Outsmart Your Rivals: 5 Smart Amazon Advertising Tactics to Target Competitors

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Not sure who your direct competitors are on Amazon or how to get ahead of them? You’re not alone. With millions of sellers and new brands entering the platform daily, staying competitive means more than just having a good product — it means having a strategy.

In today’s Amazon landscape, competitor targeting through advertising isn’t optional; it’s essential. From Sponsored Display ads to category conquesting, smart sellers are using Amazon’s ad tools to claim market share and keep their listings front and center.

So, how do you figure out who your real competitors are? And once you find them, how do you use Amazon PPC to outmaneuver them?


Let’s dive into 5 actionable strategies that will help you find, target, and outshine your competitors on Amazon.


How to Spot Your Competitors on Amazon

Before you can outrank or outbid them, you need to know who they are. Amazon doesn’t hand you a competitor list, but here are two surefire places to start your research:

Product Rank (Best Sellers Lists)

Head to any product’s "Product Details" section and check the "Best Seller Rank." If you’re in a niche like Prenatal Vitamins, click the hyperlink to the sub-category (e.g., "#5 in Prenatal Vitamins") to view the top 100 listings. These are your real competitors — products performing similarly to yours.

Because Amazon’s rankings are based largely on units sold, this list gives you a data-backed snapshot of brands that customers are choosing over you (or vice versa).

Detail Page Ads

Every product page is a battlefield of ads. Scroll down and you’ll see carousels like "Sponsored Products Related to This Item" or static placements beneath bullet points. These competitors are bidding to appear on your listings—and likely siphoning traffic away.

Take note of who’s showing up here. These brands see your audience as valuable. You should be returning the favor.


5 Amazon Advertising Strategies to Target Your Competitors

Now that you’ve identified your competition, here’s how to take strategic action through targeted ad placements:

1. Sponsored Display: ASIN-Level Targeting
This ad type allows you to target your competitors' product detail pages directly. With just a list of ASINs, a logo, and a short message (50 characters or less), your ad can appear right below their bullet points or near their Buy Box.

Why it works: You're getting visibility right when a customer is making a purchase decision. If your product has better pricing, reviews, or features, you could win the sale.


2. Sponsored Products: Product Targeting
Another powerful strategy is ASIN-level targeting through Sponsored Products. These ads show up in carousels like "Sponsored Products Related to This Item" on competitor pages. Shoppers use these to compare similar products, especially when they’re still undecided.

It’s a great way to boost your impressions and present your offer as a viable alternative.


3. Sponsored Products: Keyword Targeting (Competitor Terms)
If your competitor is a well-known brand like "Smarty Pants Prenatal," bid on their brand name. That way, when someone searches for their product, your ad can show up first.

This tactic can help you steal traffic and win customers, but keep an eye on performance. High competition keywords can get expensive and might not always deliver strong RoAS.


4. Category Targeting with All Ad Types
Use Sponsored Products, Sponsored Brands, or Sponsored Display to target entire categories. In the targeting section, add product categories instead of keywords.

Amazon will then show your product on detail pages across the category. This casts a wider net and lets Amazon determine which listings are most competitive with yours.

Bonus: You can run a search term report to see which ASINs Amazon views as your competition!


5. Sponsored Brand Video: Conquesting with Content
If your competitors aren’t using video ads, this is your moment. Sponsored Brand Video ads appear right in search results and autoplay on scroll, grabbing serious attention.

Create a compelling video (under 45 seconds), highlight your unique selling points, and target your competitors’ keywords. These ads are perfect for standing out and earning trust before someone even lands on a product page.


Tips to Maximize Your Competitor Targeting Results

  • Use A/B Testing: Try different creatives, headlines, and placements to see what performs best.
  • Track ACoS Closely: Some tactics (like keyword conquesting) might yield lower RoAS. Keep a close eye and adjust accordingly.
  • Leverage Promotions: Pair competitors targeting ads with coupons or lightning deals to boost conversion.

Why Does It All Matters?

Your competitors aren’t just other listings. They’re taking your visibility, stealing your clicks, and converting customers that could have been yours. But with the right tools and a smart strategy, you can turn the tables.

By identifying key competitors and launching well-targeted ads, you’re not only increasing your exposure—you’re gaining market share, improving brand awareness, and building long-term customer loyalty.


Need Help Executing All This? That’s Where Chief Marketplace Officer Comes In.

