How to find competitors on Amazon: brands, sellers and keywords

Find competitors on Amazon from the search results

To find competitors on Amazon, search your main keyword, note the brands and sellers on page one, then open the best-selling listings like yours. Amazon's keyword guide tells sellers to read the titles, bullet points and descriptions of those listings.

Amazon's Best Sellers, Movers & Shakers and Hot New Releases lists show what sells and what is gaining rank in a category. SmartScout's competitor guide keeps the list short: one product or product group, 5 to 10 core keywords, then 5 to 10 ASINs and 3 to 5 recurring brands. That is vendor advice, not a measured result.

See which sellers are on each listing

Amazon shows one Featured Offer on a listing, and customers can open other sellers' offers from the Other sellers on Amazon widget. That is the manual way to see who else sells a product, one listing at a time.

SmartScout's Product Sellers, from Business, lists every seller of one product with its performance on that listing over time. Brand Sellers, from Essentials, lists the sellers under a brand. SellerAmp SAS shows other offers per product, with seller name, rating, review count and fulfillment type, which an online arbitrage seller can read before buying a clearance ASIN.

Find competitor keywords on Amazon

SmartScout's Rank Maker, from Essentials, shows the historic keyword rankings of any ASIN you enter, a reverse ASIN lookup. Its Search Terms Explorer finds keywords related to any search.

Helium 10's Cerebro lists the search terms that bring shoppers to a competitor's listing and compares up to 10 ASINs side by side. Helium 10 starts from products and keywords, where SmartScout starts from brands; SmartScout vs Helium 10 sets the two side by side.

List brands and market share for a subcategory

A search page cannot list every brand in a subcategory with its share. SmartScout's subcategories are narrow product groups that Amazon's public browse tree does not show, and its pricing page counts 40,000+ of them, a vendor figure. Subcategory Brand Market Share, on Business, shows which brands dominate one.

Every revenue and share figure here is a modeled estimate. SmartScout's Terms call its figures estimates only, not sourced from or endorsed by Amazon, and say to treat them as directional.

SmartScout's Business plan adds Subcategory Brand Market Share, the Sellers Database and the Seller Map (where sellers are located) at $299 a month on the Monthly view, or $239 a month on the Yearly view, paid as $2,868 for the year, as read on October 29, 2026. Business carries the 7-day money-back guarantee for new customers, once per customer. Free Amazon competitor analysis tools shows what the no-cost options cover first.

Track competitors over time

SmartScout's Custom Segments define a market from brands, ASINs, subcategories and keywords and track it like a category: 1 segment on Basic, 5 on Essentials, 10 on Business and 50 on Enterprise. Product History is on every plan, while historical market share, seller history and share of voice are Enterprise only.

Helium 10's Market Tracker follows a market of keywords and competing ASINs, with 3 markets lifetime on Platinum and 5 on Diamond. Amazon's Brand Analytics lists the top three products, categories and brands for each search term. It needs a Professional selling account ($39.99 a month plus selling fees) and a Brand Representative role on a Brand Registry brand.

A seller with one product in a narrow niche may need no paid tool: Amazon search, the Best Sellers lists and the Other sellers widget cover a short list. Move to a research tool when the list must cover a whole subcategory or update without opening each listing. The best Amazon brand research tools compares the options.