
- Document their pricing, keywords, product types, and bestsellers
- Read 20-30 customer reviews to understand buyer needs
Day 5: Validation & Profit Calculation
- Run your top 3 product ideas through the 5-Point Validation Checklist
- Calculate true profit margins for each product
- Eliminate any that do not meet your profit threshold
Day 6: Use Marma AI for Final Insights
- Ask Marma AI for product recommendations in your niche
- Get keyword optimization suggestions for your chosen products
- Review ChatGPT shopping optimization tips (new in 2025)
Day 7: Make Your Decision & Create
- Choose your #1 product to launch first
- Create or source your first 1-3 product variants
- Prepare optimized titles, tags, and descriptions using your research
- Schedule your launch for next week
The Bottom Line
Product research is not optional. It is the foundation of every successful Etsy business. You can either spend hours manually piecing together incomplete data, or you can use the tool that 100,000+ top sellers rely on.
For $19/month (less than one sale), Marmalead gives you the data, insights, and AI-powered recommendations to find profitable products in hours—not weeks.