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Last updated on September 6th, 2023
Written by Ken Zhou
Launching your first product on Amazon is a daunting yet exciting task. You're excited to introduce the product you've been working so hard on while also scared that not many people might receive it positively. This turns an Amazon Product Launch into a challenge for many sellers.
Though experienced sellers consider it a must, launching a product on Amazon can also be a problem. So, how do you pick the best Amazon product launch service?
If you want to become a seller and launch a product on Amazon, you must know the statistics:
Keep in mind that the market has been saturated, so distinguishing your product from others is necessary. Imagine the amount of money you can earn if you make the right product launch decisions. You’ve come to the right place.
In this article, we'll talk about tips on launching your products and Amazon store optimization.
Before going over the following tips, let's first take a look at what makes a product rank high on Amazon. You've probably asked, ”What is Amazon's marketing plan? How do they rank and advertise product listings?”
At first, it may seem tricky to decipher, but it's pretty simple. The answer lies in Amazon's A10 Algorithm.
A10 powers Amazon's search engine. It analyzes Amazon product listings and dictates their ranking in the search results. Google and Amazon's algorithms may be similar in some ways, but they're not identical.
For one, Amazon's goal isn't to become a search engine. They just use their algorithm to help customers search for an item. The results are mainly based on relevance and popularity.
Three metrics affect the Amazon A10 Algorithm. These metrics can help you understand the algorithm better. To know each detail, read below:
| Sales Velocity | The rate of how fast you sell your products on Amazon. The quicker you sell, the more Amazon will push it upwards on the search result. |
| Click-Through-Rate (CTR) | The percentage of customers who view and click on your product. It determines how relevant your product listing is to viewers. The higher the CTR, the more relevant your product listing is. This is the point where the customers decide to purchase the product or not. |
| Conversion Rate | The rate of customers who buy your product. The higher your conversion rate, the higher your sales. |
Knowing and understanding these three metrics will help you with your product launch.
After understanding how product listing rankings work on Amazon, it’s time to learn how to create a successful product launch. We’ve listed nine tips to help ensure your Amazon product launch performs beyond expectations.
If you want to avoid the dreaded low engagement results, you must take the right steps immediately. The first step for your product launch happens way before setting your plans in order—doing your research on the following:
More than a million sellers registered on Amazon this year alone. Each seller can hold an Amazon product launch twenty times a month. With this volume, you can expect that someone in the marketplace is already selling your product or something close to what you’re offering.
Determining your product’s competitive advantage early in the brainstorming phase is crucial. This advantage can be your main selling point and would differentiate your products from the competition.
Doing audience and keyword research before your Amazon product launch is highly recommended.
By understanding your audience, you’ll know what your target buyers want. You can identify your target market by analyzing engagement demographics and using analytics tools like SEMrush or Google Analytics. Knowing your target market also informs you of the trends that appeal to your audience, a valuable piece of information for marketing or advertising.
Additionally, once you’ve identified your audience, keyword research will be a breeze. With keyword research, you’ll know what your audience typically types in the search box to find what they’re looking for. You can use these keywords to optimize your listings so buyers can easily find you.
An essential part of your research is noting your competitors' best practices. Try observing the products that appear on top of the search results and note how they take product photos, how they write their listings, and how well their product performs in SEO and reviews. You can adapt your launch based on what they do right and try to avoid what they do or did wrong.
High-quality products are not all about functionality and appearance. It must also pass under safety and hazard measures, especially if it's a new product.
Have your products assessed before launching an Amazon product and selling them. Testing the product lets you know which features need improvements or changes. You'll also learn about the essential markings, warnings, and seals.
Perform product testing while you're still choosing a supplier. Once you've chosen your suppliers, ask for samples and examine the product thoroughly.
Can I just ask the supplier if it is safe or not?
Hiring third-party inspectors to test the products would be better because they are more knowledgeable about safety standards.
Remember that offering an untested product may cost your selling privileges on Amazon, and it may have legal consequences. Product testing can take much time, but this is necessary to avoid jeopardizing your launch and future on Amazon as a seller.
Photo by Erik Mclean on Pexels
Once you’ve conducted your research and product testing, securing an Amazon Prime Badge is next. The Amazon Prime Badge signals to customers that their purchases can be safely shipped to their doorsteps within two days.
More and more customers are joining the Amazon Prime membership due to its added benefits. Amazon has marketed for over a decade, so it is no wonder that the conversion rate increases when a product has the Amazon badge.
