Product–Channel Fit Test
“Everyone's on Amazon, so I will be too” is the most expensive channel decision there is. Twelve questions score your product against Amazon, Etsy, your own store and Turkish marketplaces — with the reasoning.
Product
Which best describes your product?
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How it's calculated
Every answer distributes points across the four channels. “Personalised production” scores high for Etsy and your own store and zero for Amazon, because Amazon's catalogue structure doesn't carry personalisation. “Over 2 kg” does the opposite: weight eats margin in cross-border shipping.
Points aggregate over three axes: product traits (type, weight, fragility), economics (margin, price band, repeat purchase) and your resources (budget, ability to create traffic, brand vs. cash priority). The decision sits at their intersection.
The result shows the top channel with its reasoning and ranks all four. If the top two are within two points, the tool says so: your product fits both, and the right move is to run one properly for 90 days rather than half-running two.
What people most often forget
- The channel changes the product. Amazon may require simpler packaging; Etsy may require a personalisation option. Channel choice is part of the product decision, not after it.
- Your own store isn't free. You skip the commission but you create the traffic; acquisition cost often exceeds marketplace fees. Without traffic skills, DTC is the most expensive channel.
- A thin-margin product isn't saved by any channel. If cost is 70% of price, the problem is the product or the supply, not the platform.
- Regulated categories raise suspension risk on marketplaces. For cosmetics, food, electrical and children's products, solve certification before choosing a channel.
- Turkish marketplaces aren't a lesser option. Selling domestically first tests the product, warms the cash cycle and builds reviews. For many firms that's the right order.
Scope, sources and freshness
This is a starting point, not a final decision. Scoring uses weights from our own experience running brands across all four channels; it pulls no platform data and performs no competitive analysis. Your answers stay in the browser. A real decision also needs competitor density, category rules and your own capacity.
Sources last reviewed: 14 August 2026
Frequently asked
How do I know if my product suits Amazon?
Amazon rewards standard, durable, light products with a wide margin. If yours is personalised, fragile, heavy or thin-margin, Amazon is usually the hardest channel.
Can't I sell on several channels at once?
You can, but not at the start. Each channel has its own content, pricing, stock and service discipline. Two half-run channels almost always lose to one run properly.
Is Etsy only for handmade goods?
Etsy's centre of gravity is handmade, personalised and gift-intent products. A standard factory product has little advantage there.
Is my own store or a marketplace more profitable?
Per unit, your own store; in total, usually the marketplace. You pay commission for ready traffic, or pay acquisition cost instead. For high-repeat products, your own store wins over time.
Is the result fixed?
No. Smaller packaging, a higher price band or adding personalisation all change the ranking. Re-running the test is the fastest way to see how product decisions move the channel answer.
If your product is ready, let's talk about the rest.
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