Let's say I'm launching a new foundation brand on Amazon. Before I spend a dolla
By Daniel Tejada 🚀 · November 13, 2026 · Curated by George's Blog
Let's say I'm launching a new foundation brand on Amazon.
Before I spend a dollar on ads, here's what I'm looking at:
I'll use a tool to figure out the size of the prize like SmartScout (shoutout Scott Needham).
Smartscout say this category does $43 million a month.
I want to look for competitors that are priced similarly to me…
In this case Luxe Cosmetics is the leader, along with Laura Geller Beauty and bareMinerals in this category.
We take all the ASINs of the comparable products (same price and quality) to my brand and plug them into brand analytics
PRO TIP: you may have brands in mind, but use the amazon tools to figure out who iss actually the best in your price and quality range.
Now I'm able to figure out how they get their sales.
FOR EXAMPLE: ‘Luxe color changing foundation’ is the 37th most searched term on amazon at the moment.
This means off-amazon traffic is flowing like crazy… and its clearly pushing them to the top.
We see that luxe has a lot of higher banking branded terms but also the non branded terms they are winning.
LUXE is taking #1 spot on foundation makeup term as a whole.
That's a wild term to own, and not cheap to own.
They took the most conversion on that term compared to anyone else.
What does this tell me (the new brand in foundation)?
I have the ability to win on non branded terms, because my competitor with similar pricing and quality is already winning.
Now, which of these terms do I target?
Varies on a number of factors, budget, goals, etc.
But this data gives you a starting point to decide which terms to chase.
From there, you track performance, see what's working, and adjust your strategy as you go, whether that means doubling down on certain terms or going after new ones your competitors are winning on.
#amazon #strategy #makeup #straightupgrowth