If you are not doing Amazon competitor research, you are leaving money on the table. Your competitors are already analyzing your listings, so why aren’t you doing the same?
On Amazon, if you are not actively studying your competitors, you are missing valuable data on sales trends, customer preferences, and marketing strategies. This information can help you optimize your listings, improve your pricing strategy, and increase your conversion rates.
In this guide, our Amazon agency will cover the key criteria to focus on when conducting Amazon competitor research. By the end, you’ll be ready to analyze your competitors and implement strategies that will drive your sales growth.
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Why Is Amazon Competitor Research Important?
Selling on Amazon means competing with numerous sellers in your niche. While a monopoly would be ideal, the reality is that multiple brands are fighting for the same customers.
Instead of seeing this as a challenge, view it as an opportunity. By analyzing competitors, you can gain valuable insights to refine your strategy and outperform them.
Here’s how Amazon competitor research can benefit your business:
- Spot weaknesses in competitors’ products, listings, or customer service and turn them into advantages.
- Evaluate pricing strategies to position your product for better value or higher profitability.
- Study top-performing listings to optimize your titles, descriptions, and product images for better conversions.
- Identify effective keywords and ad placements to refine your advertising strategy.
- Learn from competitor reviews to improve your product and customer experience.
- Track competitor storefronts and external marketing efforts to strengthen your brand presence.
- Monitor price changes, stock levels, and demand trends to optimize inventory management.
How to Identify Your Competitors on Amazon
Finding your main competitors on Amazon is the first step in conducting effective competitor research. Below are the best ways to identify them:
- Search for Relevant Keywords:
Enter your main product keywords in the Amazon search bar. The top-ranking products are your direct competitors.
- Check “Frequently Bought Together” and “Customers Also Viewed” Sections:
These sections on competitor product pages suggest alternative products that Amazon considers direct competitors.
- Use Reverse ASIN Lookup Tools:
Tools like Helium 10 help you find products that rank for the same keywords as yours.
- Analyze Best Sellers in Your Category:
Browse Amazon’s Best Sellers, Movers & Shakers, and New Releases lists to spot trending competitors.
- Use Amazon Filters:
Narrow down competitors by filtering results based on price range, brand, and other product attributes.
10 Key Criteria for Amazon Competitor Research
Now that you know how to find your competitors, the next step is understanding what to analyze. To help you, our full-service Amazon agency has listed the 10 key criteria to focus on when conducting Amazon competitor research.
1. Sales Performance
Sales performance is essential for understanding market demand and sales trends. If similar products have consistently low sales, demand may be limited, while strong sales across multiple sellers indicate a profitable opportunity.
Amazon does not provide exact sales figures, but sellers can estimate performance using various tools. Amazon’s BSR, Helium 10, and Jungle Scout help track sales trends, pricing changes, and historical performance.
By analyzing this data, sellers can set realistic benchmarks and optimize inventory planning. Tracking competitor sales performance ensures better decision-making in product selection, pricing, and marketing strategies.
2. Product Listing
A well-optimized product listing is crucial for visibility and conversions on Amazon. By analyzing top-performing competitors, sellers can identify best practices and areas for improvement in their own Amazon listings.
Below are key elements to evaluate:
- Product Title: Check how competitors structure their titles and which keywords they prioritize. A strong title includes vital details like brand name, product type, and key features to attract customer attention.
- Bullet Points: These should highlight the product’s main benefits and features in a clear, engaging way. Look at how competitors organize their bullet points and whether they focus on functionality, unique selling points, or problem-solving aspects.
- Product Description: The description should be informative, easy to read, and free from excessive keywords. Analyze how competitors present their descriptions—do they emphasize storytelling, technical details, or key benefits?
- Images & Videos: High-quality visuals help customers make informed decisions. Examine competitor listings to see if they provide multiple angles, lifestyle images, or videos showcasing the product in use.
- A+ Content: Many top brands use A+ Content to enhance their listings with comparison charts, infographics, and enhanced visuals. Reviewing competitor A+ Content can reveal opportunities to improve branding and product storytelling.
By studying these elements, sellers can refine their listings to be more competitive. A well-structured listing increases the chances of ranking higher in search results and converting more shoppers into buyers.
3. Keyword Strategy
A strong keyword strategy is essential for increasing product visibility on Amazon. Analyzing competitor keywords helps you identify gaps in your strategy and optimize your listings for better discoverability.
Use tools like Helium 10’s Cerebro and Magnet to analyze competitors’ keywords, both organic and paid. This allows you to build a master keyword list, identify high-volume terms, and find missed opportunities.
