{"id":197788,"date":"2024-12-03T11:57:54","date_gmt":"2024-12-03T11:57:54","guid":{"rendered":"https:\/\/www.similarweb.com\/blog\/?p=197788"},"modified":"2026-05-13T09:09:10","modified_gmt":"2026-05-13T09:09:10","slug":"amazon-competitor-analysis","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/amazon-competitor-analysis\/","title":{"rendered":"How to Do an Amazon Seller Competitor Analysis in Under 30 Minutes"},"content":{"rendered":"<p>Did you know 1.6 billion products were sold on amazon.com in August 2024 \u2013\u00a0 an 8% increase year-on-year (YoY), according to Similarweb.<\/p>\n<p>There is money to be made on Amazon. But it\u2019s competitive.<\/p>\n<p><iframe class=\"perfmatters-lazy entered pmloaded vimeo_no_lazy\" src=\"https:\/\/player.vimeo.com\/video\/1035666340?autoplay=1&amp;loop=1&amp;autopause=0&amp;muted=1&amp;background=1\" width=\"100%\" height=\"400\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-src=\"https:\/\/player.vimeo.com\/video\/1035666340?autoplay=1&amp;loop=1&amp;autopause=0&amp;muted=1&amp;background=1\" data-ll-status=\"loaded\"><span style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" data-mce-type=\"bookmark\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/p>\n<p>You need marketplace intelligence to understand your competitors\u2019 strengths and strategies. So you can sharpen your own and keep ahead of the pack.<\/p>\n<p>With a powerful <a href=\"https:\/\/www.similarweb.com\/corp\/retail\/amazon-seller-tool\/\">Amazon seller toolset<\/a> like <strong>Similarweb Retail Intelligence<\/strong>, you can analyze critical areas like:<\/p>\n<ul>\n<li><strong>&#x1f4b0; Sales performance<\/strong><\/li>\n<li><strong>&#x1f4e3; Traffic optimization<\/strong><\/li>\n<li><strong>&#x1f4f1; Consumer browsing behavior<\/strong><\/li>\n<li><strong>&#x1f4b8; Share of wallet<\/strong><\/li>\n<\/ul>\n<p>Our <a href=\"https:\/\/www.similarweb.com\/corp\/retail\/\">Retail Intelligence platform<\/a> allows you to do a competitor analysis on Amazon in <strong>less than 30 minutes and without stepping off the platform<\/strong>.<\/p>\n<p>Remember, this is a quick overview and you can get so much more out of the platform. Retail Intelligence can take you deeper and reveal the hidden insights you need to gain a lasting <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/competitive-advantage\/\">competitive advantage<\/a>.<\/p>\n<p>So set your timer &#x23f2;&#xfe0f;. Let&#8217;s go!<\/p>\n<h2>What category are we going to launch in?<\/h2>\n<p>First, we need to analyze a product category. For this, we are going to look at what it takes to launch a video game chair.<\/p>\n<p>We have the SW10, the very latest gaming chair, with built-in virtual reality, realistic suspension, and a cup holder. We\u2019ve even tested it out &#x1f609;. Indeed, our nephew sat in a prototype for six weeks straight.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-197869 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/gaming-chair.png\" alt=\"gaming chair market\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/gaming-chair.png 1920w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/gaming-chair-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/gaming-chair-1024x576.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/gaming-chair-768x432.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/gaming-chair-1536x864.png 1536w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/gaming-chair-512x288.png 512w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<p>Now, we just have to launch on Amazon. It can\u2019t be that hard. Can it?<\/p>\n<p>We\u2019ll let you be the judge of that. But we can guarantee that you will be able to find the information you need to make an <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/dddm\/\">informed analysis<\/a> in less than 30 minutes.<\/p>\n<h2>Understanding sales performance<\/h2>\n<p>Sales performance metrics are the heartbeat of any <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/competitive-analysis\/\">competitor analysis<\/a>. They give you a clear sense of how your competitors are doing and whether they\u2019re gaining ground \u2013 or falling behind.<\/p>\n<p>For Amazon sellers, these numbers help you figure out what\u2019s working for them and where there might be opportunities for your own business.<\/p>\n<p><strong>Key sales performance metrics to keep an eye on:<\/strong><\/p>\n<ul>\n<li><strong>Total sales<\/strong>: This one\u2019s the big picture\u2013how much product are they moving? It shows you just how much your competitors are dominating the category<\/li>\n<li><strong>Sales growth<\/strong>: Are their numbers going up or down? This tells you if their strategies are paying off and whether their success will last<\/li>\n<li><a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/market-share-guide\/\"><strong>Market share<\/strong><\/a>: How big of a slice of the pie are they capturing? This helps you see their overall presence compared to others in the space<\/li>\n<li><strong>Product pages<\/strong>: Look at the top sellers. What are their pages like? Is it <a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/a-plus\/\">A+ content<\/a>? Are they <a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/amazon-product-reviews\/\">getting reviews<\/a>?