Content benchmarking compares your product listings with the best competitors on marketplaces, e-commerce shops or Google Shopping. It looks at what buyers and algorithms see first: titles, attributes, images, categories, bullets and delivery promise. Used well, it shows exactly where to improve so you earn more impressions and more sales without guesswork. Think Amazon, Zalando, Cdiscount, OTTO, eBay, Bol, Allegro, Fnac Darty, MediaMarkt, etc.

 

What is content benchmarking in plain terms?

You measure the quality and completeness of your listings against the strongest rivals for the same SKUs. You score each listing on a small set of signals, weight what matters most in your category, then fix the worst gaps first. Repeat this monthly to stay ahead.

 

When should you use it?

  • Falling impressions or click-through: searchers cannot find or trust your listing.
  • Slow approvals or repeated rejections: attributes and identifiers are incomplete or non-compliant.
  • New category or brand launch: you need a clear content bar to hit from day one.
  • Peak preparation: small content fixes compound during high demand.

 

Build a weighted scorecard

Start simple. Five dimensions are enough for most teams.

DimensionExample signalsWeightTarget
Title qualityPattern followed, key attributes present, no fluff or forbidden terms30%Brand + Product type + Key attribute + Size or Capacity
Category and attributesCorrect category, 100% of required fields, useful recommended fields25%Required: 100%. Recommended: 70%+
ImagesHero on plain background, correct size, extra angles, context image20%Hero + 2 angles + 1 context
Bullets and description5 clear bullets, readable paragraph, care or compatibility info15%Bullets present and specific
Trust and complianceIdentifiers valid, brand consistent, delivery promise realistic10%No warnings, no claims breaches

 

Category examples

CategoryGood title patternAttributes to surfaceCommon fixes
Winter jacketBrand Men’s Waterproof Parka, Down Fill, Black, Size MGender, fit, material, insulation, colour, sizeAdd size and material to title, complete care and waterproof rating
Robot vacuum cleanerBrand Robot Vacuum, 2500 Pa, App Control, 120 min, BlackSuction power, battery life, bin size, mapping, connectivityClarify run time and suction, add compatibility and what is in the box

 

How to collect competitor content

  • Match the exact product: use reliable product matching by GTIN or identical attributes. Do not compare near-matches.
  • Watch two to five key competitors per SKU: the leaders set the bar.
  • Sample size: 100 to 200 SKUs is enough for a first pass if category is large.
  • Channels: track the marketplaces and countries that matter most now.

 

What to measure

  • Average score vs top competitors by brand and category.
  • Impressions and click-through rate for audited SKUs.
  • Approval rate and time to live after fixes.
  • Conversion and returns where the marketplace provides them.

 

Common mistakes to avoid

  • Scoring everything: audit a focused sample and scale what works.
  • Comparing different products: near-match comparisons give false signals.
  • Copying rivals blindly: follow marketplace rules and your brand tone of voice.
  • Ignoring delivery promise: unrealistic handling time damages trust and ranking.

 

Next steps

👉 Learn more about competitive intelligence
👉 See product matching for accurate comparisons
👉 Analyse competitor assortment breadth
👉 Request a demo

FAQ

How is content benchmarking different from feed management or listing optimisation?

Feed management prepares data for channels. Listing optimisation improves individual listings. Content benchmarking sets the bar by comparing you to the best competitors, so you know which changes matter most.

How often should we refresh the benchmark?

Monthly for fast categories, quarterly for slower ones. Always run a small audit before peak periods.

Do we need a PIM first?

No. A clean catalogue helps, but you can start with a focused audit, then feed the results back into your PIM or ecommerce platform.

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