Example - Cheese Slicer
Identify 3-5 top competitors in the category.
In this step, you can analyze the main photo, title, number of reviews, rating, and price.
After this, evaluate the competitors’ listings. You can find a lot of useful information.
Start from the title. It should be as relevant as possible. The title's best variant contains all necessary information describing the product: brand name, product name, material, size, color, form, some utilize info.
Photo / Video
The most important part of the listing as the buyer makes his/her decision based on the pictures and video the seller provides. There’s a chance to show the product in the best way possible.
The main photo should be on a white background. Other pictures should show all merits of the product.
Use infographic, helpful information, lifestyle, people, or parts of the body to show the product's dimensions. Analyze what pictures and videos the competitors have. Find out what is absent in your photographs and how you can improve them.
Price influences the buyer’s decision a lot. Compare the offers and the price that stands on these offers. Sometimes two quite similar products have different prices. As a rule, the buyer will choose the cheaper one. If only the product with a higher price has some additional staff (i.e. practical case for the slicer) and the higher price is well-founded.
Coupons / Crossed out Price
Pay attention to the presence of coupons and crossed-out prices on the competitors’ listings. They play a big part in the customers’ choice. All people like discounts. Discounts attract. Also, they have a huge impact on the conversion rate. If the competitors have it, think over to create some coupons as well.
The faster is better. Amazon’s buyers want to get their orders as soon as possible. Look at the delivery time of your competitors, and try to improve yours if needed.
Good bullets are easy to read. They are maximum informative. Emphasize the main points, use HTML, but don’t overload the text with unnecessary information.
Description / EBC content
Look at the competitors’ description block. EBC content looks more presentative because nobody likes to read the boring plain text without pictures. So in this part, the listing with EBC will definitely win. Again, the more attractive, bright, and informative (but not overloaded) the description is, the better.
Reviews (Both positive and negative)
Yes, the buyers read the reviews more often than the bullets and description. They want to know the truth about the product from the other customers. How is it helpful for a seller?
Well, you can find a massive amount of information. Analyze negative reviews first. Pay attention to what customers are complaining about and use this information to improve your product. For example, someone isn’t happy with a package and describing why, so compare it with your product, maybe it has the same problem. Or the product is too dangerous, small or huge, not sharp enough or too sharp, and there’s no warming note on the listing. Use this information to improve your product and listing.
Then look at the positive feedback. They give you an understanding of what buyers like. And it’s also very valuable info to use.
The same as reviews, this part can stand in good stead of analysis and improvement. Read what purchasers are asking about and what answers they are receiving.
Amazon Brand Analytics
Use Amazon Brand Analytics to analyze the competitors. In BA you can use either search terms or ASINs.
There’re three top clicked positions for each search term. Find your listing and the competitor’s then compare them.
Pay attention to the Click Share and Conversion Share. In case you have a lower Conversion Share than your competitor, but the click share is the same or higher, it means that you have to make some moves in improving your listing (to increase the conversion) or try to make some changes in placements for a current keyword.
If you can’t find your listing for the noted search term, it means you’re not getting enough traffic to be shown in brand analytics yet. You have to continue ranking this keyword and work on the conversion.
Brand Analytics can help you to understand how close or far you’re to the competitor, how the traffic is split between you, what percentage of sales you have.
Extensions (Keepa, Hellium10, RevSeller)
Be a spy! Use extensions (Keepa, Hellium10, RevSeller) to see what is under the competitor's hood.