Navigating the vast marketplace of Amazon can be overwhelming, especially when you’re trying to decide between multiple similar products. Sifting through countless product pages, memorizing specifications, and comparing prices can be a tedious and time-consuming process. Fortunately, Amazon offers several built-in features and external tools that simplify product comparison, ensuring you make informed purchasing decisions or strategic selling choices. This guide will walk you through effective methods to compare items on Amazon, saving you valuable time and frustration whether you’re a buyer or a seller.
Comparing Products on Amazon as a Buyer
When you have a few products in mind but are unsure which best suits your needs, Amazon provides direct comparison features and helpful third-party tools to streamline your decision-making.
Using Amazon’s Built-in Comparison Feature
Amazon’s native comparison tool is a straightforward way to evaluate similar products directly on the platform. Here’s how to use it:
- Launch Amazon: Start by opening the Amazon website or mobile app and search for the type of product you’re interested in. For example, if you’re looking for a new coffee maker, type “coffee maker” into the search bar.
- Access a Product Page: From the search results, select a product that catches your eye and open its dedicated product page. This page contains detailed information about the item.
- Find Similar Items to Compare: On the product page, look for the phrase “Compare with similar items” located beneath the main product description on the desktop site. Click this link to see a comparison. If you are using the Amazon mobile app, scroll further down the page to find an Amazon product comparison chart that displays similar items and their key features.
Amazon's built-in 'Compare with similar items' feature highlighted on a product page, showcasing how buyers can easily compare products directly on the Amazon website.
(Source: Amazon.com)
This built-in feature allows you to quickly view specifications, prices, and customer ratings of comparable products side-by-side, making it easier to spot differences and similarities.
Leveraging Amazon Comparison Tools (Third-Party)
Beyond Amazon’s internal features, several external tools enhance the product comparison experience, offering more detailed analyses and functionalities.
FeatureCompare stands out as a popular browser extension designed to work seamlessly with Amazon across all marketplaces. This tool significantly expands your comparison capabilities by allowing you to compare prices, detailed descriptions, dimensions, model numbers, and much more.
Here’s a step-by-step guide on using FeatureCompare:
- Install the FeatureCompare Extension: Visit the FeatureCompare website and install the Chrome extension by clicking “Install Page.” This will add a “Compare” button to product listings on Amazon.
- Search for Products on Amazon: Navigate to Amazon and search for the product category you are interested in, just as you normally would. Utilize Amazon’s filters to refine your search and narrow down your options.
- Select Products for Comparison: As you browse through the search results, you will see a “Compare” button next to each product listing. Click “Compare” for each item you want to evaluate. For optimal comparison, it’s recommended to select between 2 to 5 products. A scale icon at the top of the page will indicate the number of items you’ve added for comparison.
- View the Comparison Chart: Once you’ve selected your products, click on the scale icon at the top right of the page. This will open a dropdown menu displaying a basic comparison chart. To view a comprehensive comparison, click the blue button at the bottom of this dropdown menu. This action will generate a detailed Amazon product comparison chart, allowing you to thoroughly analyze all aspects of your chosen products. From this chart, clicking on the price of any item will directly take you to its Amazon product page for purchase.
(Source: FeatureCompare)
Comparing Products on Amazon as a Seller
For Amazon sellers, comparing products is crucial for product research, competitive analysis, and making informed decisions about what to sell. While the methods described above can be used, professional tools offer a more in-depth and data-driven approach.
Why Sellers Need to Compare Products
As a seller, product comparison is essential for several reasons:
- Identifying Profitable Niches: By comparing product performance, sales trends, and competition levels, sellers can pinpoint lucrative product categories to enter.
- Competitive Pricing Strategy: Understanding how similar products are priced helps sellers set competitive yet profitable prices for their listings.
- Product Differentiation: Analyzing competitor products reveals opportunities to differentiate your offerings, whether through improved features, better quality, or unique bundles.
- Keyword Research and SEO: Comparing product listings and their keywords informs your SEO strategy, helping your products rank higher in Amazon searches.
Using Professional Tools for Sellers (Helium 10 & Jungle Scout)
For serious Amazon sellers, leveraging professional tools like Helium 10 and Jungle Scout is highly recommended. These tools gather data directly from Amazon, providing detailed insights into product performance, sales data, keyword rankings, and more.
These platforms offer Chrome extensions that streamline product research directly within Amazon. With these tools, you can:
- Access Comprehensive Product Data: Instantly view sales volume, revenue estimates, pricing history, and review data for any product on Amazon.
- Compare Products Side-by-Side: Create lists of potential products and compare their metrics in a customizable CSV file. This allows for easy analysis of product prices, descriptions, keywords, reviews, and sales trends.
- Conduct In-Depth Keyword Research: Identify high-traffic, low-competition keywords to optimize your product listings.
- Spy on Competitors: Analyze competitor strategies, including their top-selling products, pricing tactics, and keyword usage.
As a full-time Amazon seller, utilizing data-driven tools has been instrumental in making informed business decisions and enhancing profitability.
(Source: Helium 10 & Jungle Scout)
[Watch this video to learn more about keyword research using Helium 10]( ).
[Watch this video to learn how to analyze competitor products on Amazon]( ).
Key Characteristics of Best-Selling Products on Amazon (For Sellers)
When comparing products as a seller, consider these characteristics that often indicate a high potential for success:
- Price Point Between $30 and $50: Products in this price range often strike a balance between profitability and customer accessibility. This range helps cover Amazon fees, product costs, and still allows for healthy profit margins. While lower-priced items ($10-$20) may seem appealing due to lower entry barriers, the $30-$50 range can yield better overall returns.
- Potential for Improvement: Successful products often have room for improvement. Analyze competitor product reviews to identify customer pain points and opportunities to differentiate your product by offering enhanced features or solutions to common complaints.
- Year-Round Demand (Low Seasonality): Opt for products with consistent demand throughout the year, rather than seasonal items. This ensures a steady stream of sales and reduces the risk of inventory stagnation during off-seasons.
- Simple and Durable Manufacturing: Especially for beginners, choose products that are easy to manufacture, less prone to defects, and durable enough to withstand shipping without damage.
- Low Import Costs (Small and Lightweight): Smaller, lighter products are generally cheaper to import, especially via air freight. This reduces shipping costs and improves overall profitability.
These characteristics serve as general guidelines to aid your product research. Utilizing professional product research tools like Helium 10 or Jungle Scout is still crucial for thorough and data-backed product selection.
Conclusion
Whether you’re a buyer seeking the best value for your money or a seller aiming to build a profitable Amazon business, mastering the art of product comparison is indispensable. By leveraging Amazon’s built-in features and exploring advanced third-party tools, you can make confident, well-informed decisions. Effective product comparison saves time, reduces frustration, and ultimately leads to smarter shopping and selling experiences on Amazon.
If you’re serious about transforming your Amazon venture into a thriving full-time business, explore our Amazon FBA Product Research Course. Discover the strategies we used to scale our business from a part-time project to a full-time career.
More to come soon.
Tags: amazon FBA, helium 10, jungle scout, product research
