amz-competitor-analysis

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Chinese

Competitor Analysis

竞品分析

Most competitor analysis is a feature comparison table that leads nowhere. Real competitor analysis ends with a plan: where to attack, what to defend, and what to ignore. This skill produces that plan.

大多数竞品分析只是一份毫无实际作用的功能对比表格。真正的竞品分析最终会产出一份行动计划：从何处发起进攻、何处防守、何处可以忽略。本Skill就能生成这样的计划。

When to use this

适用场景

Planning a launch into a category and sizing up the incumbents.
A specific competitor outranks the user and they need to know why.
A listing has stalled and the competitive set has moved.
Choosing where to invest. copy, images, price, or ads.

计划进入某个品类，评估现有竞品的情况。
特定竞品排名高于自身，需要了解原因。
自身商品详情页表现停滞，而竞品格局已经变化。
决定在文案、图片、定价或广告方面的投资方向。

The framework. The Gap Map

框架：差距地图（Gap Map）

Score the user's product and each competitor on the five things a buyer actually weighs. The pattern of gaps tells you where to attack and where to defend.

Battlefront	What the buyer sees	Win condition
First impression	Main image, price, rating, review count	Earns the click from the search page
The promise	Title and bullets	States a sharper benefit than rivals
The proof	Images, A+, video, review themes	Answers objections rivals leave open
Social proof	Rating value and review volume	Credible enough to not lose on trust
Visibility	Keyword coverage, ad presence	Appears where rivals appear

For each battlefront, mark the user as Ahead, Even, or Behind versus the set.

Behind on a high-weight battlefront is a fix-first priority.
Ahead is a defend: protect it and lean on it in copy.
A front where a competitor is Behind is an opening: exploit it.

从买家实际考量的五个维度，为用户的产品和每个竞品打分。差距分布情况将告诉你进攻和防守的方向。

竞争维度	买家关注点	获胜条件
第一印象	主图、定价、评分、评论数量	在搜索页获得买家点击
价值承诺	标题和要点描述	比竞品传达更清晰的利益点
信任证明	图片、A+页面、视频、评论主题	解答竞品未回应的买家疑虑
社交证明	评分数值和评论数量	具备足够可信度，不会因信任问题流失买家
曝光度	关键词覆盖、广告投放情况	在竞品出现的渠道获得曝光

针对每个竞争维度，标记用户产品相对于竞品处于领先（Ahead）、持平（Even）或落后（Behind）状态。

在高权重竞争维度处于落后状态，属于优先修复项。
处于领先状态则需要防守：保持优势并在文案中突出强调。
竞品处于落后的维度是突破口：可以加以利用。

Step by step

操作步骤

Collect inputs. The user's product and listing, and for 2 to 5 direct competitors: price, main image description, title, bullets, rating, review count, review themes, and whether they run ads. Ask the user to paste what they have.
Score the Gap Map. Rate the user Ahead, Even, or Behind on each of the five battlefronts versus the set.
Mine competitor reviews. The 1 to 3 star reviews of competitors are the gift. recurring complaints are the openings. Pull the top 3 complaint themes per competitor.
Find the openings. Cross the Gap Map with the review complaints. An opening is where competitors are weak and buyers care.
Find your exposure. List the fronts where the user is Behind on a high-weight battlefront. These are fix-first.
Build the plan. Three lists: Fix (your exposure), Exploit (their openings), Defend (your strengths). Rank by revenue impact.
Run the quality check, then deliver.

收集输入信息。用户的产品及详情页信息，以及2-5个直接竞品的：定价、主图描述、标题、要点描述、评分、评论数量、评论主题，以及是否投放广告。请用户粘贴已有信息。
为差距地图打分。在五个竞争维度上，分别评估用户产品相对于竞品处于领先、持平还是落后状态。
挖掘竞品评论。竞品的1-3星评论是宝贵资源。反复出现的投诉就是突破口。提取每个竞品的Top3投诉主题。
寻找突破口。结合差距地图和评论投诉信息。突破口是竞品存在劣势且买家关注的维度。
找出自身短板。列出用户在高权重竞争维度处于落后状态的项，这些是优先修复的内容。
制定计划。分为三个列表：修复（自身短板）、利用（竞品突破口）、防守（自身优势）。按收益影响排序。
进行质量检查，然后交付结果。

Output format

输出格式

undefined

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Competitor Analysis. [product]

Competitive set: [competitors]

Gap Map

[battlefront] . you: [ahead/even/behind] . notes ...

Competitor weaknesses (from reviews)

[competitor] . top complaints: ...

The plan

Fix first (your exposure): ... Exploit (their openings): ... Defend (your strengths): ...

Top 3 moves this month

undefined

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Worked example

示例

A user sells a yoga mat at 40 USD. Three competitors at 25 to 35 USD.

Gap Map: first impression Behind, the main image is studio-empty while rivals show the mat in use. Proof Even. Social proof Behind, 200 reviews versus 2,000-plus. Competitor reviews complain repeatedly that the cheaper mats are slippery when sweaty.

Plan: Fix the main image first, it is losing the click. Exploit the slip complaint, the listing should lead on grip with proof. Defend nothing yet, there is no clear lead. Social proof gap is real but slow, so it is a review-generation track, not a this-week move.

某用户售价40美元的瑜伽垫，面对三款售价25-35美元的竞品。

差距地图：第一印象维度落后，主图是空场景，而竞品展示的是瑜伽垫的使用场景。信任证明维度持平。社交证明维度落后，仅200条评论，而竞品有2000+条评论。竞品评论中反复提到低价瑜伽垫遇汗打滑的问题。

计划：优先修复主图，因为它正在流失点击量。利用竞品打滑的投诉点，在详情页中突出防滑性能并提供证明。目前没有明确的优势需要防守。社交证明的差距确实存在，但改善周期较长，因此将其列为评论生成的长期任务，而非本周需执行的动作。

Quality check

质量检查

Every battlefront is scored Ahead, Even, or Behind, not described vaguely.
Competitor 1 to 3 star reviews were mined for openings. not just their copy.
The plan separates Fix, Exploit, and Defend. it is not one undifferentiated list.
Fix-first items are genuine high-weight exposures, not cosmetic.
The top 3 moves are ranked by revenue impact.

每个竞争维度都明确标记为领先、持平或落后，而非模糊描述。
从竞品1-3星评论中挖掘突破口，而非仅分析其文案。
计划分为修复、利用、防守三个部分，而非无差别的单一列表。
优先修复项是真正的高权重短板，而非表面问题。
Top3行动按收益影响排序。

Common mistakes

常见错误

A table with no plan. Comparing 30 attributes and recommending nothing.
Ignoring competitor reviews. Their 1-star reviews are the cheapest market research on Amazon and most analyses skip them.
Attacking where you are already ahead. Polishing a strength while an exposure bleeds sales.
Copying the leader. Matching the top competitor feature for feature gives the buyer no reason to switch. find the opening they left.

只做表格不制定计划。对比30项属性却不给出任何建议。
忽略竞品评论。竞品的1星评论是亚马逊上成本最低的市场调研，但大多数分析都会忽略。
在已领先的维度浪费精力。在打磨优势的同时，短板正在持续流失销量。
盲目模仿头部竞品。逐个匹配头部竞品的功能，无法给买家提供切换的理由。要找到他们留下的突破口。

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