Competitors & Retailers
The app shows one of two pages depending on your workspace perspective:
- Retailers see a Competitors page. It lists every store they are tracking with price-comparison stats.
- Brands see a Retailers page. It lists every retailer in their tracked set, showing how each retailer’s prices sit against your MAP prices and against your own tracked price. This view appears when it is enabled for their workspace. Otherwise brands see the same competitor-framed page that retailers use. Every tracked competitor or retailer appears on the list, even one with no matched products under the current filters, as long as at least one priced product of your own falls within the filtered set. It shows as an empty row with no price index (a dash in the Index column and “No common products” in the Risk column). If your filters exclude all of your own products, the table is empty. A retailer you have not added never appears.
Both pages share the same overall structure and management tools. This page covers both and notes where the Retailers page differs.
Filtering the list
Section titled “Filtering the list”A filter bar near the top of the page narrows both the KPI summary and the table to a specific slice of your assortment. The available filters differ by perspective:
- On the Competitors page, retailers get Brand, Category, and Price position. The Category filter uses the full taxonomy node picker. Price position offers all, competitor prices lower, competitor prices higher, or inline.
- On the Retailers page, brands get MAP Severity, Category, and Brand. MAP Severity offers All, Compliant (Above MAP), At MAP (±1%), or Violation (Below MAP). Choosing a severity keeps only the retailers that have at least one listing in that band.
The URL reflects all filters, so you can bookmark or share a view.
Match mode: Exact vs Exact + Equivalent
Section titled “Match mode: Exact vs Exact + Equivalent”Below the filter bar, an Exact only / Exact + Equivalent toggle controls whether the matched-product counts, KPIs, and price comparisons include Equivalent Matches as well as exact SKU matches. Exact only compares only identical products. Exact + Equivalent also includes each product’s Equivalent Match, which widens the comparison to closely comparable products that are not identical.
The toggle is disabled until your workspace has at least one Equivalent Match defined. While disabled, it shows a tooltip that links to Market Benchmarks.
The summary bar
Section titled “The summary bar”Below the filter bar and match-mode toggle, five KPI cards summarise the tracked competitors or retailers under the current filters and match mode. The averages are weighted by matched product count, so larger competitors contribute proportionally more.
In the retailer perspective, the Competitors page shows these cards:
| Card | What it shows |
|---|---|
| Matched Products | Total matches across all tracked competitors combined. Each competitor’s own matched-product count is added together, so a product you share with three competitors counts three times |
| Overall Price Index | Weighted-average price index across all competitors. 100 % is parity. Below 100 % means you are cheaper overall |
| Underpriced | Weighted-average share of matched products where the competitor’s price is more than 1 % higher than yours, so you are the cheaper side |
| Inline | Weighted-average share of matched products where the two prices are within ±1 % of each other |
| Overpriced | Weighted-average share of matched products where the competitor’s price is more than 1 % lower than yours, so you are the more expensive side |
In the brand perspective, the Retailers page keeps the first two cards and replaces the other three with MAP cards:
| Card | What it shows |
|---|---|
| Matched Products | Total matches across the retailers on screen. Each retailer’s own matched-product count is added together, so a SKU matched at three retailers counts three times |
| Overall Price Index | Weighted-average price index, comparing each retailer’s price against your own tracked price |
| Above MAP | Share of listings with a MAP price that are priced above it (compliant) |
| At MAP (±1%) | Share of listings with a MAP price that are priced within ±1 % of it |
| Below MAP | Share of listings with a MAP price that are priced below it (a MAP violation) |
A line under the MAP cards states how many listings with a MAP price the shares are based on, and how many matched listings without a MAP price are not counted. If no listing in the current view has a MAP price, the cards show a dash. If you have set no MAP prices at all, the three MAP cards give way to a “No MAP prices set yet” message. The message includes a link to MAP Configuration when that feature is enabled for your workspace. See MAP Price Configuration to set prices.
The sparkle icon next to a KPI card opens an AI Insights dialog. See AI Insights below.
