I gave up on the e-commerce site myth longtime ago...
Just do a google search on the product you sell, let try Bushnell Binocular Camera (not really popular, less than 10 searches a day)
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around 572,000 webpages, yep... 572,000 competiton pages...
Even the manufacturer Bushnell isn't on the first pages!!!
Now if you look at a popular item such as iPod, there are over 235,000,000 competing pages...