<\/li>\n<\/ul>\n<p>These metrics give you a snapshot of your competitors\u2019 health and show where you can tweak your own strategy \u2013 whether to seize on their weaknesses or learn from their wins.<\/p>\n<h3>Using Retail Intelligence for sales performance (9 minutes)<\/h3>\n<p>So we need to look into the sales performance of Video Game Chairs. Just to get an idea of where the market is and what our competitors are seeing.<\/p>\n<p>First, let&#8217;s head to <strong>Sales Performance<\/strong>, where we can drill all the way down through furniture to our target sub-category. Here, we can look at things from a brand level as well as drill deeper into the sub-categories. <img decoding=\"async\" class=\"alignnone wp-image-197776 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_2-2.png\" alt=\"Category performance over time\" width=\"1557\" height=\"660\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_2-2.png 1557w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_2-2-300x127.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_2-2-1024x434.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_2-2-768x326.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_2-2-1536x651.png 1536w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_2-2-512x217.png 512w\" sizes=\"(max-width: 1557px) 100vw, 1557px\" \/><\/p>\n<p>The table above provides us with a number of key insights. These include:<\/p>\n<ol>\n<li>We have a seasonal market that peaks in the fall and leads up to the holidays<\/li>\n<li>Total revenue generated is $326.7 million, which represents a +14.1% increase compared to the previous year. Good<\/li>\n<li>The YoY conversion rate has been falling throughout the year. So products are getting a lot of views, and the interest is there<\/li>\n<\/ol>\n<p>Now let\u2019s look at who our competitors are.<\/p>\n    <div class=\"post-banner post-banner--base\">\n        <div class=\"post-banner__wrapper\">\n            <div class=\"post-banner__text\">\n                                    <p class=\"post-banner__title\">Similarweb Retail Intelligence<\/p>\n                                    <p class=\"post-banner__subtitle\">The all-in-one solution to drive sales on Amazon<\/p>\n                                <div class=\"post-banner__button-wrapper\">\n                                            <a class=\"swui-button swui-button--solid swui-button--primary post-banner__button js-post-banner\"\n                           href=\"https:\/\/www.similarweb.com\/corp\/shopper\/contact-us\/\"\n                           data-disable-dynamic-tracking\n                        >Start your free trial<\/a>\n                                    <\/div>\n            <\/div>\n                    <\/div>\n    <\/div>\n\n<h3>Top brands in the gaming chair space<\/h3>\n<p>Here we will:<\/p>\n<ul>\n<li>Share a step-by-step guide on how to use Retail Intelligence to check competitor sales performance<\/li>\n<li>Identify top-performing brands in our chosen category<\/li>\n<li>Interpret the data to <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/market-positioning\/\">understand market positioning<\/a><\/li>\n<\/ul>\n<p>The same page shows us the top brands in the gaming chair category. We can break this table down by revenue, sales, and product views.<\/p>\n<p>The standout insight here is that GTPlayer is the number one and its sales are on the up by +8% YoY. While revenue and views are hovering around the +6% mark.\u00a0<img decoding=\"async\" class=\"alignnone wp-image-197777 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_3-2.png\" alt=\"Top brands\" width=\"1440\" height=\"481\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_3-2.png 1440w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_3-2-300x100.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_3-2-1024x342.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_3-2-768x257.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_3-2-512x171.png 512w\" sizes=\"(max-width: 1440px) 100vw, 1440px\" \/><\/p>\n<p>The number of reviews for the top-performing products can also be analyzed. The top-selling product has only 32 ratings, which is good news.<\/p>\n<p>We can also see all of the brands are struggling with falling conversion rates. Let&#8217;s look into this further\u2026\u00a0<img decoding=\"async\" class=\"alignnone wp-image-197778 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_4-2.png\" alt=\"competitive landscape\" width=\"642\" height=\"463\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_4-2.png 642w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_4-2-300x216.