Or are most competitive categories effectively closed to new brands today?
I have around 200K, and I want to start a product in Kitchen/Dining, and then I want it to become a product line in future.
Yes, it is still realistic to enter a high-volume, highly competitive Amazon niche if you invest seriously in brand, product design, and long-term marketing, but success depends on differentiation, capital, and patience rather than quick returns.
In saturated niches, generic products supported only by PPC are unlikely to survive, whereas strong branding, genuinely improved product features, premium packaging, and a clear value proposition can still carve out market share over time.
Long-term strategies such as external traffic, content-driven brand building, repeat-purchase potential, and off-Amazon presence help reduce reliance on Amazon ads and protect margins.
However, this approach requires a longer break-even timeline, higher upfront costs, and disciplined execution, and it is far less forgiving of mistakes than entering a low-competition niche.