Methods, apparatus, and systems to determine a niche market of items or services, the first phase of which identities a gap between demand and supply for a set of items. Session logs may he evaluated to compare transactions involving a specific item to those of a larger group of items. The resultant information identifies areas of high demand, but with low availability. The niche market information may be provided as direct merchandising items for sellers. In one example, the method generates niche market item web pages in specific categories. Additional methods, apparatus, and systems are disclosed.