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Digital Shelf

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    Digital Shelf: New Report

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    You just received your personalized Digital Shelf Competition Report, and it looks pretty cool, right? But what does this information really mean? What do you do next?

    Let’s dive into the details so you can understand how to interpret the various sections of the report and how this information can help you to improve your Amazon business.

    Start Here


    The first thing you’ll see on your report is an overview of your ASIN. This section includes many of the same key performance indicators you see in our Page 1 and ASIN Plus tools.

    This includes:

    • The main product image

    • The ASIN or ISBN (10-digit alphanumeric number assigned to this product)

    • The ASIN’s Product Name/Title

    • The WIN % for this ASIN/ISBN. This proprietary metric is the percentage of time this product was in a higher organic rank position than the competitors listed in the report.

    • The RANK AVERAGE for this ASIN/ISBN at the time of data collection. This is the mean value of this product’s organic position (1-48) on every page one SERP (search engine results page) we found for this product.

    • The MISSING KEYWORDS for this ASIN/ISBN. This is the total number of “opportunity” search terms that place competitors on the first page of search. At the time of this report, this product did not show up on the first page of search results for these keywords.

    • The SHARED KEYWORDS for this ASIN/ISBN and the competitors listed in the report. These are the common keywords that place both this product and the competition on Amazon’s first page of search results.

    • The SHARE OF VOICE for this ASIN/ISBN. This proprietary metric is the number of organic views this product could potentially receive across the entire Amazon marketplace.

    • The PRICE, STARS (star rating), and REVIEWS at the time of data collection

    Are You Still A Bit Confused?

    Let’s break down our newest terms and scores so you can move towards success.

    WIN %

    WIN % indicates how often an ASIN organically appears before another ASIN on all page one search results pages. In other words, the number of times a product ranked higher than the competition. WIN % will vary by product and category, but a percentage over 50 is good.

    If your percentage falls below 50, this could be due to a number of factors: product images, title, pricing, sales, reviews, etc. Review the images and the product details of your competition, as well as the SHARED and MISSING keywords on this report. Consider adding relevant keywords to a Manual Sponsored Product campaign.


    SHARE OF VOICE reflects your potential share of Amazon customers across the entire Amazon marketplace. It is a good way to measure the number of eyes on your products versus your competitor’s products.

    If your competitors have a significantly higher SHARE OF VOICE than you, it is likely Amazon is indexing them for more page one search terms and they have a higher organic placement in the search results. These keywords can come from their product detail page, customer reviews, Sponsored Products campaigns, and terms that Amazon’s search algorithm determines are relevant to that product. Isolate these terms and see if they are relevant for your own ASIN. If they are, consider adding them to your product details page, backend search terms, and/or to a Manual Sponsored Product campaign.

    Keep in mind that a product that is performing well on Amazon may be performing well off Amazon, too. By researching the competing brand, you may discover other marketing tactics you can emulate through Google Ads or social media campaigns.


    SHARED KEYWORDS are all the search terms you have in common with your competition. MerchantWords visits every SERP (search engine results page) where your ASIN and your competitors appear, catalogs the keywords, and then pulls them into one place for you to view.

    A high number of SHARED KEYWORDS across all competitors may indicate a crowded field. If this is the case with your own report, consider adding more long-tail keywords to your listings and advertising campaigns to reach a more targeted group of shoppers with higher buyer intent.s.

    Sharing a large number of keywords can also indicate that a competitor's product is very similar to your own. This competitor may be a good candidate to add to a product targeted PPC campaign. Remember, only run these campaigns on products that you beat in star-rating, price, and the number of reviews!


    MISSING KEYWORDS are all the search terms that place your competition on the top of Amazon search results pages where your product does not yet appear. If these “opportunity” search terms are relevant to your product, consider adding them to your product detail pages and running Manual PPC campaigns on targeted keywords to determine which terms are most effective.

