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This article applies to selling in: Germany

Opportunity Explorer

Opportunity Explorer is a tool to explore customer demand for new product ideas. To access this tool, go to Opportunity Explorer or navigate in the Menu to Growth > Product Opportunity Explorer.

Note: Opportunity Explorer is currently in limited release in US and Germany, and will release more broadly in US and Europe through 2021 and 2022. If you do not have access yet and are interested, contact us. Refer to the FAQ on this page to determine if you need to request access or configure User Permissions.

Opportunity Explorer allows you to understand Amazon customer search and purchasing behavior to evaluate if there is unmet customer demand, and an opportunity for you to meet that demand through new products. You can explore up-to-date and accurate data on customer needs and the current selection on Amazon. Customer needs and selection are bundled together into niches. Each niche has a unique set of characteristics, which determine the economic potential for new products in the niche. To find your new niche, you can enter search terms, or browse the store taxonomy, as a customer would. Summary data is included in the search results to help you compare related niches of different sizes. Each niche has a detail page where you can view additional tabs of data including current products, top search terms, and statistics about the launch potential for new products.

What is a niche?

A niche is a collection of customer search terms and products representing a customer need. Customers demonstrate their purchase needs when they enter search terms on the store. Amazon combines these search terms into clusters based on the products that customers view or purchase. Search terms and products can meet more than one customer need, and can be in multiple niches.

How is niche data constructed?

Niches include the top related Amazon customer search terms and the top related clicked or purchased products. The number of search terms displayed is currently capped based on which search terms have the greatest search volume. Likewise, products in a niche are limited to those receiving the majority of the clicks and purchases from the search terms shown.

Use the following glossary to better understand the data presented to you in Opportunity Explorer:

Search Results page: The resulting page after searching, browsing, or filtering for niches, The results page shows summary metrics for each of the returned niches.

Term Definition Example
Customer Need Similar products that meet a customer need are called a "niche". The name of the niche is defined as the top ranked search term, by search volume. Shark cordless vacuum
Top Search Terms Additional search terms that customers entered for the customer need of this niche. Elderberry Gummies, Elderberry for Adults, Elderberry 1000mg
Search Volume (Past 360 days) The total number of times customers entered any of the search terms in this niche on Amazon in the past 360 days. 3,600
Search Volume Growth (Past 360 days) Across all of the search terms shown in this niche, the percentage change in search term volume in the past year (0-360 days), compared to the volume from the previous year (360-720 days). 321.98%
Search Volume (Past 90 days) The total number of times customers entered any of the search terms in this niche on Amazon in the past 90 days. 3,600
Search Volume Growth (Past 90 days) Across all of the search terms shown in this niche, the percentage change in search term volume in the past quarter (0-90 days), compared to the volume from the previous 90 days (90-180 days). 321%
Units Sold (Past 90 days) Units sold when customers purchased products after entering one of the search terms in this niche. 1,500-1,999
Total # of Products The number of products in this niche. The niche will include all of the top-clicked products in the niche, representing the majority of the cumulative click share. 12
Average Price (Past 90 days) The average selling price for all products in this niche in the past 90 days. €1.23

Niche Details, Products Tab: This tab provides ASIN-level details on the products within the niche.

Term Definition Example
Parent ASIN Name Product title (of the parent ASIN). This is a clickable link that takes you to the ASIN detail page. Women's Gummy Vitamins
Brand Name of the brand of the product. Amazon
Category Path to the product within the Amazon browse hierarchy, up to 3 levels deep. Taxonomy depth varies across categories. Vitamins & Dietary Supplements / Herbal Supplements / Elderberry
Launch Date Date when ASIN's first buyable offer is available on Amazon. 2021-01-01
Click Count Total number of clicks on this product, after a customer sees the product as a result from any search term in this niche. 249,123
Click Share (Past 90 days) Number of clicks on this product as a percentage of the total click count for every product shown in this niche. 1.10%
Average Selling Price (Past 90 days) The average selling price for all products in this niche in the past 90 days. €1.23
Total Reviews Total number of reviews for the product, as of the most current snapshot. Currently this only includes reviews where the customer provided written product feedback. 12
Average Customer Rating Average star rating customers gave the product in a review. Currently this only includes reviews where the customer provided written product feedback. 4.3
Average BSR The best seller rank of this product, within its specific sub category on Amazon.
Note: Products in this niche may be part of different sub categories.
12
Average # of Sellers and Vendors (Past 90 days) Average number of buyable offers on this product, over the past 90 days, from both third-party sellers and first-party vendors.
Note: Offer from Amazon retail counts as a single offer, regardless how many vendors the product may be sourced from.
4.3

Niche Details, Search Terms Tab: This tab provides search term-level details on the search terms within the niche.

