You have their pricing page memorised. You get their emails on a personal address. You have opinions about their homepage hero that you have shared out loud, possibly at length.
When did you last search their brand name on Amazon?
A channel you never look at is a channel where you have no idea what is happening, and the good news for them is that it is also a channel where nobody is watching them.
Three things usually turn up, and each one means something different.
They sell there officially. Fine. Now you can see their listings, their price (which is often not their site price), their Best Seller Rank, and how many reviews they have accumulated. That last number is the interesting one, because Amazon reviews are hard to fake at volume and impossible to moderate away, unlike the ones on their own product pages.
They do not sell there, but third-party resellers do. This is the fun one. Somebody is buying their product wholesale and listing it, usually badly, with the wrong photos and a made-up description, and the brand either does not know or has decided not to care. If you are competing with them, that is a customer experience problem sitting in public with their name on it.
Or nothing is there at all, which is a genuine opportunity and also a genuine warning. Maybe they tried it and the margin did not work. Worth finding out which.
Best Seller Rank is the number I would look at first, because it is one of the few competitive figures that is not modelled. It is Amazon telling you where something actually sits.
We snapshot it, so you get the change rather than the level, and the change is what you can act on. A rank that halves in a month is a push. A rank that drifts down for eight weeks is a product being abandoned.
What we cannot see is units or revenue. Best Seller Rank is a rank, and translating it into sales requires a category model that we do not have and would not trust if we did. Tools like Jungle Scout will give you an estimate. It is an estimate.
One thing to do next: search your main competitor's brand name on Amazon right now.
It takes eleven seconds and there is a decent chance it changes your week.
Pick one competitor. See what we find.
Your first benchmark is free. One domain, measured against you, no card and no call.