If you are selling on Amazon you cannot ignore competitor research. Your rivals are analysing your listings and your market. If you do not monitor that you will miss insights that could boost your sales. This guide shows you how to carry out Amazon competitor research correctly.
You will learn which metrics matter, how to identify your real competitors, how to use tools and data and how to act on what you learn. By the end you will be equipped to refine your listings and ads and gain a clear advantage in your niche.
Why Amazon Competitor Research Matters
In the crowded Amazon marketplace every seller vies for attention. Without competitor research you will be flying blind. Research lets you spot what others do well. It helps you identify gaps they leave behind. It gives you data to choose pricing and keywords smartly. It reveals where you can position your product better. According to industry guides competitor analysis helps sellers understand pricing, titles, reviews, advertising and inventory in one place.
When you know what your competitor is doing you can respond rather than react. You can craft listings that outperform. You can run ads that reach customers before they go to your competitor. You can manage inventory so you are ready when they run out. Failure to research means you will always be a few steps behind.
Identify Your True Competitors on Amazon
Finding your competitors is the first step in the process. Without the right set of competitors your research will be flawed.
2.1 Search by Keywords
Start by entering the core keywords your product uses. See which items rank in the top positions. Those are your direct competitors. For example if you sell “wireless earbuds” search that phrase. Look at the top pages. Those sellers are fighting for your audience.
2.2 Use Amazon’s “Customers Also Viewed” & “Frequently Bought Together”
On a product page look at those two sections. They often reveal products your customers consider as alternatives. Those sellers are also competing for the same buyers.
2.3 Reverse ASIN and Tool-Based Methods
Use tools like Helium 10, AMZScout or similar to input a competitor’s ASIN and see what keywords they rank for. This reveals hidden competitors you may miss by manual search.
2.4 Evaluate Market Share & Growth
Some competitors may dominate in sales or listings. Others may be rising quickly. Both matter. Identify not just the biggest brands but those closest to your size. These pose the most immediate threat.
10 Key Criteria for Amazon Competitor Research
Once you have your list of competitors you must analyse them across key criteria. These criteria provide actionable insights. This section covers the ten most important areas you must review.
3.1 Sales Performance
Check how well your competitor is selling. While exact sales figures may not be public you can estimate using Best Seller Rank (BSR), review counts and historical trends. A competitor with steady, high sales signals demand. If sales are weak it may be a niche that is hard to scale.
3.2 Product Listing Structure
Analyse competitor product titles, bullet points, descriptions, images and A+ content. A strong listing explains features, benefits, appeals to emotion and uses relevant keywords. If your competitor’s listing is well-designed you need to match or beat it.
3.3 Keyword Strategy
Keywords are the foundation of search visibility. Look at the keywords your competitor targets in titles, backend search terms and PPC campaigns. Use tool data to extract their hidden keywords. This will help you build a keyword list you may have missed.
3.4 Pricing Strategy
Pricing impacts both visibility and conversions. Check how competitors set their price: regular price, discounts, promotions. If you price too high you may lose the Buy Box. If you price too low you may erode margin. Monitor competitor price changes over time.
3.5 Customer Reviews & Ratings
Reviews reveal what customers like and dislike. Mine competitor reviews for common complaints or praise. Use that insight to design your listing and product to address weak spots and highlight strengths.
3.6 Advertising & Promotions
Look at how your competitors run ads: Sponsored Products, Sponsored Brands, display ads. Also monitor their promotions and giveaways. This shows how they reach customers. You may adopt similar ad keywords or timings.
3.7 Product Features & Differentiation
Compare features: size, design, materials, packaging, bundles. Identify where you can differentiate. For example if your competitor offers no warranty you could add one. If your competitor uses generic packaging you could stand out with premium design.
3.8 Inventory & Stock Levels
Check if your competitor often runs out of stock. If yes that presents an opportunity for you. Conversely if they always have deep inventory that may indicate strong supply chain and risk for you. Stock status affects sales velocity.
3.9 Brand Storefront & Presentation
Visit your competitor’s Amazon Storefront. How do they present their brand? What categories do they show? What video, lifestyle images, testimonials do they use? A strong storefront builds trust and can boost conversion.
3.10 Brand Reputation & External Presence
Beyond Amazon look at your competitor’s social media, external website, influencer mentions, reviews outside Amazon. Strong external reputation often transfers into Amazon conversion. Monitor their brand sentiment.
Tools & Data Sources for Amazon Competitor Research
To make your research effective you will need the right tools and data sources. Here are some key ones:
Keyword research tools such as Helium 10, AMZScout which let you perform reverse ASIN lookup and keyword gap analysis.
