Have you been thinking of ways to target your products against your competitor? This post will answer 4 key questions targeting your product against your competitor. In this post, we are using a beauty brand, ‘syoss’.
1 // HOW TO FIND KEYWORDS THAT RANK COMPETING PRODUCTS?
Reverse lookup from Amalyze shows the search terms that are ranking the competing product organically, as shown on the screenshot below.
- Use these keywords to optimise existing listing or
- Use these keywords in your advertising campaigns
Some of the other results we see here:
The monthly search volume of the keywords helping us to prioritise the highly searched keywords.
Revenue share indicates the cumulative % share of the revenue generated via that keywords. i.e. it shows the value of the keyword.
The number of sponsored products using the keywords. This shows the level of competition against the keyword. If there are ‘0’ or fewer sponsored products as shown on the screenshot, targeting our ads against that keyword makes sense.
2 // HOW TO DISPLAY OUR PRODUCTS AGAINST COMPETING PRODUCTS?
Use Amazon advertising tactically to target your products against competing products. This is a cheaper way of generating additional sales.
Sponsored Product Advertising
Target competing product ASINs via product targeting ad as shown on this screenshot. This is a fantastic way to gain sales against traffic from your competitor page and is often cheaper than targeting keywords.
This ad displays your product against that ASIN in the sponsored related areas, as shown below.
Category targeting ads is another way to target competing products in that category. Once you have chosen category targeting, refine the category with the brand name, as shown below.
Sponsored Display Advertising
Create product vouchers/coupons and target your competing products, as shown in the screenshot below.
This will display the product below the buy box area with a voucher code, and your ads can be much more effective in gaining additional sales and can trigger your customer to switch their brand.
3 // HOW TO FIND COMPETITOR PRODUCT SALES?
Figure out your direct competitor either by checking the search result with the main keyword related to your product or checking a list of search term report which display any ASIN that driven sales to your product.
The screenshot below shows the estimated sales using amzscout. We can benchmark our sales against the top sellers and get a list of products that we can target via sponsored advertising.
The report also shows the product launch date of the products so, targeting new products is a good idea. In addition, they may be investing in advertising and displaying your product against these product pages via Sponsored product ASIN targeting or Sponsored brand ASIN targeting or Sponsored display product targeting can be the cost-effective way of generating sales compared to the keywords targeting.
4// HOW TO TRACK COMPETITOR PRICE CHANGES?
Datahawk has a feature to track price changes, as shown in the screenshot below. Thus, we can follow the behaviour based on days, weeks or months.
There may be a set of 5 – 10 competitors that you’d follow for the price changes, and this sort of report will allow you to react quickly.
Competitor analysis gives valuable insight into how your products compare to other listings and how your competitors interact with the market. As a result, you can make beneficial decisions that give your a competitive edge.
Need help with your Amazon competitor analysis? Please get in touch.