What the score actually means
Six dimensions, each scored 1–5, multiplied and normalized to a 0–100 scale. The score is a screening filter, not a guarantee. It helps you compare five ideas side by side instead of falling in love with the first one.
Score at least 5 ideas. The one with the highest score is worth a small test — not a full commitment.
The six dimensions
- Demand — Does a real audience already search for this? Search volume, forum activity, and ad competition are proxies.
- Competition — Is the category dominated by Amazon basics, Walmart, or a single brand? Or is it fragmented enough that a new entrant can win a niche?
- Margin — Gross margin after COGS and platform fees. Below 30% leaves no room for ads or returns.
- Shipping — The less physical friction, the better. Digital products score highest; oversized goods score lowest.
- Repeat purchase — One-time buys are the hardest economics. Consumables and subscriptions build LTV.
- Risk — Regulatory, legal, or platform risk. Health, finance, and gambling are high-risk. Platform-restricted (Amazon gating, Etsy prohibited items) is a hidden risk.
Score interpretation
- 75–100 — Strong. Worth a real test with a small budget.
- 60–74 — Marginal. Needs improvement in at least one dimension before committing.
- 40–59 — Weak. Probably not worth pursuing unless you have a specific unfair advantage.
- Below 40 — Pass. Do not build, source, or launch.
How to score honestly
The most common mistake is to score from the idea you wish were true, not the idea that actually exists. To avoid that:
- Score with a number first, then justify it. Do not justify, then score.
- Score five ideas in one sitting. Comparison forces honesty.
- Ask: if I had to bet $1,000 on this today, would I still score it this way?
- If two dimensions are weak, the total is misleading. A 5 in demand does not fix a 1 in margin.
What a high score does not tell you
- Whether you can source or produce it
- Whether you can market it
- Whether the timing is right
- Whether your specific offer will convert
- Whether a competitor will undercut you in 3 months
Related tools
Frequently asked questions
How do I score a product idea?
Score each of the six dimensions (demand, competition, margin, shipping, repeatability, risk) from 1–5. Total out of 100. Above 70 is worth testing, below 50 is usually not worth pursuing.
What is a good product idea score?
Above 75 is strong. 60–74 is worth a small test. 40–59 is marginal. Below 40 usually means the idea fails at least two dimensions materially.
Is a high score a guarantee of success?
No. It is a screening tool, not a guarantee. Execution, timing, creative, and offer matter more than any score.
How many ideas should I score before choosing one?
At least 5–10. Scoring one idea in isolation leads to confirmation bias. Compare several to pick the strongest.
What if my idea scores low on one dimension?
One weak dimension is fine if the others are strong. Two or more weak dimensions is usually a pass.
Estimates only. This is a screening tool, not a guarantee of success. Real outcomes depend on execution, timing, and market conditions.