Want to improve your Amazon sales? Start by studying your competitors. Competitor listing analysis helps you identify what’s working for top sellers and shows you how to improve your own listings. Here’s a quick breakdown of the 5 steps:
- Identify Competitors: Find sellers offering similar products, targeting the same keywords, and operating in your price range. Tools like Helium 10 or Viral Launch can help.
- Examine Listings: Analyze product titles, images, bullet points, and descriptions. Look for keyword usage, compliance with Amazon guidelines, and areas where competitors excel or fall short.
- Evaluate Pricing: Compare competitors’ prices, discounts, and promotions. Track trends over time and assess how they justify their pricing with features or bundles.
- Review Keywords and Ads: Study the keywords competitors target and their ad placements. Use tools like Helium 10’s Cerebro or Jungle Scout’s Keyword Scout to identify gaps and opportunities.
- Organize Insights: Compile your findings into a clear plan. Prioritize updates to titles, images, and keywords to improve visibility and conversions.
Key takeaway: Competitor research isn’t just about copying – it’s about learning how to stand out. Start with these steps to refine your listings and boost sales.
How to Run an Amazon Competitor Analysis: 3 Steps to Optimize Your Listings
Step 1: Find Your Main Competitors
Start by pinpointing your direct competitors. For instance, if you’re selling running shoes, a massive brand like Nike might not be your direct competition on Amazon. Instead, your real competitors are sellers offering products similar to yours. These are the ones targeting the same long-tail keywords and operating within a similar price range. Essentially, they’re vying for the same customers, even if they’re not the biggest players in your product category.
Search for Competitors in Your Product Category
Think like your customer when searching for competitors. Begin with a broad keyword that relates to your product, then narrow it down using more specific long-tail keywords. For example, if you sell wireless earbuds, start with “wireless earbuds” and refine your search to terms like “wireless earbuds for running” or “noise canceling wireless earbuds under $100.” Pay close attention to the first 10 to 20 products on the first page of search results – these are usually your top-performing competitors. Look for products that consistently appear in the same searches as your listing and those ranking above you or selling in similar or higher volumes.
Gather Competitor ASINs
Once you’ve identified potential competitors, collect their ASINs to track and refine your strategy. ASINs (Amazon Standard Identification Numbers) are essential for monitoring market trends and optimizing your listings and PPC campaigns. You can manually gather ASINs from product pages or use tools like ASINSight’s Keyword Research Tool to uncover direct competitors. Other tools, such as Viral Launch’s Product Discovery and Helium 10’s ASIN Grabber, can also help compile a comprehensive list of competitor ASINs. Organize this information in a spreadsheet to create a master list for ongoing tracking. Focus on ASINs that closely align with your product offerings.
Choose the Most Relevant Competitors
Concentrate on Tier 1 competitors – those whose products, pricing, and target audiences are most similar to yours. These competitors share your price range, appeal to the same customer demographics, and have comparable product positioning. Tier 2 competitors, on the other hand, offer alternative products that fulfill the same customer needs, while Tier 3 competitors sell related items you don’t currently offer. When finalizing your list, consider factors like the number of reviews, sales rank, and how often their products appear in searches for your target keywords. Aim to identify five to ten direct competitors whose strategies you can analyze and adapt effectively.
Step 2: Review Competitor Listing Components
With your competitor ASINs in hand, it’s time to dig into the details of their listings. Each element in an Amazon listing plays a role in turning casual browsers into buyers. By carefully analyzing these components, you can uncover strategies to refine your own listings and stand out in a crowded marketplace.
Check Product Titles
Start by examining how competitors craft their product titles. Focus on how they incorporate primary keywords, highlight product features, and maintain readability. Pay attention to title length – research indicates that 90% of top-selling products use titles with at least 50 characters, and 42% exceed 100 characters. This suggests that more detailed titles often perform better.
Be sure to check compliance with Amazon’s January 2025 title guidelines. These rules cap titles at 200 characters, prohibit special characters, and limit the repetition of words (except for prepositions, articles, and conjunctions). Competitors who fail to meet these standards risk listing suppression, which could create opportunities for sellers who follow the rules.
