Amazon Competitor Analysis Tool

About the Amazon Competitor Analysis Tool

Amazon competitor analysis built on Amazon's own click data

Before you launch a product on Amazon, you want to know who you are up against: which listings shoppers click on, what they charge, how many reviews they carry and how long they have been on sale. Amazon tracks this for every niche in Product Opportunity Explorer, inside Seller Central. This free Amazon competitor analysis tool brings it to one page. Type a product phrase, such as "jewelry boxes for women", or paste an Amazon product link, and it finds the closest niche Amazon tracks and lists its top 100 products by click share, with a summary of the whole market above them.

What you see for each competitor

• Click share: the product's share of the clicks from the niche's searches in the last 30 days, with an arrow when it is rising or falling against its 90-day share. It is the clearest sign of which listings shoppers choose.
• Orders and revenue from these searches: the purchases that came from the niche's own searches in the last 30 days, and what they brought in.
• Price, reviews and rating: what the product sells for, how much social proof it has built and how buyers rate it.
• Rank in the niche: where the product ranks among the niche's products by clicks, with 1 at the top.
• Launch date and age, with products launched in the last year marked as new.
• Sellers: how many sellers offer the product.

Orders from these searches are not total sales

Amazon counts the purchases that start from a niche's searches. The tool multiplies them by each product's click share, so the order and revenue columns show what a product takes from these searches. A product also sells through other searches, ads and browsing, so its total sales are higher. Use the columns to compare competitors inside one niche, not as a product's full sales figure.

The market at a glance

Above the table, a strip sums up the niche: orders from its searches in the last 30 days, the median price and review count, the average rating, how many of the top products launched in the last year, the top brand and its click share, the share held by the top five products and the number of brands. "Who gets the clicks" then ranks the brands by click share; click a brand to see only its products. When Amazon tags a niche as unmet demand, the page shows it as a badge.

How to run an Amazon seller competitor analysis

1. Check how concentrated the niche is. If the top five products hold most of the clicks, a new listing has to beat them. If the clicks are spread out, there is room.
2. Filter to new products. Turn on "New, under 1 year". New listings with real click share show that shoppers will try a newcomer.
3. Find the weak spots. "Under 100 reviews" shows products winning clicks with little social proof, and a low rating on a popular product marks a complaint you can fix.
4. Pick your price band. The price filter splits the products into three bands, so you can see which band gets the clicks and where your product would sit.

Where this Amazon competitor analysis tool stops

• The top 100 products. Large niches hold more products than that. The page lists the 100 with the most clicks and says how many Amazon tracks in all.
• No total sales or ad spend. The figures cover the niche's own searches. The tool does not show a product's sales from other searches, its advertising or its profit.
• Weekly data. Opportunity Explorer updates once a week, and each lookup shows the week its data comes from.
• Amazon.com only. The figures are for the US store.

To see the search terms in the same niche, open the Amazon keyword research tool. For a full report with product types, unit economics and an AI verdict, use the Amazon product research tool, and before you order stock, check your price against the fees in the Amazon FBA calculator. To see the search terms one of these products is found for, paste its ASIN into the reverse ASIN lookup.

How to read the results

Type a product the way a shopper would search for it, in two to four plain words, such as "dog toys", or paste an Amazon product link or ASIN. A link reads the product's page and runs on the niche its title fits best. As you type, the box also suggests Amazon niches; pick one to get that exact niche. The tool then shows:

1. The niche: its name, the week of the data, how many products Amazon tracks in it and the market summary.
2. Who gets the clicks: brands ranked by click share, with the share held by the top 5 and the top 100 products.
3. The product table: the top 100 products by click share. Click any column heading to sort, use the filters to narrow the list, and download it as a CSV file on a paid plan.

Read the table with your own product in mind. Find the two or three listings closest to what you plan to sell, compare their price, reviews and rating, and look at how their click share is moving. A competitor losing share with a low rating is a gap; one gaining share with few reviews shows that the niche rewards newcomers. When you write your own listing, the Amazon listing optimizer grades it against Amazon's rules and shows which of the niche's top searches can find it.

Each search uses one of your daily lookups, shared by every research tool on the site: 3 a day without an account, 10 with a free account and more on paid plans. It uses no credits, and a product looked up in the last 24 hours opens from memory and costs nothing.

Frequently asked questions