---
title: Understand Demand with Amazon Product Opportunity Explorer
description: Looking to grow your catalog? With Amazon Product Opportunity Explorer, you can quickly source new product ideas and evaluate their potential for success.
image: https://www.ecomengine.com/hubfs/images/featured/blog/amazon-product-opportunity-explorer.jpg
---

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[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/feedbackfive-envelop-svg.svg) | Review Automation Send automated review requests or customize your own message |
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| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/feedbackfive-bells-svg.svg) | Review Monitoring Quickly identify review trends |
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[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/restockpro-chart-svg.svg) | Forecasting Restock the right amount at the right time |
| --- | --- |

](https://www.ecomengine.com/restockpro/inventory-forecasting)

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/restockpro-truck-svg.svg) | Purchase Orders Manage suppliers and inventory with ease |
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](https://www.ecomengine.com/restockpro/shipments)

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/restockpro-box-svg.svg) | Manage FBA Profits Get the details you need to make fast restocking decisions |
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](https://www.ecomengine.com/restockpro/fba-profit)

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/restockpro-kit-svg.svg) | Kitting Create kits or bundles from local inventory |
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](https://www.ecomengine.com/restockpro/fba-kitting)

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/restockpro-barcode-svg.svg) | Amazon Item Labels Customize stickers and labels with expiration dates and more |
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](https://www.ecomengine.com/restockpro#stickers)

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/video-svg.svg) | See How It Works Watch a short recording to learn more |
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[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-bell-svg.svg) | Operational FBA Analytics See detailed insights for FBA fees, proceeds, sales, and product cost |
| --- | --- |

](https://www.ecomengine.com/sellerpulse/fba-analytics)

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-box-svg.svg) | Buy Box Monitoring Find out when you win or lose the Buy Box, including when it's suppressed |
| --- | --- |

](https://www.ecomengine.com/sellerpulse/buy-box)

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-image-svg.svg) | Listing Changes Detect suppressed listings, hijacker activity, and content changes |
| --- | --- |

](https://www.ecomengine.com/sellerpulse/listing-monitoring)

[| ![sellerpulse-analyze-returns](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-analyze-returns.svg)   | Analyze Returns Identify FBA return trends over time by ASIN, reason, and disposition |
| --- | --- |

](https://www.ecomengine.com/sellerpulse/fba-returns)

[| ![sellerpulse-magnifying-chart-svg](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-magnifying-chart-svg.svg)   | FBA Inventory Insights Plan FBA inventory and avoid unnecessary fees |
| --- | --- |

](https://www.ecomengine.com/sellerpulse/inventory-returns)

[| ![video-icn](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-video-svg.svg)   | See How It Works Watch a short recording to learn more |
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[Understanding Amazon Feedback 

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[Amazon Listing Guide 

](https://www.ecomengine.com/amazon-listing)

[Amazon Brand Registry 

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[Making the Most of Amazon FBA 

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Get FBA Insights  
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RestockPro

Simplify FBA  
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#### FeedbackFive Features

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/feedbackfive-envelop-svg.svg) | Review Automation Send automated review requests or customize your own message |
| --- | --- |

](https://www.ecomengine.com/feedbackfive/automation)

| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/feedbackfive-bells-svg.svg) | Review Monitoring Quickly identify review trends |
| --- | --- |

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/feedbackfive-alert-svg.svg) | Listing Alerts Monitor your Amazon listings and reputation 24/7 |
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[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/feedbackfive-analytics-svg.svg) | Analytics & Reporting Analyze sales trends and brand performance |
| --- | --- |

](https://www.ecomengine.com/feedbackfive/analytics)

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](https://www.ecomengine.com/agency/feedbackfive)

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/video-svg.svg) | See How It Works Watch a short recording to learn more |
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](https://www.ecomengine.com/feedbackfive/demo)

[VIEW PRICING](https://www.ecomengine.com/blog/amazon-product-opportunity-explorer#)

#### RestockPro Features

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/restockpro-chart-svg.svg) | Forecasting Restock the right amount at the right time |
| --- | --- |

](https://www.ecomengine.com/restockpro/inventory-forecasting)

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/restockpro-truck-svg.svg) | Purchase Orders Manage suppliers and inventory with ease |
| --- | --- |

](https://www.ecomengine.com/restockpro/shipments)

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/restockpro-box-svg.svg) | Manage FBA Profits Get the details you need to make fast restocking decisions |
| --- | --- |

