The specific number of products depends on the size of the store, the target market, and the sales strategy. Amazon recommends that new store owners start with at least 20 products to provide diversity and attractive choices for consumers. At the same time, ensure that there is enough inventory for product options to meet potential demand. However, for small stores or specific target markets, you may only need to list a few products. The most important thing is to develop a stocking strategy based on your business plan and goals.