[HELP] Ecommerce Sites in Top 10 Results...

I'm currently trying to learn SEO and in the meantime try to understand keyword difficulty better. I know that I can't trust a single number that LongTailPro or KeywordRevealer spits out since it's a lot more complicated but I've got to a point where I've read mixed thoughts about big ecommerce sites in the top 10.
Some say it's a sign that no websites / articles are optimized for that keyword and it's a good sign, but others say that you should avoid keywords when you see only huge ecommerce sites in the top results.

So basically, I've found a keyword with quite good specifications and I intend to make an amazon affiliate site about it. Obviously it's a [producty category] keyword so there are other sites selling it apart from amazon

The top 10 is looking like this:

1. Walmart
2. Walmart
3. Target
4. Tesco
5. Amazon
6. Amazon
7. eBay
8. Slate.com (it's an article)
9. Overstock
10. Kmart

Keyword Revealer says 17 (Extremely Low Comptetition) keyword difficulty, there is only 1 site that has the KW in the url, 3 that has it in their title, 1 in the description and 1 in <H1> tags. While it looks extremely promising, I'm a little skeptic about those sites.

What is your experience with sites like these? What would you suggest?

Thanks for your help!

What the top 10 having Amazon and eBay and such means, is that you have a great chance of ranking past them, since the sites in question do not focus their efforts on that keyword. They do have listings for it, but it seems like you have an opportunity to outrank them rather easily.

LostConnection said:

What the top 10 having Amazon and eBay and such means, is that you have a great chance of ranking past them, since the sites in question do not focus their efforts on that keyword. They do have listings for it, but it seems like you have an opportunity to outrank them rather easily.

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Thanks for your reply! Yes, this is what I was thinking, there are quite a few of them with 1 page authority but their domain authority is 90+ without an exception and this is mainly why I have concerns.

Naturally Amazon and the others have high DA, but as said, they don't focus their efforts on the specific products. They don't have to. Other micro niche/Amazon affiliate sellers are your real competition, and seems that there are none, thus the niche/product keyword is good to go.

Check & analyse their ranking pages, but I doubt they're optimised. Should be fairly easy to rank.