A comparison page explains how a product compares with a named competitor or lists alternatives to a well-known tool, such as "X vs Y" or "X alternatives".
People searching these terms already know the category and are close to choosing, so the traffic converts well.
Good comparison pages are fair: they say who each option suits, including when the competitor is the better choice.
Why it matters for a launch
For a new product, "[big competitor] alternatives" is often the first search it can realistically rank for and win customers from.