How to open
Home > Compete > Competition Analysis. Or via the [Compete] services menu.
What the page shows
The screenshot example shows the page in its empty state: a single search bar at the top, “No Records Found!!!” beneath it, and the empty column headers below. When records are present, each row is one competing seller and the columns lay out the data Amazon weights when assigning the Buy Box.Top toolbar
- Search input.
- Search button (blue).
- Clear button (red).
Columns
| Column | What it shows |
|---|---|
| Seller ID | Amazon’s seller identifier for the competitor. Stable across listings. |
| Seller Name | The competitor’s display name on Amazon. |
| Count of Competing SKUs | How many of your SKUs this competitor also lists. A high number means a sustained competitive overlap; a low number means an incidental encounter. |
| He has got Buy box for x items | How many of the competing SKUs the competitor currently holds the Buy Box on. The most operationally important column: a competitor with a high Buy Box count is winning more boxes than you across the overlap. |
| Feedback count | The competitor’s total feedback count, a proxy for marketplace tenure. |
| Feedback % | The competitor’s positive-feedback percentage. Drives Buy Box weighting alongside price. |
| Average Shipping cost | The competitor’s average advertised shipping cost. Buy Box logic considers landed price (item plus shipping). |
| FBA count | How many of the competing SKUs the competitor lists as FBA. |
| FBM Count | How many they list as merchant-fulfilled. |
| Average lead time | The competitor’s advertised lead time (handling time). Lower is better; Amazon Prime overrides this for FBA. |
Three patterns to read for
Pattern 1, “FBA gap”
A competitor with high He has got Buy box for x items, almost all of those listed as FBA, while your own SKUs are FBM. The Buy Box deficit is fulfilment-driven, not price-driven. Action: enrol the affected SKUs in FBA, not drop prices.Pattern 2, “Feedback gap”
A competitor with materially higher Feedback count and Feedback % winning Buy Box on listings where you are price-matched. The deficit is reputational. Action: chase positive feedback on your existing orders (post-purchase email, marketplace feedback request flow) rather than dropping prices.Pattern 3, “Price gap”
A competitor with similar feedback, similar fulfilment, lower price, and high Buy Box count. The deficit is price. Action: drop your Min Price (in Inventory Hub or Repricing Inventory) so the repricer can match. Validate the new Min keeps you above Cost Price plus your minimum acceptable margin.Cross-link to the per-SKU repricing status
Once you have identified a problematic competitor on Competition Analysis, the next page is Repricing Rules and Status, specifically the Product Re-Pricing Status table, where you can see the specific SKUs and adjust their Min / Max bounds.Common questions
The page shows “No Records Found!!!” but I know I have competitors. Three common causes. First, Competition Analysis only loads after you search for a SKU or seller; the empty state is the default. Second, the SKU you searched does not have any active competitors on Amazon (you are the only seller). Third, the Amazon SP-API competitor-pricing endpoint has not yet been polled for that SKU. Wait a few minutes and search again. A competitor with very low Feedback Count is winning the Buy Box. How? Buy Box logic considers price, fulfilment, lead time, and seller eligibility. A new seller can hold the Buy Box on a fresh listing if other variables (FBA Prime, lower price) outweigh the feedback gap. Don’t over-index on feedback alone. FBA count plus FBM Count should equal Count of Competing SKUs but does not. In some marketplace edge cases, a SKU is listed without a clear FBA/FBM designation (e.g. mid-transition listings). Those listings are counted in Count of Competing SKUs but not in either FBA or FBM. The discrepancy is usually small; if it is large, the Amazon SP-API data is partial and a re-poll will resolve it. Average Shipping cost shows 0 for a competitor I know charges shipping. Either the competitor’s listing on Amazon is “free shipping” (they roll the shipping into the item price) or Amazon’s API has not yet surfaced their shipping declaration. The repricer takes Amazon’s declared shipping at face value when computing landed price. Can I block a competitor or exclude them from my Buy Box logic? No. Buy Box logic is Amazon’s; CloudHub responds to it but cannot exclude specific sellers from consideration. The closest you have is per-SKU rule overrides in [Configure] > Compete Pricing Rules to ignore competitors below a feedback threshold.Next steps
- Open Repricing Rules and Status to act on the analysis.
- Cross-check stock state in the Inventory Hub.
- Review the repricing dashboard for the account-level view.
- Configure rule profiles in [Configure] > Compete Pricing Rules.