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_4-2-512x369.png 512w\" sizes=\"(max-width: 642px) 100vw, 642px\" \/><\/p>\n<p>In the <strong>Competitive Landscape<\/strong> table above, we can see who\u2019s winning in terms of sales.<\/p>\n<p>The outliers are the leading brands <a href=\"https:\/\/gtplayer.com\/\">GTPlayer<\/a> and <a href=\"https:\/\/dowinx.com\/\">Dowinx<\/a>. Both generate millions of views but have poor conversion rates. While \u2018The Crew Furniture\u2019 has a conversion rate of just under 5%.<\/p>\n<p>However, the biggest-selling product is <a href=\"https:\/\/www.amazon.com\/Homall-Computer-Executive-Ergonomic-Adjustable\/dp\/B01MRZ02TL\">Hormall\u2019s S-RACER chair<\/a>.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-197779 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_5-2.png\" alt=\"Amazon gaming chair\" width=\"1251\" height=\"642\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_5-2.png 1251w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_5-2-300x154.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_5-2-1024x526.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_5-2-768x394.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_5-2-512x263.png 512w\" sizes=\"(max-width: 1251px) 100vw, 1251px\" \/><\/p>\n<p>Lastly, we can benchmark any brands of interest against each other. Looking at units sold in the <strong>Monthly Brand Performance<\/strong> report we can see GTPlayer and Dowinx have had a big fall. This page will be useful when we launch and need to match our performance.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-197780 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_6-2.png\" alt=\"monthly performance\" width=\"1600\" height=\"667\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_6-2.png 1600w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_6-2-300x125.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_6-2-1024x427.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_6-2-768x320.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_6-2-1536x640.png 1536w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_6-2-512x213.png 512w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/p>\n<p><strong>&#x1f449; Takeaways<\/strong>: Both GTPlayer and The Crew Furniture&#8217;s acquisition and conversion strategies are worth investigating later when we examine traffic generation and keyword analysis.<\/p>\n<p>Homall is well-positioned, showing significant growth and a strong conversion rate. They could be a model for other brands, balancing visibility with sales efficiency.<\/p>\n<h2>Benchmarking marketing channels<\/h2>\n<h3>Internal vs. external traffic<\/h3>\n<p>To sell anything, you need to get your product views. But we can safely assume that they will either be internal or external.<\/p>\n<p><strong>Internal traffic<\/strong> is generated from within Amazon, such as organic searches (Highlighting the importance of <a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/amazon-seo\/\">doing SEO in Amazon<\/a> as well), product recommendations, Amazon Ads, and organic search on Google.<\/p>\n<p>Conversely<strong>, external traffic<\/strong> is anything outside Amazon: social media, ads, or affiliate blogs. External traffic can also lift your internal traffic from Amazon\u2019s algorithm.<\/p>\n<p>Understanding both is crucial.<\/p>\n<p>Sellers who balance internal and external traffic can achieve higher growth and stability, especially when Amazon&#8217;s internal algorithm changes. <a href=\"https:\/\/www.similarweb.com\/blog\/research\/business-benchmarking\/ultimate-guide-benchmarking\/\">Benchmarking<\/a> your traffic sources helps determine where to invest more and how to outpace competitors. Don\u2019t overlook either \u2013 they\u2019ll both play a vital role in your long-term success.<\/p>\n<h3>Competitor benchmarking for traffic generation (5 minutes)<\/h3>\n<p>Here we\u2019ll look at how our competitors are bringing traffic onto their pages.<\/p>\n<p>We\u2019ll focus on:<\/p>\n<ul>\n<li>Comparing your traffic performance with competitors<\/li>\n<li>Steps to benchmark internal and external traffic against other brands<\/li>\n<li>Interpreting traffic sources to build out a future <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/digital-marketing-strategy\/\">marketing strategy<\/a><\/li>\n<\/ul>\n<p>After leaving the Sales Performance page, we\u2019ll head over to the <strong>Search Optimization<\/strong> page. Here we can see that GTPlayer is dominating search in terms non-branded terms like \u2018gaming chair\u2019.<\/p>\n<p>Additionally, a high proportion of the top terms here have a high proportion of paid advertising against them.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-197907\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/clicks.png\" alt=\"clicks on Amazon products\" width=\"673\" height=\"487\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/clicks.png 673w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/clicks-300x217.