Evaluate the structure and readability of titles. Effective titles typically include the brand name, a concise product description, key features, and unique selling points. They strike a balance between keyword optimization and customer-friendly language, ensuring they resonate with shoppers across both desktop and mobile platforms.
Once you’ve assessed the titles, shift your attention to the visual elements of the listings.
Examine Product Images
Images are a critical part of any Amazon listing. Over 75% of online shoppers say that product images influence their buying decisions, and listings with professional-quality images can see conversion rates up to 30% higher compared to those with amateur photos.
Begin by analyzing the main image quality. Amazon requires that the product occupy at least 85% of the image space, with proper brightness and clarity. Look at how competitors showcase their products – some might use simple, clean images, while others include lifestyle elements to provide context and demonstrate usage.
Next, review the full image gallery. Successful listings often feature multiple angles, close-ups of key features, infographic-style images with text overlays, and lifestyle photos that showcase the product in action. Pay attention to whether competitors use text in their images to highlight dimensions, materials, or unique benefits.
Finally, consider mobile optimization. With so many shoppers browsing on their phones, it’s essential that images remain clear and uncluttered on smaller screens. Competitors who prioritize mobile-friendly visuals often gain an edge.
Study Bullet Points and Descriptions
Bullet points and product descriptions work together to inform and persuade potential buyers. They address customer questions, highlight benefits, and emphasize what makes the product worth purchasing.
Examine how competitors structure their bullet points. Do they lead with benefits or features? How do they address common customer concerns? Some sellers might focus on technical details, while others highlight lifestyle benefits or emotional appeals. Look for patterns in how they prioritize information.
Pay attention to keyword integration. Competitors often use secondary keywords and long-tail phrases in their bullet points and descriptions to capture additional search traffic. These keywords should feel natural and not disrupt the flow of the text.
Assess the completeness of product information. Listings that provide thorough details reduce customer uncertainty, which can lead to fewer returns and higher satisfaction. If you notice gaps in your competitors’ descriptions, those could be opportunities to differentiate your own listings.
Read Customer Reviews
Customer reviews are a goldmine of insights. They reveal what buyers love about a product and highlight areas where competitors fall short. By analyzing these patterns, you can better understand what your target audience values and where there’s room for improvement.
Identify common praise themes in reviews. If customers frequently mention specific features or benefits, those are likely key selling points you should emphasize in your own listing.
Pay close attention to recurring complaints. Issues like poor packaging, unclear instructions, or product flaws can point to opportunities for improvement. Addressing these concerns in your product design or listing can help you stand out.
Look for mentions of unmet needs. Customers may express a desire for additional features or functionalities. These insights can guide product enhancements and help position your offering as a better alternative.
Create a Comparison Chart
To keep your findings organized, create a comparison chart summarizing key aspects of competitor listings, such as title length, keyword usage, image count, review ratings, and price points. Here’s an example:
| Competitor | Title Length | Main Keywords | Image Count | Review Rating | Price Point | Key Strengths | Notable Weaknesses |
|---|---|---|---|---|---|---|---|
| Competitor A | 145 characters | "wireless earbuds bluetooth" | 7 images | 4.3 stars | $49.99 | Professional images, detailed bullet points | Limited lifestyle shots |
| Competitor B | 89 characters | "bluetooth headphones sports" | 5 images | 4.1 stars | $39.99 | Strong mobile optimization | Sparse product description |
| Competitor C | 178 characters | "noise canceling earbuds" | 9 images | 4.5 stars | $79.99 | Comprehensive feature coverage | Higher price point |
Customize this chart based on your product category, tracking elements like pricing, review counts, and keyword strategies. Regular updates will help you stay ahead of any changes in competitor tactics.
