Competitive Analysis on Amazon: Tools and Methods

Why Competitive Analysis?

A good competitive analysis answers these questions:

Pricing: Where do I position myself on price?
Gaps: Which customer needs aren't being met?
Differentiation: How can I stand out?
Trends: Where is the market heading?
Risks: Who could become a threat to me?

The 5-Step Method

Step 1: Identify Competitors

Search for your main keywords and note the top 10-20 results. Categorise them:

Direct competitors

Same product, same target group

Indirect competitors

Different product, same problem

Potential competitors

Large brands that could enter

Step 2: Collect Data

You need these data points from every relevant competitor:

Product data

• Price (current + historical)
• Number of reviews and rating
• Variants and bundles
• A+ Content available?
• FBA or FBM?

Performance data

• BSR (Best Seller Rank)
• Estimated sales/month
• Keyword-Rankings
• PPC activity
• Listing changes

Step 3: Analyse Reviews

The gold mine for product improvements. Analyse systematically:

1-2 star reviews: What is being criticised? Those are your opportunities.
4-5 star reviews: What is being praised? You have to offer that too.
3 star reviews: The "almost satisfied" buyers – what's missing?

Pro tip: Create a review matrix with the most common points of criticism. If you solve these, you have a USP.

Step 4: Pricing Analysis

Understand the market's price structure:

Example: Price segmentation

Segment	Price	Market share	Ø Reviews
Budget	9,99 - 14,99 €	35%	3.8★
Mid-range	15,99 - 24,99 €	45%	4.2★
Premium	25,99 - 39,99 €	20%	4.5★

Step 5: Create a SWOT

Summarise your findings in a SWOT analysis:

Strengths (internal)

What do you do better than the competitors?

Weaknesses (internal)

Where do you need to catch up?

Opportunities (external)

Which market gaps can you exploit?

Threats (external)

What dangers lie in wait?

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Tools for Competitive Analysis

H10

a dedicated keyword tool

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a product-research tool

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a price-history tool

Price history, BSR trend, stock level tracking

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Sellercore

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Free Analysis Methods

Even without tools, you can learn a lot:

Amazon itself: BSR is public, price history via CamelCamelCamel
Google Trends: Seasonality and search interest
Manual review analysis: Read the top 50 reviews of competitors
Listing comparison: Take screenshots, track changes
Social listening: What are customers saying on Reddit, Facebook groups?

From Analysis to Action

Analysis without action is useless. Here's how to put findings into practice:

Adjust pricing

Based on market structure and your positioning

Optimise the listing

Highlight features that address competitors' weaknesses

Improve the product

Use review criticism as a product development roadmap

Monitor continuously

Competitive analysis is not a one-time project

Conclusion

A good competitive analysis gives you an informed edge. The most important points:

Be systematic: Apply the 5-step method consistently
Reviews as a gold mine: The most honest market research
Use tools: Automation saves time
Take action: Turn findings into actions
Repeat: Markets change – stay on it

Track competitors automatically

With Sellercore, you see competitor prices in real time and react automatically.

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