    Alternatively, these search terms can help identify negative keywords, alternative use cases, or bundling opportunities for your product.

    The Competitive Overview


    The COMPETITIVE OVERVIEW section shows how your ASIN matches up against your closest competition for SHARE OF VOICE, PAGE 1 KEYWORDS, RANK AVERAGE, REVIEWS, STAR-RATING, PRICE, and SHARED and MISSING keywords.

    Let’s review the example above for more detail on each section of the graph:



    SHARE OF VOICE tells you whether or not you're reaching all customers possible. This score is determined by analyzing the organic ranking of all products on every search results page where your ASIN/ISBN appears. The percentage indicates your reach in comparison to similar products. The higher the percentage, the better.



    PAGE 1 KEYWORDS shows the percentage of keywords your product is currently ranking for on the first page of Amazon search results compared to the total possible number. Ideally, your score should be a high, positive number.



    RANK AVERAGE shows your products’ average organic ranking across each page one search results page it appears on. Use the win-loss report (shared/missing keywords) to see how you can improve your Amazon SEO.



    REVIEW AVERAGE indicates how many reviews you have versus your competition.



    STAR-RATING AVERAGE shows you how satisfied customers are with your product. See how well-rated your product is compared to the rest of the industry.



    Make sure you aren't pricing yourself out of the market with the PRICE AVERAGE metric. While you want to ensure you're making a profit, you also want to be reasonably priced. This metric lets you know where you stand at a glance.

    So, what if you don’t see good news in these graphs? Don’t worry. We have an entire team dedicated to Amazon keyword research and SEO. Our Keyword Advisor and Listing Advisor teams can help you bring in sales in no time.


    Clicking on this button will display all the page one search terms you have in common with your main competition. It also shows you the number of competitors for each term, as well as their average rank, and average reach on Amazon.


    This keyword list displays all page one search terms that place your competition on Amazon search results pages where your product does not appear. Consider adding relevant keywords from this list to your product listing and PPC campaigns. It is also an opportunity to identify new audiences, desired features, use cases, and bundling opportunities for your product.

    Competing ASINs


    This section gives you a direct comparison with up to 200 of your top competitors. You’ll have an in-depth view of how each ASIN is performing so you can directly compare it with your listing.

    You can sort the results on this list by PRICE, PAGE 1 KEYWORDS, WIN%, SHARED OR MISSING KEYWORDS, and SHARE OF VOICE.

    And, you can see exactly what keywords you share with your competition, and which terms you are missing by clicking on the linked number in the MISSING and SHARED KEYWORDS sections for each competitive ASIN.


    Discover and Use the Same Keywords as Your Competitors

    Changing how you view the results gives you a different perspective on the data. For example, if you filter by WIN %, you can see the ASINs that rank higher in the search results than your own. What relevant keywords are they using that you are not?

    Find ASINs for Product-Targeting Campaigns and Product Bundling Opportunities

    You may occasionally see what you consider “strange” products in this Competing ASINs section. This may include products in related (or unrelated) categories, as well as other products within your own brand.

    For example, let’s say that you’re selling vitamin D supplements to help those with Seasonal Affective Disorder. Due to the size of this market and the overlap in keywords (e.g., vitamin D, sunshine, SAD), you might see vitamin D lamps appear in the results. This happens because Amazon is showing your product alongside these products for a large number of searches. The reasons for this are many, but if you see it in your report, you can use these complementary ASINs in a product-targeted PPC campaign or as a new product bundling opportunity!

    Grow Your Business Beyond Amazon

    As the largest e-commerce marketplace, Amazon is often an indication of overall shopping behavior online (e.g., eBay, Etsy, Walmart, Alibaba, and more) and within brick-and-mortar stores. The takeaways you glean from your MerchantWords Digital Shelf competitive analysis report can help your business grow on and off Amazon.

    More Questions or Feedback?

    Use the blue help/chat button in the lower right-hand and a team member will be happy to help you.