Prioritize relevant keywords based on search volume and relevance to your product. Incorporate these keywords in your title, bullet points, backend search terms, and A+ content to improve your rankings and attract more traffic.
4. Pricing Strategy
Pricing directly influences both visibility and conversion rates on Amazon. By monitoring competitors’ pricing strategies, you can strategically adjust your prices without sacrificing profitability.
Analyze competitor prices, including regular pricing, discounts, and promotional offers, to understand market trends. Use tools like Profasee to track pricing history and fluctuations over time, helping you adjust your pricing effectively.
Implementing strategies like temporary price drops or sales events can boost your sales and improve your organic ranking. By creating a “jolt” in sales, you can achieve sustained higher sales volume even after the promotion ends.
5. Customer Reviews
Amazon customer reviews are a valuable yet often underutilized resource in competitor analysis. They reveal product flaws, complaints, customer pain points, and provide insight into what customers like and dislike about a competitor’s products.
Analyzing reviews can help you identify areas where your competitors fall short. This allows you to improve your offerings and find ways to better meet customer needs.
Incorporating this feedback into your product strategy can give you an advantage. By addressing common complaints, you can enhance customer satisfaction and differentiate yourself in the marketplace.
6. Advertising Campaigns
Analyzing your competitors’ advertising strategies helps refine your own marketing efforts. By understanding how they advertise, you can identify successful tactics and adjust your strategy to better reach your target audience.
Examine the types of ads your competitors use on Amazon, such as Sponsored Products, Sponsored Brands, and Display Ads. Also, look at their marketing efforts outside of Amazon, including social media campaigns, email marketing, and influencer partnerships.
Pay attention to the promotions and deals they offer, such as discounts or product bundles, to understand what attracts customers. Combining these insights with competitor keyword targeting and bidding strategies will help you create a more competitive and effective advertising plan.
7. Product Features
To stand out in a competitive marketplace, analyzing your competitors’ product features is essential. By identifying the differences between your product and theirs, you can uncover opportunities to improve and highlight your unique selling points.
Look at the features and specifications your competitors offer and compare them to yours. Pay close attention to product variations like size, color, or style, as well as any bundles or additional services that could appeal to your target audience.
Understanding what your competitors provide allows you to enhance your own product by adding features or services that cater to customer needs. This strategy will help you create a more attractive and competitive offering, ultimately boosting your sales.
8. Stock Levels
Monitoring your competitors’ stock levels can reveal key opportunities for you to capture sales. If your competitors are often out of stock, it gives you a chance to meet customer demand and gain their business.
Track your competitors’ stock availability to identify when they run low or go out of stock. By staying alert to these moments, you can quickly step in with your product and attract customers looking for alternatives.
Understanding your competitors’ inventory patterns allows you to plan your own stock strategy. This helps you stay in stock and position yourself as a reliable Amazon seller when others can’t fulfill customer needs.
9. Brand Storefront
Your competitors’ Amazon Brand Storefront is a dedicated space where they showcase their brand and products. Analyzing how they design and organize their storefront can help you understand what attracts customers and builds brand authority.
Look at how their storefront is structured, including the layout, images, and branding. A well-organized storefront with clear product categories and strong visuals can improve the shopping experience and drive more sales.
Pay attention to their brand messaging, promotions, and extra features like videos or customer testimonials. These elements help build trust, highlight unique selling points, and create a stronger connection with potential buyers.
10. Brand Reputation
A strong reputation helps brands attract loyal customers and rank higher on Amazon. Analyze customer reviews, seller feedback, and overall brand sentiment to see how competitors are perceived.
Check how competitors handle negative feedback and service-related complaints. If they struggle with late deliveries or poor communication, offering better customer support can help you stand out.
Pay attention to whether they use branding strategies like testimonials and consistent messaging. These elements reinforce credibility and influence customer buying decisions.
FAQs About Amazon Competitor Research
Winning the Market with Amazon Competitor Research
Conducting thorough Amazon competitor research gives you the insights needed to refine your sales strategy and outperform rivals. By analyzing pricing, keywords, advertising, and customer feedback, you can make data-driven decisions that boost visibility and conversions.
Staying ahead in a competitive marketplace requires continuous monitoring and adaptation. Use competitor insights to optimize your listings, improve your offers, and maintain a strong position in your niche.
Want to outperform your competitors on Amazon? Get help from our Amazon agency and let our specialists optimize your listings!