Step 3: Study Pricing and Promotion Methods
Pricing isn’t just about numbers – it’s a critical factor that influences Amazon’s algorithm and customer buying decisions. By analyzing competitors’ pricing and promotional strategies, you can uncover ways to position your products more effectively. This goes beyond simply checking price tags; it’s about understanding pricing trends, promotional techniques, and how competitors present their value to customers. Just like evaluating product listings, a deep dive into pricing reveals insights into market positioning. Start by directly comparing competitors’ price points to establish a baseline.
Compare Price Points
Begin by documenting your competitors’ current prices, including their base prices, discounts, and promotional offers. Take note of how similar products are priced – this can provide clues about their overarching strategy.
"Setting the right price for your products can be a key part of achieving success in ecommerce. Price your products too high and customers won’t buy them. Price them too low and you may not turn a profit." – Mickey Toogood, Sr. Content Marketing Manager at Amazon
Determine your own pricing range by setting a minimum that covers your costs and a maximum that aligns with what customers are willing to pay. Typically, staying at or below your competitors’ prices helps you stay competitive.
Don’t overlook shipping costs and Prime member discounts when evaluating pricing. A competitor’s product might seem more expensive at first, but perks like free shipping for Prime members can make it more appealing.
You can also experiment with A/B testing by offering your product at two different price points for a specific timeframe. Compare the results to see which price performs better.
Monitor Price Changes Over Time
Amazon’s dynamic pricing means that prices can change frequently. Track competitors’ prices over several weeks to identify patterns. Look for trends like consistent increases, decreases, or changes tied to inventory levels or seasonal demand.
Tools like Keepa (free or $21/month) can track pricing history. For more detailed insights, Seller Assistant Extension ($29.99/month) and RepricerExpress ($99/month) offer features like automated repricing and product sourcing analysis.
Pay attention to seasonal trends, such as holidays or back-to-school periods, when price adjustments are common. Understanding these patterns helps you predict when competitors might lower prices and plan your promotions accordingly.
Also, keep an eye on stock levels alongside pricing. Competitors often raise prices when inventory is low or drop them to clear out excess stock. These moments can be opportunities for you to gain market share, especially if competitors are out of stock or priced higher.
Assess Value Perception
Customers don’t just buy based on price – they evaluate the overall value. Analyze how competitors justify their pricing through features, bundles, and branding.
For higher-priced products, see if competitors back up their price with better materials, warranties, or added perks like accessories or premium customer service. Check their product descriptions and bullet points to understand how they communicate this value.
Take note of bundling strategies as well. Some competitors might offer multi-packs at a lower per-unit cost or bundle related products to enhance perceived value, even if their pricing isn’t directly comparable.
Keep in mind the importance of the Buy Box. Around 83% of sales go to the seller who controls this coveted spot. Your pricing strategy should aim for a balance between profitability and securing the Buy Box.
Finally, review how competitors use promotional tactics like lightning deals, coupons, or discounts. Customer reviews can also provide insights into whether buyers feel they’re getting good value or if products are perceived as overpriced.
Use Amazon’s Revenue Calculator to assess your profit margins at various price points. This tool helps you understand how Amazon’s fees impact your earnings, enabling you to price your products competitively while still making a profit. Always ensure that your price, including shipping, is competitive with external options.
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Step 4: Check Keyword and Advertising Approaches
Understanding how your competitors approach keywords and advertising can give you a strategic edge. This step isn’t just about observing what others are doing – it’s about digging deeper to uncover the strategies behind their choices. By analyzing their keywords and ad tactics, you can spot gaps in the market and refine your own approach to boost visibility and improve your advertising efficiency.
Find Competitor Keywords
Start by examining competitor listings to find recurring keywords in their titles, bullet points, and descriptions. Tools like Helium 10’s Cerebro, Jungle Scout’s Keyword Scout, or AMZScout‘s reverse ASIN tool can provide detailed insights into the keywords they’re targeting. Don’t stop there – use Amazon’s auto-suggest feature to pick up on customer search terms that might not be immediately obvious. Also, your own PPC search term reports are a goldmine of information, offering a direct look at the keywords customers are already using to find similar products.
