Undertaking Competitor Research for Content Creation

With fierce competition and an ever-expanding online marketplace, it is crucial to stay ahead of the curve when it comes to content creation on Amazon. Competitor research provides valuable insights that can fuel your content creation to achieve a distinct competitive advantage by improving visibility, engagement and conversion rates.

Here are some key advantages to completing competitor research:

• Market Insights: By studying your competitors’ content, you gain a deeper understanding of the market landscape on Amazon. You can identify trends, customer preferences and gaps in the market that can guide your content creation strategy. This knowledge allows you to tailor your content to meet the needs and desires of your target audience effectively.

• Differentiation: Competitor research helps you identify what your competitors are offering and how they are positioning their products. By understanding their content strategies, you can find opportunities to differentiate your own content by highlighting your distinct advantages. This allows you to create a unique value proposition by emphasising your features, benefits or solutions that sets your product apart.

• Keyword Research: Understanding the keywords and search terms your competitors are targeting helps you to identify high-performing keywords, long-tail variations and related terms that can enhance the visibility of your content on Amazon’s search results. This helps you optimise your content for Search Engine Optimisation (SEO) and improve discoverability.

• Identifying Content Gaps: Through competitor research, you may uncover content gaps or underserved areas within your market niche. By identifying topics or aspects that your competitors are not adequately covering, you can fill those gaps with your own content.

• Refining Content Strategy: Competitor research provides valuable data that can inform your overall content strategy. You can analyse the types of content that perform well for your competitors, whether it’s in-depth product guides, comparison copy, customer testimonials or video demonstrations. This information helps you refine your content mix that aligns with your customer preferences and demands.

How to successfully undertake competitor research on Amazon:

1. Identify: Start by identifying your main competitors.
   
   Look for products or brands that offer similar or complementary products to yours within your target market. The first page of organic search results on Amazon is a good place to start.
   
   

2. Analyse: Study your competitors’ product listings in detail.
   
   Pay attention to the title, product description, bullet points, product features and keywords. Examine competitors’ visual content such as product images, videos and infographics. This analysis can provide ideas for improving your own visual content.
   
   

3. Assess Customer Reviews: Read through the customer reviews of your competitors’ products.
   
   Note the common positive and negative feedback, the features or aspects customers appreciate or dislike, and any recurring themes. This information can help you identify gaps or areas of improvement for your own product. Look at the questions and answers section to address any potential concerns or enquiries proactively.
   
   

4. Identify Unique Selling Points: Based on your analysis, identify the unique selling points (USPs) of your competitors.
   
   Determine what makes their products stand out, what customer needs they address, and the benefits they emphasise. Use this information to refine and highlight your own USPs in your content.
   

Remember, while competitor research provides valuable insights, it’s crucial to maintain originality and focus on your own brand identity.

In summary, use the information gathered through competitor research to create compelling and differentiated content that resonates with your target audience.

Highlight the unique features and benefits of your product, address customer pain points and communicate your value proposition to help boost engagement and drive conversions.

Beth Fisher, Senior Content Executive