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/clicks-512x370.png 512w\" sizes=\"(max-width: 673px) 100vw, 673px\" \/><\/p>\n<p>Indeed, this is born out separately on the page where we can see the top three products in the category (above) rely mostly on paid traffic.<\/p>\n<p>Branded search is clearly a big thing here too. In the table below we can see that GT and Dowinx have a high profile in the market, even if a large proportion of their traffic is paid (77.2%).<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-197781 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_7-2.png\" alt=\"top keywords for gaming chairs\" width=\"1110\" height=\"493\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_7-2.png 1110w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_7-2-300x133.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_7-2-1024x455.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_7-2-768x341.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_7-2-512x227.png 512w\" sizes=\"(max-width: 1110px) 100vw, 1110px\" \/><\/p>\n<p>Lastly, let&#8217;s take a quick look at external traffic. For this, we\u2019ll use market leader GTPlayer. In the table below we can see that while external traffic is important, internal traffic generates the bulk of its views \u2013 85%.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-197782 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_8-2.png\" alt=\"total clicks\" width=\"1139\" height=\"200\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_8-2.png 1139w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_8-2-300x53.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_8-2-1024x180.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_8-2-768x135.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_8-2-512x90.png 512w\" sizes=\"(max-width: 1139px) 100vw, 1139px\" \/><\/p>\n<p>Looking at all of this, here are our findings:<\/p>\n<ul>\n<li>A successful seller in this category generates a lot of traffic via branded search on Amazon<\/li>\n<li>We\u2019ll need to use <a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/amazon-ppc\/\">paid traffic on Amazon<\/a> if we want to get into the top positions<\/li>\n<li>External traffic is being under-utilized and could generate a lot of traffic. It\u2019s also worth noting that external traffic provides an uplift via Amazon\u2019s algorithm<\/li>\n<\/ul>\n<h2>Analyzing competitor brands in the consumer purchase journey<\/h2>\n<p>Understanding how competitor brands influence the consumer journey helps you uncover growth opportunities and refine your marketing strategies.<\/p>\n<h3>Consumer browsing behavior<\/h3>\n<p>Consumers often browse multiple brands before making a purchase, ie, your competition. Knowing who and what they are can give you great customer insights that will generate more sales.<\/p>\n<p><strong>What does this entail?<\/strong><\/p>\n<p>Look for clues about the features, pricing, and value propositions that click with potential buyers. By analyzing the other brands your audience is considering, you can use this information to highlight your strengths or pinpoint weaknesses.<\/p>\n<p>So let&#8217;s open our consumer analysis tool\u2026<\/p>\n<h3>Doing consumer analysis (10 minutes)<\/h3>\n<p>Here is what we are going to do:<\/p>\n<ul>\n<li>Analyze which competitor brands consumers are visiting during their purchase journey<\/li>\n<li>See how we can use this data to set our <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/marketing-tactics\/\">marketing tactics<\/a> and <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/market-share-increase\/\">capture market share<\/a><\/li>\n<\/ul>\n<p>Analyzing cross-shopping behavior can provide an excellent idea of how our <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/target-market\/\">target market<\/a> is thinking. The table below from the <strong>Cross-Shopping Highlights<\/strong> overview shows that Dowinx is GTPlayer\u2019s main competitor. While it is competing effectively with Hormall and Lamberi.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-197783 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_9-2.png\" alt=\"cross shopping\" width=\"1187\" height=\"486\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_9-2.png 1187w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_9-2-300x123.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_9-2-1024x419.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_9-2-768x314.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_9-2-512x210.png 512w\" sizes=\"(max-width: 1187px) 100vw, 1187px\" \/><\/p>\n<p>Remember, our competitors are not only on Amazon. Here we can see other stores our audience\u00a0 visited on the same day:<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-197784 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_10-2.png\" alt=\"top sites\" width=\"1067\" height=\"262\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_10-2.png 1067w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_10-2-300x74.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_10-2-1024x251.