Compare up to 10 ASINs side by side across all the keywords in your project on a single day, so you can spot keywords where your competitors rank and you don't.
Plan availability: The ranks matrix is included on all four new plans: Starter, Professional, Team, and Agency. Compare plans and limits.
When to use this
Ranks Matrix is built for gap analysis. Where the other Ranks views show how performance changes over time, this one shows the competitive landscape at a single point in time. Use it when you want to:
Find keywords your competitors rank for but you don't, so you can investigate why and try to close the gap
See at a glance which competitors share which keywords with you
Compare the top of your competitive set against you on a specific day, like just before a campaign launch or just after a major listing change
Identify which keywords are crowded with competitors versus ones you have largely to yourself
The matrix puts every keyword on your project on one axis and up to 10 ASINs on the other. The cell at each intersection shows that ASIN's rank for that keyword on the chosen day.
Open the Ranks Matrix
Open your project and go to the Ranks tab.
Click Ranks Matrix.
By default, the matrix shows the most recent day. Use the date picker in the top-right to look at any past day, as long as you were tracking the keywords on that date.
Choose your ASINs
If your project has 10 ASINs or fewer, all of them appear in the matrix automatically.
If your project has more than 10, click Edit ASINs to open a picker where you can select up to 10. You can search by ASIN, filter the list, and sort by columns like Price, Reviews, Rating, or Keywords in Top 10 to help find the right ones.
A common starting point is your primary ASIN plus your nine closest competitors.
Read and reorder the matrix
The top of the matrix shows context for each ASIN: image, brand, price, review count, rating, and ASIN code. These rows are fixed and always visible.
Below that, each row is a keyword and each cell is that ASIN's rank for the keyword on the selected day. Cells are colour-coded by rank, with green for top positions and red for low positions.
A few things worth knowing:
You can drag column headers to reorder ASINs. A useful arrangement is to put your own ASIN first, then your closest competitors, then everyone else. The order persists when you leave and come back.
A dash (-) means the ASIN wasn't ranking in the top 140 results for that keyword on that day.
You can sort by any ASIN column. Click an ASIN's column header to sort the keyword list by that ASIN's ranks. This is the fastest way to do gap analysis (more on this below).
Run a gap analysis
The matrix is most powerful when you sort by a competitor's column to find keywords where they rank well and you don't.
Put your own ASIN in the first column by dragging it into place.
Click the column header of a competitor whose rankings you want to dig into. The keyword list will reorder so their best-ranked keywords are at the top.
Scan down the list. The interesting rows are ones where your competitor has a strong rank (e.g. top 10) and you have a weak rank. Those are the gap keywords.
Add KW Sales and KW Clicks via Edit Columns to prioritise the gaps. A keyword they rank #3 for that drives 5,000 weekly clicks is more urgent than one they rank #2 for that drives 50.
Repeat the process for two or three of your closest competitors. Keywords that show up as gaps across multiple competitors are the strongest candidates to add to your listing or PPC strategy.
Tips
Run a gap analysis once a month rather than daily. Gaps don't open and close fast enough to need constant checking.
After adding gap keywords to your listing or PPC, switch to Ranks by Keyword for those specific keywords to track whether you start ranking. That's the natural next step.
For the most useful comparison, pick competitors at different price points and brand strategies, not just the ones most similar to you. A higher-priced competitor's keyword wins might come from angles you'd otherwise miss.
The matrix only shows one day at a time. If you want to see how a gap is trending over time, switch to Ranks by Keyword for that specific keyword.