Amazon has expanded the Product Opportunity Explorer with a new feature: sellers can now check their own product ideas—including a target price—against the top products in a category before listing a new product.
In addition, Amazon has announced that the Product Opportunity Explorer will also provide product suggestions from Amazon in the future, based on demand data and market gaps. This is complemented by a 90-day launch plan directly in Seller Central, enabling sellers to roll out new products in a structured way.
Both announced features have not yet been fully rolled out, but are expected to be available soon.
What do sellers need to keep in mind?
Measure your idea against top products: In the Product Opportunity Explorer, under the area product idea testing, you can enter your own product with a target price. The tool then compares the idea based on demand volume, competitive intensity, and price range with the currently leading products in the selected category. This makes it possible to evaluate market gaps and pricing positioning in a concrete way before launch.
Amazon product suggestions as a source of inspiration: The announced feature automatically delivers product ideas that Amazon has identified as underserved based on search queries and demand data. This gives sellers a data-driven starting point for expanding their assortment—without having to research niches in a time-consuming way themselves. Amazon has not yet communicated exactly when the feature will be fully available.
The 90-day launch plan structures the go-to-market: The announced launch plan in Seller Central is intended to provide sellers with concrete tasks and milestones for the first 90 days after listing go-live—such as optimizing content, promotions, and inventory planning. If you’re planning new products, you should use the Product Opportunity Explorer now for validation and keep an eye on the additional features as they roll out.
