Every product that is for sale can be defined by its niche market. A market niche defines the specific product features and satisfies a specific market need. Niche marketing is is a technique often used by affiliate marketers. By seeking out smaller segments of larger markets, a website can be developed and promoted quickly to serve a targeted and loyal customer base.

A sub-niche is a specific market within a market. This is the process of finding a niche markets that can be broken down into smaller subsets of the niche itself. A large niche market where the niche may no longer be targeted enough to satisfy the needs of that market can often be broken down into sub-niche marketing.