Why does my competitor get more organic traffic even though my price is lower and rating is higher?

Amazon's algorithm tends to prevent one seller from dominating a category. If you already have other strong products, your new launch might get suppressed to give others a chance. In that case, fighting harder might not help. Consider gradually reducing ad spend and let organic settle where it will – your profit might actually improve.

I had a similar situation. I tried everything to beat a competitor on a core head term – higher bids, more budget – nothing worked. Eventually, I gradually reduced bids on that keyword and shifted budget elsewhere.
My organic rank settled at page 2, my total orders dropped 20‑30%, but my ad spend dropped even more. Net profit went up. Sometimes it's better to accept your position and focus on profit, not rank.

More traffic keywords don't always mean more traffic. One keyword with ABA rank 1,000 can bring more traffic than 100 keywords with rank 100,000+.
Your competitor may have fewer total keywords, but his head term rank is much higher. That's why he gets more organic traffic.
How to increase your organic traffic:

• Fix your keyword indexing – make sure your listing has the right keywords in title, bullets, description, backend search terms.
• Use broad/phrase match on your core terms to discover new long‑tails. Combine with SP, SB, SBV to capture different placements.
• Push keyword rank – the most direct way is to increase orders for that keyword. Use exact match campaigns with enough budget to get consistent daily orders. If head terms are too hard, attack smaller terms first, then scale up.

on traffic structure and natural weight**
Your competitor's natural weight is much higher than yours. That's why he gets more organic orders even with worse price and reviews.
What to analyze:

• Compare your natural keyword rankings for all major terms. Where is he beating you?
• Break down traffic sources: organic search, SP ads, SB ads, recommendation traffic, off‑site. SP ads help organic rank more than SB or SD.
• Use Brand Analytics (ABA) to see click share and conversion share for your core keywords. If his share is higher, you need to boost your conversion on those terms.

Recommended ad structure for pushing organic rank:

• Search traffic: Exact match on core head terms (high intent). Broad/phrase on the same terms to catch edge traffic.
• Related traffic: ASIN targeting on strong competitors (run on product pages). Category targeting (filter by price, rating, brand) – low cost, good for traffic.
• Brand: Sponsored Brands, SBV (video).
• Discovery: Auto campaigns (close match + loose match). Analyze placement performance.

– on pushing keywords to page 1
Your core problem is that your organic rank for high‑volume keywords has dropped. Ads alone won't fix it – you need to rebuild organic rank.
Step‑by‑step method:

• Pick 2‑3 high‑relevance keywords (not necessarily the biggest head term – start with ones where you have a chance).
• Create a new exact match campaign for each keyword (one keyword per campaign).
• Set fixed bidding. Start with suggested bid or 1.5x if you're not getting impressions.
• Add a top‑of‑search placement multiplier (30‑50%).
• Daily budget: start at $10. If it spends fully, add $10 each day for a week (this signals Amazon that your product is popular).
• After a week, check organic rank. If it moved up, keep going. If not, try a different keyword – some keywords have too strong competition.

Once your keyword hits page 1 organically, reduce ad spend on it and move to the next keyword. Build your organic rank one keyword at a time.
Important: Don't make major changes to your existing campaigns. Just add new ones. Reducing old campaigns too fast could crash your sales.