Prime-eligible products also appear higher on the search results. This allows sellers who spend most of their time and money on the platform to sell their products. If you want your product eligible for Amazon Prime, enroll it in Amazon FBA.
FBA is a fulfillment option where Amazon fulfills its products. Amazon does the heavy legwork for you, which helps you focus more on your products' promotion and marketing.
Amazon will store your inventory, ship them to the customers, and happily deliver the items to their doorsteps. Aside from these services, they provide customer refunds and returns! All you have to do is set up your store and market your products to earn income.
Before focusing on advertising your product, you have to check your product listing. Most of the time, brands are eager to launch their products but don't check their content. Producing high-quality content is a must to hook customers and increase conversions.
Your advertising budget will go to waste if you have a low sales volume. Hence, producing high-quality content is vital in generating leads and conversion.
One of the ways you can optimize your product listing is to use relevant keywords in your product titles and descriptions. When choosing your keywords, consider all the relevant phrases and search terms applicable to your product. You can do keyword research manually through search engines, built-in platform analytics, or keyword research tools.
Customers typically scan through a product title more than any other part of your listing. As a result, your product titles will significantly affect your customers' first impressions. Creating a bland product title that doesn't give any description will surely give you a low conversion rate.
Customers appreciate product titles that give them an idea regarding the product. It will also be easier to search for the product if relevant keywords are used. Put your most important keywords in your product title and your very most important ones at the beginning.
It is a known fact that customers tend to look at product photos before reading a product description. The images are visual representations of the product that helps customers decide whether to purchase. If they see a product listing with low-quality images, they'll most likely click the exit button and go to another seller's product listing.
You can understand why stores on Instagram use visually appealing feeds to attract customers to their stores. Many have even invested in hiring photographers to shoot stunning product images.
Impress your customers while staying compliant to Amazon with the following pointers:
Alt text: Do’s and Dont’s of writing a product description
A common mistake sellers make is creating a lackluster product description. Anyone should understand that product descriptions are essential for a customer to understand the product’s features.
Your product descriptions should be compelling and truthful. Instead of bombarding potential buyers with technical and irrelevant details, write about the benefits and uses of your product.
To make it easier on your part, try putting yourself in the customer's perspective. Answer all the possible questions they could have about the product and include these in the description. This way, you'll create a detailed and compelling product description that will help generate leads.
However, the product description should be concise and clear in describing the details of the product. We recommend keeping your product description to a minimum of 250 words and a maximum of 2,000 words.
Besides the product title, you can also insert your keywords on the key features, product description, and backend. But don't overstuff your keywords.
As you implement your Amazon product launch strategy, you need to ensure you’re taking advantage of all available resources on Amazon. One of these is Enhanced Brand Content or EBC. It differs from the traditional product listing page in that you can add visual elements like banners and infographics to make appealing content to increase sales.
Not all sellers on the platform can use EBC for their business. Only those who applied for Amazon Brand Registry and got approved are qualified. To take advantage of EBC, you must invest time, effort, and resources into making content.
With EBC, you can highlight your selling points, introduce your brand, and focus on your best-selling products first, increasing your engagement and ROI for advertisements while reducing product returns and negative reviews.
If you want to get the ball rolling, you must create an offer that customers will have difficulty refusing.
Photo by rupixen.com on Unsplash
Using product discounts to attract customers is the easiest way to get them to buy and increase initial demand. Coupled with winning deals, the discounts can make people feel they receive more value from your product offers.
Most product launches give coupons and discounts to get traffic to their products and receive new buyer reviews. When launching a new product, try to provide product discounts and bundles.
You may have trouble choosing the right discount for your product launch. After all, if the discount is too low, you may not encourage potential buyers to purchase your product; if the discount is too high, you may lose money.
The two primary factors you need to consider are popularity and demand. You can price as high as 20-30% off if the demand and popularity are high but offer 60% off for low demand.
Giveaways are a great way to generate leads and invite people to your product listing. Most product launches create giveaways to drive traffic and leads. The customers will follow a series of steps, such as watching a video, inviting friends, or joining an email list.
These steps will help spread the word about your product and provide you with an email list. The winner can leave a review after receiving and using the product, while the other participants can avail of the product discounts.
You may utilize Amazon Giveaway for your product launch. Amazon Giveaway is a program that allows sellers to set up sweepstake campaigns. These advertisements can create a buzz about your product and attract potential customers. You may enroll through Seller Central.
