Last updated on June 5th, 2023
Written by Himanshi Raj
Amazon has become an increasingly popular marketplace for both buyers and sellers. The continuously increasing seller accounts signing up on the platform bring competition to higher levels. You might find the competition on the Amazon marketplace quite intimidating, but it needn’t be like that. You can treat it as a valuable source of developing strategies for successful branding.
Amazon search engine optimization (SEO) plays a huge role in analyzing competitors on the platform. Since Amazon is another type of search site (but with a buying intent), it is also controlled by keyword use and other related factors. As a brand selling on Amazon, you have to understand how it works and figure out your way through it.
A comprehensive range of Amazon SEO services can help you out with that. From competitor keyword research to effective PPC strategies, this article discusses how you should do it.
Let’s have a quick understanding of SEO in Amazon first. Amazon SEO works like any other search engine in terms of general directives. It uses relevant keywords, is guided by an algorithm, and optimizes listings/pages to rank products/services. What sets it apart from other search engines is the direct and indirect factors in the algorithm that influence the ranking.
Both Amazon and Google are platforms for searching, but they also have significant differences. These include (but not limited to):
A different algorithm also guides amazon, and experts call the latest one A10. The A10 algorithm centers on consumer behavior this time, which means most product reviews should be positive and authentic. Trying to use fake profiles or reviews will only hit back at you.
Some of the other factors in the algorithm that influence your rank include:
Now that you’ve gained some basic understanding of how SEO in Amazon works, we can start breaking down significant points about competitor analysis. Let’s see how you can use the competition as a means to build successful branding strategies.
A good piece of advice for selling on Amazon is to focus on the unique points of your brand. If that’s the case, you might be wondering why looking at a competitor matters.
Competitor analysis can be a helpful tool for strategic planning. Evaluating your competitors helps you understand what creates the gap between you and them. You’ll have an idea of the strategies they use, whether they’re effective or not, what the customers are saying, and more. It provides valuable insights that guide you in discovering new opportunities to stand out in the competition.
Here’s a list of effective Amazon SEO tips to incorporate SEO practices into your competitor analysis.
A critical part of competitive analysis is the keywords, which consumers use to intentionally or unintentionally find your product. With this, you may want to look into the targeted keywords utilized by your competitors. If you’re mainly trying to increase brand awareness, it’s important to rank for the top, relevant keywords for more people to find your brand.
Try out a couple of terms from your keyword research and investigate the competitors who appear on top. Find out where and how they use the keywords. Do they incorporate it on the product listing title? How often do they use it in their descriptions? Are they using it in exact phrases or with variations? Once you’ve gathered this data, evaluate and make adjustments to your keyword use.
Next is to look into the competitors’ product listings. Assess the product listing structure of each of your competitors. List down your observations on the following:
Pricing strategies play an essential role in consumer behavior, which is why sellers try various repricing strategies knowing they immensely influence the buyer’s purchase decisions. Knowing your competitors’ pricing tactics gives you data on how fast they sell products. It will help you create better sales strategies and improve moving forward.
An important thing to remember is to not go for the cheapest rate. You’re using competitive analysis as a reference. It doesn’t mean you have to copy every strategy you find. Your plan should also reflect a positive impact on your profit.
Since the A10 algorithm highly focuses on consumer behavior, you will need to pay significant attention to this one. Product reviews on listings provide an ample amount of information for competitor analysis since customer feedback talks about everything — from product to service.
Through this, you will know what features of the product your customers love and what they don’t. Customers will also talk about the company’s customer and delivery services. You should compare your present issues with the data gathered and build a good reputation management strategy.
If your competitors have built an Amazon store, it would be best if you drop by for a virtual visit. Visually appealing stores attract customer attention and increase brand authority. You may want to evaluate your competitor’s storefront by its design, the product display organization, and other related features.
Your competitors’ implementation of ad campaigns shows a more in-depth understanding of how they use target keywords. Looking into PPC campaigns provides valuable insights on which keywords generate the most traffic and conversions.
What you should do is create a timeline of the keywords’ cost-per-click rate, competition level, and search volume. Monitoring these campaigns improves your marketing strategy by keeping up to date with what consumers use to search for your products. If you can combine all strategies you’ve researched or turn them into a much better strategy, there’s a high chance you can outsmart your competitors.
Does competitor analysis seem quite a daunting task for you? Don’t panic. An Amazon SEO consultant will surely lift some weight off your shoulders with reliable expertise. From keyword research to ad campaigns, Seller Interactive can help you understand the game! Find the right ways to be on the top search on Amazon and increase your sales! Send us an email at [email protected] or give us a call at 1-800-820-3746.
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