The Ultimate Guide to Analyzing and Expanding Your Market Share on Amazon
Sellerise Team, Contributor
7 min read -
Updated:In the busy world of Amazon analytics, sorting through endless data can feel pretty overwhelming. Knowing your market share and where your business is falling short and spotting opportunities for growth isn’t just about having access to all these Amazon reports. It’s about really making sense of them to boost profits and get real results.
This article will walk you through practical ways to grow your market share and beat out your competitors. It will reveal actionable intelligence that can help you decode where shoppers drop off in your sales funnel, reclaim lost sales, and capture more traffic.
Why Understanding Market Share Matters
Navigating Amazon’s complex analytics can feel overwhelming. It’s not just about accessing endless reports; it’s about making sense of the data to boost profits and get real results. This guide will help you:
- Identify where you’re losing potential sales
- Spot competitor strategies that work
- Take actionable steps to increase your market share
Step 1: Assess Your Current Market Share & Competitor Overview
Understanding your position in the Amazon marketplace begins with identifying where your business currently stands. Are you losing out on sales in critical stages of the buyer’s journey? Are your competitors outperforming you in areas you haven’t considered? This is where a clear and actionable framework is invaluable.
Analyzing Your Market Share with the Funnel View
The SQP Insights tool’s funnel view provides that framework by breaking down your sales performance into clear, visual stages of the buyer funnel, showing exactly where you excel and where you might be losing potential customers.
Step 2: Benchmark Against the Market
Analyze your market share and compare it with the Market %. Let’s say your share in a specific stage like the ATC rate is notably lower than the market average. This is a clear signal that something needs adjustment, whether it’s your listing’s main image, title, or even pricing strategy.
Key Areas for Improving Market Share:
- To increase your market share of impressions: Focus on high-impact keywords, proper category alignment, well-structured ad campaigns, and consistent search term optimization plus optimized brand store content & linking.
- To increase your market share of clicks: Refine your main image, title, reviews, and price, ensure prime eligibility, and showcase clear product differentiation in search results. Use coupon and deal badges to entice shoppers to click through rather than scroll past your listing. Regularly stay on top of your review count and star rating.
- To increase your market share of ‘Add-to-Carts’: Strengthen your bullet points, product descriptions, images, reviews, A+ content, and your price/value balance; emphasize trust signals like the “Amazon’s Choice” badge when possible. Embed clear lifestyle images and show the product in everyday use or in multiple settings. Incorporate “Micro” USPs in your bullet points. If you offer a small accessory or a unique component that solves a specific pain point, put it front and center in bullet #1 or #2, shoppers decide to add to cart quickly if they see a unique benefit.
- To increase your market share of sales: Heavily invest in building positive reviews, offer occasional discounts, and maintain reliable product availability (e.g., always in stock).
Step 3: Leverage SQP Keyword Insights for Actionable Results
Once you’ve identified funnel weaknesses, go deeper by analyzing keyword performance. Take it a step further by checking the market share for each keyword that leads to the overall funnel performance.
Use Sellerise’s SQP Keyword Insights which goes beyond basics and ties each keyword to its current status (like Lost, Gained, Maintained) relative to your product or brand and the corresponding metrics such as market share for clicks, add-to-carts, and purchases. This makes it easier to benchmark your performance against the broader market and identify where improvements can be made.
Example: If your purchase rate market share is below the market average, check each keyword to find the ones hurting your performance. A poorly performing keyword with a low purchase share might need a listing update or a price test. This way, you can focus on fixing specific issues instead of making broad changes.
Step 4: Take Action on Keyword Opportunities
Combine different conditions to find the gaps and potential opportunities for scaling.
How to Find and Fix Keyword Gaps:
- Sort by highest sales keywords in the selected period.
- Filter by Lost or Absent keywords to prioritize recovery.
3. Use these keywords to regain your position.You can adjust listing elements, such as images, bullet points, pricing; or optimize PPC targeting.