Navigating Amazon’s ever-changing ad platform can feel overwhelming. From identifying competitors to optimizing ACoS and managing multiple campaigns, the process is complex and time-consuming. That’s where partnering with Chief Marketplace Officer (CMO) makes all the difference.


Chief Marketplace Officer doesn’t just manage ads. They manage strategy. They understand your business goals and align Amazon PPC with your bigger picture. They’ll help you:

  • Identify and track competitors
  • Launch high-converting ad campaigns
  • Improve overall profitability and visibility
  • Save time while scaling your business faster


Whether you're a new seller or a scaling brand, Chief Marketplace Officer gives you the upper hand in a competitive marketplace.

Ready to stop losing sales to competitors? It’s time to outsmart, outbid, and outperform.

Let Chief Marketplace Officer show you how.

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Beyond Keywords: How Buyer Psychology Shapes Amazon SEO Success

By William Fikhman • July 29, 2025
When most sellers think about Amazon SEO, they think of keywords. And yes, keywords matter—no listing ranks without them. But focusing solely on keywords is like building a storefront with the lights off. You might have the right address, but you won’t attract or persuade customers once they arrive. Amazon’s algorithm (A9/A10) is designed to prioritize not just relevance, but performance. That means your listing’s ability to convert clicks into sales is every bit as important as the keywords you stuff into your title or backend fields. This is where buyer psychology enters the picture. Success on Amazon isn’t only about what words you use—it’s about how your listing speaks to the human mind, addresses fears, triggers desire, and makes the decision to purchase feel effortless. Let’s unpack how buyer psychology shapes SEO success on Amazon, and how you can leverage it in your own listings. 1. The Algorithm Rewards Human Behavior Amazon doesn’t just measure whether your listing shows up for a keyword. It tracks what happens next: Click-through rate (CTR): Do shoppers actually click your listing? Conversion rate (CVR): Do they buy once they land on your page? Dwell time & bounce rate: Do they scroll, compare, or abandon you instantly? Every one of these metrics is shaped by human psychology. A keyword gets you discovered, but persuasion gets you purchased. And when Amazon sees your listing converting, it rewards you with better organic ranking—creating a powerful cycle of visibility and sales. 2. The Power of First Impressions Humans make decisions in milliseconds. Your product’s title, main image, price, and review count are processed almost instantly. Titles: Clear, benefit-driven titles perform better than ones stuffed with clunky keywords. Images: Lifestyle shots that help buyers imagine using the product are far more persuasive than sterile studio-only images. Pricing: Odd prices like $19.97 play on psychological anchors, signaling affordability while maximizing perceived value. Remember: your first impression doesn’t just attract clicks—it signals trustworthiness. If buyers hesitate at this stage, no SEO keyword can save you. 3. Cognitive Biases: Amazon’s Invisible Persuaders Great sellers know how to tap into psychological shortcuts that guide decision-making. Some of the most effective include: Social Proof Bias: Reviews, ratings, and “#1 Best Seller” badges act as mental shortcuts for trust. Scarcity & Urgency: “Only 3 left in stock” or time-limited coupons push buyers to act now. Anchoring Effect: Showing a “list price” alongside a discounted price makes the deal feel irresistible. Authority Bias: Claims like “Used by professionals” or endorsements (where compliant) leverage trust in authority figures. These aren’t tricks—they’re proven psychological principles that Amazon itself builds into its shopping experience. 