Amazon is arguably the most successful online business of all time. But while they now sell pretty much everything, the roots of their success can be traced back to their early days as an online bookstore.
Back in the mid-90s, there weren’t many other ecommerce businesses selling books, so Amazon quickly snapped up market share before expanding to new verticals (like music and DVDs). The rest, as they say, is history.
In other words: Amazon made bank by finding an attractive niche — and you can do the same.
To help you out, I’ve rounded up 15 high-potential niche market examples for 2025, all backed up by:
- Revenue data
- Niche product ideas
- Real-world success stories
Let’s get into it…
15 best niche market examples for business in 2025
1. Fitness
Fitness is a top priority for consumers, with “exercising more” frequently ranking as one of our most popular New Year’s resolutions.
And evidence suggests it’s becoming more of a focus, with the percentage of Americans who engage in daily sports, exercise, and recreation increasing by 14% from 2010 – 2023:
All of this makes the fitness niche a strong choice for anyone planning to start a business in 2025.
Size of the market
By 2028, the global market for fitness equipment is expected to be worth almost $14.5 billion, up from just over $9 billion in 2020.
There are plenty of profitable sub-niches within the equipment niche. For instance:
- Cardiovascular equipment is forecast to reach $8+ billion by 2028
- Strength training equipment is set to hit nearly $5.5 billion by the same year
And then there’s the workout supplements market, which is an even bigger opportunity. By 2030, global sales are forecast to hit an eye-watering $36.38 billion.
The only downside is that supplements are regulated in many markets, so you’ll have to do some additional research before you start peddling your own pills and powders.
Fitness product ideas
- Home gym equipment
- Workout clothing and accessories
- Online fitness training and workout plans
- Protein powder
Case study: Nerd Fitness
Nerd Fitness is an online coaching business that helps self-proclaimed Average Joes to “level up their lives”. In 15 years, they’ve helped 50,000+ customers kick-start their fitness journeys.
Much of their success comes from their ability to make fitness seem accessible. The fitness space can seem intimidating to newcomers (no one wants some meathead laughing at their deadlift attempts), but Nerd Fitness makes it feel friendly, approachable, and safe.
Plus they’ve built a ton of social proof through features in respected publications like CNET and the New York Times.
2. Wellness
Physical fitness isn’t our only health-related priority — many of us are also taking the time to focus on our mental wellbeing.
This brings us neatly to the wellness niche, which seeks to promote healthy habits that aid our physical and mental health outcomes.
According to McKinsey, 82% of US consumers consider wellness a “top” or “important” priority in their everyday lives. It’s especially popular among younger consumers, who spend more than their older peers across various wellness-related categories:
Size of the market
The word “wellness” might conjure images of mild-mannered hippies selling crystals and dream catchers, but in reality, it’s big business.
The global wellness market was worth a cool $6.3 trillion in 2023, and it’s expected to hit almost $9 trillion by 2028. So there’s certainly room for a few new entrants.
And there are plenty of sub-niches within the wellness space. Take yoga, for instance: by 2032, global yoga equipment sales will reach almost $13 billion, while yoga apparel is forecast to be worth approximately $40 billion by 2028.
Wellness product ideas
- Yoga apparel and equipment
- Online wellness courses
- Sleep aid products
Case study: Calm
Calm is a subscription-based wellness app. In a competitive niche, they’ve attracted a ton of happy customers by honing in on specific wellness-related topics, including:
- Sleep
- Stress and anxiety
- Mindfulness
Like Nerd Fitness, they’ve built plenty of social proof, including millions of five-star reviews and features in trusted publications. This is a key differentiator given that “effectiveness” is the #1 consideration for consumers choosing wellness products.
3. Ethical and eco-conscious products
Once upon a time, price and quality were the only real factors in consumer buying decisions.
They’re still important, of course, but a growing number of people now also consider ethical and/or eco-friendly practices when choosing what to buy.
For instance, almost half of consumers are aiming to reduce their impact on the environment by purchasing more sustainable products, while nine in 10 want to buy products that are sourced responsibly and sustainably.
Best of all, 83% are happy to pay a premium for ethically produced products.
Size of the market
Just like the wellness space, ethical and eco-conscious products might seem all warm and fuzzy, but there’s a ton of sales potential here.