Analyze PPC Campaigns
Take a close look at where and how your competitors are running ads. Search niche-specific keywords and note their ad placements – are they dominating sponsored product slots, or do they focus on sponsored brand ads at the top of search results? Pay attention to who consistently appears in these sponsored sections and what this says about their budget and priorities.
To refine your own campaigns, explore tools like Teikametrics, Zon.Tools, or Helium 10’s Adtomic. These tools use AI to streamline tasks like keyword research, bid adjustments, and performance tracking. Also, observe how competitors structure their campaigns. Many divide them into categories like branded, competitor, and generic keywords. Look for patterns in their use of negative keywords too – this can help you avoid wasting ad spend.
Spot Keyword Opportunities
Look for "golden keywords" – terms that are highly relevant but face less competition. Competitor reviews and customer questions are a great resource for finding these. Pay attention to how buyers describe features or benefits; this language often reveals long-tail keywords worth targeting. While high-volume keywords are important, don’t underestimate the power of low-volume ones. They often have less competition in PPC campaigns and can still drive meaningful sales.
To broaden your research, tools like Google Keyword Planner can help you spot trends and regional differences in search behavior. It’s also essential to revisit your keyword strategy regularly to stay aligned with shifting customer search habits. This constant refinement ensures you’re always capturing the most relevant traffic.
Step 5: Organize Findings and Plan Next Steps
After completing your competitor analysis, it’s time to turn those insights into actionable steps to improve your listings. This is where your research transforms into real sales growth.
Summarize Key Findings
Start by compiling a detailed summary of the most critical insights from your competitor analysis. Focus on areas like gaps in your listings, keyword opportunities, and any weaknesses you’ve identified.
A spreadsheet or comparison chart can be a handy tool here. Use it to compare competitors’ strengths and weaknesses across essential listing elements like titles, images, pricing, and keywords. You might even assign scores or use color coding to make it easier to spot areas that need immediate attention.
Pay attention to recurring customer feedback as well. For example, if competitors are criticized for poor durability, you could highlight your product’s reinforced stitching with a bullet point like:
"Built to last with premium, double-stitched seams – unlike competitors prone to wear and tear".
Also, take note of pricing trends and promotional tactics that seem to work well for top sellers in your niche. Once you’ve gathered all this information, rank the potential improvements by their expected impact on your sales and visibility.
Prioritize Listing Enhancements
Not all improvements will have the same impact, so focus on the ones that matter most. Start with product titles, images, and keywords, as these directly influence visibility and conversion rates. Pricing and descriptions should follow, as they play a key role in customer decision-making.
For example, enhancing visuals and creating clear, keyword-rich titles can lead to significant improvements. Listings with better images and optimized titles often see conversion rates jump by 20–30% compared to those with generic visuals or poorly crafted titles. Addressing issues like unclear images or missing high-traffic keywords can make a noticeable difference.
Here’s a quick breakdown of how to prioritize your updates:
| Listing Element | Impact on Sales | Ease of Improvement | Common Issues |
|---|---|---|---|
| Title | High | Moderate | Missing keywords, unclear value proposition |
| Images | Very High | Moderate/High | Low resolution, lack of infographics, generic visuals |
| Bullet Points | Medium | Easy | Weak benefit statements, missing features |
| Description | Medium | Easy | Poor formatting, lack of detail |
| Pricing | High | Difficult | Not competitive, infrequent updates |
Start with quick wins like updating images, refining titles, and filling obvious keyword gaps. Then, plan for longer-term upgrades such as adding A+ content, expanding your product line, or refining your PPC strategies.
As you make these updates, track performance metrics like click-through rates (CTR), conversion rates, sales volume, Best Seller Rank (BSR), and keyword rankings. For example, after updating your images or titles, monitor your CTR and sales over the next few weeks to measure the impact.
Bring in the Experts
If some of these improvements feel overwhelming or too time-consuming, don’t hesitate to seek professional help. While competitor analysis provides valuable insights, implementing effective changes often requires expertise and a strategic approach. Professionals can help you execute complex optimizations and ensure you’re getting the most out of your efforts.
