How can small sellers compete with the big brands on Amazon?

TL;DR

• Big brands dominate search results, but small sellers can still stand out by focusing on quality.

• Small brands like Anker and Drunk Elephant have proven it's possible to outshine larger competitors on Amazon.

• Ensure your product is exceptional—nothing beats high quality when competing with the big names.

• Analyze competitor reviews to understand what customers love and hate, then use that insight in your product copy.

• Polish every customer touchpoint—images, title, A+ content, and storefront—to build trust and professionalism.

• Embrace being a small business; customers love the personal touch that big brands can't provide.

Looking for batteries? Chances are Duracell or Energizer are at the top of your mind.

What about toothbrushes? Oral-B and Colgate dominate the listings.

For coffee? Starbucks and Nespresso seem to be everywhere.

Want a water bottle? It’s hard to miss Hydro Flask or Contigo in the search results.

Think about it—almost every time you want to buy something on Amazon, there’s a brand name that pops into your head first, right? Whether you’re looking for a toothbrush, headphones, or protein powder, you already have a brand in mind that you trust. In nearly every category, aside from maybe a niche or two, some competitors dominate the search results.

These big brands have the budget to outbid smaller sellers on PPC, so they appear at the top of sponsored listings. And if that wasn’t enough, they also boast thousands of reviews, which boost their organic rankings too. 

The playing field isn’t exactly level, but that doesn’t mean small sellers can’t stand out. Does that mean there are no small sellers on Amazon? Not! More than 60% of sales in Amazon’s marketplace come from independent sellers, most of which are small and medium-sized businesses.

In this article, we’re going to look into some clever strategies that small and medium-sized brands can use to get noticed, make noise, and—most importantly—boost their sales. So, if you’re looking to take on the big names, keep reading!

Quick guide

• Step 1: Know that it’s possible

• Step 2: Make sure your product is worth bragging about

• Step 3: Figure out what’s working (and what’s not) for your competitors

• Step 4: Polish every touchpoint your customers see

• Step 5: Be proud of being a small seller

• Step 6: Partner up with pros who’ve been there, done that

Step 1: Know that it’s possible

Looking at the competition, it’s easy to think that platforms like Amazon are only for big brands with bottomless budgets. But that’s not entirely true. Small brands are proving time and time again that they can compete—and win!

Take Anker, for instance. What started as a small electronics company is now outselling tech giants like Apple and Samsung in categories like phone chargers and accessories. Then there’s Drunk Elephant, a skincare brand that carved out its own niche and managed to go head-to-head with established heavyweights like Clinique and Neutrogena.

Even in more traditional niches, smaller brands are shaking up the competition. Yeti, known for its premium coolers, started small and is now competing with industry giants like Coleman.

These brands didn’t just dream big—they leveraged Amazon’s marketplace, built strong connections with their customers, and made themselves indispensable.

So, while the Amazon marketplace can be unforgiving and crowded, small brands are holding their own. If they can do it, why can’t you?

Step 2: Make sure your product is worth bragging about

Nothing—and I mean absolutely nothing—can replace high quality. If big brands are dominating, it’s because their products are worth it. If their products weren’t good, they’d be buried under a mountain of negative reviews. 

Let’s face it, customers are much more likely to go online and vent when they’re unhappy rather than when they’re satisfied. When they’re happy? They’re like, “Meh, it’s doing its job.” But when they’re disappointed? Oh, they’re ready to sound the alarm.

That’s why your product has to be so good, it practically sells itself. Forget about cheap knockoffs from Alibaba or cutting corners on quality—that won’t cut it if your goal is to be a top-tier seller on Amazon.

Sure, an average product can still do okay on Amazon. You might get a few hundred reviews, make some sales, and pocket some earnings. But if your mission is to rise to the top and stay there, your product needs to be exceptional. It should be something you’d proudly put your name on.

Step 3: Figure out what’s working (and what’s not) for your competitors

The best way to gauge how a competitor's product is performing is by diving into its reviews—especially the negative ones. Those reviews are a treasure trove of honest feedback.

When you scour through negative reviews, don’t just gloat over them; carefully note down recurring complaints and pain points. To speed up this process, you can leverage ChatGPT with a prompt like this:

"I have a list of negative reviews about a product, and I want to analyze the feedback for recurring issues, themes, and actionable improvements. Below are the negative reviews."

You can use a similar approach with positive reviews to uncover what customers love about your competitor’s products.

But don’t just make a list and forget about it! Use those points in your listing copy and infographic images. For example, if customers love a specific feature in a competitor's product, highlight that you offer the same (or better!). If there’s a consistent complaint, emphasize how your product solves that problem.

You can also create a competitor comparison infographic. Instead of using competitor brand names, label them as "Brand A" and "Brand B" to stay within Amazon's policies. This visual differentiation helps uniquely position your small brand against the big players.

Check out the example below to see how you can compare features while showcasing your product’s strengths.

Step 4: Polish every touchpoint your customers see

From packaging to your listing—everything should scream "professional" and "trustworthy."

Start by listing everything a customer interacts with: the main image, other Amazon product infographic images, title, bullets, description, A+ Content, Brand Story, and your storefront. Now, go step-by-step to polish each of them.

Here’s how to do it:

• Create brand guidelines: Establish a consistent look for your brand. Colors, fonts, and tone of voice should match across all your content—written and visual.

• Title: Keep your title between 120-150 characters. Make sure to include all the essential information in the first 60 characters, especially for mobile viewers.

• Main image and other listing images: Make sure your images are high quality, clean, and clear. Avoid clutter, and highlight the best features of your product. If you’re unsure, follow our guide or consult with a professional photographer.

• A+ Content/Brand Story/Storefront: This is where you can showcase your brand. Invest time in creating visually appealing, informative Amazon A+ content design and an engaging Brand Story. If this feels too much to handle, you can always bring in an expert.

• Keep things simple and easy to understand: Whether it’s the title, bullet points, or images—make sure everything is easy to read and follow. The customer shouldn’t feel overwhelmed when they’re checking out your product.

The more professional your listing looks, the more trustworthy it becomes to potential customers. If you’re struggling, hiring an Amazon SEO optimization expert can ensure everything looks perfect!

Step 5: Be proud of being a small seller

Big brands love to boast about their flashy reviews, top-tier ratings, and well-established brand reputation. But they often miss the personal touch that only small businesses can provide.

As a small business, you have the power to connect with your customers in a way that big brands simply can't. You listen to their feedback, you engage more often, and you make every customer feel valued. That’s something the big guys just can’t replicate.

So, why should shoppers choose to support a big business that already has tons of customers? Instead, they could support a small business like yours—getting an equally amazing product, better service, and the satisfaction of knowing they’re making a difference by helping a local or independent business grow.

To drive this home, make sure to highlight the fact that you’re a small/local business across your entire Amazon presence. Mention it in your product copy, images, Brand Story, A+ Content, and storefront. Be proud of your size—it’s what makes you special! Let your customers know they’re getting more than just a product—they’re getting personal attention and great service from a business that truly cares.

Step 6: Partner up with pros who’ve been there, done that

Why reinvent the wheel? Team up with experts who know the Amazon game inside out.

If you’ve got an amazing product that’s just not getting the attention it deserves, it’s time to bring in the experts—the doctors at eStore Factory!

We’ve been diagnosing and fixing visibility problems for great products for over a decade. Our team of Amazon experts knows exactly how to give your product the showcase it needs. It’s what we do, day in and day out. Let us take your product to the next level—because great products deserve great exposure.