By 2030, global ethical and sustainable consumer goods sales are expected to reach almost $575 billion.
The increasing popularity of ethical products cuts across multiple niches. For example, the ethical fashion market is set to hit approximately $10 billion in 2025, while sustainable beauty and skincare is forecast to pass $325 billion by 2031.
Ethical and eco-conscious product ideas
- Cruelty-free and vegan beauty products
- Upcycled interior decor
- Vintage/thrifted clothing
Case study: Goodfair
Goodfair is an “online thrift store” that sells bundles of preloved clothing, plus a limited selection of own-brand merch. They intercept apparel on its way to landfill, pick out the best stuff, then organize it into product categories and sell it.
They estimate that their “no new things” philosophy has helped save 237 million kilograms of carbon and 5+ billion gallons of water. That’s a pretty compelling message for eco-conscious consumers.
4. Pets
Sure, pet ownership isn’t exactly a hot new trend — but evidence suggests it’s becoming even more popular, with the number of US households with a pet increasing by about 10% from 1988 – 2023.
Pleasingly for businesses selling pet products, it appears younger owners are more generous when it comes to treating their pet companions.
For instance, in one survey, Gen Z and Millennial pet parents said they planned to spend $50+ on their pets during the holidays — compared to $41 for Gen X respondents and $28 for Baby Boomers.
Size of the market
Global sales of pet care products are forecast to hit $400+ billion in 2028 — more than one-third higher than in 2022.
Of course, the pet products market contains a bunch of lucrative sub-niches, so let’s get a little more granular.
Pet food is an obvious starting point — because animals gotta eat. Sales are set to surpass $150 billion in 2024 and are expected to grow by 5%+ every year until 2029. Then there are pet toys, which are expected to pass $15 billion in global sales by 2032, and accessories, which are poised to hit $40.5 billion in 2031.
Sure, it’s a lot of money. But they’re worth it, right?
Pet product ideas
- Cat and dog beds
- Online dog training
- Artisanal pet food
- GPS pet trackers
- Pet clothing
Case study: Only Natural Pet
As the name suggests, Only Natural Pet sells all-natural pet products, from natural food to eco-friendly toys and accessories.
There’s a natural crossover with the ethical and eco-conscious niche here. Because if you love animals, it stands to reason that you also care about the environment.
Importantly, Only Natural Pets doesn’t just make vague pledges about sustainability — they’re a certified B Corporation. Once again, this is a big trust factor for ethically minded pet parents.
5. Gaming
Gaming is one of the best examples of a formerly niche pursuit that’s crossed over to the mass market.
Once upon a time, gamers were seen as a bunch of nerds who needed to go outside and chuck a football around. But by 2029, the number of gamers is expected to reach just over three billion — or more than one-third of the global population.
Which is music to the ears of any company in the gaming niche.
Size of the market
By 2027, the global video games market is forecast to be worth over $363 billion.
But you don’t need to be a developer to make money in the gaming niche.
Revenue in the gaming accessories niche is expected to hit $15.4 billion in 2030, while another sub-niche — gaming furniture — is set to reach $4.65 billion in global sales by the same year.
Gaming product ideas
- Gaming chairs
- Gaming merch
- Personalized gaming accessories
Case study: X Rocker
X Rocker is one of the biggest brands in the gaming furniture sub-niche, selling everything from gaming chairs and desks to TV stands and even beds.
(No, I didn’t know gaming beds were a thing either.)
They’ve shipped 3.2+ million products worldwide and partnered with a bunch of big gaming brands — including PlayStation and Red Bull — which has helped them build excellent awareness. For gamers, X Rocker has become a household name.
6. Content creation
With the growing popularity of online side hustles, more and more people are starting to make (and monetize) their own content.
Indeed, one survey found that 50% of students are thinking about how to become a content creator, with 70% motivated by a desire to make money in their spare time.
You can make money, too, by helping wannabe creators turn their dreams into reality.
Size of the market
If you’re going to become a successful podcaster or streamer, you need to invest in some decent equipment first.
For instance, you might need to buy a dedicated podcasting microphone — sales of which are expected to hit $121 million by 2025. Or maybe you’ll buy a set of smart headphones, which are forecast to reach combined sales of $30+ billion by 2030.
