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Competitor Price Monitoring ​

Table of Contents

What it is and why to use it ​

Competitor price monitoring answers the question: how does my price compare to the competition in Google Shopping?

Sembot regularly checks the offers of all sellers who sell the same product in Google Shopping — and shows you where you stand in the price ranking. You can see who is cheaper, who is more expensive, by how much, and how this changes over time.

When to use it:

  • You want to know if your price is competitive without manual checking
  • You are planning a promotion and want to see how you will compare to the market after a price reduction
  • You noticed a drop in sales and want to check if competitors are undercutting you on price
  • You manage a large catalog and cannot manually monitor every product

How to add a product to monitoring ​

Go to Monitoring → Price Comparison, click Add product to monitoring, and select a product from the catalog.

Sembot identifies the product in Google Shopping in two ways:

  • By EAN/GTIN (preferred) — a unique product code that Google uses to match the same item across different sellers
  • By Google Product ID — if the product does not have an EAN code, you can use its identifier from Google Merchant Center

Then select the location (country) and language — and you are done.

Use case example: A sports store sells Nike shoes. It adds key models to monitoring by EAN. Every morning, the manager can see whether they are the cheapest, whether someone has undercut them on price, and by how much.

To add multiple products at once, use Monitor selected (checked items) or Monitor by filters (e.g., an entire product category).

You can also use Monitor top products — Sembot analyzes campaign data and automatically selects products with the greatest potential. This works only for products with the GTIN field filled in.

Product matching: Sometimes Sembot cannot automatically match a product — for example, when the EAN is missing from the catalog. The status Not matched means that manual verification is required. The system will suggest candidates from Google Shopping, and you select the correct one.

How to read the price report ​

In the monitored products table, you can see:

Price — the current price in your store.

Lowest competitor price — the cheapest offer for this product in Google Shopping (excluding yours).

Price difference — how much your price differs from the lowest offer. A negative value means you are cheaper.

Example: your price $349, lowest competitor price $329, difference +$20 — you are $20 more expensive.

Price position — your rank among all sellers. Position 1 = you are the cheapest.

Average market price — the average across all offers. Helps you assess whether a competitor's price is a deal or the market norm.

Total price — the product price including shipping costs. Google Shopping often displays this amount to buyers.

Screenshot: product table with columns: Name, Price, Lowest Price, Difference, Price Position, Average Market Price.

Competitors view ​

Click on a product and go to the Competitors tab — you will see a list of all sellers of this product with their prices. You can also see how many products a given seller offers as:

  • Cheaper products — offers below your price
  • Products at the same price — offers at the same level
  • More expensive products — offers above your price

This is a quick way to identify who your main price rival is and how aggressive their pricing strategy is.

Price history ​

Click on a product and go to the History tab — the chart shows how prices have changed over time: your price, the lowest market price, and the average price.

Use case example: Before the holiday season, a manager checks the price history and sees that last year competitors started lowering prices 3 weeks before Christmas. They can now plan for this in advance.

Screenshot: line chart with three curves: your price, lowest market price, average price — over time.