](https://www.ecomengine.com/restockpro/fba-profit)

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/restockpro-kit-svg.svg) | Kitting Create kits or bundles from local inventory |
| --- | --- |

](https://www.ecomengine.com/restockpro/fba-kitting)

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/restockpro-barcode-svg.svg) | Amazon Item Labels Customize stickers and labels with expiration dates and more |
| --- | --- |

](https://www.ecomengine.com/restockpro#stickers)

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/video-svg.svg) | See How It Works Watch a short recording to learn more |
| --- | --- |

](https://www.ecomengine.com/restockpro/demo)

[VIEW PRICING](https://www.ecomengine.com/blog/amazon-product-opportunity-explorer#)

#### SellerPulse Features

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-bell-svg.svg) | Operational FBA Analytics See detailed insights for FBA fees, proceeds, sales, and product cost |
| --- | --- |

](https://www.ecomengine.com/sellerpulse/fba-analytics)

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-box-svg.svg) | Buy Box Monitoring Find out when you win or lose the Buy Box, including when it's suppressed |
| --- | --- |

](https://www.ecomengine.com/sellerpulse/buy-box)

[| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-image-svg.svg) | Listing Changes Detect suppressed listings, hijacker activity, and content changes |
| --- | --- |

](https://www.ecomengine.com/sellerpulse/listing-monitoring)

[| ![sellerpulse-analyze-returns](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-analyze-returns.svg)   | Analyze Returns Identify FBA return trends over time by ASIN, reason, and disposition |
| --- | --- |

](https://www.ecomengine.com/sellerpulse/fba-returns)

[| ![sellerpulse-magnifying-chart-svg](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-magnifying-chart-svg.svg)   | FBA Inventory Insights Plan FBA inventory and avoid unnecessary fees |
| --- | --- |

](https://www.ecomengine.com/sellerpulse/inventory-returns)

[| ![video-icn](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-video-svg.svg)   | See How It Works Watch a short recording to learn more |
| --- | --- |

](https://www.ecomengine.com/sellerpulse/demo)

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[Getting More Amazon Reviews 

](https://www.ecomengine.com/get-amazon-reviews)

[Understanding Amazon Feedback 

](https://www.ecomengine.com/amazon-feedback)

[Amazon Listing Guide 

](https://www.ecomengine.com/amazon-listing)

[Amazon Brand Registry 

](https://www.ecomengine.com/amazon-brand-registry)

[Making the Most of Amazon FBA 

](https://www.ecomengine.com/amazon-fba)

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# Understand Demand with Amazon Product Opportunity Explorer

[![Becky Trowbridge](https://www.ecomengine.com/hubfs/images/headshots/internal/becky-trowbridge-headshot.jpg)](https://www.ecomengine.com/blog/author/becky-trowbridge)

 By [Becky Trowbridge](https://www.ecomengine.com/blog/author/becky-trowbridge)

Amazon Product Opportunity Explorer provides data and insights to help sellers gain a better understanding of customer demand for new product ideas.

Amazon provides the details you need to evaluate new product opportunities and continue to grow your catalog. You get access to customer search volume, the current competitive landscape, and other details in areas of unmet customer demand. Then you can use that information to determine what it would cost to launch a product within a particular niche.

Most importantly, you'll have a way to quickly determine how successful a product that you're considering launching might be on the Amazon marketplace. The "everything store" continues to delight shoppers by expanding its overall product selection with items that current customers are already searching for.

In this article, we’ll explore how this feature works and explain what kind of insights Amazon provides.

## What is the Amazon Product Opportunity Explorer?

Amazon’s [Product Opportunity Explorer](https://sellercentral.amazon.com/opportunity-explorer) helps you evaluate unmet demand based on Amazon customer search, purchasing behavior, and customer review insights. These details can make it easier to understand potential demand for a product you're considering selling. It can also help you understand how your products are performing in comparison to your niche.

Amazon Product Opportunity Explorer insights are grouped by niche, which is a group of similar products that meet a customer need. You can access the tool by navigating to **Growth > Product Opportunity Explorer** in Seller Central.

Amazon will display example niches from categories you're already selling in, or you can select your niche by searching for it. The niche search performance page displays weekly or monthly niche trends, including product count and average price. It also shows you increasing and decreasing searches by customers within that niche.

Each niche includes a collection of the top related Amazon customer search terms and the top related clicked or purchased items that represent a purchase need. The top-ranked search term (by search volume) is the name of the niche. Amazon organizes customer search terms into clusters based on the products that are viewed or purchased.