And then there’s the digital side, with sales of podcast recording software poised to reach almost $22 billion by 2031.
Content creation product ideas
- Streaming/podcasting microphones and headphones
- Digital music and audio/visual effects
- Online training for wannabe creators
Case study: JOBY
Plenty of brands sell tripods, microphones, and lighting — but JOBY does it while specifically targeting content creators. It even sells dedicated “podcast starter kits”.
This sort of differentiation has helped JOBY grow a loyal audience while avoiding competition with larger, better-known brands in the digital camera/video equipment space.
7. Travel
Not so long ago, leisure travel was a treat reserved for the ultra-wealthy.
Today, it’s become a truly mass-market pursuit. For instance, three-quarters of Americans now travel for at least one vacation per year, with over half traveling multiple times a year.
And the good news is that you don’t need to be an airline or a hotel chain to claim a slice of all that travel-related spending.
Size of the market
Following the pandemic-related slowdown, global leisure tourism spending is set to reach a huge $9.3 trillion in 2029.
While a large chunk of that money goes on flights and accommodation, there are plenty of other opportunities in the travel niche.
For example, global luggage sales are expected to pass $23 billion in 2025, while travel accessories — like travel pillows, bags, and padlocks — are forecast to hit almost $99 billion by 2032.
Travel product ideas
- Travel gadgets
- Luggage and backpacks
- Digital travel guides
- Smartphone accessories for travel influencers
Case study: Nomatic
Nomatic is a classic example of a brand that targets a lucrative niche-within-a-niche.
Rather than selling general travel supplies, they specifically focus on minimalist travel bags, backpacks, and accessories for digital nomads. Think lightweight camera backpacks, laptop bags, and more.
This niche focus has helped them win coverage from relevant and trust publications like Conde Nast Traveler and Digital Camera World.
8. Cooking
Cooking is a necessity for some, a hobby for others.
Among Americans aged 15+ in the US, 57%+ prepare food and drink on a typical day, for an average of 53 minutes a day.
Whether they’re doing it for pleasure or just because they’re hungry, cooking requires regular expenditure on equipment and ingredients, making it an attractive niche with plenty of repeat purchase potential.
Size of the market
Looking at the cookware market as a whole, global sales are set to top $41 billion by 2032.
But, as with most of the entries in this article, it’s the sub-niches that are truly worthy of attention.
For instance, there’s a ton of potential in selling artisanal ingredients and condiments. To give just one example, sales of chilli sauce are expected to pass $9 billion by 2031. Spicy.
And then there’s specialist equipment. From appliances to kitchenware, there’s a huge opportunity here. For example, global sales of kitchen knives are forecast to hit $4+ billion by 2030.
Cooking product ideas
- Artisanal ingredients and condiments
- Specialist equipment for cooking niches (like grilling or baking)
- Online cooking tutorials
- Meal prep ideas
Case study: Fly By Jing
Fly By Jing is one of my favorite examples of a niche cooking business.
Rather than selling thousands of ingredients, they’ve honed in on a specific product: Chinese chilli sauce. And they’ve got the brand story to back it up — their products are inspired by founder Jing’s hometown of Chengdu.
In a world where consumers crave authenticity, this is a big selling point.
9. Outdoor products
Outdoor activities saw a big upswing in popularity during the pandemic. Because, let’s be honest, there wasn’t much else to do.
Still, signs suggest that our newfound love of the great outdoors is here to stay.
For instance, in the US, three-fifths of adults go walking for leisure in an average week, while almost 85 million Americans went camping in 2023 — and two in three adults are at least somewhat interested in doing so in the next three years.
Size of the market
Anyone can go for a stroll in their local park free of charge. But if you want to get serious about outdoor pursuits, you need to invest in the right gear (and it doesn’t come cheap).
Globally, sales of outdoor products are forecast to surpass $129 billion by 2032.
Popular product categories include hiking footwear (set to reach $27 billion in sales by 2023) and camping equipment (due to grow from $89 billion – $172 billion by 2032). But there are countless other sub-niches, from fishing to climbing to mountain biking — all with substantial product catalogs.
