Which backlink #'s are more important when looking at competitors?

I'm looking at Market Samurai to determine if a market is competitive or not. Which is more important? Backlinks to a page or to the domain?

For instance, the number 1 page only has like 50 backlinks to a page, but millions to the domain (Amazon). All the top results are low PR, so I don't think they're hard to overcome. That being said, I've yet to crack the top 10 even though MS says I have 13 backlinks and some of the top pages have 0 plus my title, desc, URL and header are all keyword perfect.

What am I missing?

if you site is new you mainly focus on getting the backlinks to the homepage of the site.when you complete getting links on homepage and your targeted keywords are high on serps then you focus on your site inner pages.