How can I evaluate keyword competition for Amazon products?

Hi. I am not sure that I do correctly. Example, I choose this product 'Takeya Cold Brew Iced Coffee Maker'. I checked in Google Keyword Planner and see only 210 queries / month. Then I checked SERP in Google and I found site who sell this product and a few sites with review. If Google KeyworfPlanner shows only 210 requests, then why I see many sites related with this product in Google? Or I do something wrong?

Are there many people searching for that keyphrase though? Having millions of sites in a particular serp (SER actually)for a particular key phrase, exact or not, is different thing from number of people searching for that keyphrase during the period google uses to bring up the numbers.

Other words, there can be a billion sites having info on a particular product/kW, but there would also be only a handful of people searching for that kW during a period of time. Also, google codes may not be able to produce, or display to public, the real result set of the actual data.

You are looking at a branded product keyword when review sites like that primarily target keywords like 'best iced coffee maker' or 'iced coffee maker reviews'. If they rank for brand product keyword it is just a happy coincidence in most cases.

Thank you guys, but could you explain me how to choose product on Amazon and how to understand, are the many competitors or not who also sell these products?