Amazon is one of the most competitive marketplaces in the world — millions of sellers compete for attention, visibility, and sales.
The difference between struggling sellers and top performers often comes down to one key skill: understanding the competition.
Amazon competitor analysis helps you uncover what’s working for others — their keywords, pricing, listings, and ads — and use that data to build a stronger, smarter strategy for your own brand.
In this blog, we’ll explore how to analyze competitors step-by-step and make data-backed decisions to outperform them.
Why Competitor Analysis Is Essential
Competitor analysis is not just about spying — it’s about learning.
It helps you:
- Identify gaps in the market and find opportunities.
- Understand pricing and positioning strategies.
- Discover high-performing keywords your rivals use.
- Benchmark your product performance against top sellers.
- Improve conversion rate by learning what works for customers.
Think of it as a shortcut to success — you don’t have to guess what the market wants when you can see what’s already working.
Step 1: Identify Your Real Competitors
Not every seller in your niche is your competitor. Focus on listings that:
- Sell the same or similar product type
- Target the same customer segment
- Have comparable price points
Use Amazon’s search bar:
- Type your main keyword (e.g., “men’s running shorts”).
- Analyze the top 10 organic listings — those are your direct competitors.
- Note their brand names, ASINs, and reviews.
Pro Tip 💡
Avoid comparing with global giants (like Nike or Apple). Focus on small and mid-sized brands closer to your level — these are your real competitors.
Step 2: Analyze Competitor Listings
Study your competitors’ listings deeply. Focus on:
- Titles:
- Which keywords are they using?
- How do they highlight benefits?
- Are they using numbers or emotional triggers?
- Images:
- Do they use infographics or lifestyle images?
- Are their photos professional and zoomable?
- How can yours look more appealing?
- Bullet Points:
- How do they structure benefits and features?
- Are they using persuasive language (e.g., “Save time,” “Feel confident”)?
- Descriptions:
- Do they use storytelling or plain text?
- Are they SEO-rich?
- A+ Content:
- How visually engaging is it?
- Does it include comparison charts or brand storytelling?
Write down your observations — what’s common among top sellers is what’s working in your category.
Step 3: Keyword & SEO Analysis
Your competitor’s visibility depends on keywords.
Use Reverse ASIN Lookup tools like:
- Helium 10 (Cerebro)
- Jungle Scout
- DataDive
These tools show:
- All keywords your competitor ranks for
- Search volume and ranking position
- Estimated sales per keyword
Then, categorize:
- High-volume keywords – use in titles & bullets
- Mid-volume keywords – use in backend & description
- Long-tail phrases – great for organic ranking
Example:
If you sell a “Yoga Mat,” and a competitor ranks for:
- “Yoga mat thick 10mm”
- “Eco-friendly yoga mat”
- “Yoga mat for beginners”
— then those are your target phrases too.
Step 4: Pricing & Value Strategy
Pricing can make or break your listing.
Compare:
- Product price (base price, bundle price, discount strategy)
- Shipping options (Prime eligible vs. standard)
- Offers and coupons (lightning deals, percentage off)
If your competitors are cheaper, focus on value — not just price.
Highlight features like:
- Longer warranty
- Better material
- Free accessories (e.g., carrying pouch or strap)
Customers don’t always want the lowest price — they want the best value.
Step 5: Review & Feedback Analysis
Your competitor’s reviews are a goldmine of data.
Here’s how to use them:
- Identify top pain points:
- What are customers complaining about?
- Quality? Packaging? Fit?
- Highlight improvement areas:
- Address those pain points in your product and listings.
- Leverage positive reviews:
- See what buyers love — use similar wording in your bullet points.
Use tools like Helium 10 Review Insights or FeedbackWhiz to analyze thousands of reviews quickly.
Example:
If reviews mention “the zipper breaks easily,” mention in your listing:
“Upgraded heavy-duty zipper tested for durability and smooth performance.”
This instantly turns a competitor’s weakness into your advantage.
Step 6: Ad & PPC Competitor Analysis
If your competitors are running Amazon PPC campaigns, you can uncover:
- Which keywords they bid on
- What type of ads they run (Sponsored Products, Brands, or Display)
- Their estimated daily ad spend
Tools like PPC Ninja, SellerApp, and Helium 10 Adtomic can provide insight.
Watch for:
- Keywords they target aggressively
- New products they promote
- Timing of their ad pushes (before big events like Prime Day)
Step 7: Sales Estimation and Performance Tracking
You can estimate competitor monthly sales using:
- Jungle Scout Sales Estimator
- Helium 10 Xray
Track:
- Estimated monthly units sold
- Revenue
- Best Seller Rank (BSR) trends
If a product’s BSR consistently improves, it means they’re scaling — time to study what’s working for them.
Step 8: Identify Market Gaps
After collecting data, look for gaps:
- Are there missing product variations (colors, sizes)?
- Are customer complaints unaddressed?
- Are listings poorly written or designed?
These gaps are your entry points to capture market share.
Step 9: Create a Competitor Tracker Sheet
Make a simple spreadsheet to track progress:
| Competitor Name | ASIN | Price | Reviews | Rating | Keywords | Monthly Sales | Notes |
|---|---|---|---|---|---|---|---|
| Brand A | B0XXXX | $29.99 | 1,240 | 4.6 | yoga mat thick, eco | 850 | Strong design, lacks long-tail keywords |
| Brand B | B0YYYY | $25.99 | 970 | 4.4 | yoga mat 10mm, non-slip | 650 | Weak images, good keywords |
Review this monthly to stay ahead of changes and new entrants.
Common Competitor Analysis Mistakes
- Copying competitors blindly – Learn, don’t clone.
- Ignoring small brands – They often grow fast with fresh strategies.
- Focusing only on price – Compete on quality and service.
- Not updating research – Amazon trends shift rapidly.
- Skipping data tracking – Consistent monitoring leads to consistent growth.
Conclusion
Competitor analysis isn’t about imitation — it’s about insight.
By studying what others do right (and wrong), you build a smarter, more profitable strategy.
Remember:
The best Amazon sellers don’t compete — they position themselves better.
Use data to refine your keywords, pricing, ads, and listing strategy. Over time, you’ll turn insights into dominance — and dominance into consistent sales.
