How to Conduct Competitive Analysis for Amazon PPC
Competitive analysis is essential for optimizing Amazon PPC campaigns, helping sellers identify opportunities, refine bidding strategies, and outperform competitors. By analyzing competitor ads, keywords, pricing, and overall ad performance, you can develop a data-driven PPC strategy that maximizes conversions and reduces wasted ad spend.
Step 1: Identify Your Key Competitors
Start by researching top competitors in your product category using:
•Amazon Search Results – Search for your primary keywords and note the top-ranking sponsored and organic listings.
•Brand Analytics (for Brand Registered Sellers) – Identify competitors dominating high-traffic search terms.
•Third-Party PPC Tools – Platforms like Helium 10, Jungle Scout, and Sellics provide insights into competitor ad placements and keyword strategies.
What to Look For:
•Competitor ASINs appearing frequently in Sponsored Product and Sponsored Brand ads.
•Brands consistently ranking for high-intent search terms.
•Ad placements (Top of Search, Product Pages, Rest of Search).
Step 2: Analyze Competitor Keywords and Targeting Strategies
Understanding which keywords drive traffic to your competitors’ listings helps refine your own targeting strategy.
Methods to Analyze Keywords:
•Amazon’s Search Term Report – Identify search terms converting for your products.
•Reverse ASIN Lookup Tools (e.g., Helium 10 Cerebro, Jungle Scout Keyword Scout) – Uncover keywords competitors rank for in both paid and organic search.
•Manual Search – Enter relevant keywords on Amazon and check which brands appear consistently in Sponsored ads.
Key Insights to Gather:
•High-ranking competitor keywords – Consider bidding on these terms.
•Low-competition, high-converting keywords – Focus on less competitive but profitable search terms.
•Negative keywords – Identify irrelevant terms competitors waste money on and exclude them from your campaigns.
Step 3: Compare Pricing and Offer Strategy
Amazon shoppers often make decisions based on price, so understanding competitor pricing strategies is crucial.
Factors to Consider:
•Price Competitiveness – Are your competitors underpricing or overpricing their products?
•Discounts & Promotions – Do they use coupons, lightning deals, or bundles?
•Subscribe & Save Offers – Are they leveraging Amazon’s subscription model to attract repeat buyers?
If competitors have a significantly lower price but similar quality, you may need to adjust your pricing or offer added value (e.g., free shipping, product bundles).
Step 4: Evaluate Competitor Ad Creatives & Copy
•Sponsored Brand Ads – Check how competitors design their headline ads, which products they feature, and their CTA (call to action).
•Sponsored Display Ads – See if competitors target their own ASINs or cross-promote related items.
•Product Detail Pages – Analyze product titles, bullet points, and descriptions to improve your own listing’s ad relevance.
Step 5: Track Competitor Performance and Adjust Your Strategy
Monitor competitor movements by:
•Running weekly searches for your main keywords to spot ad placement shifts.
•Using PPC software to track keyword bidding trends and market share.
•Adjusting bids dynamically based on competitor activity.
Final Thoughts
A well-executed Amazon PPC competitive analysis gives you insights into what’s working for top competitors and how to refine your own campaigns. By strategically adjusting bids, keywords, pricing, and ad creatives, you can improve visibility, increase conversions, and achieve a stronger return on ad spend (ROAS).