Product Opportunities
How to Find a Niche using Amazon Product Opportunity Explorer
IDENTIFY WINNING PRODUCT STRATEGIES WITH OUR HELP
With 1.9 million active sellers, Amazon is the world’s largest B2C marketplace, where competition is fierce. Big brands traditionally invest heavily in market research to decipher customer desires and pinpoint undiscovered markets. However, resources may be limited if you’re a new or small-scale seller.
That’s where the Amazon Product Opportunity Explorer tool comes into play, providing you with a comprehensive understanding of unfulfilled customer demands without breaking the bank
GAIN VALUABLE INSIGHTS INTO AMAZON WITH OUR PRODUCT OPPORTUNITY TOOL
Designed by Amazon and accessible through Seller Central (under the “Growth” menu), Product Opportunity Explorer is a free Amazon niche finder that offers insightful data into customer behavior and seller performance. It empowers sellers to identify new product opportunities and broaden their catalog without big investments. The tool provides niche recommendations based on the seller’s current listing catalog and sales data as well as allows searches by category or keyword for precision targeting.
Each niche, a collection of products that fulfill the same need for the same set of customers, gathers trending searches on Amazon and the items that get clicked or bought the most. The niche gets its name from the most popular search term. Amazon groups these search terms based on the products people look at or buy.
The tool provides a data summary for each niche in the niche list, and for more in-depth information, you can check out each niche’s detail page.
HOW TO FIND A NICHE ON AMAZON?
The Product Opportunity Explorer can guide you in finding niche recommendations that match the products you’re currently selling.
However, if you’re looking for fresh Amazon product ideas, you can start your research by typing keywords (words or phrases shoppers use on Amazon when searching for something to buy) into the search bar. After hitting the search icon, Amazon will present you with a selection of niches with the following column headers:
- Customer Need is how Amazon refers to each unique niche.
- Top Search Terms are phrases customers use to find that specific niche in the adjacent column.
- Search Volume (past 360 days / past 90 days) tells you how often shoppers have used any of the search terms that guide them to that specific niche.
- Search Volume Growth (past 360 days / past 90 days) shows the shift in search volume for all search terms that direct shoppers to that niche.
- Units sold (past 90 days) shows the total quantity of products from the niche sold in the previous quarter.
- # of Top Clicked Products displays the count of top products that collectively received 90% of clicks and were bought after a customer entered a search term in the niche.
- Average Price (past 90 days) refers to the average selling price of all the products within the niche.
Price Range (past 360 days) indicates the gap between the lowest and highest selling prices for products in this niche over the past 360 days.
Next, you want to refine raw search results by using filters (the “Browse and Filter” button) to sidestep poor-quality products that do not meet the minimum requirements for a good product. The best way to do this is by setting a minimum average selling price.
To narrow down the niche, consider these columns:
Search Volume (past 90 days): This column directly relates to consumer demand, revealing how many shoppers are interested in buying within that niche or the potential profitability of that niche. A lower search volume suggests lower demand.
Units Sold: When combined, search volume and units sold can provide insights into the conversion rate of the search terms, helping you identify top-selling products in the category.
Search Volume Growth (past 360 days / past 90 days): Use these to identify niches with high growth rates.
Average Price: This is crucial to ensure a good profit margin.
After identifying a niche, it’s time to delve into its potential. Click on your chosen niche to access the niche details page. Here, you’ll discover five distinct tabbed sections: products, search terms, insights, trends, and customer review insights.
So, you’ve evaluated one niche. Return to Step 2, where you’ve filtered the niche results, and proceed to explore the discovered niches to find the best one to sell in.
Step 1
Products, Niche Insides
By default, products are arranged based on their Click Share, and the product with the most clicks is at the top. In this tab, you can see the following metrics:
- Click Count
- Click Share (past 360 days)
- Average Selling Price (past 360 days)
- Total Ratings
- Average Customer Rating
- Average BSR (Best-Selling Rank)
- Average # of Sellers and Vendors (Past 360 days)
Step 2
Search Terms, Niche Insides
The next step is understanding the most common search terms shoppers use on Amazon to find products in this niche. The ‘Search Terms’ tab provides insights into customer search behavior and the performance of these search terms.
