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What is an Amazon Niche and How to Find Niche Keywords

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Amazon Niche and Niche Keywords

What Is a “Niche” On Amazon?

Finding a niche on Amazon is essentially identifying your little pocket of Amazon keyword search traffic, then dominating that “niche” with well optimized listings & keyword ranking strategies. It’s finding an underserved group of customers, then serving them with the high quality products they want. Amazon FBA is competitive these days, so gone are the days when selling turmeric pills or BBQ gloves is anything but a bloodbath of competition. Amazon sellers are much better off finding a smaller niche to serve and serving them well.

Why Is “Niching Down” Important?

By choosing a smaller niche, you are lowering your barrier to entry. To compete on super competitive products you need to invest large amounts in inventory and advertising, but when you find the perfect niche, you bring great products to markets that are hungry for them.

Don’t get me wrong, many people do very well in broad categories and niching down isn’t for them. But they are playing a different game where their large investments and fancy marketing teams will help them win. If you don’t know where to start on with niche research look at trending products on Amazon. Our friends at AMZScout wrote an article about it which I recommend checking out here.

Amazon Niche Examples

A good niche is targeted enough that you can identify who the customer is pretty easily, but broad enough that there’s a big enough customer base on Amazon for you to make at least $10,000 per month revenue from each product.

Good Niche Examples

  • Horse Riding Equipment
  • High End Cribs for Babies
  • Accessories for Specific Models of Car, ATV, or DIrtbike
  • Eco Friendly Food Handling Items

Notice how I’m very specific but not so specific that there is only one product that would fit into each niche.

Bad Niche Examples

  • Cooking equipment
  • Sporting goods
  • Supplements

Notice how all these examples are much too broad and they all have products that are highly competitive on Amazon. Competing here would take lots of money and resources.

How to Find Niche Amazon Keywords

There are plenty of Amazon keyword tools that can help you identify good niches to sell products on Amazon.

But finding niche keywords is a reverse engineering process. The search volume on Amazon already exists, so it’s up to us Amazon sellers to find out which keyword searches are getting lots of searches, aren’t too competitive, and have room for a brand to enter with higher quality product listings.

We can use the help of Amazon Keyword Research tools to help us track these elusive niche keywords down.

Our friends at AMZ Scout wrote an article about Trending Products on Amazon which I recommend checking out here.

Step 1: Run Broad Keyword Searches

Open a keyword research tool and make broad searches like the ones mentioned in the “bad niches’ examples above. This will bring you a list of keywords that you can comb to find good niche keywords that deserve digging into further. You’ll want to search for at least 10 different searches to prepare for the next step.

Step 2: Identify The Niche Keywords & Cross Reference on Amazon

Within your search results, comb them for keywords that have a moderate search volume but seem fairly specific.

“French braided hanging wall art” is too specific, but “hanging wall art” might be a good candidate. It’s specific but still broad enough to apply to a wide range of products and higher likelihood of having enough search volume.

But we need to cross reference Amazon search results first. Run a search on Amazon for each potentially good keyword and see what shows up.

Good Signs

  • 3+ brands selling $10K+ per month but not more than $30k. Shows it’s a niche that’s not too competitive but has enough sales.
  • Most competitors have poor quality listings.
  • The average price point is above $20

Bad Signs

  • Most or all competitors have super high quality listings
  • Many sellers have 500+ reviews
  • There are lots of unrelated items showing up in search results

Step 3: Use Your Intuition & Do More Research

FInally, once you have a list of potentially good niche keywords, there’s a large amount of what makes a good niche that can’t be put into a simple formula.

Sit down and use your intuition + some Google research to dig deeper and see if this niche will be good to dive further into or not. I like to open up a Notion document and just start writing what’s on my mind. Then I usually will make a pros and cons list, but the most important thing is that you are thinking through everything and tapping into your intuition, because it will tell you things my niche formula cannot!

Danny Carlson Half Face

Danny Carlson

Danny Carlson is an Amazon FBA entrepreneur specializing in PPC Management & Listing Optimization. He founded the Amazon Seller Agency “Kenji ROI” in 2016 & has grown it to more than 10 team members. Kenji ROI has served 638+ Amazon sellers with product photography, video, copywriting, Amazon SEO, & Amazon PPC Management services, and has produced 1355+ Amazon product listings. Danny is also host of the Actualize Freedom Podcast (Amazon FBA) & the Danny Carlson Podcast (building agencies, mindset, & lifestyle) completing more than 75 interviews with names like Daniel DiPiazza, Steve Sims, Manny Coats, & Kevin King.