Amazon Competitor Analysis Template: Download and Fill the Workbook

Quick answer: download the workbook and start with one product

Download the English Amazon competitor analysis template (.xlsx).

Start in Products with one internal record ID, marketplace, verified Amazon Standard Identification Number (ASIN), selected variant, pack count, buyer task and inclusion reason. Then add dated evidence in Observations, comparable amounts in Offers, and a proposed next step in Decisions. Leave unknown values blank and explain the gap. Do not use zero as a substitute for a missing price.

The workbook has six sheets, an isolated fictional example and a unit-amount formula. It is an ungated download, not a live Amazon data feed. It does not collect competitor information, refresh prices or send data to OpenMax. You do not need an OpenMax account to use the file.

What is included in the Amazon competitor analysis spreadsheet?

The template separates objects that change at different times. A product record identifies what you are comparing. An observation says what you found and when. A decision records what you intend to do with that evidence.

Swipe horizontally to view all table columns.

Each working table has 30 prepared input rows, from row 5 through row 34. Pale yellow cells are editable; pale blue cells contain formulas. Formula cells are not locked. Headers have filters, and the working sheets preserve their header rows when scrolling. These conveniences do not validate the evidence you enter.

If you are still deciding which products belong in the comparison, first read the Amazon competitor analysis guide. That page covers selection and interpretation. This page focuses on downloading, filling and checking the file.

Start with these seven product fields

Use row 5 in Products for the first item. Begin with your own selected variant so the buyer task and comparison basis are explicit. Add competitors only when you can explain why they belong.

Give the record a stable identity

Record ID, column A: create an internal label such as OWN-01 or COMP-01. Keep it unique and stable. It links your notes across sheets; it is not an Amazon identifier. Changing an ID later requires updating every related observation and offer manually. This workbook does not repair those relationships for you.

Marketplace, column B: record the Amazon marketplace you actually inspected. Do not mix observations from different country stores as though they were one offer environment.

ASIN, column C: enter the verified product identifier as text. Amazon describes an ASIN as a ten-character alphanumeric product code. An internal record ID serves a different purpose and must not be passed off as an ASIN. Amazon's ASIN explanation.

Leave the ASIN blank if you have not confirmed it. An incomplete but clearly identified research candidate is preferable to an invented product code. Recheck the selected variant before attaching new evidence to an existing record.

Describe what the buyer would receive and use

Selected variant, column D: write the size, color, model or other distinction needed to recognize the item. “Desk organizer” is not enough if the page offers several sets.

Pack count, column E: record the number of pieces on the comparison basis you intend to use. A three-tray set and a tray-plus-accessories kit may both contain three pieces but perform different jobs. Describe the contents in the variant field rather than allowing the number to hide that difference.

Buyer task, column F: specify the use, such as organizing stationery in a shallow drawer. This gives you a reason to care about dimensions rather than merely collecting another specification.

Inclusion reason, column G: explain why this item is a useful competitor for that task. “Fits the same drawer-depth constraint” is more informative than “popular product.” If the relevant measurement is unverified, say so instead of asserting fit.

These are seven starting fields, not seven boxes that must contain guesses. Before using a record in a conclusion, check its missing fields and the related observation notes. There is no automatic completeness gate in this file.

Add observations without overwriting the evidence

In Observations, use a new observation ID for every distinct finding. Repeat the relevant product Record ID in column B. Enter the date in column C, then the evidence type, context, fact, value, unit, source reference and uncertainty across columns D–J.

The same product can have many observations. A new price observation should not erase an earlier one. When correcting a mistaken entry, keep enough context to explain the correction rather than silently changing the history behind a decision.

For competitor keywords, preserve the query and placement

An Amazon competitor keyword analysis template needs more than a list of phrases. In Query or context, record the exact search term, marketplace, observation conditions and whether the position you noted was an ad placement or an organic result. Put the observed fact in its own field.

If you use a research tool's estimate, label the evidence type accordingly and retain the tool's metric name and reporting period. Do not turn a keyword estimate into a statement of competitor orders. The template offers a place to record these distinctions; it does not supply or verify the underlying data.

For review analysis, record the sample before the conclusion

For an Amazon competitor review analysis spreadsheet, preserve how you selected the reviews, the period, variant context and number examined. Record the theme separately from the interpretation.

For example, a note that two reviews in a manually selected sample mention drawer fit is a reason to investigate fit. It is not a defect rate for all buyers. Keep a source reference that lets a colleague revisit the sample, without copying unnecessary reviewer details into the workbook.

Make the source usable by the next reader

A source can be a relevant page URL or an authorized report filename plus the sheet, row or field needed to find the value. “Amazon” and “research tool” are not sufficient references. Include the observation date, and add time and time zone in the context if intraday changes matter.

When the source is unavailable to a colleague, record that access limitation in Uncertainty. The file does not check links or grant access to reports. Treat a summary without accessible supporting evidence as something to investigate, not a verified finding.

