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Originally published on November 11, 2021, updated June 11, 2024
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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.
Amazon’s Product 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.
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.
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:
You can also add metrics to the graph on this page to see performance over the past seven days.
Once you find an area that you'd like to explore, the tabs within Niche Details provide even more detailed information.
The products tab provides more data at the ASIN level for the products included in the niche.
Get a deeper understanding of customer demand by diving into invaluable search term data.
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.
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 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.
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.
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 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.
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 to learn how!
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