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_10-2-768x189.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_10-2-512x126.png 512w\" sizes=\"(max-width: 1067px) 100vw, 1067px\" \/><\/p>\n<p>And just to round off our consumer analysis. Let&#8217;s get a picture of who they are. We can see they are slightly more likely to be female and in the 25-34 age range. Additionally, the bulk are college-educated and in full-time employment, suggesting a higher disposable income and a tech-savvy profile.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-197786 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_11-2.png\" alt=\"demographics\" width=\"1600\" height=\"515\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_11-2.png 1600w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_11-2-300x97.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_11-2-1024x330.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_11-2-768x247.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_11-2-1536x494.png 1536w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_11-2-512x165.png 512w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/p>\n<h2>Analyzing share of wallet<\/h2>\n<p>Evaluating your share of wallet vs. your competitors can highlight growth opportunities and guide your sales planning.<\/p>\n<p>Share of wallet refers to the percentage of a consumer&#8217;s total spending within your category.<\/p>\n<p>How?<\/p>\n<p>Knowing the number and type of products in consumers&#8217; baskets gives you insights into your target customer\u2019s purchasing behaviors and preferences. It\u2019ll also highlight any gaps you might have.<\/p>\n<p>Share of wallet data can also help you tailor your marketing and product offerings and understand customer loyalty. Use it to adjust pricing, promotions, and positioning to capture a larger portion of their spending.<\/p>\n<h3>Using Retail Intelligence to analyze the share of wallet (5 minutes)<\/h3>\n<p>Retail Intelligence can show us how much people are spending with other brands while buying from you. In the table below, from the <strong>Brand Market Mix<\/strong> report, we can look at Dowinx\u2019s share of basket in terms of leading brands.<\/p>\n<p>For example, we can see Dowinx takes 60% of the order value for computer desk brand ODK. This could provide an opportunity to expand its range and launch a similar product.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-197787 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_12-2.png\" alt=\"brand basket\" width=\"1172\" height=\"307\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_12-2.png 1172w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_12-2-300x79.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_12-2-1024x268.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_12-2-768x201.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/12\/amazon_competitor_analysis_12-2-512x134.png 512w\" sizes=\"(max-width: 1172px) 100vw, 1172px\" \/><\/p>\n<p>It\u2019s clear that people are entering Amazon with the idea of kitting out their gaming environment. They are also spending a lot of money but on relatively few items.<\/p>\n<h4>Sitting back and enjoying your gaming chair (1 minute)<\/h4>\n<p>As promised, this Amazon competitor analysis takes less than 30 minutes, leaving you at least a minute to get comfy in your gaming chair\u2014or any chair you\u2019re in\u2014while optimizing your online sales performance.<\/p>\n<h2>What have we learned about the market and our competitors?<\/h2>\n<p>We learned a lot about gaming chairs and Amazon&#8217;s competitors. But these can be easily applied to any product line and industry. Here are some essential points to help us put together our launch plan:<\/p>\n<ol>\n<li><strong>&#x1f564; Best Time to Sell<\/strong>: People often buy gaming chairs in the fall and before the holidays. We should focus on selling more during these peak times to maximize our success<\/li>\n<li><strong>&#x1f4b8; Getting People to Buy<\/strong>: Many people look at gaming chairs, but not all decide to buy. Homall does a great job converting interest into sales, so we should learn from their approach to improve our own<\/li>\n<li><strong>&#x26f0;&#xfe0f; Big Brands<\/strong>: GTPlayer generates a lot of revenue but still struggles to get more people to convert. We can outperform them if we focus on helping potential buyers feel confident enough to make a purchase<\/li>\n<li><strong>&#x1f5fa;&#xfe0f; Where Shoppers Come From<\/strong>: Most shoppers find gaming chairs through internal Amazon searches or ads. We should also try to attract people from outside Amazon by using social media, blogs, and other <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/marketing-channels\/\">marketing channels<\/a> to expand our reach<\/li>\n<li><strong>&#x1f3af; Competing Brands<\/strong>: GTPlayer and Dowinx are leading brands in this space. If we make our chairs stand out with unique features, more people might choose us over them<\/li>\n<\/ol>\n<p>To succeed, we need to increase our visibility on Amazon, make it easier for people to buy, and focus on selling during the best times of the year.