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I am sorry but there is simply no way to tell what a site earns by looking at public records or even Alexa rankings.
You would need to know:
Daily traffic
Daily sales
Conversion ratio
Where the traffic is coming from (paid or organic)
If paid traffic how much is he spending to get his sales?
Bottom line is if you are not excited about the niche, or are worried about your site's earning potential compared to someone else, then your focus is not where it should be. Competition is one thing but what I focus on is what can I do to make profits. At the end of the day I don't care what someone else is earning because I can't tell anyway. LOL
Just assume he is making shit and you will kill it. If you are not happy with the money you are bringing in then that's the only real issue.
Good luck man!
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