Compare pack amounts and read the unit formula

In Offers, columns A–I contain Record ID, Observed date, Currency, Displayed pack amount, Pack count, Unit amount, Discount status, Known extra costs and Source reference. Use a separate row for a new observation. Keep the seller or fulfillment context in the source or conditions where it affects the comparison.

Column F divides the amount in D by the count in E. At row 5, the formula is:

=IF(AND(ISNUMBER(D5),D5>=0,ISNUMBER(E5),E5>0),D5/E5,"")

The result stays blank when the amount is missing, text or negative, or when the count is missing, text, zero or negative. A numeric zero amount produces zero. This distinction prevents an unknown price from looking like a free item. The formula checks these input conditions only; it does not confirm that a price is genuine or that a count describes comparable units.

Keep offer conditions out of unsupported arithmetic

Enter the displayed amount without silently applying a coupon you have not verified. Record the discount's status separately. Shipping, tax and other conditions belong in the extra-cost notes until you have a consistent comparison basis. The formula does not calculate a delivered total.

Currency remains a separate field. There is no exchange-rate calculation, so do not rank a USD row against a JPY row by the numbers in column F. The template also does not calculate margin, fees or a recommended selling price.

Pack count in Products describes the selected item; count in Offers describes the specific offer observation. Verify that they agree where they should. There is no automatic lookup between them, deliberately leaving the observed offer inputs visible. A mismatch is a prompt to check the variant, not to overwrite one field automatically.

Worked example: a lower unit amount can still mean a higher checkout amount

Open Example. Rows 8–10 contain fictional desk-organizer sets, with no real ASIN or external listing source.

Swipe horizontally to view all table columns.

The four-piece pack has a lower arithmetic amount per piece, but its pack amount is USD 2 higher. Whether it is a better offer for a particular buyer remains unanswered: the trays might differ in dimensions, material or useful capacity. The incomplete third row should not be treated as zero or included as the cheapest choice.

The notes below the example table show how to record an alternative explanation, missing evidence and a next action. The proposed action is to gather the missing specifications and comparable offers, not to change a selling price.

To check calculation in your spreadsheet application, work in a disposable copy. Change Example D8 from 18 to 21. F8 should change from 6 to 7 because E8 remains 3. Restore the original value or discard the copy. This checks one formula behavior in your application; it is not a validation of real-world competitor data.

Turn observations into a decision record

In Decisions, begin with a unique Decision ID and the supporting observation IDs. Write the finding narrowly enough that someone can verify it against those records.

Then record an alternative explanation and the missing evidence. Those fields matter because a statement such as “the competitor is cheaper” may really mean “this particular pack had a lower amount per piece on this date.” The narrower finding supports a different action.

Assign an action that the evidence actually supports

A useful action specifies what must happen next, who will do it and when it will be reviewed. For the fictional organizer case, the next action is to verify contents and dimensions. A real follow-up could attach a source and a measurement before reconsidering the comparison.

The status list includes Proposed, Needs evidence, Under review, Approved by owner, Rejected and Completed. A person chooses the status. Selecting Approved by owner does not create an approval record elsewhere or prove that the named owner approved it. Use your team's actual approval process, and do not use this dropdown as an audit trail.

Stop when the comparison object or source is unresolved

Do not proceed to an execution request if you cannot tell which variant the observation describes, where a key value came from, or which missing condition could reverse the finding. Write the missing item and assign a research step. That leaves the decision usable without pretending it is finished.

Use the XLSX file in Excel or import a copy into Google Sheets

Download the file and keep an untouched original. Before entering important records, inspect the six tabs, test the example formula and confirm that dates and identifiers retain their intended formats in your application.

Microsoft documents text handling for identifiers that could otherwise lose leading zeros or precision. Set identifier cells to text before pasting; formatting a damaged value later cannot recover unknown original digits. Microsoft's guidance on leading zeros and large numbers.

Import into a new Google spreadsheet

Google documents importing Excel files into Sheets. For a separate trial copy:

1. Open Sheets and choose File → Import.
2. Select the downloaded XLSX workbook.
3. Choose Create new spreadsheet and import the data.

This keeps the trial separate from an existing working spreadsheet. Google's Excel-to-Sheets instructions.

This download is an XLSX file, not a hosted Google Sheets template. After import, check the tab names, formula result, date display, text IDs, filters and status dropdown. Native Excel and Google Sheets testing of this particular file has not been completed. Do not assume every formatting or interaction detail is identical across applications.

Add records beyond the prepared rows

The working tables end at row 34. In a copy, extend the table and copy the preceding complete row's formulas and formats into the new row. Replace copied input values with the new record and verify that the unit formula references that new row's D and E cells.

Check the filter includes the added row. Do not assume that pasting below the existing table automatically extends every feature in every application. If you routinely need much larger volumes, establish the extension and review process before using the workbook as a recurring tracker.

Troubleshoot blank results and broken comparisons

The unit amount is blank

Inspect D and E on the same row. Is the amount present and numeric? Is the count a positive number? A value such as 3 pieces is text, not a numeric count. Enter 3 in the count field and describe the contents in the appropriate text field. Do not replace the blank result with zero to make the table look complete.