The competitor / retailer table
Section titled “The competitor / retailer table”Below the KPI bar, a table lists each tracked competitor or retailer. You can sort the rows by name, match count, or price index. The columns are:
| Column | Description |
|---|---|
| Competitor (Retailer on the Retailers page) | Name. Clicking the name opens the Common Products drill-down for that entry. |
| Matches | Number of matched SKUs shared with you. |
| Price Distribution | A colour-coded bar that shows the split of matched products across the three price positions: lower than yours, inline within ±1 %, and higher than yours. Each segment of the bar is clickable and opens the Common Products page pre-filtered to that price position. |
| Index | The price index for this competitor as a percentage. An entry with no matched products shows a dash, and it sorts last when you sort by Index. |
| Risk | An auto-assigned badge. Margin opportunity means the index is below 95 %. Balanced means 95 % to 105 %. High overpricing risk means above 105 %. An entry with no matched products shows “No common products” instead. |
On the Retailers page, the Distribution column is labelled MAP Distribution instead of Price Distribution. Its bar splits the retailer’s listings that have a MAP price into above MAP, at MAP (within ±1 %), and below MAP, with a count of those listings underneath. Hover a segment to see its share. The segments are not clickable. A retailer with no listings that have a MAP price shows “No listings with a MAP price”, and the column shows “No MAP prices set” when you have configured none.
AI Insights
Section titled “AI Insights”The sparkle icon next to each KPI card on the Competitors page opens an AI Insights dialog for that metric. On the Retailers page, only the Matched Products card has a sparkle icon. The dialog opens with a brief plain-language explanation of the selected metric. Get More Insights fetches a deeper AI-generated analysis of your competitive position for that topic. On the Competitors page, the analysis uses the filters and match mode currently applied, so it describes the set on screen. On the Retailers page, the analysis uses the Brand and Category filters and the match mode, but not the MAP Severity filter. The AI Assistant (Chat) also has access to the data currently visible on this page. It can answer questions about your competitors or retailers directly in the chat panel.
Managing tracked competitors or retailers
Section titled “Managing tracked competitors or retailers”An Add competitor or Add retailer button at the bottom of the page opens the management screen.
Adding an available competitor
Section titled “Adding an available competitor”The management screen shows a searchable list of all retailers already in the platform that you do not yet track. Search by name or region, then click Add on any card to start tracking it. It joins your tracked set and appears on the list straight away. Its stats start at zero matched products and fill in once the next price update recalculates them. If you apply a price-position or taxonomy-category filter, or switch to Exact + Equivalent, its figures may appear sooner because those views are calculated on the spot.
Requesting a new competitor
Section titled “Requesting a new competitor”If the competitor you need is not in the list, click Request new competitor (Request new retailer on the Retailers page) at the bottom of the management screen to open a request form. Fill in:
- Competitor name (Retailer name on the Retailers page). Required.
- Website URL. Required.
- Primary market. Required. Select from a dropdown of countries and regions.
- Additional notes. Optional.
Click Submit request to send it. The Aperture team reviews submitted requests. New competitor onboarding typically takes 1 to 3 business days. The request form tells you that you will be notified by email once the competitor is available for monitoring.
Common Products drill-down
Section titled “Common Products drill-down”Clicking any competitor’s or retailer’s name opens the Common Products page for that entry. Common Products are products that both your store and the selected competitor stock. This is the set where you are in direct price competition.
The Common Products page shows a paginated, sortable table of these products with your price and the competitor’s price side by side. Clicking either price badge opens the offer detail dialog for that retailer’s listing. Clicking the product name opens that product’s price detail page. A small clock icon under the competitor’s price shows how long ago that price was last observed.
On the Competitors side, the page is titled “Direct price comparison” with the competitor’s name. It offers the same filter dimensions as the main list: brand, category, and price position. It adds free-text search. The price-position filter here uses finer, multi-selectable bands rather than the single-choice selector on the list page. The bands are 1 to 10 %, 10 to 30 %, and 30 %+ in each direction, Inline at ±1 %, and Out of stock.
On the Retailers side, the page is titled “MAP compliance” with the retailer’s name and compares that retailer’s listings against your MAP prices. Its filters are MAP Severity, Category, and Brand, plus free-text search. It has no price-position filter. A legend above the table explains the three MAP bands: Compliant (retailer price above MAP), At MAP, and Violation (retailer price below MAP).
Both the Competitors-side and Retailers-side Common Products pages have their own Exact only / Exact + Equivalent toggle. Clicking a competitor or retailer name, or a price-distribution segment, on the main list carries the match mode selected there into the drill-down, so a list left in Exact + Equivalent opens the drill-down in Exact + Equivalent too. Exact only carries over the same way. From the Retailers page, the brand and category filters carry over as well, and so does the MAP Severity filter, so the drill-down opens on the products that retailer lists in that band.
The AI Assistant (Chat) can also access Common Products data when you work in the retailer, or Competitors, perspective. You can ask questions like “which products do we share with Competitor X where we are more expensive?” directly in chat. In the brand perspective, this lookup is not available. The assistant instead answers retailer and MAP questions using brand-framed data.