Overview

Product Opportunity Explorer is an Amazon Seller Central tool designed to help sellers identify potential product opportunities by analyzing customer search behavior and market niches. The tool organizes product demand into "niches" — clusters of customer search terms that represent specific buying needs. Understanding how this tool works can help sellers make more informed decisions about which products to add to their catalog.

Key Points / What Sellers Need to Know

• Niches refresh monthly — New niches are generated at the beginning of each month, while existing niche data is updated weekly, giving sellers relatively current demand signals.
• Professional account required — Product Opportunity Explorer is only available to sellers with a Professional selling plan, not Individual accounts.
• Not all ASINs are mapped — Some products may not appear in any niche if they haven't been clustered into a recognized customer need category.
• User permissions must be granted — By default, only the primary account holder has access. Additional users need explicit permission through account settings.
• Data is directional, not guaranteed — Amazon explicitly states the tool is a guide and does not guarantee sales outcomes.

How Product Opportunity Explorer Works

Product Opportunity Explorer groups customer search activity into niches, which represent clusters of related search terms tied to specific customer needs. Sellers can browse these niches to identify areas where customer demand exists but product selection may be limited. The tool provides metrics such as search volume trends, click growth, and competitive landscape data to help sellers evaluate whether a niche is worth pursuing. Each niche detail page offers deeper insights into the specific search terms customers are using and the products currently serving that demand.

Sellers can search for niches using keywords or ASINs. When searching by ASIN, the tool attempts to match the product to relevant niches where similar items appear. However, it is important to note that not every ASIN has been mapped to a niche — if a product does not appear in any niche, it simply means it has not been clustered according to Amazon's niche creation rules.