How do I analyse competitor listings to improve my own?

If you want to succeed on Amazon, understanding what your competitors are doing isn’t optional—it’s essential. Competitor listings can tell you a lot about what works in your category and where there’s room to stand out. By taking a closer look at their strengths, weaknesses, and how customers are responding, you can uncover actionable insights to make your own listings more effective.

In this blog, we’ll break down exactly how to analyse competitor listings, so you can refine your strategy and create listings that truly resonate with your target audience.

1. Look at the title

Your competitors’ titles can tell you a lot about what customers are looking for and which keywords are important.

What to analyse:

• Are their titles long and detailed or short and simple?
• Which keywords do they use, and are they relevant to your product?
• Do they emphasise specific features or benefits, like size, material, or compatibility?

Use this as inspiration, but don’t just copy. Focus on making your title clear, keyword-rich, and tailored to highlight your product’s key benefits. A professional Amazon listing optimization service can help you create a title that balances readability with SEO.

2. Study the images

Images are the first thing customers notice. Competitor listings often reveal what types of visuals customers find most useful.

What to analyse:

• Are their images high-quality and zoomable?
• Do they include lifestyle shots or infographics?
• Are they showcasing all product angles or missing key details?

If competitors’ images are lacking (e.g., they don’t show the product in use), make sure your images fill that gap. Include photos that highlight the product’s unique features, and consider using infographics to explain details at a glance.

3. Read the bullet points

Bullet points are where sellers summarise their product’s main benefits. Competitors’ bullet points can show you what’s resonating with customers and where you can improve.

What to analyse:

• Are their bullet points benefit-driven or just a list of features?
• Do they answer common customer questions?
• Are they using easy-to-read, scannable formatting?

Make your bullet points more customer-focused. Use clear, simple language and emphasise how your product solves a problem or meets a need. Highlight benefits first, then back them up with features.

4. Check the product description and A+ Content

Your competitors’ product descriptions and A+ Content are goldmines of information on how they present their brand and products.

What to analyse:

• Are their descriptions engaging and informative?
• Is their A+ Content visually appealing and easy to follow?
• Do they use storytelling to connect with the customer?

If their descriptions are vague or overly technical, focus on making yours more relatable and benefit-driven. If their A+ Content looks cluttered, ensure yours is clean, professional, and visually appealing. Using Amazon account management services can help you design impactful content that builds trust with customers.

5. Look into customer reviews

Reviews are where customers speak their minds, and competitor reviews can reveal what buyers love and hate about similar products.

What to analyse:

• What do customers consistently praise?
• What are the recurring complaints?
• Are there unmet needs or suggestions for improvement?

Address the positives in your listing to reassure potential buyers. For example, if customers love the durability of a competitor’s product and yours is equally durable, highlight that in your listing. If a competitor has recurring complaints about poor instructions, include better guides or videos in your listing.

6. Evaluate pricing and promotions

Your pricing strategy can make or break your sales, and competitors’ listings give you a clear picture of what customers are willing to pay.

What to analyse:

• Are they offering discounts, bundles, or coupons?
• How does their pricing compare to yours?
• Are premium products justified with strong messaging and visuals?

If your pricing is higher, make sure your listing explains why (e.g., better quality, more features). If competitors are offering promotions, consider using coupons or bundles to stay competitive.

7. Check Q&A sections

Amazon’s Q&A sections are full of customer concerns and clarifications. Competitors’ Q&A can help you predict what questions your audience might have.

What to analyse:

• What questions are being asked repeatedly?
• Are there questions that the listing doesn’t answer upfront?

Use this information to preemptively address questions in your bullet points, description, or A+ Content. For example, if people often ask about product compatibility, include that information prominently in your listing.

Final thoughts

Analysing competitor listings is more than just checking out what others are doing—it’s about understanding your market, identifying opportunities, and using that knowledge to create a listing that stands out. By focusing on their strengths, weaknesses, and how customers respond, you can refine your approach and attract more buyers.

Need help making sense of all the data? Amazon account management services can help you break it all down and create a listing strategy tailored to your product and audience. With the right approach, you’ll not only compete—you’ll lead.