Term Definition Example
Search Term Name of the search term customers entered when they intended to purchase products in this niche. Dog leashes
Search Volume (Past 90 days) The total number of searches customers entered this particular search term on Amazon in the past 90 days. 503,512
Search Volume Growth (QoQ) The percentage change in search term volume from this term in the past quarter (90-0 days), compared to the volume from the previous quarter (180-90 days ago). 321.54%
Search Volume Growth (YoY) The percentage change in search term volume from this term in the past quarter (90-0 days), compared to the volume from the quarter the previous year (360-450 days ago). 321.54%
Click Share (Past 90 days) Number of clicks on products from customers who entered this search term, as a percentage of the total clicks from customers from every search term in this niche. 10.01%
Search Conversion Rate (Past 90 days) Number of purchases, of any product in this niche, after a customer entered this search term and clicked on a product, divided by the total number of times customers entered this search term. Applies to past 90 days. 10.01%
Top 3 Clicked Products The top 3 products, ranked by share of customer clicks after entering this search term. Each are clickable links that takes you to the ASIN’s detail page. B07W8KHTGL, B08Y73HJF4, B07MJL8NXR

Niche Details, Insights Tab: This tab provides niche-level statistics to help you assess the launch potential for new products.

Term Definition Example
Number of Products The number of products in this niche. The niche will include all of the top-clicked products in the niche, representing the majority of the cumulative click share. 105
% of Products Using Sponsored Products Product using Sponsored Products are defined as products shown in this niche, which have at least 1 page view attributed to a seller in the past 90 days. 87.55%
% of Prime Prime products are defined as products where it was Prime eligible for at least half of its page views by customers in the last 90 days. 93.04%
Top 5 Products Click Share The combined click share by top 5 products in the niche. 35.38%
Top 20 Products Click Share The combined click share by top 20 products in the niche. 64.39%
Average Best Seller Rank Average BSR for all products in the niche at the time of the snapshot. 3605.1
Average Number of Reviews Average number of reviews for all products in the niche at the time of the snapshot. 3684
# of Brands Number of brands for all products in the niche at the time of the snapshot. 1128
Top 5 Brands Click Share The combined click share by top 5 brands in the niche. 57.43%
Top 20 Brands Click Share The combined click share by top 20 brands in the niche. 90.72%
Average Brand Age in Niche Brand age in niche is defined as the product age of the first branded ASIN in a given niche under a given brand. 4.2 years
# of Selling Partners Average number of buyable offers on ASINs in the niche from both third-party sellers and first-party vendors (that is, an average of a daily snapshot of offer depth) in T90D.
Note: Offer from Amazon retail counts as one offer, regardless how many vendors retail sources the product from.
128.9
Average Selling Partner Age in Niche Merchant’s age in the niche is defined as the product age of the first ASIN in a given niche under a given merchant. 3.6 years
# of New Products Launched (past 90 days) Number of ASINs in the niche with product age < 90 days. 2
# of Successful Launches (past 90 days) Number of new launches (in the past 90 days) with an annualized revenue amount > €50K in the past 30 days. 2
# of New Products Launched (past 360 days) Number of ASINs in the niche with product age < 360 days. 15
# of Successful Launches (past 360 days) Number of new launches (in the past 360 days) with an annualized revenue amount > €50K in the past 30 days. 15
Average Review Rating Average review rating for all products in the niche at the time of the snapshot date. 4.5
Average Out of Stock Rate Average out of stock rate for all products in niche. 8.02%
Average Product Listing Quality Average listing quality score for all products in the niche. 95 / 100

FAQ:

How can I request additional metrics to be added?

On any Niche Details page, click Request a Metric link on the top right side of the page. You will be asked to provide some basic details and to submit the form. You can ask for metrics that may apply to any part of the Opportunity Explorer experience, and not just limited to the detail page you are viewing.

How do I provide feedback?

On any Niche Details page, click Provide Feedback link on the top right side of the page. You will be asked to provide feedback about the niche you are viewing and your overall satisfaction level with the niche. This feedback is very valuable and will be used by Amazon to improve the overall usefulness of niches over time.

My account seems to have access, but only for the primary user. How do I grant access to my other users?

By default, Opportunity Explorer is provided to only the primary user on each account. To grant permissions, navigate to Settings > Global User Permissions, and provide View access for “New Product Opportunities”.

Note: If your user is not yet a global user, first navigate to Settings > User Permissions and select “Add to Global Account”.

I am a primary user and I do not see this feature. How can I request access?

We are rolling out Opportunity Explorer over time to more sellers. If you would like to request early access, contact us.

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