The key metrics include:
Search Volume (past 360 days): This is how many times the search term was used on Amazon in the past year.
Search Volume Growth (past 90 and 180 days): This shows changes in the use of the search term, helping to spot seasonal trends in the niche.
Click Share (past 360 days): Compares the number of clicks a search term in the niche gets compared to other search terms over the last year.
Search Conversion Rate (past 360 days): This shows the rate at which searches for all terms within this niche have resulted in purchases over the past year. The search terms with the highest conversion rates are the most important keywords for this product type. They can be used to:
- Click Count
- Click Share (past 360 days)
- Average Selling Price (past 360 days)
- Total Ratings
- Average Customer Rating
- Average BSR (Best-Selling Rank)
- Average # of Sellers and Vendors (Past 360 days)
Step 3
Insides, Niche Insides
The ‘Insights’ tab helps you understand the level of saturation, the potential for launching new products, the overall customer experience, customer preferences, the competitive landscape, and more. This section can aid in finding gaps in the market your product could fill, understanding the strategies used by successful sellers in the niche, and gauging the feasibility and profitability of your product idea.
- Average Out-of-Stock Rate
- % of Prime Products
- % of Products Using Sponsored Products
- Number of Products vs. Click Share
- low NoP and low CS = minimal competition
- low NoP and high CS = one brand dominates the niche
- high NoP and low CS = requires further analysis of other metrics
Step 4
Trends, Niche Insides
This section helps you understand the patterns and seasonal customer behavior within your target niche through a variety of metrics:
- Search Volume
- Product Count
- Brand Count
- Average Price
- Search Conversion Rate
- Selling Partner Count
Step 5
Customer Review Insights
This tab gives a comprehensive look at all customer feedback, both positive and negative, for the entire niche on Amazon. By knowing what customers like and dislike in the niche, you can adjust your product or service to better satisfy customer needs.
WE CAN HELP
As you can see, Amazon Product Opportunity Explorer provides useful data. But the key to success lies in how you use this data. We’re here to help you understand and make the most of this information, finding and assessing opportunity products.
Competitor Research
We provide valuable data about your potential competitors in your chosen niche.
Customer Reviews Insights
We will help you dissect customer review insights and evaluate the most relevant reviews for products within your chosen niche.
Find a Profitable Niche
We will research the seller landscape and guide you away from categories dominated by professionals and towards those where you can thrive.
Customer Behavior Research
We will reveal if consumers in your niche are price-sensitive or willing to spend more for higher quality products, shaping your pricing strategy.
MAXIMIZE
YOUR PRODUCT OPPORTUNITY RESEARCH AND TURN DATA INTO DECISIONS
Our team will identify Amazon niches, providing insights to maximize opportunities and outshine competitors
FAQ
Amazon Product Opportunity Explorer is a tool that allows Amazon sellers to discover trending products, their sales volume, customer reviews, and other valuable data. It's particularly useful in refining your Amazon product ideas by providing insights into what customers are currently buying and reviewing positively.
Opportunity products refer to items that have high demand but low competition on Amazon. These can be identified using the Product Opportunity Explorer by analyzing sales volumes and competition levels in different product categories.
The Amazon Product Opportunity Explorer can help you identify trending products, understand customer preferences, find niche markets, and gauge competition levels. These insights can guide you in optimizing your product selection, pricing strategy, and marketing efforts.
With the Amazon Product Opportunity Explorer, you can estimate the sales volume of a particular product. While it doesn't provide exact sales numbers, it does give you an idea of how well a product is doing in terms of sales.
Yes, the tool provides valuable insights into customer reviews. You can understand what customers like or dislike about a product, helping you refine your own product offerings.
The tool allows you to discover niche products by providing data on various product categories. You can filter by different criteria, such as sales rank, price range, and review score to find unique product opportunities.
While the tool doesn't directly show you the highest margin products, it does provide information on product prices and estimated sales, which can help you calculate potential profit margins.
