How to Analyze Competitors’ Products on Amazon
Understanding your competitors is key to succeeding on Amazon. By analyzing their products, pricing, keywords, and customer feedback, you can identify opportunities to improve your own product listing, pricing strategy, and marketing approach. A thorough competitor analysis helps sellers find gaps in the market, refine their product offerings, and enhance their Amazon PPC campaigns.
1. Identifying Your Main Competitors
Start by determining which sellers and brands are competing with your product. The easiest way to do this is by searching for your target keywords on Amazon and noting the top-ranking products.
How to Find Your Competitors:
•Search for your main product keyword (e.g., “wireless earbuds”) and analyze the top organic and sponsored results.
•Look at Best Sellers in your category to see which brands dominate the market.
•Use Amazon’s “Customers Also Bought” and “Frequently Bought Together” sections to find related competing products.
•Consider third-party tools like Helium 10, Jungle Scout, or AMZScout to analyze competitor rankings and sales data.
✅ Example: If you’re selling “ergonomic office chairs,” search for that term and list the top 10–15 sellers who consistently appear in search results.
2. Analyzing Competitor Product Listings
A competitor’s product listing reveals what works and what can be improved in your own listing.
Key Elements to Evaluate:
•Title: Are they using relevant keywords effectively?
•Bullet Points: What features do they highlight?
•Product Description: How detailed and persuasive is their copy?
•Images & Videos: Do they use high-quality visuals, infographics, or demo videos?
•A+ Content (Enhanced Brand Content): Do they use it to improve product storytelling?
✅ Example: If a competitor’s listing has a well-structured title like “Wireless Earbuds with Noise Cancellation, 30H Playtime, Bluetooth 5.3,” you might need to refine your own title for better keyword inclusion and clarity.
3. Studying Competitor Pricing Strategies
Price plays a huge role in Amazon’s Buy Box algorithm and customer purchasing decisions.
How to Compare Pricing:
•Check their list price vs. sale price to see if they frequently offer discounts.
•Observe how often they change prices (use price tracking tools like Keepa).
•Look at Amazon Prime eligibility, which can impact perceived value.
•Identify whether they offer bundles or multi-pack deals to increase value.
✅ Example: If your competitors are selling at $25 but frequently drop to $19.99, pricing your product at $24.99 with a limited-time coupon may help attract price-sensitive buyers.
4. Evaluating Competitor Reviews & Ratings
Customer feedback reveals strengths and weaknesses in a competitor’s product, helping you position your offering better.
What to Look For:
•Overall Rating: Are they above 4.0 stars?
•Common Complaints: Identify recurring issues (e.g., “battery dies quickly” or “difficult to assemble”).
•Positive Highlights: What do customers love? Can you enhance this feature?
•Review Count: A high number of reviews often means a strong brand presence.
✅ Example: If multiple reviews for a competitor’s “waterproof backpack” mention poor zipper quality, consider sourcing a higher-quality zipper and emphasizing it in your listing.
5. Analyzing Competitor Keywords & SEO Strategy
Amazon’s search algorithm (A9) ranks products based on keyword relevance and sales performance. Understanding your competitors’ keyword strategy can help optimize your own listings.
How to Identify Their Keywords:
•Look at their product title, bullet points, and description for high-ranking keywords.
•Use Amazon’s Auto-Suggest by typing in your product name to see common search terms.
•Utilize keyword research tools like Helium 10, MerchantWords, or Sonar to extract competitor keywords.
✅ Example: If your competitor ranks well for “collapsible water bottle for hiking,” adding similar long-tail keywords to your listing can boost visibility.
6. Examining Their Advertising & PPC Strategy
Competitor ads reveal how aggressively they market their products.
How to Analyze PPC Strategy:
•Search for your main keyword—do they appear in Sponsored Products or Sponsored Brands ads?
•Check Amazon’s Product Targeting Ads by looking at “Products Related to This Item” on their listing.
•Use tools like Helium 10’s Cerebro to see which keywords competitors bid on.
✅ Example: If competitors bid heavily on “eco-friendly yoga mat,” you may want to target alternative keywords like “non-toxic yoga mat” for better ad efficiency.
7. Assessing Their Inventory & Fulfillment Strategy
Understanding how competitors manage inventory can help you plan your own supply chain.
What to Look For:
•Are they using FBA (Fulfillment by Amazon) or FBM (Fulfilled by Merchant)?
•Are they frequently out of stock? This may indicate demand issues or poor inventory planning.
•How many sellers are on their listing? If multiple sellers offer the same product, it might be a wholesale product rather than a private-label brand.
✅ Example: If a competitor frequently runs out of stock, launching a similar product with a reliable supply chain could help capture sales during stockouts.
8. Spotting Market Trends & New Opportunities
Competitor analysis is not just about copying what works—it’s about finding opportunities they missed.
Ways to Find Gaps:
•Look at emerging trends in customer demand (e.g., more people searching for “organic skincare”).
•Find underserved customer segments (e.g., a competitor sells only men’s backpacks, but there’s demand for a women’s version).
•Check new product innovations (e.g., if wireless earbuds with bone conduction technology are trending, consider sourcing a similar product).
✅ Example: If competitors only sell LED desk lamps in black and silver, offering unique colors like rose gold or navy blue could differentiate your product.
Final Thoughts
Analyzing competitors on Amazon is essential for success. By evaluating their pricing, product listings, reviews, keywords, PPC strategies, and inventory management, you can gain insights to improve your own product offering. The goal is not to copy but to outperform competitors by offering a better product, stronger branding, and smarter marketing strategies.