4. Return to SQP Insights funnel metrics to confirm your changes actually expanded your slice of that keyword’s sales.
Step 5: Monitor Trends and Competitive Pricing
The Amazon marketplace is constantly evolving. Staying ahead means keeping an eye on trends and adjusting as needed.
Price
Use SQP Insights “Median Market Price” metrics to see if your price is competitive.
From Impressions to Purchases Performance
Before diving into the next step, you need to understand how high the bar really is. How does your performance stack up against the competition?
Use SQP Insights benchmarking metrics to compare your CTR, ATC, and CR with market averages for your target keywords, which are displayed as metrics like MKT and Rate% (e.g., Sales MKT and Sales Rate%). These market-level metrics help you spot areas where your performance is lagging behind.
Example: You can calculate the ratio of your add-to-carts (ATC) that turned into sales, and then compare this data to the market-level (MKT) equivalent metrics. If your add-to-cart to sales ratio is lower than the market’s ATC MKT to Sales MKT ratio, it’s a clear indicator that something in your listing or offer isn’t converting as effectively as your competitors.
Once gaps are identified, it’s time to analyze why you are underperforming for early indicators like “CTR“ or key metrics like “CR” compared to competitors.
Then, conduct various A/B tests on your listing visuals and copy, and track the effectiveness of your adjustments daily, weekly, and monthly.
Step 6: Reverse Engineer Competitor Strategies
Why should you care about competitor traffic streams? Because top competitors often uncover opportunities you might have missed. It could be untapped keywords, better product offers, or hidden customer needs. By analyzing their strategies, you can refine your own approach and take over their traffic.
How to Find and Analyze Competitor Traffic Streams:
- Identify your top competitors by searching category-leading ASINs. These are the sellers who consistently dominate your niche and appear for the most critical keywords in your category. Knowing who they are and how they perform lays the groundwork for reverse-engineering their success.
- Use Keyword Re-Ranker to analyze competitor keyword performance. It breaks down where their sales are coming from and highlights which keywords drive the most conversions.
3. Filter out low-performing traffic to focus on high-opportunity keywords. Clear out competitor brand names to avoid wasting time on branded traffic and unrelated keywords. To speed up the process and instantly identify money-making keywords, for example, use filters such as above 15% “Conversion Rate” with at least 65% “Market Availability”. Then sort them from highest to lowest sales. At this stage, tweak the filter values to find prime opportunities to scale.
4. Run targeted PPC and listing updates to capture competitor traffic (top-of-search PPC plus front-loaded listing optimization) for those keywords.
Combine keyword data with your “semantic core” approach: If you see 15–20 high-sales keywords that your competitors hold consistently, you know exactly which ones to prioritize in your listing copy and PPC.
Step 7: Build and Optimize a High-Impact Keyword List
Now that you’ve gathered your competitor’s data, it’s time to go deeper. This isn’t just about scratching the surface. It’s about diving into the details that can make your product stand out.
Use the main keywords of your category and utilize Keyword Hunter tool to perform an in-depth competitor keyword analysis. This tool reveals hidden opportunities by identifying high-performing keywords with real organic sales potential that your competitors rely on.
Step 8: Track and Refine Your Strategy
Use the SQP Insights keyword search bar to track the performance of keywords that you’ve recently optimized for. Keep a close eye on performance metrics like add-to-cart rates and sales rankings to see if your adjustments are delivering results.
Additionally, track changes in your keyword positions using Sellerise’s Keyword Tracker and confirm they are steadily improving in the search results.
Final Thoughts: Why This Guide is Valuable For Amazon Sellers
This guide isn’t just another theory lesson. It’s a data-driven action plan to help Amazon sellers:
- Identify and fix market share losses
- Optimize listings and keyword strategies for better conversions
- Reverse-engineer competitors to stay ahead in the market
- Track and refine performance for consistent growth
You won’t get lost in endless spreadsheets. Instead, you’ll find clear, actionable strategies derived from real data that tell you exactly how to adjust your listings, pricing, and campaigns to outsmart your competition.
