Whether you’re launching a brand-new product type, or scaling your current catalog, data is your best friend on Amazon. With thousands of products launching daily, understanding where demand lives is crucial.
Thankfully, Amazon’s Category Insights tool makes understanding product popularity and performance easier than ever! Get access to deep market intelligence that helps you make smarter decisions. If you’re not already using the Category Insights tool on Amazon, keep reading to learn more.
What is Amazon's Category Insights Tool?
Amazon’s Category Insights tool gives sellers and brands a bird’s-eye view of what’s working across product categories and subcategories. It delivers buyer behavior data, demand signals, conversion metrics, and even feature-level insights.
You can explore market demand, top performing ASINs, selection depth, return reasons, pricing trends, and more! Find the tool by scrolling to the bottom of Seller Central, and clicking on “Marketplace Product Guidance” under “Growth”. From there, choose the “Category Insights” tab.
Recently, Amazon has made updates to the Category Insights tool, making it even more powerful. You can now filter for:
- Top Grossing: The top 10 ASINs by revenue over the past 12 months
- Newly Launched: The 10 best-performing new ASINS launched in the last 6 months
Referencing Amazon's Category Insights Tool When Launching New Products:
Amazon sellers who are looking to add to their product assortment should reference the Category Insights tool prior to launch. Simply choose your selling country, category, product type (subcategory), and item type, and get the following insights:
- Measure demand via units sold and glance views
- Review conversion rate by price range
- Check the search-to-purchase ratio
- Analyze return reasons and ratios
- See how many sellers and brands currently exist in the space
- Explore advertising spend and star ratings
- Top features – for example, fabric type or compatibilities
Launching in a new category can feel like a gamble, but Category Insights helps Amazon sellers reduce the risk. By analyzing how competitive a given subcategory is, how much demand exists, and what’s trending, you can set yourself up for success.
How Amazon's Category Insights Tool Helps Brands:
Even if you’re not expanding into new product types, Amazon’s Category Insights tool can still help optimize your current offering. Smart sellers use it to track demand shifts, benchmark against top sellers, and identify features to highlight in your listings and ads. By understanding what’s driving the category at a macro-level, you can refine your strategy and prioritize efforts to capitalize on real market trends.
If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.
Julia Asburry is the Senior Marketplace Support Analyst at Blue Wheel, where she plays a vital role in enhancing Account Health and Customer Service management. Her work empowers our clients to not just sustain, but truly thrive in the eCommerce landscape. With over half a decade of diverse experience in the industry, she wears many hats within the organization, bringing a wealth of expertise that propels us forward and helps set us apart.
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