Selling on Amazon isnโt just competitiveโitโs cutthroat.
With over 9.5 million sellers globally and Amazon CPCs jumping 52% YoY in 2023, brands face shrinking margins, rising ad costs, and stalled growth.
If you are an eCommerce seller, guessing your way through isnโt an option.
To compete effectively, you need clarity on whatโs working in your categoryโand whatโs not.
This blog shows you how to run a sharp, data-driven Amazon competitor analysisโso you can decode what top brands do right, avoid costly missteps, and build a strategy that actually scales.
Let's dive in!
Understanding Amazon Competitor Analysis
So, what exactly is Amazon competitor analysis?
In simple terms, it means studying your competitors on Amazon to understand what they are doing right (or wrong). This helps you find ways to make your product, listing, pricing, or advertising better.
Here are the key things you need to track in your competitor analysis:
- Listings: Look at how your competitors write their titles, bullet points, and product descriptions. Are they clear, keyword-rich, and convincing? Also, check if they use high-quality images or videos that grab attention.
- Keywords: Find out which search terms they are ranking for. These are the words shoppers type to find products. Knowing these helps you discover new keywords you can target, too.
- Pricing: Compare their prices with yours. Are they offering lower prices, bundles, or discounts? See how they balance pricing with the value they offer to customers.
- Reviews: Read what buyers are saying about their productโboth the good and the bad. This gives you insight into what customers like and what they want improved.
- Advertising: Observe if they are running Sponsored Product ads or using coupons and lightning deals. It shows how aggressive they are with marketing and what promotions are working.
By doing a good Amazon seller competitor analysis, you can find opportunities that others might miss.
Step-by-Step Guide to Conducting Competitor Analysis
Letโs break this down into steps that are easy to follow.
1. Start with Category Page Analysis
The most practical starting point in how to run a competitor analysis on Amazon is category page analysis.
- Go to Amazon and search for your product detail page.
- Then, find out the category under which the product is listed.
- Enter the page and see who ranks highestโespecially on page one.
Focus on listings that consistently appear in:
- Top organic rankings
- โBest Sellerโ or โAmazonโs Choiceโ badges
This gives you a snapshot of top-performing competitors Amazon favors, based on sales, relevance, and customer satisfaction. Donโt rely solely on keyword tools just yetโmanual review of category pages reveals your most immediate threats and benchmarks.
Make note of direct competitors (offering similar features at similar prices) and indirect ones (solving the same problem differently). This sets the foundation for effective Amazon seller competitor analysis.
2. Identifying Your Competitors
The next step is to run a competitor analysis on Amazon to know who your competitors are.
- Search for your product on Amazon and see which listings show up on the first page.
- Focus on products that are similar in use, price range, and target audience.
- Donโt forget indirect competitors โ these may not sell the exact same product but solve the same problem.
You can also use competitor keyword analysis tools (Amazon-focused) to get more accurate data on who your real competitors are based on keywords and product performance.
3. Analyzing Product Listings
Once you have your list of competitors, study their product listings closely:
- Title: Are they using strong keywords? Is it clear, attractive, and SEO-optimized?
- Bullet Points: What benefits and features do they highlight?
- Description: Is it detailed, easy to read, and informative?
- Images: Do they use high-quality photos, videos, or infographics?
Look at what theyโre doing better than you and what theyโre missing. You can use this information to improve your own listing and stand out more.
Also Read: How to Create an Amazon Product Infographic That Converts
4. Keyword Analysis
Keyword research is a big part of Amazon seller competitor analysis.
Use a reverse ASIN lookup tool such as Helium 10. This lets you see which keywords a competitorโs product is ranking for. Simply enter their ASIN (Amazon Standard Identification Number), and the tool shows their top-performing keywords.
Look for:
- High-volume keywords they rank for
- Keywords youโre not using yet
- Search terms that lead to more conversions
By doing competitor keyword analysis (Amazon-specific), you can upgrade your keyword strategy and get more traffic.
5. Pricing Strategies
Price is a huge factor in buying decisions. So, analyze how your competitors price their products.
Ask yourself:
- Are they cheaper or more expensive than you?
- Do they offer bundles, discounts, or coupons?
- Are they winning the Buy Box?
Important: You donโt need to always lower your price. Many times, improving value (like better images or added features) can justify a higher price.
Use competitor pricing as a reference, but donโt blindly copy. Think about how your product offers better value.
6. Review and Rating Analysis
Customer reviews are a goldmine of insights.
- Read the negative reviews on competitor listings. What are customers complaining about?
- Check the positive reviews. What do buyers love?
- Pay attention to repeated comments โ they often reveal important trends.
You can use this information to improve your product or highlight certain features in your listing. For example, if buyers complain about poor packaging, you can promote your secure and eco-friendly packaging as a selling point.
