Buying a product to resell on Amazon without knowing its history is a blind bet. Is the current price normal or inflated? Does the product actually sell? Is Amazon itself on the listing? Keepa answers these questions in seconds, based on years of data on prices, sales and competition.
In this guide you will learn how to read a Keepa chart, how to analyse a product in six steps and how to avoid the mistakes that cost new sellers money.
What is Keepa?
Keepa is an Amazon price tracker that records the history of billions of products across the Amazon marketplaces. It shows how price, sales rank, Buy Box and seller count have changed in clear charts, right on the product page. For sellers in online arbitrage, retail arbitrage or wholesale, it is one of the most used tools to validate a product before buying.
The key data in Keepa
- Price history: how the price from Amazon and third-party sellers has moved over months or even years.
- Sales rank: the product's position in its category, the best indicator of demand.
- Buy Box price: the price at which most customers actually buy.
- Offer count: how many sellers have offered the product over time.
- Reviews and rating: how the number of reviews and the average rating have developed.
Installing Keepa
Install the "Keepa - Amazon Price Tracker" extension for Chrome, Firefox, Edge or Safari. As soon as you open a product on Amazon.co.uk or Amazon.de, the Keepa chart appears below the product description. On the go, the Keepa app for iOS and Android gives you the same charts.
How to read a Keepa chart
The colours in the chart
- Orange area: Amazon's price when Amazon sells the product itself
- Pink line: the Buy Box price
- Green line: the sales rank
- Orange triangles: third-party offers fulfilled by Amazon (FBA)
- Blue squares: third-party offers the seller ships themselves (FBM)
- Black line: the used price
Customising the view
On the right of the chart you can switch each line on or off with one click. Keep only what helps your analysis, for example Buy Box, sales rank and offer count.
How to analyse a product with Keepa in 6 steps
Step 1: Check the price history
A stable price points to a reliable market. Sudden drops can be buying opportunities. Seasonal patterns, for example before Christmas or during Prime Day, help you plan your stock. Be careful with a current price well above the average: it may fall again before your stock arrives at Amazon.
Step 2: Analyse the sales rank
The lower the rank, the better the product sells. A low, steady rank signals strong demand. Each small drop in the green line usually means a sale. A rank that rises over several months can point to falling interest or more competition.
Step 3: Evaluate the Buy Box
Look at who wins the Buy Box and at what price. If Amazon holds it almost all the time, sales will be hard. The best opportunities are listings where third-party sellers win it regularly. To go deeper, read our guide on how to win the Amazon Buy Box.
Step 4: Measure the competition
Many sellers on one listing often lead to a price war. Few sellers mean more margin. If the offer count jumps suddenly, the deal has spread and it is better to pass.
Step 5: Read the customer reviews
A well-rated product with many reviews usually sells better and has fewer returns. A rating that has recently dropped can signal a quality problem.
Step 6: Decide
Only keep a product if three things are true: steady demand, manageable competition and a healthy margin after FBA fees and VAT. To calculate that margin in seconds, ProfitGo shows profit, ROI and fees right on Amazon.
Example: analysing a Bluetooth speaker
Take a Bluetooth speaker on Amazon.co.uk. Its price is stable over the year, with dips during Black Friday and Prime Day. It stays in the top 1,000 of the Electronics category, so demand is strong. Third-party sellers often win the Buy Box, even when Amazon has stock. The offer count moves between 10 and 20, which is manageable competition. The product has more than 1,000 reviews with a 4.5 rating. If your buy price leaves a solid margin after fees, it is a good candidate.
Advanced Keepa features
- Product Finder: filter the whole catalogue by sales rank, price, category or Amazon's presence to discover new products.
- Data export: export your results as CSV to analyse them in Excel or Google Sheets.
- Price alerts: get notified as soon as a price falls below your threshold. Everything is explained in our guide on how to set up Amazon price alerts with Keepa.
- Seasonal products: if the sales rank improves every December, build your stock in autumn.
Keepa and ProfitPath: find first, then verify
Keepa is excellent for checking a product, but it does not tell you where to buy it cheaper. That is where ProfitPath comes in. Supplier Search covers more than 1,000 European shops, A2A Search compares the Amazon marketplaces across the EU and UK, and Price Alerts tells you when a product hits your profit target after fees and VAT. You find the opportunity with ProfitPath and validate it with the Keepa chart.
Mistakes to avoid
- Relying on sales rank alone: a good rank guarantees neither margin nor low competition.
- Ignoring Amazon's presence: if Amazon sells and keeps the Buy Box, your sales will be rare.
- Forgetting the fees: FBA, storage, shipping and VAT can wipe out your margin.
- Stopping after the purchase: the market changes fast. Keep an eye on your products and set alerts.
Frequently asked questions
How much does Keepa cost?
Charts, the extension, the app and price alerts are free. Keepa Pro costs €29 per month or €290 per year and unlocks the seller data: sales rank details, Buy Box history, the Product Finder and best seller lists.
How does Keepa work?
Keepa continuously records the prices and sales rank of products on the Amazon marketplaces. The extension then shows this history as a chart on every product page, and you can set alerts on any product.
Is Keepa safe?
Yes. Keepa is used by millions of people and is installed from the official browser and app stores. You do not need to log in to your Amazon account to use it. Only install it from those official stores or from keepa.com.
Is Keepa enough to find profitable products?
Keepa tells you whether a product sells and at what price. It does not tell you where to buy it or how much you will make after fees. For that, combine it with a sourcing tool and a profit calculator. Our comparison of SellerAmp alternatives helps you choose.
Conclusion
Keepa turns raw data into buying decisions. Read the price history, check demand through the sales rank, look at who holds the Buy Box and how many sellers are on the listing. With a little practice you can analyse a product in under a minute.
To put it into practice, read our online arbitrage guide, our comparison of the best Amazon scanner apps or our guide to wholesale on Amazon. And if you are wondering what exactly an ASIN is, we explain it here.
