Start › Part D · When a number moves the wrong way › D25

D25 A new competitor is entering

Read this flowchart as text

New ASIN climbing on core terms
Profile it: price · reviews velocity · images · A+ · ad presence (SB/SD) · where it ranks
Winning on price or page?
Defend with coupon on hero ASIN; emphasise value & guarantee; don't chase to loss
Creative refresh: match or beat image set, A+, video; answer their strengths
Conquest: product-target their ASIN (SP + SD); defend own detail pages with own ASINs
Share of page-1 on core terms held · CVR steady

What you get: a profile of the newcomer and a defend-and-conquest plan that does not chase price to a loss.

Guides that use this process.

A Competitor Is Undercutting You on Amazon: What to Do

A cheaper competitor does not always need a price cut. How to decide whether to match, differentiate or defend, based on margin and where you are losing.

5 min read · Sep 25, 2026