4. Writing Listings That Trigger Emotional Drivers Humans don’t buy products—they buy outcomes. To optimize for SEO, your copy should do more than inform . It should resonate emotionally. Fear of missing out (FOMO): “Don’t settle for outdated tools that slow you down.” Desire for transformation: “Wake up to clearer skin in just 7 days.” Convenience craving: “Installs in under 60 seconds—no tools required.” Keywords open the door, but emotional language invites buyers in. By writing bullets and descriptions that tap into motivation, you increase conversions—boosting your SEO in turn. 5. Beyond the Product Page: Post-Purchase Psychology SEO doesn’t stop when a customer clicks “Buy Now.” What happens next feeds back into your visibility: Positive reviews strengthen your social proof and CTR. Fewer returns improve your seller health metrics, which Amazon factors into ranking. Repeat purchases (through Subscribe & Save, for example) send a strong signal of customer satisfaction. All of these outcomes are influenced by how you set expectations in your listing. Overpromise and underdeliver, and your SEO will collapse under a wave of bad reviews. Deliver clarity and delight, and you’ll see sustained growth. 6. Case Study: Two Sellers, Same Keywords—Different Results Imagine two sellers competing for the same keyword: “insulated water bottle.” Seller A stuffs the title with: “Insulated Water Bottle Stainless Steel Leak Proof Vacuum Flask BPA Free 32oz.” Seller B writes: “Insulated Stainless Steel Water Bottle – 24H Cold & 12H Hot | Durable, Leak-Proof, 32oz.” Both rank for the keyword. But Seller B frames the product around buyer benefits (“24H Cold & 12H Hot”), while Seller A lists features without emotional pull. Seller B’s listing earns more clicks and conversions, signaling to Amazon’s algorithm that it’s the stronger choice. Over time, Seller B climbs in ranking, while Seller A fades—even though both started with the same keyword strategy. 7. Practical Steps to Apply Buyer Psychology in SEO Here’s how to bring all this into practice: Audit Your Title: Strip out filler keywords. Make sure every word signals either a benefit or critical attribute. Rewrite Your Bullets: Focus on emotional outcomes supported by features. Lead with bold headers. Upgrade Your Images: Add lifestyle shots, comparison charts, and clear benefit callouts. Test Pricing Strategies: Experiment with anchor pricing, odd pricing, and bundles. Build Review Velocity: Use follow-up emails (compliant with Amazon policy) to encourage genuine feedback. Leverage A+ Content: Visual storytelling builds trust and extends dwell time. Final Thoughts: Keywords Are the Starting Line, Not the Finish Line On Amazon, SEO isn’t just about being found—it’s about being chosen. Keywords may earn you visibility, but it’s buyer psychology that earns you the sale. The most successful brands understand this: they don’t chase algorithms, they serve shoppers. And because Amazon’s algorithm is designed to reward what buyers actually respond to, leaning into psychology isn’t just good marketing—it’s the very foundation of SEO success. Turn Amazon SEO Into a Growth Engine—Not a Gamble At Chief Marketplace Officer, we know that ranking is only half the battle. The real win comes from aligning Amazon SEO with buyer psychology, so your listings attract clicks, convert traffic, and keep growing long-term. Our team of Amazon specialists: Audits your listings for missed psychological triggers and conversion barriers Optimizes titles, bullets, and images to align with how buyers actually decide Builds SOPs for listing hygiene and keyword strategy that go beyond compliance Connects your brand story to the algorithm, ensuring performance feeds ranking Amazon is algorithm-driven, but buyers are human. We bridge the two—so your brand doesn’t just show up, it sells out. Ready to SEO-Proof Your Amazon Success? Book a Free Strategy Call today. Let our team audit your listings, identify hidden opportunities, and build a growth plan that combines smart keyword targeting with buyer psychology—before competitors leave you behind. 👉 [Book Your Strategy Call with CMO Now]
A black background with rainbow colored circles and the words color theory

