Here are examples of different ways in which you can order the list of competitive products: Highest traffic or most downloads (I always put the most popular competitors at the top) Alphabetically Newest to oldest in the market Numerous features to minimal features Largest to smallest in terms of SKUs, articles, or listings (this should be tied to traffic) Remember your goal is to make it easier to identify which factors give other products their competitive advantage. You are looking for commonalities and differences so that you and your team can truly understand why certain products are more successful than others. Step 3: Analyze each competitor by benchmarking product attributes and best practices The term benchmark originates from the chiseled horizontal marks that surveyors made in stone structures to ensure that a leveling rod could be accurately repositioned in the same place in the future. These marks were usually indicated with a chiseled arrow below the horizontal line, as [37] demonstrated in Figure 5-4.