If you’ve spent any time researching products to sell on Amazon — or Amazon product niches with high-growth opportunity — you understand that it’s like trying to find your way through a maze.
You run into numerous dead ends and false leads. You experience highs and lows, excitement and disappointment. The unknown is often the norm—perhaps that’s why 47% of Amazon sellers say finding a product to sell is challenging
It’s a worthwhile journey though. Because, in case you haven’t already heard, Amazon is the world’s largest e-commerce store. Literally billions of people use it every month. In fact, 74% of consumers start their online shopping searches on Amazon.
So, if you want a great place to find out whether or not people want to spend money on a particular niche, Amazon’s data is where you want to look. (If you’d like to learn more about selling on Amazon, we’ve got a ton of free content based around just that topic.)
And that’s what we’re here for: to help you learn how to find profitable Amazon product niches on your own.
What is a niche and why should you care?
A niche is a smaller, specialized subset of something. It can be a group of buyers, a type of product, a genre of books or film, etc., and as an e-commerce business owner and marketer, it’s important to understand the value of niches.
While larger categories of a specific market or group may have more sales, they also come with more competition. Meanwhile, niches present pockets of opportunity with less competition.
For example, let’s say you’re interested in creating content and products around health and fitness. If you try to get into the broad category of “Health & Fitness,” you’ll soon find yourself butting against big competition.
But if you go deeper into the broad category, the competition starts to fall away.
From Health & Fitness, you can focus on a market segment like yoga. But even yoga is big. How about barre yoga? Or better yet, barre yoga for women? Still too much competition? How about barre yoga for postpartum moms?
The further down the “rabbit hole” you go, the more likely you are to discover a market segment with limited competition that you can capitalize upon.
With niches, you can serve a specific set of consumers and react to their unique needs.
In addition, a smaller market share works as a great “jump-off” point, giving you the leverage you need to eventually branch off into larger markets.
Niches present pockets of opportunity with less competition.
How do you find Amazon product niches?
There are many ways to create smaller sub-markets for your potential product, but one of the easiest ways to define and target a niche is to layer various customer behaviors and interests.
However, this does involve some deeper research into your initial subject.
Here are a few effective ways to find niches online.
Niche Source #1: Use Google
Start with a broad topic, and let Google take you through its iterations.
For example, I enjoy Dungeons & Dragons. So, I would start with a search just for Dungeons & Dragons on Google.
Obviously, this search results in a lot of broad information and sends me to the biggest, most competitive pages. But, it also gives me insight into what fans of Dungeons & Dragons are interested in.
Case in point, under the “People also ask” snippet, I can see four common questions associated with this particular search, one of which is “What do I need to play Dungeons and Dragons?”
This directly relates to products, so there may be an opportunity here.
Now I have some potential niche product ideas: dice, printed character sheets, a whiteboard, adventures. And using this information, I can dig a little deeper.
Taking the idea of “D&D dice” I’m going to do another Google search.
Right at the top, we can see sales options for D&D dice on stand-alone websites (like Wyrmwood) or popular online retail platforms (like Etsy and Amazon).
There are also articles on D&D dice listed, which help to point us in the direction of the information that’s most important to people performing searches for “d&d dice.” Following this trail can lead us deeper and deeper into D&D niches.
Since the Wyrmwood set is the first product listed in the results, we can assume that the dice are quite popular.
And that’s important because, not only will you want to find Amazon product niches, you’ll want to figure out the niches’ popularity as well.
If you ever need to check out how popular a blog post or page is on Google, use a website like SimilarWeb to check its estimated traffic. For example, the website Wyrmwood Gaming has the following statistics:
As a rule of thumb, I like to find websites that get around 100,000 to 300,000 visitors each month. That amount of traffic means the niche is viable without it being too competitive.
If you find a website like this, it is a perfect opportunity for you to research and learn how they do things, and to model your own business after eventually.
Niche Source #2: Online Communities
The next place you can look for niche ideas is in online communities. Online communities are everywhere, but here are some of the best to help you get a sense of a certain niche’s popularity.
Instagram actually makes a great tool for finding niches thanks to its use of hashtags. Using the Dungeons & Dragons example again, I went to Instagram and ran a search for the hashtag #dungeonsanddragons.
Right away, we can see three different types of niches within the Dungeons & Dragons community on Amazon. The top posts include more dice (starting to see a pattern?), a Dungeons & Dragons costume, and character art for a Dungeons & Dragons character.
All three are potential niche opportunities. You can sell dice, make costumes, or even design or paint images of Dungeons & Dragons characters.
When it comes to gauging how popular a niche is, however, look at the Top Posts and find their hashtag lists. Try to find hashtags related to the image that have between 50,000 and 500,000 posts.
Less than 100,000 and you might not have enough market to support the niche. Over 500,000 and you might have too much competition.
For example, this hashtag was attached to the top post in the #dungeonsanddragons hashtag results, and now we have an entire page full of dice.
If we “follow the rabbit hole” and click on that first post, we can get a good look at the person who posted it.
As you can see, they are a seller of “math gems” (a nerd’s term for Dungeons & Dragons dice). They also have a shop with a link, and it looks like they’re doing enough business that their “COMMISSIONS ARE CLOSED.” Plus, they have 5,710 followers.
This is a good account to model your own niche business after as it seems like they’ve found a modicum of success with the niche ‘DND Dice’.
Facebook is a great tool to come up with niche ideas, mainly because it lets you search through posts, hashtags, groups, and pages.
Once again, using the Dungeons & Dragons example, I searched for “Dungeons and Dragons” on Facebook. On the left hand side, you’ll be able to filter by posts, people, pages, images, groups, etc.
I filtered by groups, as it’s a great way to niche down and gauge the size of an audience.
