Last updated on June 15th, 2023
Written by Himanshi Raj
Amazon has become an increasingly popular marketplace for both buyers and sellers. Seller accounts on the platform continue to increase, making the competition on the Amazon marketplace quite intimidating. But it needn't be like that. You can treat it as a valuable source for developing successful strategies for your brand.
Amazon search engine optimization (SEO) plays a huge role in analyzing top competitors on the platform. Since Amazon is another type of search site (but with a buying intent), it is also controlled by keywords and other related factors. As a seller on Amazon, you must understand how it works and find your way through it.
Companies that offer Amazon SEO services can help you with that. This article discusses how you should conduct competitor analysis, from keyword research to effective PPC strategies.
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 ranking factors.
Both Amazon and Google are platforms for searching, but they also have significant differences. These include (but are not limited to):
A different algorithm also guides Amazon, and experts call the latest one A10. The A10 algorithm centers on a wide range of factors this time, from positive and authentic off-site traffic to product reviews. Using fake profiles to earn them will only hit back at you.
Some of the other factors in the algorithm that influence your rank in Amazon’s search results 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 your competition to build successful branding strategies.
A good advice for selling on Amazon is to focus on the unique points of your brand. If that's the case, you might wonder why looking at a competitor matters.
Competitor analysis can be a helpful tool for strategic planning. Evaluating your direct competitors helps you understand what creates the gap between you and them.
You'll have an idea of their strategies, 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 essential Amazon SEO factors and best practices to incorporate into your competitor analysis. You can measure some of these crucial SEO aspects with several competitive analysis tools used by Amazon SEO services.
A critical part of competitor research is the keywords consumers use to intentionally or unintentionally find your product. With this, you may want to look into the targeted keywords your competitors utilize and conduct research using keyword analysis tools.
If you're mainly trying to increase brand awareness, ranking for the top relevant keywords for more people to find your brand is important.
Try 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 some on the product listing title? How often do they use the terms in the descriptions? Are they using exact phrases or variations?
Once you've gathered all this data, evaluate and adjust your keyword strategy.
Next is to look into your competitors' product listings and audit them. Assess the product listing structure of each of your competitors. List down your observations on the following:
The pricing strategy immensely influences the buyer's purchase decisions, so Amazon sellers try various repricing strategies to win their hearts.
Knowing your competitors' pricing tactics gives you data on how fast they sell products. You can get such information using the necessary analysis tools. Doing so 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, which doesn't mean you have to copy every strategy you find. Your plan should also reflect a positive impact on your profit.
Since consumer behavior is a ranking factor in the A10 algorithm, you must pay significant attention to reviews. Product reviews on listings provide ample information for competitor analysis since customer feedback covers everything, from product to service quality.
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 faster than those without one. You may want to evaluate your competitor's storefront by its design, product display organization, and other features.
Your competitors' implementation of ad campaigns shows a more in-depth understanding of how they communicate their branding messages to the intended audience. Looking into PPC campaigns also provides valuable insights into which keywords generate the most traffic and conversions.
You should create a timeline of the keywords' cost-per-click rate, competition level, and search volume using competitor analysis tools. Monitoring these campaigns improves your marketing strategy by keeping up to date with what consumers use to search for products and services like yours.
If you combine all strategies you've researched or turn them into a much better strategy, there is a higher chance of outsmarting your competitors.
While undoubtedly time-consuming, conducting and reviewing competitor analyses will prove to be a huge advantage for your business in the long run, allowing it to flourish despite the fierce competition and ever-changing market trends.
Does thorough Amazon competitor analysis seem quite daunting for you? Don't panic. An SEO agency with the right Amazon competitor analysis tool and skills will surely lift some weight off your shoulders.
From keyword research to ad campaigns, Seller Interactive can help you understand the game and gain a competitive edge over your fellow merchants. Find the right ways to be on the top search on Amazon and increase your sales! Give us a call at 1-800-820-3746 today.
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