Market opportunity analysis: find the open niches in a product category
- Built for
- Founders choosing where to start a brand, sellers adding a product line, and the agencies and consultants who size categories for them.
- You enter
- A category or product idea, such as dog products. A target price is optional.
- Price
- Free plan: 100 credits, no card. One analysis uses about 60–70 credits.
- What you get
- One table of 8 niches: the main keyword's monthly Amazon searches with its close variants, and for the top 10 page-1 listings the median ratings count, how many have fewer than 500 ratings, median price and range, average star rating, the brand holding the most places and how many carry a 1K+ "bought in past month" label. Then the niches ranked from most to least open, with the keywords and the low-review listings that back the top 3.
- Coverage
- Amazon.com (US): Amazon's keyword data for other marketplaces is not available. Search volumes are monthly estimates; "bought in past month" is Amazon's own rounded label. There are no unit, revenue or market-size estimates.
- Time to report
- Usually 3–5 minutes.
- Account
- Sign-in with Google required to run it. You can read the example and fill in the form without an account.
How do you do a market opportunity analysis for a product category?
List the product types shoppers search for inside the category, then weigh each one's search demand against how hard its first page is to break into. In Nolyn's November 10, 2026 run on dog products, dog treats had 156,369 monthly Amazon searches but no top-10 listing under 500 ratings, while dog bowls had 13,202 searches and three listings with 106–268 ratings already selling, one with a 3K+ "bought in past month" label.
Enter a category or product idea, such as dog products or pet supplements. Nolyn finds the product types shoppers search for inside it, measures each one's monthly Amazon searches and its page-1 competition (ratings counts, prices, how many places one brand holds, Amazon's "bought in past month" labels), and ranks the niches from most to least open for a new brand, with the listings behind each call.
- Niches measured
- 8
- Dog bowls listings under 500 ratings
- 3
- Dog treats listings under 500 ratings
- 0
- Credits for the run
- 60
Key findings
- Dog bowls: new listings already sell on page 1
- The biggest keywords are the hardest to enter
The report includes
- The niches inside your category
- Demand for each niche
- How hard page 1 is
- A ranked shortlist with proof
What you get
The niches inside your category
Demand for each niche
How hard page 1 is
A ranked shortlist with proof
Example: dog products on Amazon US
A real run on November 10, 2026 for someone planning a dog brand. Nolyn found 10 candidate niches in the keywords Amazon relates to "dog products", measured 40 keywords, kept the 8 with the most searches and read page 1 of Amazon US for each. Rows are in the order the report ranked them, most open first.
Niches measured
8
of 10 candidates, from 40 keywords
Dog bowls listings under 500 ratings
3
of the top 10, one with 3K+ bought
Dog treats listings under 500 ratings
0
156,369 monthly searches
Credits for the run
60
41 data + 19 AI, 3.7 minutes
| Niche (main keyword) | Monthly searches | Median ratings, top 10 | Under 500 ratings | Median price | 1K+ labels | Most places |
|---|---|---|---|---|---|---|
| dog bowls | 13,202 | 5,873 | 3 | $12.49 | 8 | unbranded titles, 4 |
| dog collar | 27,900 | 2,206 | 3 | $12.29 | 5 | unbranded titles, 6 |
| dog bed | 53,594 | 9,547 | 1 | $31.99 | 9 | EHEYCIGA, 3 |
| dog chew toys | 21,280 | 14,479 | 0 | $13.14 | 10 | Benebone, 3 |
| dog toys | 276,273 | 35,218 | 0 | $11.39 | 10 | Best Pet Supplies, 2 |
| dog probiotics | 4,749 | 18,080 | 0 | $21.98 | 10 | unbranded titles, 4 |
| salmon oil for dogs | 3,291 | 10,650 | 0 | $29.46 | 10 | Natural Dog Company, 3 |
| dog treats | 156,369 | 23,526 | 0 | $14.73 | 10 | Milk-Bone, 4 |
Read November 10, 2026 on amazon.com. Searches: monthly Amazon estimate for the main keyword (keyword data updated November 3, 2026). Ratings, price, stars and labels are for the first 10 page-1 listings that match the niche, counted as Amazon lists them (two size variants of one product are two listings). 1K+ labels: listings showing "1K+ bought in past month" or more.
