How do Amazon sellers find off-site channels for competing products?

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In Amazon's recent report on its AI smart tool "Rufus", there is a description that attracts attention:

Rufus is a professional intelligent shopping assistant that trains itself by analyzing Amazon's product catalog and information on the Internet to better answer user queries. This shows that Amazon not only collects product data on the site, but also obtains information from external channels, and the promotion of these external channels has gone beyond product promotion and has become a sophisticated marketing strategy.

So, how should we gain insight into our competitors’ off-site promotion channels in order to fully understand them and gain an advantage in the competition?

1. Conduct reverse investigation on mainstream platforms

Through mainstream platforms such as YouTube, Instagram, and Facebook, we can observe competitors’ overseas promotion activities and try to contact KOLs or media editors of these brands. The advantage of doing so is that these KOLs have already promoted competitor products, so when they conduct comparative reviews for our products, they are more likely to attract more video views and increase fan interaction.

Example: How to find your competitor’s external resources on YouTube

Step 1: Open YouTube, enter your competitor’s keyword/brand/ASIN, such as “lipstick”, and then set the conditions in the filter options of the search results to locate relevant videos faster.

Step 2: Visit the KOL’s channel to view their recent videos and profile. Click on their profile picture to find contact information and reach out.

Notice:

It is crucial to evaluate whether the KOL is suitable for promoting our products. We must carefully read their personal profiles, watch their videos, and understand the types of products they mainly promote, so that we can communicate and match more effectively. In addition, we should use the other party's name in the title and beginning of the email to avoid giving the other party the impression of a mass email. At the same time, it is recommended to use Gmail for contact.

2. Use Google search site command to find community/discount websites

The Google search site command is a powerful search tool that can help us quickly find competitors’ promotional videos and discount websites on different platforms.

How to search for communities:

Enter the keyword + site + domain name in the search box. For example, if you want to search for all videos about "lipstick" on YouTube, you can enter: lipstick site:youtube.com. Similarly, you can also search for competitor videos on Facebook or Instagram through the site function.

By searching for competitors’ brand names or product names in Google and combining them with keywords such as “deals,” “coupons,” and “promo code,” we can find information about competitors’ off-site promotions.

How to search for discount websites (Deal websites):

Similarly, by searching for "brand name + site: discount website URL", we can find competitors' activities on off-site discount websites. Some popular discount websites include: Slickdeals, Dealnews, Techbargain, Woot, VIPON, Bradsdeals, Kinja. For popular discount posts, we can also try to contact the posters and ask if they are willing to post for our products.

Through these methods, we can have a more comprehensive understanding of competitors' off-site promotion strategies and thus develop more effective market responses.

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