![Niche search performance in Amazon Product Opportunity Explorer](https://www.ecomengine.com/hs-fs/hubfs/images/decorative/detail/niche-search-performance.png?width=800&height=371&name=niche-search-performance.png)

Customer search terms may meet more than one customer need and can be included in multiple niches. The Opportunity Explorer displays the customer search terms with the greatest search volume. Products shown within a niche are those that receive the most clicks and purchases from those search terms.

Summary data is included to help you quickly compare related niches or different sizes. You can view additional data on each niche’s detail page. Keep reading to find out about the information available to you in this tool.

## What Kind of Data Does Amazon Share?

In short, a lot. You can search or browse for opportunities or choose to see suggested niches based on your previous sales history. If you’re searching, browsing, or filtering for niches, the search results page will display summary metrics for each niche that relates to your activity.

By clicking on Niche Trends from the graph on the search performance page, you'll go to the Niche Details page to see the following information:

- Store
- Number of top clicked products (items that cumulatively received 90% of clicks after customers entered any search term in the niche)
- Search volume over the past 360 days
- Average price over the past 360 days
- Search volume growth over the past 180 days
- Average units sold over the past 360 days

You can also add metrics to the graph on this page to see performance over the past seven days.

![Niche search terms in Amazon Product Opportunity Explorer](https://www.ecomengine.com/hs-fs/hubfs/images/decorative/detail/niche-details-search-terms.png?width=800&height=295&name=niche-details-search-terms.png)

Once you find an area that you'd like to explore, the tabs within Niche Details provide even more detailed information.

### Niche Details, Products Tab

The products tab provides more data at the ASIN level for the products included in the niche.

- Product name, which is the product title of the parent ASIN. This is a clickable link that directs you to the ASIN detail page.
- Brands that are selling in this niche.
- Category, including the path to the product within Amazon’s browse hierarchy, up to three levels deep.
- Each product's Amazon launch date.
- Click count shows the total number of clicks on the product after a customer sees it as a result of any search term in the niche.
- Click share for the past 360 days is displayed as a percentage of the total click count for every product shown in the niche.
- Average selling price for all products in the niche over the past 360 days.
- Total number of ratings for the product.
- Average customer rating.
- Average Best Seller Rank for the product in categories where the product is sold.
- Average number of sellers and vendors with buyable offers on the product over the past 360 days. Any offer from Amazon retail counts as one offer, regardless of how many vendors the product may be sourced from.

![Niche product details in Amazon Product Opportunity Explorer](https://www.ecomengine.com/hs-fs/hubfs/images/decorative/detail/niche-details-products.png?width=800&height=309&name=niche-details-products.png)

### Niche Details, Search Terms Tab

Get a deeper understanding of customer demand by diving into invaluable search term data.

- Customer search term that contributes to the niche.
- Amazon search volume (past 360 days).
- Search volume growth for the past 90 days as compared to the previous 90 days.
- Search volume growth for the past 180 days as compared to the previous 180 days.
- Click share over the past 360 days as a percentage of the total customer clicks from every search term in the niche.
- Search conversion rate, which is the number of purchases of products within the niche over the past 360 days.
- The top three clicked products are ranked by the share of customer clicks they receive after the specific search term is entered.

![Niche search terms in Amazon Product Opportunity Explorer](https://www.ecomengine.com/hs-fs/hubfs/images/decorative/detail/niche-details-search-terms.png?width=800&height=295&name=niche-details-search-terms.png)

### Niche Details, Insights Tab

These niche-level metrics will help you assess the launch potential for any new products you identify in Opportunity Explorer. The metrics in this table only include the top products that cumulatively received 90% of clicks after customers searched for any term within the niche. The data is shown for today, 90 days ago, and 360 days ago.

