Read competitors’ 1-star reviews to find the angle nobody’s using

Gabriel Ribeiro · 2026-10-07

Where to find them

1-star reviews can be found on several e-commerce platforms, such as Amazon, Mercado Livre, and even social media. Go to the reviews section for products that compete with yours, filter by one star, and start gathering information. You can also use tools like FreeSpy to analyze ads in Meta Ad Library and identify which products are getting these kinds of reviews.

Complaint categories

It’s essential to categorize complaints to understand your competitors’ weak points. The main categories include:

Turn them into a promise

Turn complaints into promises that highlight how your product is the solution. For example, if a lot of customers complain about a competitor’s product being low quality, you could promise: “Our product is tested and approved, ensuring durability and strength.” If the complaint is about customer service, emphasize fast, effective customer support.

Example

Here’s a practical example: a competitor sells a refrigerator and has racked up several 1-star reviews because it’s too noisy. You could create a campaign highlighting: “Quiet and efficient: the refrigerator you want, without the annoying noise.” This not only attracts customers who are unhappy with the competitor, but also reinforces your value proposition.

Validate with creatives

Once you’ve defined your angle, validate it with creatives. A/B test ads that directly address the complaints you identified. Use images and videos that highlight your product’s quality, along with testimonials from satisfied customers. Monitor engagement and conversion metrics to see if your approach is working.

By implementing this strategy, you’ll not only stand out in the market, but also build more honest messaging that aligns with consumers’ needs.

What’s the highest number of 1-star reviews you’ve ever found on a competitor’s product?

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