The importance of innovation as a product on the market field in the conditions of transformation of means of promotion, digitalization, and expansion of sales channels on the Internet is discussed in the article. The authors' vision of classifying innovations by the type based on a subjective approach has been developed: manufacturers who formulate supply on the market and buyers (customers) that determine real and potential demand. The informative characteristics of the types of innovations are based on nominal features that are of practical value to the main agents of the market. The selection of informative features of innovation is based on clustering methods. The Hamming metric is proposed as an effective way to determine the measure of distances. The search for the necessary information and data processing in the innovation market is carried out using modeling tools. Clustering algorithms are proposed as adequate models of intersecting. The clustering algorithm solves the problem of dividing the sample of signs of innovation into clusters that are similar by certain criteria (scientific novelty, patent protection, etc.), depending on the type of innovation as a product (patent, technology, etc.). The proposed classification of innovations will allow to position innovation on the market as an object of sale. Modeling tools accumulate, group, process, coordinate and manage innovation market information when making management decisions.