Pattern has decided to launch a new brand on Amazon in the UAE.
The name of the
brand is “Chefman” , a small domestic appliance brand from the US.
Pattern wants to make the brand a top selling brand on Amazon UAE in its category.
Analyze how the brand stands on Amazon across content, competition, pricing,
category analysis, marketing and any other relevant areas.
Identify what needs to be done to accelerate the brands performance on Amazon in
UAE and become a top selling brand.
Outline the key focus areas, what needs to be done at Pattern, what is
needed from the brand and showcase how this brands growth will be
achieved.
For this case study, I have chosen Chefman Airfryer as the product in the domestic
small appliance category to be launched in the Amazon UAE platform
Key considerations for the search terms
Step 1 Step 2
• Broad search: The first step involves using a
Find the competitors via the Scan the top search results in short-tail keyword in the Amazon search related
key word search the page to the product. This keyword should be brief,
consisting of one or two words, to identify
prominent competitors in the niche market.
Analyzing both organic results and sponsored ads
will provide insight into successful ad campaigns
and competing products
Step 4 • Precise search: After identifying the general
Step 3
competitors, the next step is to focus on specific
Audit competitor content Get insights on the right ones through long-tail keyword research. By using
across key parameters product placement strategy long-tail keywords, we can find competitors
- Title, Product Image, for the brand selling similar products and gain insight into
Review, Ratings direct competition. This involves choosing a
descriptive long-tail keyword that accurately
represents your product.
Final take away: Based on the top-selling products Amazon has pulled up, are there any features or descriptors you can add to your
Amazon listing that would make it stand out from the competition?
Philips RANK 1
Ibsun RANK 2
Crownful RANK 3
Ninja RANK 4
Price AED 314.56 AED 236.60 AED 217.28 AED 738.59
No. of reviews 867 23 1626 8133
Avg. rating 4.5 4.1 4.7 4.8
Est. daily impression 133 131 125 120
ibsun Air Fryer, CROWNFUL Air Fryer 4.5L
Philips Essential Air Fryer With
4.5L,Tempered Glass Display, 1500W 220V Air Fryers 7
Rapid Air Technology, Ninja Foodi Dual Zone Air
8 Preset Programs With Built- Presets and 53 Recipes,
Analogue, Black, Hd9200/91, Fryer 2 Drawers, 6 Cooking
Title 0.8Kg, 4.1L,50Hz, Uae
In Preheat Function,1400 Temperature & Time Control,
Functions, 7.6L, Black,
Watts,Dishwasher-Safe & LCD Digital Touch Screen, Best
Version"Min 1 year AF300ME, 2 Year Warranty
Nonstick,Square Design for Frying, Grilling, Roasting,
manufacturer warranty"
Basket Baking, 1 year warranty
Source: Pattern Digital Shelf tool
KEY GAPS
No warranty mentioned in the title
Brand Page doesn’t have brand building content
Lacks details about detail product information
Product content lacks informative video content
Title recommendation: Chefman Air Fryer,1500W,5Litres,One-Touch Digital Display with temperature control,4 Presets,Safety
Shutdown,1 year Warranty,Black
Bullet point recommendation:
• SPACE EFFICIENT: Even with a capacity of 5 Quarts,the innovative design increases the cooking space without increasing the outer
size of the product.
• EASY OPERATION: Touch screen with 4 presets. Easy cooking with just a few touches of a [Link] digital display makes it easy to
control cooking times and temperature to ensure food is fried [Link] temperature range from 175° to 400° F to prepare various
number of recipes.
• DISHWASHER SAFE: The nonstick basket makes cleaning effortless and is dishwasher safe for added convenience.
• FRYER: With little to no oil requirement, this product is suitable for grilling baking and even re-heating. Tasty meals are easy to
prepare at home.
• SAFETY: It comes with an exclusive feature of automatic safety shutdown.
Pricing:
• Strategies to win the buy box
• Awareness on the competitor prices
• Marketing campaigns run by competitor
