Amazon Niche Insights

About the Amazon Niche Insights

Amazon niche analysis on one page

Before you launch a product on Amazon, four questions decide most of it: how crowded the niche is and whether new products still break in, whether demand is growing or only seasonal, what buyers like and dislike about what is on sale now, and why they send it back. This Amazon niche analysis tool answers each one on its own tab, from Amazon US data for the whole niche rather than a single listing. Type a product, such as "yoga mat", and it opens the closest niche Amazon tracks.

What each tab shows

• Insights: the niche's launch figures now, a quarter ago and a year ago. Products, brands and sellers; how much of the clicks the top 5 and top 20 products and brands take; the share of sponsored and Prime products; how many products launched in the last 180 and 360 days and how many of those are selling well now; and the average price, reviews, rating and Best Sellers Rank.
• Trends: the last two years, week by week: searches, products, average price, search conversion, brands and sellers. The peak week is marked and the last four weeks are compared with the same four weeks a year earlier. You can look at 3 months, 6 months, a year or the full two years.
• Reviews: the topics buyers praise and complain about most, each with its share of the praise or complaints, how much it moves a product's star rating across the niche and among its top quarter of products, and real quotes. Where Amazon has them, a topic also shows its last six months and the narrower sub-topics it covers. Below the topics, the ones that move the star rating most, up or down.
• Returns: why buyers return products in this niche, each reason's share of the returns and its last six months, next to the niche's return rate.

How to read a niche

Start with the launch figures. When the top 5 products take a small share of the clicks and a good part of last year's launches are selling well now, shoppers do try new products. When a few products hold most of the clicks and few launches succeed, a new listing needs a clear edge. The reviews and returns show where that edge can come from: a complaint many buyers share, or a return reason such as size or fit that a better product, or a clearer size chart, could fix. The trends show when to act: a seasonal niche needs its stock in place weeks before its peak.

Where this tool stops

• Niche figures, not one product's. Every number is for the whole niche. To see the products that win it, open the Amazon competitor analysis tool.
• One niche per search. Your words are matched to the closest niche Amazon tracks, and its name is shown because it can differ from what you typed. If the match is off, use more specific words or pick a niche from the list as you type.
• Not every niche has review topics or return reasons. Amazon publishes them for part of its niches; when a niche has none, the tab says so.
• Amazon.com only. The figures are for the US store.

For the search terms inside a niche, with their volume and search conversion, use the Amazon keyword research tool. When a niche looks worth it, the Amazon product research tool adds its top products, unit economics and an AI verdict, and the Amazon review analysis tool shows how buyers rate its top products one by one.

How to read the results

Type a product the way a shopper would search for it, in two to four plain words, such as "dog bed". As you type, the box suggests niches Amazon tracks; pick one to open that exact niche. The page then shows the niche at the top, with its searches a month, search growth over 90 days, search conversion, the units it sells a month and its return rate when Amazon has them, and four tabs:

1. Insights: the launch figures, each with its value now and its change against a quarter ago and a year ago.
2. Trends: a weekly chart of the last two years. Switch between searches, products, average price, conversion, brands and sellers, and between 3 months, 6 months, a year and two years. Hover or touch the line for a week's figure.
3. Reviews: praise on one side, complaints on the other. Open a topic to see its last six months, for all products and for the top quarter, and its sub-topics with a quote each.
4. Returns: the reasons buyers return products in the niche, the most common first, each with its last six months.

The tab you open is kept in the page address, so a link you share opens on the same tab.

Each search uses one of your daily lookups, shared by every research tool on the site: 3 free previews a day without an account, 5 full lookups with a free account and more on paid plans. It uses no credits, and a niche looked up in the last 24 hours opens again at no cost.

Frequently asked questions