Outdoor product ideas
- Camping supplies and accessories
- Lightweight hiking gear
- Weather-resistant clothing
Case study: BioLite
BioLite sells power solutions, lighting, and cooking gear for various types of outdoors enthusiasts, including:
- Travelers
- Campers
- Preppers
By identifying specific personas within their broader target audience, they’re able to create tailored messaging and recommendations that appeal to each buyer — helping them generate more sales.
10. Interior decor
Whether you’re obsessed with mid-century modern furniture or simply like buying the occasional graphic print for your bedroom wall, most of us are at least somewhat interested in interior decor.
This was yet another niche that saw a jump in sales during the pandemic. As we all spent more time at home, we became more interested in beautifying our surroundings — and the passion seems to have stuck.
Size of the market
In 2024, global revenue in the home decor market topped $133 billion, and it’s predicted to expand at an annual rate of almost 4% over the next five years.
Where is all that growth coming from?
Well, there are plenty of attractive sub-niches within the interior decor space. Like art reproductions (AKA prints, photos, etc), which are forecast to be worth $67 billion by 2030. Or vintage/second-hand furniture, with an expected 2030 revenue of $56.7 billion.
Interior decor product ideas
- Art prints and graphics
- Vintage furniture
- Soft furnishings
Case study: Goodee
Goodee is a marketplace dedicated to a wide range of interior design-related products, from pots and planters to blankets and throws.
It has a strong focus on purpose, promoting brands and products that support causes like carbon reduction, conservation, and gender advocacy. All of which makes the marketplace a big hit with ethical and eco-conscious consumers.
11. Home office supplies
Traditionally, selling office supplies was a strictly B2B game with a high barrier to entry.
Then the pandemic happened and more of us started working remotely. Per the US Bureau of Labor Statistics, 35% of employed people did some or all of their work at home in 2023, up from 24% in 2019.
Inevitably, this has prompted many of us to spend big kitting out our home offices — which is a big opportunity for office supplies businesses.
Size of the market
By 2030, the global office supplies market is predicted to be worth just under $180 billion.
That’s hardly surprising given that research shows the average remote worker in the US spends $432 per month on work-related expenses — some of which will include essential supplies like furniture and stationery.
Office supplies product ideas
- Home office supply subscription boxes
- Ergonomic home office furniture
- Interior decor for home offices
Case study: The Conran Shop
Okay, so The Conran Shop isn’t a dedicated office supplies retailer — but it does have a category dedicated to (extremely stylish) home office furniture. If you’re looking for a $3,000 desk or a $1,500 chair, this is the place to go.
Clearly, The Conran Shop is targeting affluent audiences. That’s a smart play, with Harvard Business Review research revealing that remote working opportunities skew strongly toward highly paid professionals (AKA exactly the sort of people who might spend $700 on a desk lamp).
12. Skincare and beauty
Skincare and beauty might be the perfect niche market.
- High-margin products? Check.
- Plenty of scope for differentiation? Check.
- Tons of repeat purchase potential? Check.
Indeed, around one in four shoppers in the US buy cosmetics products online monthly, while one in 10 do so weekly.
Best of all, consumers — especially younger ones — are open to experimentation when it comes to beauty and skincare, with 45% of Gen Zers trying new beauty brands every 2 – 3 months. So there’s a big opportunity for new market entrants to cut through.
Size of the market
You won’t be shocked to learn that the global beauty industry is a pretty big deal.
By 2029, sales are expected to surpass $754 billion. Skincare accounts for a big proportion of this spending, with the market set to reach almost $218 billion by the same year.
As in many other niches, there’s a big opportunity here for targeting ethically minded consumers — in 2023, the sustainable beauty and skincare market was valued at close to $177 billion.
Skincare and beauty product ideas
- Cruelty-free skincare
- Vegan cosmetics
- Skincare and beauty subscription boxes
Case study: UpCircle
UpCircle is a direct-to-consumer beauty brand specializing in cruelty-free and ethical skincare products. Check out their homepage and you’ll see they’ve gone all-in on building trust by listing:
- Review scores
- Industry certifications
- Media appearances
- User-generated content
All of this puts them in a strong position to win new customers looking to expand their skincare range.
13. Baby products
Turns out childcare is expensive. Who knew?
