Most sellers use the Market Share report to track existing keywords. But the same data is also one of the most underused product research tools available. It shows you not just where you're winning, but where demand exists that your current catalog isn't covering.
The Core Idea
When you look at SQP by Keyword, you'll sometimes see keywords where your brand has low or zero click share, but the search volume is meaningful and the niche fits what you already sell. That gap is a product opportunity.
There are two types of gaps worth looking for:
Adjacent product gaps: Keywords in a closely related niche where you don't have a product yet. If you sell wooden cutting boards, you may be appearing for "bamboo cutting board" or "acacia cutting board" searches, but with no relevant product, your click share is low and your conversion rate won't improve no matter how much you spend.
Market segment gaps: Keywords where the existing market is dominated by one segment (e.g., products targeting men) but there's a separate and underserved segment (e.g., women) with decent search volume and little competition. If no one is addressing that segment, launching a product specifically for it means you're not competing against established players — you're entering a gap.
How to Find These Opportunities
Go to the Market Share page and scroll down to SQP by Keyword.
Sort by search volume to surface keywords with meaningful demand.
Look for keywords where your brand's click share is low — not because of a targeting or bidding issue, but because you don't have a product that matches the search intent.
Ask: does this keyword represent a niche that fits your existing catalog? Could a new product or variation realistically serve this customer?
Check whether existing market players have strong click share on this keyword or if it's fragmented — fragmented means less entrenched competition and a lower barrier to entry.
Why Adding to an Existing Parent Accelerates Results
If the new product fits as a variation under an existing parent ASIN, that's the fastest path to market share. Adding a child ASIN to an established parent means the new variation inherits the parent's review count, listing history, and BSR context.
Once the variation is live, you'll start seeing its keyword performance appear in SQP, and you can track whether click share on that keyword segment is growing week over week.
Example: You sell a wooden cutting board with strong market share for "wood cutting board" keywords. SQP by Keyword shows "charcuterie boards" has 100,000 weekly searches and your brand has 0% click share. The market click share is spread across several players with no dominant brand. That's a signal to add a charcuterie variation to your existing cutting board parent — not to bid more aggressively on charcuterie keywords with your current product.
What to Look for Before Committing
Before launching based on this analysis, check a few things in the SQP data:
Is the search volume consistent week over week, or seasonal? Use SQP by Week to see whether demand for this keyword is stable or concentrated in specific months.
Is the average market price viable for you? The SQP tables show average market price. If the market is buying at a price point that doesn't work for your margins, the opportunity may not be as attractive as the volume suggests.
Is any single competitor already dominant? If one brand holds 60%+ click share on this keyword consistently, that's a harder market to enter. Look for keywords where share is spread across many players or where no brand is above 20-30%.