Most sellers use the Market Share report to track existing keywords. The same data is also one of the most underused product research tools available: it shows you not just where you are winning, but where demand exists that your current catalog is not covering. This SOP shows you how to turn those gaps into launch decisions.
When to use it: quarterly, or whenever you are planning a new product or variation.
First, know the two gap types worth looking for:
Adjacent product gaps: keywords in a closely related niche where you do not 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 stays low and your conversion rate will not improve no matter how much you spend.
Market segment gaps: keywords where the existing market is dominated by one segment (for example, products targeting men) but a separate, underserved segment (for example, women) has decent search volume and little competition. If no one is addressing that segment, launching a product specifically for it means you are entering a gap rather than competing against established players.
Step 1: Find the gaps
Open the Market Share & Funnel report, 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 do not 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?
Step 2: Validate the opportunity
Before committing to a launch, check three 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 the average market price. If the market is buying at a price point that does not work for your margins, the opportunity may not be as attractive as the volume suggests.
Is any single competitor already dominant? If one brand consistently holds 60%+ click share on the keyword, that is a harder market to enter. Look for keywords where share is spread across many players, or where no brand is above 20-30%. Fragmented share means less entrenched competition and a lower barrier to entry.
Step 3: Launch as a variation under an existing parent
If the new product fits as a variation under an existing parent ASIN, that is 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.
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 is 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.
Step 4: Track the new variation in SQP
Once the variation is live, its keyword performance starts appearing in SQP. Track whether your click share on that keyword segment grows week over week, the same way you track any other keyword.