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How do you spot product needs in the marketplace for a standalone store versus Amazon?

So I'm starting my e-commerce journey and have two products on Amazon right now. The mid/long term goal is to expand outside of Amazon on my own site – I have shopify set-up and I'm learning more and more everyday. My question is, Amazon tools like helium 10 and jungle scout make it very easy to find products within a certain selling range and from there you can find products to improve on. I'm wondering how this process works outside of Amazon? It seems like a never ending rabbit hole of products that could be absolute trash and have no demand.

submitted by /u/bjjkaril1
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