Amazon Competitive Analysis: A Detailed Breakdown


Analyzing competitors on Amazon is a challenging task for many operators. Today, I'll take you through a detailed breakdown of how to analyze competitors and address common misconceptions in this area.

1. Identifying the Right Competitors

2. Analyzing Competitor Data Using Tools

Identifying the Right Competitors

The question of "how to find the right competitors to benchmark against" may seem straightforward, but many operators struggle with this step. Often, they launch products and start advertising without analyzing the market or benchmarking against competitors, leading to success that is largely due to chance.

Let's use a product I've worked on before, eyelashes, as an example to show how to identify the right competitors:

Although this product seems simple, a deep dive reveals it has many submarkets, which tend to be larger for products with larger markets. 

Eyelashes can be categorized by style:

1. Glue-on lashes

2. Eyeliner pen lashes

3. Extension lashes

By thickness

natural style:

voluminous style

As well as by length, with options like 16mm for a natural look and 25mm for a more dramatic look suitable for parties.

With so many categories, market analysis and competitor research data can become inaccurate, leading to misguided operational decisions. For example, if we're selling magnetic eyeliner lashes, looking at the entire lash market could be misleading.

Finding Core Competitors:

1. Reverse Search Core Keywords: Start with a top-ranking, long-listed product that matches the one you plan to sell. Use tools like Seller Sprite to reverse-search for keywords, identifying highly relevant terms such as "magnetic eyelashes."

2. Search Core Keywords, Filter Competitors: Search these core keywords directly but be aware that results may include different types of products, making it hard to accurately analyze the market and competitors.

3. Analyze Competitors with Collections: Use tools like Seller Sprite's URL Builder to create a collection page for products matching your ASINs. 

This helps in analyzing only similar core competitors and ensures more accurate data analysis.

Competitor Analysis

Select competitors based on "short listing duration, fast-rising ranks, and high sales volume." For new listings, it's advisable to benchmark against other successful new products rather than established ones with thousands of reviews.

Analyze operational strategies of these selected competitors with SellerSprite's extension. Look for patterns in ranking changes, price adjustments, and review trends.

Price Strategy: 

Observe significant fluctuations. Initial price increases might indicate better-than-expected performance or potential stockouts. Pay attention to periods of price drops and their impact on sales and rankings.

Review Strategy:

Maintaining a stable rating around 4.3 indicates effective review management and product quality. A steady increase in review numbers without significant fluctuations suggests a growth in sales and the absence of manipulative promotion techniques.

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