As you scroll through, you will see tons of groups that you can join. Spend some time going through the most popular groups to get an idea of what people are talking about. Build rapport with your fellow group members and participate in conversation.
Try to figure out what a specific pain point that members are facing that you can solve.
Another great way to find profitable niches online is through Reddit, which is a collection of communities divided into subreddits. That means the platform is already organizing its data for you into subsets (aka niches).
A measure of a subreddit’s popularity is within its follower count and growth. The website subredditstats.com takes all of the data from reddit and organizes it by growth and follower count. In addition, you can also do a search for a specific subreddit.
Here are the stats for the immensely popular r/DnD (Dungeons & Dragons subreddit).
Again, Dungeons & Dragons is too broad of a topic to go after. Thankfully, however, subredditdata.com offers details on top Dungeons & Dragons-related keywords, as well as related subreddits.
Right away, we can see some great opportunities, especially with the keywords.
If I were still interested in selling Dungeons & Dragons dice, I immediately see that the terms d20, d6, and dice are popular. The word amethyst — a type of gem — is also popular.
Perhaps amethyst Dungeons & Dragons dice are worth considering?
Another community to mine ideas for profitable niches is Quora.
Quora is a question and answer website, and users submit questions about certain topics. Then, other users reply, with the best answer(s) upvoted by the original poster, as well as other people who read the question.
The benefits of using Quora to find profitable niches is two-fold.
First, like Reddit, Quora organizes all of its questions into topics and subtopics. Plus, it offers information on subjects related to the original topic. These related subjects can help you find new niches that people are interested in.
Next, the questions themselves are great for finding out what people want to know within the community. If you plan on making a product or service that’s informational, Quora is a fantastic way to learn what the community wants.
In the image above, someone asked what’s the best “fan-made” rule that people use in Dungeons & Dragons. User Jeremy Losek answered that they created a special die.
This answer was so popular it was upvoted by users over 100 times. That’s usually a good sign that people are interested in it!
Niche Source #3: Jungle Scout’s Opportunity Finder
While we offer a few different ways to come up with cool niche ideas, the absolute best way to find niche opportunities — especially those which people are willing to pay for — is using a tool like Jungle Scout’s Opportunity Finder.
Opportunity Finder pulls data directly from Amazon.com and sorts it all by filters that you select. Using that information, you can find niches people are most interested in.
How to use Opportunity Finder
To get you started, here are a few Opportunity Finder filters I recommend you use:
- Pick categories that are easy to deal with.
- Jungle Scout — an all-in-one platform for selling on Amazon — recommends the following: Arts, Crafts, & Sewing; Baby; Beauty & Personal Care; Health & Household; Home & Kitchen; Kitchen & Dining; Lawn, Patio, & Garden; Office Products; Pet Supplies; Sports & Outdoors; and Toys & Games.
- The above are usually non-restricted categories which don’t require a lot of paperwork (although, Toys & Games requires a lot more now than it used to).
- Also, the items in said categories are often simple and don’t require a detailed FAQ (frequently asked questions) section.
- Finally, many of the above categories have products that don’t have a lot of variables (which often result in returns, like Clothing & Fashion).
- Set ‘Average Monthly Units Sold’ to 200 – 500 units per month.
- Slide ‘Competition’ to ‘Very Low’.
- Set ‘Average Monthly Price’ to $18 – $50
- Slide ‘Niche Score’ to 7 or higher.
- Click the ‘Exclude Top Brands’ box
Immediately, you’ll see hundreds of awesome keywords pop up. There will still be some branded searches in there, but look past those and you’ll find some real money-makers.
How to validate demand for your niche/product idea
Once you have multiple opportunities to vet, use Jungle Scout’s Extension. All you need to do is log on to Amazon, open Extension on a keyword results page, and learn more about potential Amazon product niches.
For example, say I want to search for “Glass Weather Predictors.”
When the search page is open, click on the “JS” button to the right of your Google search bar to bring up Extension. Within seconds you’ll have a whole host of important information, including:
- A niche’s average monthly sales
- Its average sales price
- Its average reviews
- Opportunity Score
- All of the search page’s products listed
And when looking at Amazon’s data, try to find products that have an average monthly sales of 300 units between the first ten products on the list.
You also want a good average sales price; something between $25-$50.
Next, you want low competition, which you can gauge with reviews. Usually, if there is an average of less than 100 reviews, that’s a pretty good sign that competition is on the low side.
And finally, if you’re not sure, Jungle Scout’s Opportunity Score will rate the niche on a scale of 1 to 10, with 1 being “avoid like the plague” and 10 being the “holy grail” of products. A 6 is pretty good, but a 7+ is preferred.
The End Game: How to monetize profitable Amazon product niches
Once you’ve discovered a niche that works for you, how do you take advantage and make money from it? Well, there are numerous opportunities, each with its own merits and challenges.
At a high level, you can monetize and grow your niche in the following ways (to name but a few):
- Sell a product related to the niche (on Amazon, your own site, other marketplaces)
- Create a niche blog, and sell Pay Per Click ads (like AdSense) on your blog
- Generate Amazon affiliate commissions from products featured on your niche blog
- Sell other affiliate products relevant to your niche
- Sell sponsored posts on your niche blog
- Write an ebook related to your niche
- Sell courses related to your niche
- Be a consultant in your niche
- Create paid membership forums related to your niche
- Sell your niche site (remember Flippa!)
Now it’s on you to find Amazon product niches that will make your future as an entrepreneur a whole lot richer. And remember, there are so many ways to slice and dice a niche. It is not a zero-sum game, so there is a profitable niche waiting out there, just for you!
Do you have any other techniques for finding niches that I didn’t address here? If so, please drop them in the comments! Or, if you’re curious about which categories and niches successful Amazon sellers are selling in, check out “The State of the Amazon Seller” report.