Competitor comparisons are useful when they reflect the products and market you actually sell in. Review the evidence on the Pricing tab, especially when a suggested price is unexpected.
Inspect the evidence
Open the listing’s Pricing tab.
Select Review prices used in Pricing Breakdown to inspect the prices used for that comparison.
Review Competitor Analysis for the matched products, the number included in analysis, and the saved competitor-price date.
Check product identity, size, pack quantity, condition and currency. A cheaper listing may not be a like-for-like comparison.
Use the competitor-list controls, such as Advanced Selection, sorting and Settings, to review the available selection options.
Same product or similar products
Same product compares the exact product across sellers. Similar products uses a broader set in the same category. The store can use Auto-detect per listing, or you can set a default comparison style in store preferences. Listings can have individual overrides where provided.
Store preferences set the market, search sources and default comparison approach.
Check the price basis and freshness
Read the price-basis label beside the comparison, such as Item price only. Avoid comparing an item-only price with another seller’s delivered total. The competitor-price date describes the saved evidence; the advice’s updated time is separate and does not automatically mean every competitor price was collected at that time.
Change store-wide preferences
Open your account menu, choose Stores, and select Edit store preferences. Review selling country, competitor brands, marketplace search sources and default comparison type. Save only the settings you want to use for that store.
If the comparison is weak
Check the selected comparison approach and evidence before applying a recommendation. Too few usable prices or missing data can leave the score unavailable. Use your own product knowledge alongside the comparison, and contact support if clearly unrelated products continue to appear.