- Number of products
- Percentage of products using Sponsored Products ads (past 360 days)
- Percentage of Prime products (past 360 days)
- Click share for the top five products (past 360 days)
- click share for the top 20 products (past 360 days)
- Average best seller rank
- Average number of reviews
- Number of brands
- Click share for the top five brands
- Click share for the top 20 brands
- Average brand age in the niche (past 360 days)
- Number of selling partners (past 360 days)
- Number of new products launched (past 180 days)
- Number of successful launches (past 180 days)
- Number of new products launched (past 360 days)
- Number of successful launches (past 360 days)
- Average review rating
- Average out of stock rate (past 360 days)
- Average product listing quality score

![Niche insights in Amazon Product Opportunity Explorer](https://www.ecomengine.com/hs-fs/hubfs/images/decorative/detail/niche-details-insights.png?width=800&height=375&name=niche-details-insights.png)

Customer review insights is a tab within niche details. It shows a high-level review sentiment analysis for positive and negative reviews received within the niche over the past six months. The details are collected from written reviews. Each section highlights the topic, percentage of mentions, and review snippets. You can also scroll down to see how each topic impacts star ratings for products within the niche.

June 2024 update: Amazon released [additional updates ](https://sellercentral.amazon.com/gp/headlines.html?ref=nswg_scgw_GW4AXXET6MF487AV_en_US_0_nslp)to Customer Review Insights including review trends and parent ASIN insights. The ASIN benchmarking feature compares your product's star rating to the average rating for your category. Topic drilldown highlights sub-topics that are frequently mentioned in your reviews.

![Review insights in Amazon Product Opportunity Explorer](https://www.ecomengine.com/hs-fs/hubfs/images/decorative/detail/niche-details-review-insights.png?width=1200&height=454&name=niche-details-review-insights.png)

Customer review insights are a great indicator of buyer satisfaction. Evaluating the top positive and negative reviews within the niche can help you create better listing content. It can also ensure you have the right questions to ask your supplier or manufacturer regarding product quality.

## How to Evaluate Opportunities

There's a lot to consider when deciding to launch a new product. Will customers even be interested in the item? Are there opportunities for you to get on the first page of search results within the product niche? How will the new product align with your brand?

The Amazon Product Opportunity Explorer provides important details such as market size, average selling price, search term volume, and more. It's especially helpful to get information about existing competitors within the niche you're considering launching a product in.

Make sure to do your own research beyond the details provided in Opportunity Explorer. Check out competitive listings within the niche. What do current products offer and how can you meet customer demand more effectively?

If your brand has a standalone website or social media pages, try to get a sense of how current customers would view the product you're thinking about launching. Does it clearly meet a need? Social media can be a great tool for connecting with your existing audience to get their unfiltered thoughts.

In addition to checking out the customer review insights within the Product Opportunity Explorer, evaluate recent and "most helpful" reviews for products within the niche you're considering. What are customers saying and how can you use that information to meet demand? Exploring this user-generated content gives you a clear picture of what customers love and dislike about existing products. Armed with these details, you can create a new offering that includes the features or variations that consumers are most interested in while avoiding the things they don't like.

Of course, sorting through reviews can be very time-consuming unless you have review monitoring software like [FeedbackFive](https://www.ecomengine.com/feedbackfive) to get the details for you. Simply enter competitive ASINs and FeedbackFive will populate review data so you can identify trends. Sort and filter reviews to identify opportunities within positive reviews and to see which issues are included in negative reviews.

![Product review summary page in FeedbackFive](https://www.ecomengine.com/hs-fs/hubfs/images/screenshots/feedbackfive/product-reviews.png?width=1200&name=product-reviews.png)

## Find Your Next Opportunity

If you're thinking about adding a new product, Amazon Product Opportunity Explorer makes competitive intelligence very accessible. However, you're almost certainly not going to be the only merchant who decides to dive into a potentially lucrative niche.

While it's helpful to understand the current lay of the land within a niche, Amazon is constantly evolving. In the time it takes to develop an awesome new product, other competitors may appear before you're able to launch. As always, it's good to have a backup plan and diversify your business by selling on your own site or other eCommerce channels. The last thing you want is to tie your funding up by investing in a niche that quickly becomes saturated.

Opportunity Explorer can certainly help take the guesswork out of researching a niche. Just be sure you're doing your own additional research and considering how launching a new product will fit with your brand.

You can also use this feature to determine your market share and find other important business data. Watch our [webinar with e-Comas](https://www.ecomengine.com/webinars/amazon-data-insights) to learn how!

[![Illustration of mobile phone with text, "Don't miss Amazon updates" above button with text, "Get newsletter"](https://no-cache.hubspot.com/cta/default/5147382/af233769-2b79-46b3-a47f-7cb9bde3c660.png)](https://cta-redirect.hubspot.com/cta/redirect/5147382/af233769-2b79-46b3-a47f-7cb9bde3c660)

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Originally published on November 11, 2021, updated June 11, 2024

This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.

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