This document discusses the "long tail effect" identified by Chris Anderson in 2004. The long tail effect describes how products with low demand or sales can collectively make up a significant market share if the store or distribution channel carries enough products. With an internet marketplace having virtually unlimited shelf space and no physical constraints, niche and obscure products can become easily available and formerly sub-economic products and customers can become a major market. Examples are given of how streaming services and online retailers carry much larger inventories than physical retailers, and derive significant portions of their sales and profits from niche products in the "long tail" rather than just top sellers. The advantages of targeting the long tail include lower competition and higher customer intent for niche products and topics.