Chapter 5 – Competitor Research
Relevance of Products to Your Offering
Your product’s position in the Amazon marketplace is paramount. Make sure your listing appears in the most fitting aisle, alongside products that closely align with your offering. If you’re selling highlighters, ensure your product is grouped with office supplies highlighters rather than makeup products. Maximizing relevance enhances your chances of being discovered by potential customers.
Paid and Organic Presence of Competing Brands
Distinguish between brands that appear through paid ads and those with organic listings. Paid ads signify sellers who invest substantially in their Amazon business, while organic results indicate the effectiveness of SEO optimization, product history, and seller account health. Understanding this distinction enables you to strategize better against different competitors.
Competing Brands with Dual Placement
Brands that secure both paid and organic placements for a keyword demonstrate a strong commitment to the market. These sellers invest significant resources to dominate their product niche. Keep a close eye on these competitors, as they pose formidable challenges and are actively striving to gain market share.
Strategic Insights from SERP Analysis
Analyzing the SERP offers invaluable insights into your competitive landscape. Identify your top competitors and learn from their strategies. Take inspiration from successful listings and strive to optimize your content, images, and product history to strengthen your organic presence.
Staying Ahead of the Competition
Continuous monitoring of the SERP is crucial to staying ahead in the competitive Amazon ecosystem. Regularly update your product listings, leverage customer feedback to improve your offering, and make data-driven decisions to optimize your Amazon presence effectively.
Low Number of Reviews: Discovering New Products and Sales Potential
Products with a limited number of reviews may be newcomers to the market or experiencing slow sales. As a seller, this presents an opportunity to explore emerging trends and evaluate the competition within the niche. Monitoring these products can reveal promising prospects that might gain traction over time, offering a chance to tap into new and potentially lucrative markets.
High Number of Reviews: Established Sales and Customer Feedback
Products boasting a substantial number of reviews have a proven sales history on Amazon. These reviews reflect customers’ impressions and experiences with the product, serving as a valuable gauge of overall customer satisfaction. Delving deeper into these reviews allows sellers to gather insights into what customers love about the product and identify areas for further improvement.
Low Star Ratings: Uncovering Issues and Paving the Way for Opportunities
Products with low star ratings may signal underlying issues with the product or its listing. Dissatisfied customers may have encountered challenges or shortcomings, providing sellers with valuable feedback. By investigating these reviews, sellers can learn from the mistakes of similar products and optimize their own listings to offer a more seamless and satisfying customer experience.
High Star Ratings: Unveiling the Secrets to Success
Products with glowing star ratings are undoubtedly doing something right! Positive reviews indicate delighted customers who have had exceptional experiences with the product. As a seller, analyzing these successful products can offer valuable insights and inspiration for enhancing one’s own offerings. By emulating the winning elements of highly-rated products, sellers can elevate their listings and strive for similar levels of customer satisfaction.
Title Evaluation: Begin by assessing whether your competitors’ titles encompass their top 5-10 keywords, as discussed in step 1 of our analysis. Observe which brands secure paid placements on the SERP and which ones appear organically. Look for potential overlaps:
- No overlaps indicate missed opportunities for effective title optimization.
- Identifying overlaps allows you to discover new keywords to add to your research list for future listing optimizations.
Product Definition and Bullet Points: Analyze how your competitors define their products, noting any differences from your approach. Pay close attention to the terms they employ and include these new terms in your keyword list for future listing optimization. Move on to evaluate keyword optimization in their bullet points:
- Keep in mind that only the first 500 characters of the bullet point section are visible to the search algorithm. Beyond this limit, keywords may not drive traffic but can influence shoppers who have already arrived at the listing.
- Examine the competitiveness of their keywords to identify opportunities for optimizing your listing.
Bullet Point Usage: Observe whether your competitors use bullet points and assess their quantity and length:
- No bullet points could indicate a lack of seriousness from the seller, potentially leaving untapped opportunities for new customer acquisition.
- Short or incomplete bullet point usage may suggest sellers not maximizing their efforts to capture market share, making them potentially less formidable competitors.
- Long bullet points may not be keyword-optimized, as the search algorithm overlooks content beyond the 2nd or 3rd point.
Imagery and Video
The persuasive influence of imagery and video in guiding purchase decisions cannot be underestimated on Amazon. Visuals play a significant role in enticing shoppers and providing vital product information.
High-Quality Image Gallery
A listing with 6+ high-quality images signals fierce competition, as sellers recognize the importance of visual appeal in captivating and engaging customers. Conversely, listings with limited images may struggle to gain market share, as they fail to establish trust with potential buyers due to insufficient imagery.
Ensure that your competitors’ images adhere to Amazon’s guidelines. Look for potential issues, such as non-white backgrounds, added text, or badges on the main image. Non-compliant images risk suppression, impacting the listing’s visibility and competitive edge. Listings with compliance issues may not be the best benchmarks for competition.
Engaging and Informative Videos
Evaluate if your competitors employ videos that effectively highlight key product features or address customer pain points. Listings with informative videos demonstrate high competitiveness, as sellers invest resources to support their products and boost sales. On the other hand, listings without videos present an opportunity for you to provide explanatory content, effectively setting your offering apart.
Addressing Shopper’s Questions
Analyze whether your competitors’ listings preemptively address crucial shopper questions. Essential information like product functionality, included accessories, usage instructions, and user benefits should be readily available. Listings that proactively answer these queries engage shoppers and influence their decision-making process.
Capitalize on Missed Opportunities
If your competitors’ listings lack key information, seize the opportunity to elevate your product’s standing. Use these insights to spotlight essential details prominently in your own listings. By offering comprehensive and helpful information, you can differentiate your product and enhance its appeal to potential customers.
Competitor Listing Analysis
As you navigate the Amazon product listings, three essential fields offer invaluable insights into your competitors’ strategies, guiding you towards a competitive edge.
The Product Description section, with a character limit of 2000, is a straightforward space where brands can elaborate on their products. If you come across this field, it indicates either a lack of Brand Registry or underutilization of its benefits. To capitalize on this opportunity, optimize your Product Description with relevant keywords, ensuring it showcases your product’s essence and addresses shoppers’ queries, enticing them to choose your offering.
From the Manufacturer:
Spotting the “From the Manufacturer” section signifies that the product is sold by a vendor to Amazon, intensifying competition from Amazon Retail on the SERP. To thrive in this competitive landscape, craft a compelling and unique value proposition that sets your product apart, captivating potential buyers and driving conversions.
For sellers with Brand Registry, A+ Content replaces the standard product description. Brands that embrace A+ Content leverage enhanced brand storytelling, incorporating FAQs and comparison charts to engage shoppers and guide them through their listings. If you encounter A+ Content, it indicates a brand’s commitment to establishing its identity on Amazon, making it a formidable competitor.
Analyzing A+ Content reveals opportunities to outshine your competitors. Identifying weaknesses in competitors’ content, such as lack of coherence or dated appearance, empowers you to enhance your own listings and gain a competitive edge. However, without Brand Registry, you may not compete on equal footing, placing you at a disadvantage against brands with this advantage.
It is crucial to ensure compliance in A+ Content. Any non-compliant elements like paragraph breaks or formatting issues may lead to listing suppression, compromising visibility and credibility. Striving for compliance ensures your content remains accessible to shoppers, enhancing your chances of success in the Amazon marketplace.