On Product Opportunity Explorer there's a metric called 'No. of Top-Clicked Products'.

More info is given about it on a separate page: 'No. of Top-Clicked Products# of top products that cumulatively received 90% of clicks and purchases after customers entered any search term in the niche.'

There's a Youtube video where an Amazon Product Opportunity Explorer designer talks about it with the Helium 10 guy. They state pretty simply that high number equals more competition, low number is low competition, and to look out for high search volume, low number of top clicked products. This is also stated in the 'Learn How to use Product Opportunity Explorer' video here on Amazon Seller University. However, without more information about the total number of competitors in the niche, low or high number could mean different things.

1) The number is low --> It could be that a few products are outperforming all others in the niche. Maybe there are 100s of products, but they aren't getting the sales of these three. Bad opportunity unless you think you can outdo those top products.

2) The number is low --> It could be there simply aren't many good products here that fit the niche, there is demand, but not enough supply. Making it a good opportunity.

3) The number is high --> It could be that there are no suitable products, so people are scrolling down a lot to find something. This suggests a good opportunity if you think you can do better.

4) The number is high --> It could be that there's loads of suitable products, and it's just a price war. Bad opportunity. I can't get my head around how to take this number, I feel like if it were measured against total number of competitors in a niche (which is in Helium 10), it might be interesting? Another metric to measure it against would be simply dividing search volume by this, but more assumes this is a measure of total competition, and not market penetration.

What are your thoughts?