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The Best Amazon Competitor Analysis Tools for Sellers

If you’re searching for the best Amazon competitor analysis tools for sellers, we have the definitive list. Check it out online today!
Helium 10 The Helium 10 Software
13 minutes read

Amazon sellers are often overwhelmed by the daunting and time-consuming task of competitor analysis. Where does one even begin with so much information available? When done correctly competitor analysis can change the game for your business. Helium 10 has the best Amazon competitor analysis tools out there. 

The goal of conducting an Amazon competitor analysis is to find gaps in your own marketing strategy in which you can grow and benefit your business. Competitor analysis on Amazon is the process of studying your competitors’ strategies in order to improve your own. Competitor analysis studies specific companies on Amazon that are selling your products or adjacent. 

This includes things like: prices, keyword strategy, product offerings, marketing strategies, sales history, and inventory. 

Our data analyzing and monitoring tools provide sellers a unique competitive advantage with our customizable data giving an opportunity to implement strategies that will push their product above and beyond your competitors. 


Sellers can use Helium 10’s Xray tool to look at revenue and sales over time, along with fees, the number of active sellers, review count, and review velocity. All of this can be useful information to see how your product stacks up against the competition for a particular product or niche. Xray is among the most accurate Amazon product analysis tools available. In fact, Helium 10 gives estimates within 22 units above or below actual sales.

View of product revenue, sales over time, along with fees, the number of active sellers, review count, and review velocity

Xray search results expand into detailed product knowledge such as: 

  • # – the number of the listing
  • ASIN – the Amazon Standard Identification Number for each product
  • Brand –  the brand selling the product
  • Title – the name of the product
  • Category – what Amazon categorizes the product under
  • Seller – the company selling the product
  • Delivery – how the product is fulfilled
  • Price – how much each unit costs
  • FBA Fee – the fees for storing and fulfilling the product by Amazon
  • Sales – how many sales the product made per month (including a sales graph, which updates daily)
  • Revenue – the monthly revenue for the listing
  • BSR – the numerical value of the product’s Best Seller Rank
  • BSR 30 – a graph reflecting the product’s BSR fluctuations in the course of 30 days
  • Rating – the Amazon rating for the product
  • Reviews – the number of reviews on Amazon for the product

Xray is part of the Helium 10 Chrome Extension, which you can find for free in the Chrome Web Store. Once installed and enabled, simply click on the blue Helium 10 icon at the top right of your Chrome window whenever you view a search results page or single product page on Amazon. Xray Amazon Product Research and Xray – Keywords are the first two options in the dropdown menu.


From there you can use Cerebro to identify which keywords their competitor ranks for. It’s key to know what keywords your competitors are ranking for to know which keywords your customers are searching. Cerebro makes keyword research much easier with the option to compare competitor keywords to your own ASIN! With the Competing ASINs option in Cerebro, users can directly compare their keyword targeting efforts with their strongest competitor ASINs.

The benefit of using this new reverse ASIN strategy allows you to find trends among top keywords and your competitors, then use their strategies to your advantage. For example, if you notice that many of your top competitors are all ranking highly for a particular keyword and are all on page one, you may want to target said keyword yourself.

View of Relative Rank, Competitor Rank Average, Ranking Competitors, Competitor Performance Score

Cerebro has other helpful insights for comparing competitor keywords like:

  • Relative Rank – Where you rank among your selections
  • Competitor Rank Average – Where your selected competitors rank collectively
  • Ranking Competitors – Number of your selected competitors that are ranking in the range you have set in the filters
  • Competitor Performance Score – How well your competitors are doing overall for particular keywords

Market Tracker 360

After you have the product selected and the keywords from that product, you can set up a market in Market Tracker 360 to see what the overall market share is for them versus their competitors. Helium 10’s dynamic tool, Market Tracker 360, does most of the work for you by tracking your competitors’ performance at scale.

competitor analysis tool

This tool also gives brands a pulse on everything they need to know about their specific product market, from the birds-eye view all the way down to the granular and specific. Market Tracker 360 provides sellers with everything they need to run an extensive and customizable competitor analysis instantly with updates to give you a snapshot of the market most helpful to you.

Get a live demo of Market Tracker 360

Listing Analyzer

Amazon Sellers can take advantage of Listing Analyzer to compare their product listing versus their competitors’ product listing to see how they stack up against the competition. Good product listings are so important in the competitive landscape of Amazon that many of the Helium 10 tools have been created especially to organize and generate strong listings or to research the content needed to develop those listings. 

product listing analysis

The Listing Analyzer tool helps users get a broad, top-level view of their current or potential competitors’ listings simultaneously. You’ll receive a Listing Quality Score which displays a score on a scale of 1 (lowest) to 10 (highest) based on the number of Amazon best practices that were followed. This score is broken down in detail in the Listing Quality Score (LQS) Analysis section. 

Listing Builder

Sellers can also plug in their product listing versus their competitors’ product listing into Listing Builder to see more granular data on how their listings stack up. After you have done your keyword research and identified your most important keywords to your niche, you can use Listing Builder to analyze your competitors’ product listing for those same keywords.

product listing keywords

Are they using those same niche product keywords? Are they implementing those keywords into phrase form in their listing? These are analytics that Listing Builder helps sellers find out. All you need to do is import your competitor’s ASINs to analyze their keyword strategies and adapt your own! 


It pays to pay attention! Using Helium 10’s Trendster allows sellers to see how their competitors’ pricing has changed over time and whether or not they need to adjust their own pricing to be more competitive.

Enter any product ASIN and receive visual results in seconds. Sellers can pull the trend data they need to determine what product is searched for the most every season. Clearly identify market trends and take advantage of them to increase sales.

Trendster helps sellers:

  • Determine product seasonality with historical data
  • Capitalize on Amazon product trends to take advantage of demand spikes
  • Efficiently study the correlation between price changes and sales rank over time

Review Insights

Review Insights enables Amazon sellers to see if their listing is competitive in terms of review quantity and quality. With Review Insights, you can effortlessly sift through your competitors’ reviews to identify issues with their products and competitors’ products and see if they need to make adjustments on that end. This will also enable you to see if you need to invest more in your own review collection via Follow Up and whether or not you should run PPC campaigns for these products to build up more reviews to be more competitive. 

product review insights


Amazon competitor analysis can feel like a tedious task, but with the right tools in your toolbox to streamline your data research, it’s much more feasible to track your competitors and stay ahead of them. Helium 10’s  Amazon competitor analysis tools help sellers understand what is working and not working for the competition and identity areas to improve their own product listings. With Helium 10, Amazon competitor analysis has never been this efficient.


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Helium 10 The Helium 10 Software Suite will allow you to gain an unfair advantage over your competitors as it was designed and battle-tested by Amazon's top sellers. So if you want more sales, more time, lower PPC costs, and if you want to discover hidden keywords your competitors don’t use then start using Helium 10 -- the same tools top Amazon sellers use on a daily basis.


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