Competitors

The Competitors tab lists every other offer on the same product, so you can see who has the Buy Box and which of those sellers your strategy counts.

A competitor is another seller’s offer on the same product as one of your listings. The Competitors tab gathers those offers into one table. You get what each seller is asking, how they ship it, what condition their item is in, and which of them has the Buy Box.

You come here when a price needs explaining. Repricing works from the other offers on the product, so this table is what your strategy was working from when it decided what to charge. It is also where you check a hunch. You can see who keeps undercutting you, whether the cheapest seller can even win the Buy Box, and where the offer beating you ships from.

To open it, click Listings in the sidebar, click a row to open the listing, and click Competitors in the row of tabs at the top of the dialog. Not every listing has that tab, because not every channel reports who else is selling.

Before you start

What your role lets you do

Every role can read this tab, and nothing in the offers table can be edited, because those numbers come from the channel.

On your own store the tab has addresses you added instead of offers. Adding or removing one needs the Admin, Manager or Editor role. An Analyst reads the list. Your role is set per organization and per product, in team, roles and permissions.

Which listings have a Competitors tab

What the tab shows, and whether you get one at all, depends on where the listing is sold.

A strategy set to Cost-based pricing builds a price from your cost alone and never from a competitor. So a listing on your own store priced that way has no tab. Change a listing to that kind of strategy while you are reading the tab and the dialog goes back to Overview.

A Walmart listing still tells you where you stand. The Buy Box Price and Lowest columns on the listings table show it, and both are covered further down.

How to see who you are competing against

1. 1

   Open the listing

   Click Listings in the sidebar, then click the product title on the row you want. The listing opens in a dialog over the table.

2. 2

   Open the offers

   Click Competitors in the row of tabs across the top of that dialog, after Insights.

3. 3

   Read the table from the top

   Rows are sorted by price, cheapest first, so the top row is the lowest price on the product. A You badge beside a seller ID marks your own offer, and a Buy Box badge marks whoever has the Buy Box.

That is the whole tab. It only shows you things, so there is nothing to save and nothing to undo. Anything you do about what you see happens on the Pricing tab or in the strategy.

Everything below explains the columns one at a time, then which of these offers your strategy counts, then where the same numbers show up without opening a listing. You do not need any of it to read the table.

Every option in detail

The columns in the offers table

One row on the Competitors tab is one offer, your own included, and every column shows when you arrive. Directly above the rows is the same toolbar every table in the Repricer has, with Search, Columns, Filter and Density on it. See filters for what each one does. Click a column header to sort by that column instead of by price.

A dash in a cell means the channel did not send that detail for that offer.

Three badges can appear beside a seller ID. You marks your own offer and Buy Box marks the offer that has the Buy Box. Amazon marks an offer sold by Amazon itself, and that is the one seller ID that is not a link, because there is no seller page to open.

Which of these offers your strategy counts

The Competitors tab shows every offer the Repricer collected. Your strategy decides which of them it prices against, and the two are not always the same list. That is why the cheapest row here is sometimes not the price repricing worked from.

Condition narrows it first. Unless a strategy says otherwise, the Repricer asks the channel only for offers in the same condition as your listing. A New listing normally has no used offers in this table at all. Turn on Enable competitor filtering and set Listing condition to Any, and the used offers start arriving and start counting.

The filter narrows what counts. Filter competitors is a section on the Pricing step of an Amazon strategy. It drops offers by how they ship, by whether the seller is Amazon, by rating, by feedback count and by where they ship from. Those are the same things the columns above show you, so you can read a row and tell whether your strategy kept it. See targets and modes for every field in that section.

Competitor prices on your own store

Nobody else sells on your own store, so there is no list of offers for the channel to report. You give the Repricer the address of a competitor’s product page instead, it reads the price off that page, and it keeps the latest one. The Competitors tab on those listings is that list, one row per address, with the price it last read, when it last checked and when it will look again.

Those prices feed a strategy the same way a marketplace’s offers do. A listing with no addresses on it gives a competitor-based strategy nothing to work from. See competitor URLs for adding one, editing the list and what each status means.

Seeing the competition without opening a listing

Two columns on the listings table show competitor numbers, and hovering over either one gives you a breakdown that answers most of what the tab would.

Buy Box Price tells you who has the Buy Box and what it costs.

Lowest tells you the bottom of the market. Its top line changes with your position. You get You are the lowest, Below your floor when a competitor has gone under your minimum price, or Lowest price when neither applies.

The same numbers, with your gap to each one, are also on the Market Position card on the Insights tab. See insights for the rest of that card.

Limits

What the Competitors tab cannot do

How fresh the numbers are

The Repricer collects market data for your active listings about every 10 minutes, oldest reading first, so a large catalog takes a few rounds to come all the way around. Each time you open the tab it reads the latest, so you never have to reload the page to pick up a change.

Last market data on the Overview tab of the same dialog is the timestamp for the listing you have open. When a price on this table looks wrong, that field tells you how old the reading is.

Your own store works on a different clock, because the Repricer has to open somebody else’s page to read a price there. Each address gets its own timing, and the Next Check column on the tab says when the next reading is due.

When something goes wrong

The tab says there are no competitors yet

An empty Competitors tab reads No competitors yet. That means no market data has been collected for the listing, and not that nobody else is selling the product. When you really are the only seller, you still get one row, your own.

Messages above the offers table

Three messages can appear over the rows on the Competitors tab.

Your own offer is not in the table

Your own row on the Competitors tab is not there when more than 20 offers exist and yours is not among the 20 cheapest. The warning above the table tells you when that has happened.

Repricing keeps running on that listing. It works from the offers themselves and from the Buy Box price, and neither of those needs your own row to be in the list.

Where to go next