Exclusiva Inc offers tailored services to help you implement these changes. Their team provides personalized guidance, advanced analytics, and a structured three-step process to boost your Amazon FBA sales.
Expert support also helps you go beyond simply mimicking competitors. Instead, you can use the analysis to differentiate your product and address customer needs in a way that sets you apart.
It’s worth noting that top Amazon sellers update their listings 2–4 times a year to stay competitive and adapt to market trends. Partnering with a professional agency can ensure your listings remain optimized and continue delivering results over the long haul.
Conclusion
Competitor analysis is a cornerstone of success for Amazon FBA sellers. By following the five steps outlined here – identifying competitors, evaluating listing elements, examining pricing strategies, analyzing keywords and advertising, and organizing your findings – you can gain a clear understanding of your marketplace and position yourself for growth.
As Francisco Valadez, VP of Brand Operations at My Amazon Guy, wisely points out:
"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?"
The key to staying ahead lies in consistent effort and strategic decision-making. Competitor research sheds light on opportunities to improve your titles, images, descriptions, pricing, and overall customer experience.
Turn these insights into action. Start with impactful updates like refining keywords and enhancing product images. From there, move on to pricing adjustments and fine-tuning your advertising campaigns. Keep a close eye on metrics such as conversion rates, click-through rates, and sales performance to measure your progress.
If tackling this process feels daunting or time-consuming, consider teaming up with professionals who specialize in Amazon strategy. Companies like Exclusiva Inc offer tailored services to help you achieve faster, more targeted results. Their expertise in listing optimization, PPC management, and advanced analytics can turn competitor insights into sustainable growth and profitability.
Success on Amazon rewards those who not only understand their competition but also take decisive action based on that knowledge. Apply these strategies, and you’ll be well on your way to climbing the rankings and boosting your sales.
FAQs
What are the best ways to use tools like Helium 10 or Viral Launch for analyzing Amazon competitors?
To get a clear edge over your Amazon competitors, tools like Helium 10 and Viral Launch can be game-changers. Start with Helium 10’s Cerebro, which lets you dig into the keywords your competitors are ranking for. It’s a great way to uncover gaps in your own strategy and find opportunities to improve. Pair that with Trendster to monitor sales trends and pricing shifts over time, giving you a better sense of where the market is heading.
On the Viral Launch side, the Listing Analyzer is a powerhouse for reviewing competitor metrics like pricing, reviews, and keyword rankings. It even points out complementary products, opening doors for bundling ideas or exploring related niches.
Both platforms equip you with actionable data to refine your listings, sharpen your keyword game, and make smarter decisions to stay ahead in the Amazon marketplace.
How can I optimize my Amazon product images for mobile shoppers?
When optimizing your Amazon product images for mobile users, start with high-resolution images – at least 1,000 pixels on the longest side. Stick to a 1:1 aspect ratio to ensure your product looks sharp and clear. For the main image, make sure the product is the star of the show, taking up at least 85% of the frame, and use a pure white background for a clean, professional look. Avoid cutting off any part of the product in the image.
To keep things running smoothly on mobile devices, compress your images to reduce loading times and resize them before uploading. Crisp, fast-loading visuals can make a big difference in creating a seamless shopping experience for mobile users.
How can I find and use the best keywords to boost my Amazon product visibility?
To boost your Amazon product’s visibility, it’s essential to zero in on keywords that pack a punch – the ones your competitors might be missing. Start by diving into keyword research tools to spot terms with high search volume but lower competition. Keep an eye on trends, seasonal shifts, and how customers are searching to pinpoint the most effective keywords for your product.
Once you’ve got your list, weave these keywords into your product titles, bullet points, descriptions, and backend search terms. Don’t stop there – analyze competitor listings and check Amazon’s autocomplete suggestions for even more keyword gems. By optimizing your listings with these high-impact keywords, you’ll give your product a better shot at grabbing attention and driving sales.