According to a 2023 study in the US, the average cost of raising a child to the age of 18 stands at $237,482. And that’s only factoring in necessities like food and rent — never mind Fortnite skins and cans of Prime energy drink.
So if you can convince parents that their little ones need your product, there’s big money to be made.
Size of the market
The baby products market essentially includes two separate categories:
- Baby care
- Baby nutrition
Each is currently worth approximately $67 billion, with strong growth expected in the coming years.
Of course, there are also plenty of lucrative sub-niches within those top-level categories. To give a highly specific example, take baby sensory toys: the market was worth $1.8 billion in 2023 and is expected to almost triple to $4.5 billion by 2032.
The more attractive sub-niches you can find, the more opportunity you have to avoid competition from massive household names — making it easier to grow your audience and drive sales.
Baby product ideas
- Baby sensory toys
- Sustainable baby clothes
- Parenting accessories (like diaper bags and baby monitors)
- Baby furniture
- Baby bath products
Case study: Hello Bello
A lot of baby essentials are regular purchases — think diapers, wipes, food, and more.
So there’s a big opportunity here to boost your customer loyalty and lifetime value by offering subscription-based purchases, just like Hello Bello does. They offer subscriptions on diapers, training pants, and other “fundamentals” like skincare and vitamins.
Sure, selling subscriptions makes it harder to drive the initial purchase. But once you’ve won a customer, you’re in a strong position to retain them for months (or even years).
14. Self-improvement
Acquiring a new skill is another popular New Year’s resolution.
Especially in the age of side hustles, when so many skills can be monetized — helping people build a passive income stream. And you can tap into this desire for self-improvement (and make money from it) by selling digital products, online courses, and online training.
Best of all, many of these products are massively scalable. Once you’ve created a self-help eBook or a bunch of training videos, there’s no limit to how many of them you can sell — provided you take the time to update them when necessary.
Size of the market
Consumers are prepared to pay top dollar to unlock skills that level up their earning potential and otherwise improve their lives.
This explains why the global market for online education is projected to grow by 8.5%+ from 2024 – 2029 to a value of over $279 billion.
There’s no shortage of sub-niches in the self-improvement space. Take the virtual fitness market, for instance, which was worth almost $16.5 billion in 2022 — and is set to grow at over 26% a year until 2030.
Self-improvement product ideas
- Business and entrepreneurship ebooks
- Personal finance resources
- Online fitness training
Case study: Suze Orman
Perhaps the biggest barrier to making money in the self-improvement niche is demonstrating your expertise. Because if people don’t think you’re legit, they’re not going to pay for your content.
Personal finance expert Suze Orman overcomes this challenge by sharing her story and career highlights, including being honored in the Forbes 50 Over 50 list and becoming the official personal finance educator for the US Army and Army Reserve.
Those are impressive credentials, which helps persuade would-be learners that Suze’s courses are worth the money.
15. Car parts and accessories
For many of us, car ownership is an essential part of life.
Indeed, in the US, drivers make an average of 2.43 trips and spend over an hour behind the wheel every day, according to the AAA Foundation for Traffic Safety.
Given all that time on the road, it’s no surprise that we spend a ton of money on car parts and accessories — from essentials like tires and oil to luxuries like heated seat covers and dashcams.
Size of the market
In 2023, consumers worldwide spent a combined $698 billion on auto parts and accessories — and that number is expected to pass $1 trillion by 2031.
Even seemingly minor parts of the market are worth big money. For instance, by 2032, we’re set to spend an estimated $6.6 billion on car air fresheners. Who knew we liked the scent of forest pine so much?
Car parts and accessories product ideas
- Car battery chargers
- In-car phone holders
- Seat/steering wheel/shift knob covers
Case study: RockAuto
RockAuto is proof that you don’t need a fancy-looking website to make money online. The site has looked more or less the same for over two decades now, and they’re in no hurry to change it — because it works.
This should be the guiding principle for any online business owner: always prioritize user experience over snazzy design.
How to find a niche for your business
We’ve given you a quick peek at 15 different niche businesses that all found success in their own way, and while several were able to identify their niche by simply observing the pains and problems of the people around them (and even themselves) you don’t really need to be a visionary founder to find a niche for your own business given the tools and technology available today.