The formula no longer changes

Confirm that F still contains a formula rather than a pasted number. Restore it from the untouched template or the preceding verified formula row, then check the references. Repeat the disposable-copy test. If the application reports an error, preserve that error for investigation instead of hiding it with a blanket zero fallback.

The same product appears twice

Determine whether the rows describe different marketplaces or variants. If they describe the same research object, reconcile the internal IDs and update related references before removing a duplicate. The workbook does not automatically detect duplicate keys or merge their observations.

The “better” offer changes after filling a missing field

That may be a corrected comparison, not a calculation failure. Check pack contents, currency, dimensions and extra conditions. Update the finding and retain the explanation. Filling in a number should not erase why the earlier conclusion was uncertain.

Choose the simplest workflow that preserves the evidence

For a small comparison, manual entry into this workbook may be sufficient. A person selects the products, records sources and reviews the next action. This is easy to inspect, but repeated observations require disciplined dates and IDs.

When you have authorized reports or exports, preserve the source files and their field meanings before mapping selected values into the workbook. If you need help choosing a data source, see the Amazon product research tools comparison. An export can reduce transcription without resolving whether its metric answers your question.

For repeated mapping, a script or no-code workflow may help after you have defined the input fields and checked a sample manually. Keep the original source separate and make missing mappings visible. This downloadable workbook does not include an importer, a scraping routine or an automated refresh schedule.

Agent assistance becomes relevant when the difficulty is coordinating follow-ups across people, not simply dividing two cells. First make one complete evidence packet readable by a colleague. If that handoff is still ambiguous, an agent is likely to inherit the ambiguity.

Where OpenMax fits after the worksheet is filled

OpenMax presents itself as a human–agent collaboration platform. That positioning is relevant when an analyst needs to pass a sourced finding to colleagues for follow-up. It does not establish that this workbook has a native OpenMax import or an Amazon connector. OpenMax's product overview.

A proposed starting workflow is to share a permitted summary containing the product record, observation IDs, finding, gaps and requested action. Ask the team to verify what its OpenMax setup can actually receive and return. If an agent helps draft a follow-up, compare that draft with the source records before anyone acts on it.

This is a workflow proposal, not a claim that OpenMax automatically reads these sheets, checks Amazon prices or changes listings. One analyst comparing a few products may be better served by the workbook alone. Teams needing data acquisition should resolve their data source first rather than expecting collaboration software to supply missing observations.

Start by filling one real product record and its supporting observations. Review the gaps, assign one next action, and only then consider a broader Amazon seller workflow.

FAQ: using the Amazon competitor analysis template

What are the minimum fields in an Amazon competitor analysis template?

Start with internal record ID, marketplace, verified ASIN, selected variant, pack count, buyer task and inclusion reason. Leave unverified facts blank. A decision also needs dated observations and sources; the seven product fields alone do not establish a supported conclusion.

Is this an Excel template or a Google Sheets template?

The download is an XLSX workbook. Google documents Excel import into Sheets, but this particular file has not been tested in native Google Sheets or Excel. Import a copy into a new spreadsheet and verify formulas, formats and controls before using it for important records.

Why does the unit-price cell stay blank instead of showing zero?

Blank indicates missing or invalid inputs. The formula needs a nonnegative numeric pack amount and a positive numeric pack count. A true numeric zero amount returns zero. This avoids treating an unknown offer as free.

Does a lower amount per piece mean the competitor is cheaper?

Only on that arithmetic basis. Pack quantity, dimensions, materials, shipping and other conditions can change the buyer's comparison. In the fictional example, the four-piece pack costs less per piece but more per pack. The worksheet does not decide which offers are equivalent.

Does the spreadsheet update Amazon data automatically?

No. It contains blank working tables, formulas and a fictional example. It does not fetch listings, refresh prices, import reports or connect to an Amazon account. Record each observation's date and source yourself.

Where should keyword and review evidence go?

Use Observations. Record the search query or review-sample context, evidence type, fact, value, unit, source and uncertainty. Keep tool estimates distinct from direct observations, and do not interpret a selected review sample as a rate for all buyers.

Can OpenMax act on the completed workbook?

The file does not include an OpenMax connection. Discuss a sourced summary and a limited follow-up with your team, and verify the actual setup first. A completed worksheet or selected status does not authorize an agent to change prices or listings.

Sources and workbook verification

Source checks and workbook version: September 8, 2026. Technical references are linked beside the relevant instructions. The file and article are OpenMax editorial resources; the organizer example is fictional, not an independent product test.

Local checks covered input-boundary calculations, exported formula references and cached values, text formatting for ASIN cells, filters, frozen headers and visible sheet layout. Reopening the saved files in the authoring spreadsheet engine and changing an example input recalculated the result. These checks do not establish native Excel or Google Sheets compatibility, real data accuracy or approval of an operational decision.

Use the downloadable workbook to document one comparison that another person can retrace. A clear source and a well-defined next question are more useful than filling every cell with an unsupported answer.