Sorry if this is a n00b question I come from google SEO background and still new to Amazon SEO.
Competitor is ranking for the keyword(s) but the exact match or even phrase match is no where to be found on their amazon product page. Their ratings and reviews aren't that much better than ours but I have seen they are running Google Adwords and Bing Ads. Could it be it? I know Super URLs are also big factor so could that be another factor? (other than back-end search terms?)
I am really trying to wrap my head around this one. Any feedback would be appreciated.
Thanks in advance.