Color Theory for Amazon: How Design Can Boost Product Appeal

By William Fikhman • July 2, 2025
When it comes to standing out on Amazon, keywords and pricing may get buyers in the door—but it's design that closes the sale. Of all design elements, color is one of the most overlooked yet powerful tools in a seller’s toolkit. Strategic use of color can increase click-through rates, shape brand perception, and even influence buyer emotions and decision-making. This post breaks down how color theory applies to Amazon listings, including your product images, packaging, A+ content, storefront, and even Sponsored Brand ads. You’ll learn how to use color to boost product appeal, improve brand recognition, and convert more shoppers into loyal customers. Why Color Matters More Than You Think Color isn’t just an aesthetic choice—it’s a psychological trigger. Studies show that color influences up to 85% of a buyer’s purchase decision. In a crowded digital shelf like Amazon, where shoppers scan dozens of products in seconds, color is often what grabs attention before any text is even read. On Amazon, color affects: Click-Through Rates: Hero images with appealing, high-contrast colors can outperform competitors by drawing more eyes. Perceived Value: Certain hues (like gold, black, or navy) suggest luxury or professionalism. Others, like neon or pastel, suggest affordability or fun. Trust: Consistent brand color palettes create a professional feel that builds credibility. Emotions: Color can tap into emotional responses, from urgency (red) to calm (blue) or optimism (yellow). Understanding the Basics of Color Theory Before applying color strategy, it helps to understand a few key principles of color theory: 1. Primary Colors Red, blue, and yellow—these form the foundation of all other colors. 2. Complementary Colors These are opposite each other on the color wheel (e.g., blue and orange). Using them together creates contrast and energy. 3. Analogous Colors These are next to each other on the color wheel (e.g., green, blue-green, and blue). They create harmony and cohesion. 4. Warm vs. Cool Tones Warm tones (red, orange, yellow) create excitement and urgency. Cool tones (blue, green, purple) convey calm and professionalism. Applying Color Theory to Amazon Listings Let’s look at how you can apply this science to your Amazon assets. 📸 1. Main Product Image (Hero Image) Your hero image is the first visual impression. While Amazon guidelines limit the use of graphic elements, color still plays a crucial role in: The product color itself: Choose a best-selling or high-contrast color variation as the main image to stand out in search results. Product background: It must be pure white (per Amazon TOS), but the color of the actual product should pop against it. Packaging visibility: If your product includes colorful packaging, showcase it when allowed—it can enhance visual interest and perceived value. 💡 Tip: A red kitchen gadget pops more than a black one against white. If you offer multiple color variants, lead with the highest-click-through color option. 🖼️ 2. Secondary Images & Infographics Here’s where you can start flexing your design muscles. Use color to: Guide the eye: Use contrast to highlight key features or callouts. Communicate benefits: Use color-coded sections or icons for easy scanning. Align with brand palette: Use brand-approved colors consistently for polish and professionalism. 💡 Tip: Avoid using too many colors at once—limit to 2–3 complementary colors to keep visuals clean and digestible. 🧐 3. A+ Content & Storefront Design This is your chance to create a branded, immersive experience. Think beyond individual images—your A+ content and Amazon Store should tell a story using color as your emotional and visual anchor. Use a consistent color palette that reflects your brand identity. Use section backgrounds (light grays, soft brand tones) to break up visual monotony. Apply color psychology: Blue = trust, calm, expertise (great for skincare, tech, supplements) Green = nature, balance, freshness (ideal for eco-friendly, wellness) Red = urgency, excitement, energy (good for sports, tools, electronics) Pink = warmth, nurturing, softness (common in beauty, baby, feminine brands) 💡 Tip: Consider creating a “Brand Style Guide” to ensure color usage stays consistent across all listings and ads. 🛙️ 4. Sponsored Brand Ads & Video These are paid placements that appear above search results, and visuals matter more than ever. Bold, high-contrast color schemes stop scrolls and increase engagement. Add colorful lifestyle images or graphic overlays with minimal copy. Use call-to-action buttons with standout colors like orange or green (test both). Ensure the ad design complements the color tone of your storefront for seamless transitions. 💡 Tip: Video ads with color-coded scene transitions or animated text in brand colors can boost watch time and conversions. Common Mistakes to Avoid ❌ Too many colors: Creates confusion and clutter. Stick to a palette. ❌ Low contrast: Hard-to-read text or similar-toned backgrounds lose engagement. ❌ Ignoring mobile users: Overly subtle color differences may be lost on small screens. ❌ Unintentional color messages: For example, green used in a beauty product with no natural ingredients may feel misleading. Real Examples of Color in Action 🔹 Beard Care Brand: Switched their main image from black to a matte amber bottle with gold label—click-through rate jumped 18%. 🔹 Yoga Accessories: Used calming greens and lavenders in A+ content, aligning with their wellness theme—conversion rate improved by 12%. 🔹 Outdoor Tools: Added red “hero” banners to their infographics with bold white text—saw higher engagement and recall in Sponsored Brand ads. Final Thoughts: Color Is Not a Detail—It’s a Strategy In the world of Amazon, where shoppers skim fast and make snap decisions, color is your silent salesperson. The right hue can communicate trust, urgency, quality, or joy—often before the first word is read. Whether you're a solo seller, an agency, or an 8-figure brand, understanding and applying color theory can significantly increase conversions, build brand recognition, and elevate your entire Amazon presence. Design That Sells—Not Just Stuns At Chief Marketplace Officer, we don’t just make your listings look good. We design them to convert, comply, and scale. Our creative and compliance teams work together to: Audit your visuals and A+ content for missed conversion opportunities Align your brand colors with product emotion and audience intent Enhance listing creatives without violating Amazon image policies Build consistent design systems across every ASIN and ad placement Bridge the gap between brand identity and marketplace strategy Design on Amazon is more than decoration—it’s a revenue lever. Let Chief Marketplace Officer help you turn color into clicks and creativity into conversions. Ready to Elevate Your Visual Strategy on Amazon? Book a free strategy call with our team. We’ll review your listings, identify color and creative gaps, and give you a design-forward plan to boost appeal, build trust, and outperform the competition. 👉 [Book Your Free Strategy Call with CMO Now]