Product Opportunity Explorer
Turn market gaps into growth opportunities
Invest in new product ideas with confidence using exclusive product and purchasing insights to uncover opportunities with unmet customer demand and high sales potential.
New products launched using insights from Product Opportunity Explorer have 2.5x higher sales potential in their first three months1
Why Product Opportunity Explorer?
Product Opportunity Explorer is a tool that can help you avoid costly research or guesswork with exclusive Amazon data and customer insights that identify market gaps and the products customers truly want.
Discover opportunities with high potential
Increase your chances of launch success and steady sales by pursuing products with high customer demand and low competition.
Achieve more with fewer resources
Avoid costly, time-consuming research with robust data and insights in one dashboard that can help you uncover untapped opportunities instantly.
Make smarter investment decisions
Minimize uncertainty and the financial risk of unvalidated ideas with promising product opportunities that you can launch confidently and quickly.
Reduce returns with in-demand products
Tap into purchasing and returns insights to discover and launch high-quality products that address true customer demand.
Improve existing products, listings, or campaigns
Dive into product performance and review insights to identify ways to improve your products, listings, or marketing strategies.
Optimize search terms for discoverability
Identify the best search terms to boost discovery of your new products using product and category insights.
“Getting insights from Opportunity Explorer into why customers are purchasing has been incredibly helpful. We’re able to drill down into unique aspects of those insights, which has helped us identify adjacent categories and products.”
Josh Gilliam
Founder
How Product Opportunity Explorer works
Step 1
Step 2
Understand the different opportunities
Product Opportunity Explorer primarily categorizes products within niches, which represent specific customer needs.
We create niches by grouping search terms based on the products customers view or purchase after searching. You can uncover market demand trends for specific niches by browsing categories, searching by keyword or product, or exploring recommended niches to find ones that make sense for your business.
The tool also surfaces opportunities with unmet demand, which are collections of similar search terms that have lower conversion rates than the benchmark, indicating high customer demand but low competition. You can see the top unmet demand opportunities for your brand and explore by category or keyword.
We create niches by grouping search terms based on the products customers view or purchase after searching. You can uncover market demand trends for specific niches by browsing categories, searching by keyword or product, or exploring recommended niches to find ones that make sense for your business.
The tool also surfaces opportunities with unmet demand, which are collections of similar search terms that have lower conversion rates than the benchmark, indicating high customer demand but low competition. You can see the top unmet demand opportunities for your brand and explore by category or keyword.
Step 3
Analyze the data
Filter, sort, and explore data and trends for demand and purchasing behavior, competition and saturation, search terms and volume, customer reviews, and return activity.
With this information, you can identify features customers value or issues they’ve had with products, highlighting areas of unmet need that can inform your product development and marketing strategies.
With this information, you can identify features customers value or issues they’ve had with products, highlighting areas of unmet need that can inform your product development and marketing strategies.
Step 4
Inform your launches
Use these learnings and product opportunities to develop brand new products or upgrade your existing products with new features. You can also use the insights to optimize your listings and advertising campaigns.
Wondering what it's
like to sell on Amazon?
Frequently Asked Questions
What are the best products to sell in Amazon stores?
The most successful products can depend on factors like seasonality, customer demand, competition, and your goals. Use Amazon’s Product Opportunity Explorer tool to uncover product opportunities that align with your brand and product catalog. It can help you:
- Identify high-potential categories and product opportunities with high-demand and low-saturation
- Analyze sales trends, customer reviews, and return activity to understand customer preferences
- Validate product ideas so you can avoid costly research and minimize financial risk
You can check out Amazon’s Best Sellers and Movers & Shakers lists to see what products are trending.
How does Amazon’s Product Opportunity Explorer generate opportunities?
The tool analyzes Amazon search, browse, and purchase behavior to understand which products customers tend to click on or buy after searching for specific keywords. It also analyzes trends in pricing, reviews, and returns. With these insights, Product Opportunity Explorer surfaces products and categories with specific customer needs that aren’t being met in the market and identifies those that specifically align to your brand and product catalog.
Can I request new metrics be added to Product Opportunity Explorer?
Yes, you can request new metrics (or even additional features and capabilities) using the Feedback tab that appears in the bottom-right corner of any page within the Product Opportunity Explorer dashboard. In the Feedback subject, select Other, then provide details about the new metric that you’re interested in. You can ask for metrics that apply to any part of the experience—not just limited to the detail page you’re viewing.
Are these product opportunities guaranteed to succeed?
Our goal is to help you make catalog expansion decisions that make sense for your business and meet your business goals, while providing customers with products they want. Product Opportunity Explorer is intended to provide you with general information to help you make those decisions. The tool is only a guide and should not be a substitute for your own judgment about demand for your products and where to invest. Many factors can influence the opportunities shown, including price fluctuations, consumer demand shifts, and changes in competing offers for those products. Amazon does not guarantee any particular outcome or sales by providing this tool, and you are responsible for independently choosing how to expand your catalog and which products to launch.
Drive success with in-demand product launches
Get 10% back on your first
$50,000 in branded sales
$50,000 in branded sales
*A Professional selling account is $39.99/month + selling fees. Learn more
1 2025 Amazon internal data based on a study of sellers in the US, EU, and Japan that launched products from niches they viewed in Opportunity Explorer within the previous 12 months
1 2025 Amazon internal data based on a study of sellers in the US, EU, and Japan that launched products from niches they viewed in Opportunity Explorer within the previous 12 months
