Amazon competitive product analysis: a comprehensive perspective from keywords to brand value

Competitive product data perspective

Competitor 1: Alvababy

The total number of Alvababy keywords included in the past month is 438. Although the competition intensity of some big words is relatively high, there is almost no exposure in the first three pages of category words. An in-depth analysis of the traffic of its core words (FBT) revealed that there were 787 historical traffic entries. In addition, through the “Brand Analysis” tool, we can see that the click and conversion proportions of ASIN are 20.21% and 21.86% respectively, which means that the conversion rate of the ASIN keyword Wet Bag is 25.92%.

Competitive product 2: Bumpkins

In contrast, Bumpkins has 111 keywords included in the past month. Although its keyword ranking did not enter the top 3 pages, the search volume of brand keywords has reached more than 4,000 times, showing the influence of the brand in this category. Bumpkins’ FBT has fewer historical traffic entries, only 57. Similarly, through “Brand Analysis”, we know that the click and conversion ratios of ASIN are 15.05% and 14.68% respectively. After calculation, we know that the conversion rate of the ASIN keyword Wet Bag is 23.28%.

Differentiated breakthrough

Choose a segment in a highly competitive market (“blue ocean in a red ocean”) in order to better position yourself. By studying the needs of target users and the shortcomings of existing competing products, it can be found that problems such as poor waterproof performance, poor zipper quality, and single styles are common aspects in customer feedback. In response to these problems, the following solutions are proposed:

1. Using new composite fabrics to ensure high fidelity of pattern and color while maintaining waterproof function;
2. Choose top brand zippers such as YKK, although the cost will increase, the user experience will be improved;
3. The pattern design is completely original by the in-house team, combining ease of use and fashion to cater to the preferences of target consumers.

ASIN core advantages

In the small category list of wet bags that have been launched for 5-6 years, we can surpass our competitors by optimizing material quality and appearance design. Specifically, our Wet Bag not only has a more attractive pattern design, but the materials used are also 0.5 to 1 grade higher than most products on the market, making the product superior in durability, waterproof performance and customer service. Outstanding performance.

Unique brand value

Once you have determined your target audience, product direction, and problem-solving methods, you need to think about how to improve the competitive barriers with competing products. This often involves creating a value proposition (UVP) that is unique and reflects the brand’s personality. Taking Wet Bag as an example, its UVP includes the following aspects:

1. Lightweight and easy to carry, suitable for daily organization and storage;
2. Versatile, wide range of applications;
3. Really waterproof, excellent material;
4. Fashionable design adds fun to life.

UVP is further sublimated into the brand’s slogan (Slogan), emphasizing the actual value that the product brings to customers. In addition, brand awareness can be expanded through social media platforms such as Pinterest and Instagram, supplemented by appropriate discount promotions.

Keyword data

Finally, we should also delve into keyword data and use tools such as ZonGURU to obtain detailed information about the core keyword Wet Bag in the past 30 days, including search times, average monthly orders, CPC bidding, and TOP3 conversion rate, etc. This data is crucial to developing an effective SEO strategy.