Also Read: 7 Effective Ways to Get Reviews on Amazon for Sellers
7. Advertising and Promotion Tactics
Ever wondered how your competitors appear at the top of search results? Thatโs usually because of ads.
Look for:
- Which keywords they are targeting in their ads
- Whether theyโre using Sponsored Products or Sponsored Brands
- If theyโre running special deals, like lightning deals or coupons
You donโt have to spend more, just spend smarter. Use competitor keyword analysis tools (Amazon-friendly) to check whatโs working for them and apply it to your own campaigns.
Tools and Resources for Effective Competitor Analysis
There are several Amazon SEO tools that can make Amazon competitor analysis easier and faster. While we wonโt mention brand names, hereโs what these tools can do:
- Helium 10: Helium 10โs Cerebro tool offers reverse ASIN lookup, revealing the keywords your competitors rank for and potential keywords for your product. Uncover high-performing, missed keywords and optimize your listings for better visibility and sales.
- Listing Analyzer: Breaks down every part of a competitorโs listingโlike titles, bullet points, images, and descriptions. It helps you understand what theyโre doing well and where you can do better.
- Review Trackers: Sends alerts when your competitors receive new reviews. This helps you stay updated on what customers are saying and spot any changes in product quality or customer satisfaction.
- Price Trackers: Keep an eye on your competitorsโ pricing and any promotions they run. It helps you respond quickly to price changes and stay competitive without constantly checking manually.
- Ad Spy Tools: Shows which keywords your competitors are targeting in their ads, what types of ads theyโre using, and how often theyโre running promotions. This helps you improve your own ad strategy based on real data.
Using the right tools will give you a clear view of the competitive landscape so you can make smart decisions.
Implementing Insights into Your Competitor Strategy
So, now that youโve done the research, whatโs next?
Hereโs how to apply it:
- Optimize Listings: Take what youโve learned from top competitors and improve your own product titles, bullet points, images, and descriptions. Use stronger keywords and focus on making your product benefits crystal clear.
- Improve Pricing: Donโt rush to lower your price. Instead, look at how you can add more valueโlike better packaging, free bonuses, or improved featuresโso customers feel your product is worth the cost. Learn how to stay competitive and maximize profits from our expert guide on Amazon pricing strategy.
- Update Ads: Use the keyword and ad insights you found to fine-tune your Amazon PPC campaigns. Focus your budget on high-performing keywords and adjust your ads to stand out more.
- Build Trust: Use review analysis to your advantage. Promote the features that customers love and fix the issues they complain about. This helps build credibility and boosts customer confidence in your product.
Remember, Amazon seller competitor analysis is not just about copying others โ itโs about learning, improving, and staying ahead.
Common Mistakes to Avoid
Even though Amazon competitor analysis is powerful, some sellers make mistakes that reduce its impact. Here are some to avoid:
- Focusing only on top sellers: Donโt just study the top-ranking products. Mid-level competitors often have unique strategies or gaps you can learn fromโand sometimes itโs easier to compete with them directly.
- Ignoring customer reviews: Reviews are full of real customer feedback. Skipping this step means missing out on what buyers truly care about, including product flaws and standout features.
- Copy-pasting content: Simply copying what others are doing wonโt help you stand out. Use the insights to create your own stronger, more original listings that reflect your brand.
- Overpricing or underpricing blindly: Donโt let emotions guide your pricing. Base it on competitor pricing, customer expectations, and the value your product actually provides.
- Running the same ads forever: Competitors change their strategies oftenโso should you. Keep refreshing your ads based on new trends, updated keywords, and whatโs working for others.
Avoiding these mistakes can help you get the most out of your analysis and grow your Amazon business faster.
Conclusion
Let SalesDuo help you turn competitor insights into real, scalable growth. With a full-service Amazon marketplace management approach, we combine cutting-edge tools with human expertise to give your brand a lasting competitive edge.
Hereโs what sets SalesDuo apart:
- Trusted by 250+ Amazon brands across the U.S., UK, EU, UAE, and global marketplaces
- Powered by ex-Amazon professionals who understand the platform inside and out
- Proprietary BI dashboard that surfaces hidden keyword opportunities, pricing trends, ad efficiencies, and more
- Data-backed strategy customized for your goalsโwhether it's scaling ads, improving margins, or launching new SKUs
- Competitor tracking and keyword intelligence are done weekly, not once a quarter
- End-to-end supportโfrom listings and SEO to PPC, reporting, and catalog health
- Dedicated account managers for proactive communication and fast response times
Book your 1:1 growth call today and discover how SalesDuo can help you outsmart, outrank, and outsell your Amazon competitors. Donโt just match themโbeat them.
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About the Author
Meet Nandita Nair, an Associate Content Writer at SalesDuo, passionate about creating impactful content that helps Amazon businesses grow and thrive. When sheโs not writing, she finds joy in listening to music, exploring art, and getting lost in the world of novels.