Dog bowls: new listings already sell on page 1
The biggest keywords are the hardest to enter
"Dog collar" hides several markets
Supplements: young listings sell just above the cutoff
Every figure on this page was recomputed from the run's saved Amazon responses. The run used 60 credits (41 for data, 19 for the AI) and 3.7 minutes. The written report around the table got its medians, price ranges and counts right but slipped in five places, so this page quotes the recomputed figures: it counted 7 dog bowl listings with 1K+ labels (there are 8), cited a 38,029-rating salmon oil listing that sits at position 15, outside the top 10 it measured, named the most-held salmon oil brand as unbranded titles (Natural Dog Company holds 3), listed a recovery cone among the skipped dog collar results (the seventh was a Garmin training collar) and said three niches had three listings under 500 ratings (two do).
Validate the top niche
The analysis tells you where to look. Product validation takes one product idea from the top niche and gives a go, caution or no-go from its Amazon competitors, their complaints and TikTok demand.
How it works
Find the niches
Reads the keywords Amazon relates to your category and groups them into 10–12 product types, leaving out brands and the bare category word.
Measure demand
Gets the monthly Amazon search volume for each niche's main keyword and its close variants in one lookup, and keeps the 8 niches with the most searches.
Read page 1
Searches Amazon US once per niche and records the first 10 matching listings: ratings, stars, price, brand and the "bought in past month" label, skipping products from another niche.
Rank and show the proof
Computes the medians and counts, ranks the niches from most to least open and lists the low-review listings that show a newcomer can rank, in an HTML report.
Who uses market opportunity analysis
Founders starting a brand
Sellers adding a product line
Agencies and consultants
What it cannot do
This is Amazon.com (US) only: Amazon's keyword volumes are not available for other marketplaces. Search volumes are monthly estimates, not sales. "Bought in past month" is Amazon's rounded label and appears on some listings only; Nolyn does not estimate units, revenue or market size. Page 1 is a snapshot of one search on one day, and ratings counts are shared between variants of the same product. The niches come from the keywords Amazon relates to your category, which can be few for a broad seed: in the example, dog harnesses, crates, leashes and cooling mats were not measured. The ranking weighs four stated criteria and is a judgment, not a score; check the top niche with a product validation before you order stock.
Questions
An assessment of where in a market there is demand that existing sellers do not fully serve. For a product category, that means splitting the category into the niches shoppers search for, measuring demand for each, and checking how established the products already on page 1 are. The result is a ranked list of niches with the evidence for each.
Look for niches where search volume is solid but page 1 still includes listings with few ratings that show monthly purchases, no brand holds several of the top places and star ratings leave room for a better product. In the dog products example, dog bowls had three listings with 106–268 ratings on page 1, one marked 3K+ bought in the past month.
It comes one step earlier. Market opportunity analysis starts from a category and tells you which niches to look at; product validation takes one product idea and gives a go, caution or no-go from its Amazon competitors, reviews and TikTok demand. Run this first, then validate the top niche.
From Amazon keyword data for the US: the estimated monthly searches for each keyword on Amazon.com, updated monthly (the example's data was updated November 3, 2026). It is an estimate of searches, not of sales.
No. Amazon does not publish sales, and tools that show them for other sellers' products are estimating. Nolyn shows the search volume, ratings counts, prices and Amazon's own "bought in past month" labels as returned, and says so.
Not yet: Amazon keyword volumes are only available for the US marketplace. For Amazon in other countries, the Amazon niche finder compares Best Sellers categories you choose by their price and ratings.
Reading this page and the example is free. Running an analysis needs a Nolyn account: sign in and new accounts get 100 one-time free credits, no card. The dog products example used 60 credits (41 for data, 19 for the AI) and under 4 minutes.
To run it, yes: sign in with Google. It is free and asks for no card. You can read the example and fill in the form before signing in.
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