<\/p>\n<p>The outcome? We can carve out a strong position in the gaming chair market. All by conducting an effective Amazon competitor analysis, learning from our competitors, and utilizing different traffic sources.<\/p>\n<h2>Grow your Amazon sales with Similarweb<\/h2>\n<p>No matter if your Amazon store is into gaming, pet health, or guitar accessories, Similarweb\u2019s Retail Intelligence is here to help you <a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/increase-sales-on-amazon\/\">increase Amazon sales<\/a>.<\/p>\n<p>Think of it as your go-to toolkit for Amazon mastery:<\/p>\n<ul>\n<li><strong>&#x1f50d; See the full picture <\/strong>of your traffic to drive more eyes to your products<\/li>\n<li><strong>&#x1f4ca; Benchmark smarter<\/strong> by stacking your marketing against the category\u2019s best<\/li>\n<li><strong>&#x1f4a1; Uncover competitor moves <\/strong>and learn exactly how they\u2019re driving their clicks<\/li>\n<li><strong>&#x1f680; Optimize your product pages <\/strong>with top-performing keywords for maximum visibility<\/li>\n<\/ul>\n<p>And here\u2019s the real magic:<\/p>\n<p>Similarweb\u2019s Retail Intelligence gives you unique cross-shopping and loyalty insights that go beyond the basics.<\/p>\n<p>Spot which brands are competing for your audience, track your share of your wallet, and build a balanced strategy. One that builds both acquisition <em>and<\/em> retention.<\/p>\n    <div class=\"post-banner post-banner--base\">\n        <div class=\"post-banner__wrapper\">\n            <div class=\"post-banner__text\">\n                                    <p class=\"post-banner__title\">Nail your Amazon strategy with Retail Intelligence<\/p>\n                                    <p class=\"post-banner__subtitle\">Analyze shopper behaviors and optimize your growth strategies on Amazon and beyond<\/p>\n                                <div class=\"post-banner__button-wrapper\">\n                                            <a class=\"swui-button swui-button--solid swui-button--primary post-banner__button js-post-banner\"\n                           href=\"https:\/\/account.similarweb.com\/journey\/registration?ntflow=shopper-solution\"\n                           data-disable-dynamic-tracking\n                        >Explore the platform now<\/a>\n                                    <\/div>\n            <\/div>\n                    <\/div>\n    <\/div>\n\n<h2>FAQs<\/h2>\n<p><strong>Why is competitor analysis important for Amazon sellers?<\/strong><\/p>\n<p>Competitor analysis helps you understand what other sellers are doing well and where they fall short. By examining their strengths and weaknesses, you can refine your own strategy to outperform them, <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/market-gaps\/\">identify market gaps<\/a>, and adjust your pricing, marketing, or product features accordingly.<\/p>\n<p><strong>How do I identify my main competitors on Amazon?<\/strong><\/p>\n<p>Start by searching for products similar to yours. Look for the top-ranking listings and analyze sellers dominating your category. You can also use tools like Similarweb Retail Intelligence to find top-performing competitors based on metrics like sales, traffic, and market share.<\/p>\n<p><strong>What key metrics should I focus on during competitor analysis?<\/strong><\/p>\n<p>Focus on metrics such as total sales, market share, conversion rates, customer reviews, and product rankings. Understanding these metrics will help you evaluate which strategies are working for your competitors and identify areas where you can improve.<\/p>\n<p><strong>How can I analyze Amazon pricing strategies?<\/strong><\/p>\n<p>Monitor how competitors adjust their pricing during promotions, seasonal events, or when they introduce new products. Consider using dynamic pricing tools to stay competitive. Look at their pricing trends and evaluate how their pricing affects customer reviews and sales volume.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Did you know 1.6 billion products were sold on amazon.com in August 2024 \u2013\u00a0 an 8% increase year-on-year (YoY), according to Similarweb. There is money to be made on Amazon. But it\u2019s competitive. \ufeff You need marketplace intelligence to understand your competitors\u2019 strengths and strategies. So you can sharpen your own and keep ahead of [&hellip;]<\/p>\n","protected":false},"author":524,"featured_media":197879,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6602,6189,6588],"tags":[],"class_list":["post-197788","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-insights","category-ecommerce","category-retail-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Amazon Seller Competitor Analysis In Under 30 Minutes | Similarweb<\/title>\n<meta name=\"description\" content=\"Do Amazon competitor analysis in under 30 minutes! 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