There are a few Amazon product launch fundamentals that every seller should be aware of. It’s one of the key tactics that Amazon brands can use to stand out from the crowd.
While selling on Amazon can be profitable, sellers are underface a lot of competition. There are more than 1.7 million SMBs selling on Amazon. Furthermore, many of these sellers are likely direct competitors.
Whether you’re launching your first product or 100th, it’s always smart to host an Amazon product launch. First off, because you’ll create awareness from the get go. Plus, you will immediately drive sales, setting yourself up for a quick trajectory toward success.
Below, we will explain the Amazon product launch fundamentals to kick off your campaign.
How to Launch a Product on Amazon
If you’re a new seller, you have a big opportunityincentive to kick off your Amazon product launch. And even if you’re an experienced brand, you should know the best practices to get ready to launch your product.
Sell the Right Product
If you don’t know the types of products you want to sell, you can conduct niche research and identify new opportunities. Amazon is the best place to start.
Make a habit of browsing through the best-selling items and follow Amazon trends. You’ll not only want to look at product types but also the most popular categories.
You can also identify your competitors and see which items they’re selling. Look at their Seller Rank and see how much leverage they already have.
If you tried these methods and are still struggling to find the right offer, use the product opportunity explorer to look at detailed analytics of the most trending items.
You can’t learn how to launch a new product on Amazon without thinking about storage and shipping. To do so, you can enroll in Fulfillment by Amazon (FBA) or handle your own fulfillment.
FBA is ideal for new sellers, since Amazon will handle your product storage and shipping. But this service comes with extra fees. We recommend using an Amazon FBA calculator to know the costs.
Most consumers start their shopping experience on Amazon, and the first place they hit is the search engine. So, to start your Amazon product launch, you should optimize your content for the right keywords.
There are a couple of ways to find high-ranking keywords. Sellers can use numerous Amazon keyword research tools, many of which are free. You can also visit your competitor’s Amazon seller page or find similar products and use the keywords they’re optimizing.
Create High-Quality Product Listings
Now that you have your keywords, you can create your Amazon product listing. The first step is Amazon copywriting. You’ll want to follow Amazon’s key guidelines, for example:
- Keep the title at 200 characters and followingfollow the structure of the Amazon listing.
- Write all features as a bulleted list, and add more details in the description.
- Include keywords in the title, features, and description. This way, Amazon’s botAlgorithms can crawl assess your product listing, pulling out the keywords and ranking your listingit attractively.
- Include high-quality visuals. Take high-res product images that show off its strengths.
Use Enticing Visuals
Using images and video is part of the ultimate Amazon product launch strategy. Since your consumers aren’t seeing your product in person, they rely on high-quality images and video to decide whether or not they will buy your product.
Thus, the right visuals can make or break a sale.
Choose a stellar main product picture with various other photos. Shoot for at least five photos in total and featuringe different angles of the product.
The images should also be detailed and at least 1,600 pixels so users can zoom in on the photos. As a best practice, professionally shoot your new product and set it against a white background.
Also, go beyond traditional images. Infographics are a great way to mention your product features, and the benefits of using your product. Instructional images and videos can also educate users and build trust, guiding them down the sales funnel.
Promoting Your New Product
Before releasing your product, you’ll want to prepare a strategy to ensure your product listings get conversions. Refer to this product launch checklist and boost your listings.
Use Amazon’s Channels
Amazon offers many channels to help sellers increase revenue. These are the perfect outlets to add to your product launch strategy.
Let’s use advertising as an example. Amazon has an average conversion rate of 9.55%, which is extremely impressive. That’s because Amazon largely uses native advertising, meaning your sponsored products have a similar-looking listing to organic products.}
“PPC” stands for “pay-per-click.” As the title suggests, you only pay when a user clicks your ad, and you’ll likely see a better ROI for PPC than other forms of advertising.
There are different types of PPC ads. These include:
- Sponsored brands
- Sponsored products
- Sponsored display
Sponsoring your product will be the best move for an Amazon product launch. For example, sponsored display ads can increase your new-to-brand customers by 82%.
For sponsored products, use the above keyword advice to rank your ads better. Long-tail keywords are the most effective since Amazon makes 57% of its sales from phrases with three or more words.
You can also apply to Amazon Launchpad to better market your products and expand your consumer base. However, Amazon is selective about the businesses it features on Launchpad. You can still apply and see if you qualify.
Sellers should also take advantage of channels outside of Amazon:
- Social media marketing
- Email campaigns
- Virtual communities
- Your own website
There are also specific off-channel tactics that are more effective. For example:
Build a landing page with new product announcements, and invest in Google Ads to increase their reach.
Include a CTA to your email newsletter, so visitors can sign up and receive updates and announcements.
Influencer marketing is also a smart investment. 90% of marketers believe influencer marketing is effective. And since 61% of consumers trust an influencer’s recommendation, this is an easy way to increase brand awareness and sales.
An Amazon product launch is the perfect opportunity to offer discounts and promotions. These can range from 10%-80%.
Amazon gives you many options when creating discounts, such as only applying them to your new item or otherto specific products. You can also create coupons in the Promotions area of your seller account.
Sales Funnel Marketing
The sales funnel is a visual depiction of the user’s buying experience. Prospects enter the funnel, going through different stages before turning into customers. The stages are:
It’s crucial to target each stage of the sales funnel in your marketing strategy. This will help you target both existing and new customers.
In the first stage, you’re only introducing users to your brand. Most of this will happen off Amazon. Start promoting your new product early, using popular niche hashtags to increase brand awareness.
After this phase, your prospects are interested in your brand. They will likely visit your Amazon Store and product listings. Give them more content, such as videos and product visuals, to help them decide.
This leads them to the decision stage, where they can choose to support your brand.
Once a customer buys your new product, keep enticing them by releasing new offers. You can also draw them in with sales and other promotions.
Have a Successful Amazon Product Launch
If you’re releasing a new offer, you’ll want to start your Amazon product launch ASAP. What if you’re struggling to create a campaign? Or maybe you don’t have time to create a product launch strategy.
If either of these sounds like you, we can help. AMZ Advisers can optimize your product listings, get you started on a PPC strategy, and offer all insights to generate sales for your brand. Learn more about our services.
Stephanie Jensen has been writing e-commerce content for seven years, and her copy has helped numerous stores rank on Amazon. Follow her on LinkedIn for more insight into freelance writing and creating high-quality content.