Amazon competitor analysis: tools and a routine
Amazon competitor analysis for sellers: rival listings, BSR, reviews, sponsored ads, finding their keywords, and what Helium 10, Jungle Scout and Keepa cost.
Amazon competitor analysis happens on Amazon: rival listings, Best Sellers Rank, reviews, prices and coupons, sponsored ads, and the keywords that bring them traffic. Amazon gives brand owners some of this for free through Brand Analytics, and seller tools such as Helium 10, Jungle Scout and Keepa fill in the rest.
One thing up front, because this site sells a competitor monitoring tool: Figo does not track Amazon listings, BSR, Amazon reviews or sponsored ads. The last section explains the narrow case where it helps.
Your competitors are the products on page one
On Amazon you compete per keyword and per product, not per brand.
Say you sell silicone baking mats. Search your five biggest keywords and note every product on page one, organic and sponsored. That list of ASINs is your competitive set. Then open your own listing and note which rivals appear in the sponsored and comparison placements on it, because those are the products taking shoppers from your page.
Read the listing like a shopper
Check each rival listing weekly for the parts that change most:
- Main image. It decides the click from search results, so sellers test it. A new main image that is still there a month later probably won.
- Price, coupon and deals. A coupon or deal badge shows in search results, where a small price cut barely registers.
- Title and bullets. The first words of the title usually carry the keyword they care about most.
- A+ content and video. Brands investing here are fighting on conversion, not just traffic.
- Variations. New sizes or colours added to a parent listing extend its reach under the same reviews.
BSR: useful, but relative
Amazon says Best Sellers Rank is calculated from sales volume, with recent sales counting more than older ones, and is not influenced by page views or reviews.
So BSR is a rank within a category, not a sales number. A rival moving from 4,000 to 900 in its category has sold more recently; how many more depends on the category. The value is in the history. Keepa charts price and sales rank over time, which lets you see what happened to a rival's rank after a coupon, a price change or a stock-out.
Reviews and ratings
Track each rival's rating and review count weekly, and read their one to three star reviews monthly.
Low-star reviews on a competitor's product are the cheapest product research you will do: the lid that cracks, the size that runs small, the smell out of the box. Fix those in your product and say so in your bullets.
A sudden burst of reviews deserves a closer look. Since October 2024 the FTC's rule on fake reviews has banned buying fake reviews or paying for positive ones in the US, on top of Amazon's own policies. Report what looks wrong; do not copy it.
Sponsored ads: search for them
Amazon's sponsored ads do not appear in the Google, Meta or TikTok ad libraries, so the practical method is searching. Once a week, at the same time of day, search your top keywords and note who holds the sponsored product slots, the sponsored brand banner and any video ad. Results vary by shopper and time, so look for patterns over several weeks, not single readings.
Finding a competitor's keywords
Free, if you are brand registered. Brand Analytics includes a Top Search Terms dashboard that shows, for each search term, the three most clicked products with their click share and conversion share. That tells you which competitor ASINs win which searches, from Amazon's own data. The Search Query Performance dashboard shows the queries that bring shoppers to your own products and your share of each.
Paid: reverse ASIN tools. Enter a rival's ASIN and the tool estimates the keywords it ranks for. Helium 10's is Cerebro and Jungle Scout's is Keyword Scout. Treat the volumes as estimates.
Free, for everyone. Their title and first bullet carry the keywords they rank for or want to. Our general guide to competitor keyword research covers the Google side.
The tools and what they cost
Prices below were read from each vendor's own pricing page on 4 October 2026.
| Tool | Price | What it adds for competitor work |
|---|---|---|
| Helium 10 | Platinum $129 a month, or $99 a month billed yearly; Diamond $359, or $279 billed yearly | Cerebro reverse ASIN keywords, Xray product estimates in the Chrome extension, listing change alerts |
| Jungle Scout | Starter $49 a month ($29 billed annually); Growth Accelerator $79 ($49); Brand Owner $149 ($129) | Keyword Scout, rank tracking; Competitive Intelligence only on Brand Owner |
| Keepa | Free extension; Keepa Pro €29 a month | Price and sales rank history, product finder, Buy Box statistics |
Helium 10 also has a free plan with limited Chrome extension access, and it describes each paid plan by annual sales band. Jungle Scout offers a 7 day money-back guarantee rather than a trial. Keepa's page showed euro pricing only, with no US dollar price visible.
For a seller with one product line and a handful of rivals, Keepa plus Brand Analytics covers most of the job. If you also need prices from other retailers, see our list of price tracking tools. Add Helium 10 Platinum or Jungle Scout Growth Accelerator when keyword research becomes weekly work.
A weekly Amazon competitor analysis routine
| When | What to check | Where | Time |
|---|---|---|---|
| Weekly | Price, coupons, main image on top rival ASINs | Amazon product pages | 15 min |
| Weekly | Sponsored slots on your top keywords | Amazon search | 10 min |
| Weekly | BSR and review count movement | Keepa or your seller tool | 10 min |
| Monthly | Low-star reviews on rival bestsellers | Amazon product pages | 20 min |
| Monthly | Which ASINs win your top search terms | Brand Analytics, Top Search Terms | 15 min |
| Quarterly | Rivals' keyword lists | Reverse ASIN tool | 30 min |
Where Figo fits, narrowly
Ours, so judge accordingly. Figo does not read Amazon at all. It cannot see listings, BSR, Amazon reviews, coupons, sponsored ads or Amazon keywords. If your rivals only exist on Amazon, buy one of the tools above and skip us.
It helps only when rivals also market off Amazon. Many brands run their own website and Meta, Google or TikTok ads alongside their listings, and Figo checks those weekly: new ads, new and changed pages, their published pricing and offers, Instagram and Facebook posts, Google rankings, and Trustpilot reviews. For that side of the business, see our guide to ecommerce competitor analysis and the Meta Ad Library walkthrough. Figo starts at $49 a month for three competitors.
Questions people ask
Can I see a competitor's Amazon sales?
Not directly. BSR is a rank, not a sales figure, and the unit sales numbers in seller tools are estimates modelled from rank. Use them to compare and spot trends, not as facts.
What is a reverse ASIN lookup?
You enter a competitor's product ID and a tool estimates the search terms it ranks for, organically and in sponsored results. Helium 10 calls its version Cerebro and Jungle Scout's sits in Keyword Scout.
Is Brand Analytics free?
It comes at no extra cost with Amazon Brand Registry, which requires a registered or pending trademark. Sellers without a brand cannot access it.
How many competitor ASINs should I track?
Start with the ten to twenty products that share page one with you on your three biggest keywords. That list usually covers the sales you are actually fighting over.
See it on your own competitors
Figo checks their ads, pages, rankings and reviews every week, then tells you what to do in plain words. Set up in two minutes.
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