Sales estimation tools that use BSR, pricing history and review data to estimate competitor sales.
Stock monitoring tools to check competitor inventory levels and restock timing.
Pricing history trackers to follow competitor price changes and promotions.
Ad intelligence tools to understand competitor ad keywords, bids and strategy.
Manual audits — There is no substitute for actually browsing your competitor’s listing, Q&A section, reviews, storefront and externally. Use spreadsheets to log findings.
How to Use Competitor Research to Improve Your Amazon Listing
Once you have analysed your competitors you must act on it. Here are steps to apply what you learn.
Update your product title to include the most relevant keywords your competitor uses but leave space for your unique selling point.
Revise bullet points and description using insights from reviews (both yours and competitor’s) to highlight what matters to customers.
Adjust your pricing smartly: decide if you need to match competitor price or offer better value.
Improve your images and A+ content if competitor is using high quality visuals. Consider lifestyle images, comparison charts or videos.
Select advertising keywords that your competitor uses and test new ones they don’t. Use their best keywords as a baseline.
Plan inventory based on competitor fluctuations: if they frequently stock out you can capitalise; if they always have stock you may need to differentiate elsewhere.
Enhance brand storefront: use competitor’s layout and elements as inspiration for improvement not duplication.
Build external presence: competitor research may reveal they have strong blog or social media presence; you can replicate similar tactics.
Common Mistakes to Avoid in Amazon Competitor Research
Copying competitors blindly: Research is about insight not imitation. Copying may get you into trouble and reduce your uniqueness. SmartScout
Using too few metrics: Only focusing on one element like price may miss other core issues like poor listing or reviews.
Ignoring small competitors: Your biggest threat might not be the market leader but a nimble mid-tier seller gaining ground.
Failing to act on insights: Research without action yields no results.
Using inaccurate data: Ensure your tool data is validated and you cross-check for outliers.
Case Study Example
Imagine you sell portable solar chargers. You search “portable solar charger” and find three competitors ranking at the top. You analyse each:
Competitor A: high review count, high price, minimal bundle value, frequent stockouts.
Competitor B: mid-price, great packaging, many reviews mention short cord length.
Competitor C: low price, few reviews, no A+ content, high inventory depth.
From this you deduce: the niche has demand (reviews and top ranking indicate it). You can differentiate by offering longer cord length, strong packaging and a value bundle. You set your price slightly below A and above C. You create A+ content showing cord length and bundle benefits. You monitor B’s stockouts and plan inventory accordingly.
This example uses many of the criteria we described above and illustrates how you turn competitor data into action.
Metrics to Track Over Time
To stay ahead you must not be reactive but proactive. Track these metrics at regular intervals:
Competitor listing positions for key keywords
Changes in competitor price
Review count and rating changes
Inventory status (in-stock/out-of-stock)
Advertising changes or new keywords appearing
New feature launches (bundle, guarantee, packaging)
Entry of new competitors into niche
Regular tracking helps you spot shifts early — for example a new seller entering a niche, or a price war starting. Then you can adapt.
Integrating Competitor Research into Your Amazon Strategy
Competitor research should not be a one-time event. It becomes part of your strategy. Here’s how to integrate it:
Before product launch: Use competitor data to validate your niche, set pricing, choose keywords, estimate budget.
During growth phase: Monitor competitor moves, update listing and ads based on competitor changes.
Maturity and maintenance: As your product matures, track new entrants and renew your positioning.
Exit strategy or scale-up: Use competitor research when you plan to scale to another niche or sell the business.
This keeps your Amazon business agile and aligned with market dynamics.
FAQs About Amazon Competitor Research
Amazon competitor research is the process of analysing other sellers in your niche on Amazon. It includes their listings, keywords, pricing, advertising, reviews and stock. This allows you to improve your own performance.
Tools like Helium 10, AMZScout, Jungle Scout and others provide keyword data, sales estimates, review analytics and listing audits.
Ideally monthly for active listing changes or quarterly for mature products. If you are launching new items you may do weekly for a period.
Yes. By analysing top sellers, review counts, price levels and gaps you can identify niches with opportunity and low competition.
No. Analysing is research. Copying is duplication. You must use insights to build your unique value and strategy, not simply replicate.
Conclusion
Conducting thorough Amazon competitor research is not optional. It is essential for any seller who wants to grow and stay ahead. By identifying your competitors accurately, analysing their performance across key criteria and using the right tools you can refine your listings, optimise your ads, set smart prices and deliver stronger value.
At the end the difference between a static seller and a dynamic winner is the depth of insight and willingness to act. Make this research part of your strategy and you will position your Amazon business for higher visibility, better conversion and increased profit.