Checking SEO of competitors' site and taking advantage of their SEO issues? earn by blogging adsense income

I am starting an e-commerce site in a niche market. There are 3 "big" players who have been around for awhile and a whole bunch of other "non" players (these are people with B&M stores who's focus is not online).

I know for a fact that 2 of the 3 wouldn't know what SEO is to save their life and the 3rd might be ok at it. All three of them show up in Google's top 5 ranking when you search for particular products.

Is there some tool that can scan their websites and let me know what kind of SEO issues they have so I can avoid them and know where to focus my attention?

Also, I know with the e-commerce pages, you treat them like you would any other website and optimize them. How about the products? Do you want to key word them in the descriptions so they rank or just focus on the pages?

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