Research the market
The first thing to do when trying to identify a niche is to try and identify what the world is talking about. Google is probably the best springboard for this, and just tossing potential business ideas into your Google search bar might throw some interesting starting points at you. For example, take a dip into this list of business ideas, and Google one of them. In this example, we’ll use podcasting, and pair that with a broader activity like, say, cooking.
Looks like people are looking for a variety of things related to cooking podcasts, but there are already a couple of niches. Creating a cooking podcast and marketing it as being free looks like a good bet, and if you think you can hit the UK or Australian market for a pod, you might be in luck.
Google Trends, pictured above, is another excellent starting point. We’ve not even entered any search terms yet, and Google is already giving us trend information based on location—and as the image shows, people in the US were searching for information about the Bank of America.
At time of writing, Bank of America was experiencing a widespread outage, with some users stating that they couldn’t see their balance, and others reporting that their balances showed as zero. If you were in the business of sharing information online you could set about answering these deep questions and shining a little more light into the darkness by sharing user stories. YouTube channels, niche blogs, eBooks—there are lots of different ways you could create your own content here.
Explore your ideas
Once you’ve got a few ideas shortlisted following your time in Trends and Search researching different markets and areas of interest, you can use a technique like a mind map to further visualize and spark your brain for inspiration.
Just putting your ideas down on paper (or a whiteboard, or an electronic mind map) can help you flesh them out a little further, and examine different possibilities in more detail. It’s a good idea to use specialized software or a notebook for this, because you can save your progress and come back later to add to it as more thoughts strike you—sometimes all it takes is a shower or a quick walk to spur the imagination.
Your central idea should be in the middle—so that’s where you’ll write “cooking podcast” or “history YouTube” or whatever it is you’ve come up with. Then you can start branching off with some of the other angles you’ve found, such as the UK and Australia or the Bank of America issues respectively.
Do keyword research
Next, you’re going to want to take whatever niches you’ve been looking at and plug them into the Google Keyword Planner. This tool allows you to do more basic research by finding new keywords, but also lets you look at how often people search for certain terms.
There are other tools out there worth considering such as serped.net and AlsoAsked, although you’ll have to keep an eye on the pricing plans offered by the different platforms out there—you might get free trials or introductory deals that allow you to test out the tool fully and even get all of your research done within that time.
Ultimately, the point is to find a niche within your area of interest where there’s a fair level of search activity but also low competition. A lot of the businesses we looked at earlier were able to do well because they jumped into niches that were underserved.
Understand your niche
Now that you’ve hopefully decided on a niche to pursue, it’s time to dive as deep as you can into that niche to understand the competition as well as the consumers themselves. As we detailed previously, a lot of niche businesses solve problems people have—so you’ll need to figure out how you can listen to your target consumers.
One option is Reddit, the uber-popular site that essentially has forums for just about every possible topic. With a little creative searching and diving through relevant subreddits, you’ll swiftly start to understand the questions people have as well as their opinions and experiences.
Once you’ve figured out the big issues among your target audience, you can start to tailor your business to them with confidence.
Ask your audience
This won’t apply to everyone, but if you already have an audience or some sort of online community of your own, consult them! Not every community member will engage, but the most invested ones will definitely give you their input as to the different issues they face. The big bonus of using your own audience is that you’ve already developed an element of trust and rapport with them, so conversations can happen much more easily.
Ready to launch your business?
We’re not going to go into full depth on how to launch a business here, but if you’ve settled on your niche and know your consumers and what problems you can solve for them, you’re good to go.
Now that you've settled on a niche and know exactly what products you want to sell, it's time to come up with a business plan and launch your new venture.
The best thing you can do is find a top ecommerce platform to launch your business on. If your product’s digital, look no further than Whop. Whether you want to create an online coaching community, sell templates, start an online cooking school or train fitness enthusiasts from around the world, you can do it with Whop,
It’ll only take a moment to sign up, and then you can get started building out the different elements of your business by just dragging and dropping them into place— whops are really easy to use, and you can have a brand new online store up and running in a matter of minutes.
So, if you want to start an online business selling your digital products quickly and with a minimum of fuss, check out Whop and sign up for free today.
