To all of you saying that the competition is tough based on seeing amazon, eBay and other sites; you clearly have either a serious lack of SEO knowledge or intelligence.
Those "big brands" that show up in first results RARELY and I mean EXTREMELY RARELY -ACTIVELY- target keywords. Furthermore you have a fucking yahoo answers site up there man... isnt that clear enough?
If you know your ABC, you should be able to rank top 10 within 6 months (by using legitimate marketing techniques) and maintain it for good. You should most likely reach first positions in about 8 months time and be able to maintain it withut a problem - again, for as long as you've used clean and clear marketing strategies -