You must select 30 physical and 50 digital prizes to set up your giveaway. The entry requirements and awarding shall also be based on your set parameters. It can be a private or public giveaway. Once done, Amazon shall handle the rest.
Tie your new product to a successful Amazon product under your store. Giving a discount code is insufficient because you must also provide excellent offers. Price your product based on the cost and quality. Conduct market research and competitor analysis to determine your offer.
Create a bundle and use your best-selling product for promotion. An example would be to create a discount structure where buyers can receive a discount if they buy both.
You're now near the end of your Amazon launch strategy—the next step: marketing and promotions. You've spent time preparing your product for launch and checked if everything is optimized correctly. Your product is ready for an advertising campaign, so you're prepared to gain traffic and conversions.
Use social media advertisements, Amazon PPC campaigns, and product reviews to push your products.
Drive external traffic to your products through social media advertisements. Facebook is a popular platform with a lot of users. Capitalizing on this can help you drive traffic to your product listing.
You need a Facebook page for your brand or product to run FB ads and a Facebook Business Manager Page. When creating your Facebook ad, we suggest not directing them to your Amazon product listing just to be safe on Facebook's Terms of Service.
Instead, direct your customers to your website and install a Facebook tracking pixel. You can use the data for your campaign with a lookalike audience to ensure your ads are shown to the target audience.
Google ads are similar to Facebook ads and can help you direct traffic to your website. However, Google ads are more expensive than Facebook ads, so you may choose another option.
Amazon Pay Per Click (PPC) is a unique advertising solution that pays Amazon a fee for every click on your ad. Amazon PPC connects your products to a specific search term, thereby gaining an audience and ranking high on the algorithm.
Also, Amazon PPC is more cost-effective than other paid ads, so you may want to utilize it.
The number of social media influencers has been growing every year. These people have a huge platform, and followers regularly interact with them. Building awareness of your brand through their platform can increase your sales velocity and traffic.
We suggest targeting Instagram influencers with less than 100k followers and Youtubers with 1k-50k subscribers. They can generate good results for an affordable price.
Product Reviews help persuade a buyer to purchase your product. Over 49% of customers read negative and positive reviews before deciding. The statistics explain why brands should work on their customer reviews.
But what if you do not have any reviews? You can launch your product on your site first and get reviews from respected sources. Share these reviews on social media where your potential buyers can see the authenticity of your product. From there, you can lead them to your Amazon page.
Some programs you can use to speed up the reviews are Early Reviewer and Buyer-Seller messaging.
| Amazon Early Reviewer | This is a program where customers who have purchased the product write a review within the offer period and receive a reward such as a $1-$3 Amazon Gift card. The reward can only be redeemed after a review. |
| Buyer-Seller Messaging | This is a program that allows you to send a customized message to customers who recently purchased from your store. You can send some tips on how to use the product, word games, or even recipes. But, of course, the main point is to gain reviews. You can also politely ask for feedback by asking them, "Tell us how we did?" |
After setting up everything and you've finally launched your product, it's time to monitor your account. You don't want to set it up and then just leave it. You have to keep an eye on your metrics and conversion rate.
Check if your keywords and promotions are working with an Amazon product ranking tool. Monitoring your product listing can help you tweak it when needed.
Are you having trouble launching your products? You can employ the services of a Product Launch Service. They will help you boost your product listing, take care of details during the product launch, optimize your listing, and maintain a high conversion rate.
Seller Interactive has a group of professionals who can help launch your products on your behalf. Some of the services we provide are the following:
SEO Keyword Check
Before the product launch, we offer a comprehensive SEO keyword check to ensure your product listing has relevant keywords.
Optimize Your Product Listing
To gain a broader set of audiences and increase your initial sales and leads, we optimize your product listing to be easily searchable on Amazon.
Maintain a High Conversion Rate
After the product launch, we monitor your account and help maintain optimal rankings.
Launch a Product the Right Way! | Amazon Authority #Shorts
Selling a newly launched product on the Amazon marketplace can be challenging, especially if you don't have any experience. There are a lot of competitors selling similar items, and becoming relevant is a real task.
Following the tips above can help you navigate the ecommerce jungle more easily, have a successful product launch, and generate sales beyond your expectations.
Let us help you propel your Amazon business to greater heights. Contact us today.
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