General:
* Specialty
* Domain
* Area
* Field
* Market
* Segment
* Space
* Category
* Genre
More specific:
* Pocket (for a small niche)
* Forté (for a niche that someone excels in)
* Purview (for a niche that someone is responsible for)
* Habitat (for an ecological niche)
The best synonym to use will depend on the specific situation and what you are trying to convey.