Amazon Product Launch Checklist: 10 Steps for Selling Private Label Products

amazon product launch checklist

Last updated on June 5th, 2023

Written by Mohamed Aden

If you want to jump into the private label business, Amazon is the best marketplace to launch your product. However, don't rush things up without a definitive plan. This Amazon product launch checklist will guide you in designing a successful product launch strategy with guaranteed results.

What are the benefits of selling private label products on Amazon?

According to, private label products are made by a third-party company but sold under a retailer's brand. The third-party company is usually a manufacturer, and the retailer is you, the seller. You will then make it your own by putting your logo and brand name on it, thus the term "private label."

Besides its earning potential and Amazon's support to private label products, here are other benefits of selling it:

  • Exclusive right to sell the products. 
  • Since you're the only seller who offers your products, your customers develop an attachment with it, resulting in brand loyalty.
  • Freedom to modify and label the products with your own name and logo.
  • Pre-tested and pre-made, so you save more time and money. 

Let's now tackle how to launch product on Amazon for private labels:

The Amazon product launch checklist

To reap the benefits of selling private label products, you need an Amazon product launch strategy. Follow the instructions below:

#1: Sign up for an Amazon seller account.

Answer these three questions to help you decide which Amazon account is right for you:

  • How many units will you sell? 

There are two options available: 

Individual – you're planning to sell less than 40 items a month and still thinking about what product to sell. Marketing and using advertising tools aren't part of your plan. Amazon gets $0.99 for every item sold plus additional selling fees.

Professional – your target is selling over 40 items a month. Advertising your products is included in your priorities. Hence, you want to use Amazon's advanced selling tools. For this, Amazon will charge you $39.99 monthly with additional selling fees.

  • What is your product's category?  

In case you're not aware, Amazon charges a referral fee depending on the type of product category, which is somewhere between 6-45%. 

  • What is your fulfillment strategy?

If you want to handle the logistics yourself, opt for Fulfillment by Merchant or FBM. Otherwise, there is FBA (Fulfillment by Amazon) that takes care of everything, from packing your orders to product returns. By default, FBA is available for Individual and Professional plans.

#2: Conduct product research.

This is the most time-consuming yet vital part when launching private label products on Amazon. Start searching at the Amazon website and filter the top-selling products there. Take note that the site updates its list regularly. So, the best-selling product for the day might not be in the top 10 next week. 

Try these product research tools:

  • Jungle Scout
  • Helium 10
  • Viral Launch
  • AMZ Scout
  • Sonar

Here are five qualities of an excellent private label product:

  1. Small and lightweight to save from shipping and packing costs. 
  2. Source only generic products that you can easily rebrand with your name and logo. 
  3. Should not require a lot of legal paperwork to obtain the right to manufacture and distribute it.
  4. Marketable and has a high demand. 
  5. It should not be branded or doesn't have a trademark yet.

Moreover, find out what products and categories are restricted on Amazon to avoid penalties.

#3: Determine your target customers.

Identifying your target market helps you in advertising your products to the right customers. How? Identify your customers’ shopping behavior, financial standing, product preferences, likes and dislikes, and demographic data. 

#4: Perform competitor research.

Know your competitors based on your product idea. Gather information like price, total number of reviews, and best-seller's rank. Scrutinize the quality of their product listing as well. 

You may research your competitor's review section and learn their customers’ complaints. Use these to improve your upcoming product.

#5: Research for manufacturers or suppliers.

What are the characteristics of a "right" supplier?

  • They assert open communication. 
  • Take responsibility for their mistakes and address them quickly.
  • Manufacture a product consistently that meets your requirements.
  • Provide a sample product for every reproduction for audit purposes.
  • Follow rules and regulations.

There are various ways to find the right supplier, such as wholesale directories, online B2B wholesale websites, industry associations, and trade shows. Contact up to five prospective suppliers and ask them the following:

  1. What are your shipping options?
  2. What is the exact name of the product?
  3. What is the product's weight and size?
  4. What are the available colors and styles?
  5. Do you offer discounts for bulk orders?
  6. What is the estimated production time?
  7. What are your payment methods and terms?
  8. Will you allow us to private label the product?
  9. Can I customize the product?
  10. Can you send a sample product? How many units can you ship, and how much?

#6: Create your brand logo and packaging.

Utilize the data you've gathered while doing product and competitor to stand out from your competitor's brand logo and packaging. These two elements are what set you apart from others. 

The representation of your brand and product should be easily recognizable and memorable. Use a minimalist design with few words and avoid bold colors, poor quality images, and hard-to-read fonts. Be creative, but don't make it look cluttered.

If you don't possess creative design skills, outsource the task to a professional graphic designer. 

#7: Choose a perfect fulfillment strategy.

As mentioned before, Amazon offers two fulfillment options: FBA and FBM.

FBA (Fulfillment by Amazon)

FBA works like this: you will send your inventory (or your supplier) to Amazon's fulfillment centers. Amazon will handle the preparation and shipping of your products. You won't have to worry about returns and customer service inquiries. That's their job. 

But it doesn't mean you're free of obligation from improving your listings, products, sponsored ad campaigns, Amazon rankings, the Q&A section of your product listing, and maintenance of your inventory.

FBM (Fulfillment by Merchant)

Besides creating your product listings, you will be hands-on in order fulfillment like storage, packing, delivery, returns, and customer service unless you outsource someone to do it. However, it means fewer Amazon fees.

Since you're handling the fulfillment operations, you should be well-rounded and knowledgeable in managing the inventory, shipping, and packaging.

So, FBA or FBM? Since you're only starting a private label business (that's why you're reading this Amazon product launch checklist, right?), go for FBA in the meantime. With this, you don't have to deal with customers’ complaints due to late deliveries and complicated inventory management, so you can focus more on the core operations of your business.

#8: Conduct keyword research.

Getting your product picked by a customer starts with a search query. Do you want to rank on the top page of Amazon search results? Keyword research is your ally. It is a time-intensive process. Your keywords should be relevant to your product and match the search terms your customers enter in the search box.

You may also use keyword research tools such as Keyword Scout or Google Keyword Planner.

#9: Create your Amazon product listing. 

Your product listing should be descriptive enough and contain relevant keywords, stunning product images, detailed descriptions, and bulleted product features. 

Also, the product title should provide the customer with a visual overview of what your product is, including the keyword related to your product, size, color, and materials used to make it. At this stage, compose only a draft and don't publish it yet. Accomplish first the last step below.

#10: Protect your brand and product on Amazon.

Your brand name and logo aren't enough to stop third-party sellers from stealing your product. These crooks have "creative" ways to jeopardize your Amazon business.

For example: After listing hijackers get control of your listing, they will sell fake products at a lower price using your listing. Meanwhile, counterfeiters copy your brand name and logo, then put it on their products.

Luckily, you can avoid this by doing the following:

  1. Get a trademark for your brand.
  2. Register at Amazon Brand Registry.
  3. Sign up for Amazon Project Zero.

Take note that trademark registration takes a year. While you're at the sixth step of this Amazon product launch checklist, you can start filing your application first.

The Takeaways

The crucial part of launching a private label product is how to make it stand out from the millions of products on Amazon and provide the best service to your valued customers. This Amazon product launch checklist only serves as a guide. It’s up to you how to make it happen. 

Interested in launching an Amazon private label product? Don't have an idea of how to launch a product on Amazon? Seller Interactive has a team of expert Amazon consultants willing to help and guide you. For inquiries, email [email protected].  

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