Amazon introduced a tool called Product Opportunity Explorer as a beta last fall, and made it available to all sellers in June. The idea behind it is to steer Amazon’s army of sellers towards ways to meet unmet customer demand – theoretically a win-win situation for both the company and the sellers.
Product Opportunity Explorer provides sellers with information about what customers are looking for, clicking and buying – as well as what they are not buying, which helps sellers “identify opportunities to launch new products with high potential for meet unmet customer demand.
Sellers can also track sales history and price trends using the tool. And in September, Amazon announced an enhancement called Customer Reviews Insight that lets sellers gauge the likelihood of a new product gaining traction with customers and lets them predict sales potential.
Some sellers responded to a reminder about the program from Amazon in August. One said they thought it was a way for Amazon to “backdoor” products from brands that didn’t want their products to be sold on Amazon.
Another seller said he would rather see Amazon focus on improving existing features, such as ensuring FBA products are checked into fulfillment centers accurately and in a timely manner, and improving the new creation program. mailings, which they described as “awful”. The seller wrote: “You are allocating resources to the wrong things.”
But these few comments do not indicate whether sellers use the tool or not, or what they think of its usefulness. Earlier this month, a seller asked if Amazon intended to include the Toys category, “because this category is currently not available in Product Opportunity Explorer,” the seller wrote. Amazon has yet to answer the question.
Sellers who want to use the tool need to fully understand what the data is telling them. This was clarified in a post written by third party vendor Helium 10 last week, “Ultimate Guide to the NEW Amazon Product Opportunity Explorer.” He pointed out that when sellers use the tool, “you’re not necessarily looking for specific products or keywords, but rather groups of products powered by groups of keywords” and went on to explain how the tool works. relies on “niches” to provide the data.
Amazon released a video in June that walks sellers through the new Product Opportunity Explorer, including its use of niches in reporting demand. Niche metrics are refreshed at the start of each week and new niches are created at the start of each month.
The video explained, “Filtering the results to show only niches with a low total product count and high search volume could help you identify unmet customer demand and an opportunity for a new product.”
If you’ve used the tool, let us know in the comments below what you think.