14 Factors to Consider to Ensure a Successful Amazon Product Launch

January 28, 2021
Written by Kevin Wong
amazon product launch

Would you eat an undercooked meal despite the dangers of food poisoning? What does it have to do with an Amazon product launch? It is easy to jump the gun when you're hungry for the sales and success that you will get from your offering. It is the same when you crave for pizza, not minding if the crust is still soggy or limp. However, it is not only you that will be disappointed but also your future customers and Amazon itself. Are you willing to risk your selling privileges for a half-baked Amazon product launch?

If you're about to launch a product or planning to sell on Amazon, read this guide first to ensure a smooth and successful Amazon product launch. Here are the factors you should consider:

Avoid the "me too" trend

Don't be another "me too" brand victim. These are the brands that are piggy-backing on the hottest trends in the market. Although it is the easiest way to make sales, think of what makes you stand out. If you're adamant about selling a trendy product, try to recalibrate or upgrade it. According to a Forbes article, instead of following this knee-jerk reaction, look to what makes you different. In this way, when the waves of trend die, your product can stand on its own and continue selling. 

Create an Amazon product launch strategy

In other words, create a comprehensive to-do list or laundry list. Launching a product can make you excited and anxious at the same time. When emotions are high, you tend to forget or miss things, especially as the launch date nears. But having a list, no matter how long it is, gives you a sense of assurance that things are going as planned. 

It would be better to write a complete list that includes pre-launch and post-launch tasks. Pre-launch covers tasks like searching for a product, choosing a supplier, and writing a product listing. On the other hand, post-launch is when you start optimizing your listings and setting up PPC campaigns to promote your product further.

Consider being a separate legal entity

Initially, your Amazon legal entity is sole proprietorship where you mix personal and business life. But if you're planning to scale your business, you may switch to LLC (Limited Liability Company), one of the most common separate legal entities in the marketplace. 

You choose to stick with a sole proprietorship, but when a customer files a lawsuit against you, your personal and business assets are at stake. On the contrary, an LLC business may protect your company because you can still keep your personal assets to yourself, even if your business assets are wiped out.

You're also obligated to have a separate bank account and credit card, which makes tracking your finances more manageable. Moreover, it boosts your reputation among customers as they see you as an established company. 

Whether you want to operate as an LLC or not, you must first consult a lawyer who specializes in Amazon business and legal entities. Remember that choosing a legal structure depends on the income level, business location, and your requirements as a business.

Find a product that sells

When you're deciding which product to sell, ask yourself: who will buy this product? How can you determine this? Don't rely on your instincts; instead, take a data-driven decision to choose the right product. 

Your product idea must be high in demand with low competition. Sell a product between $15-50 to allow for healthy profit margins. Pick a product that you can improve to make it more saleable. 

Make sure there are no existing patents or trademarks for your chosen product to avoid legal issues. Find also a product that is safe, easy to manufacture, and easy to ship. 

Keep in mind that if you choose the wrong product to sell, your Amazon product launch may have a possibility to faill.

Check Amazon restricted products 

Determine if the product belongs to the restricted list because you must undergo a legal process to sell it. Examples of restricted products are cosmetics & skin/hair care, dietary supplements, electronics, food & beverage, jewelry & precious gems, medical devices & accessories, and surveillance equipment.

If your product idea belongs to the restricted list, you must get approval from Amazon first before even having an Amazon product launch. For example, cosmetics & skin/hair care products must be:

  • New and unused
  • Sealed with the manufacturer's original packaging
  • Safe for use and distribution
  • Compliant with Amazon's policies
amazon wholesale

Choose a reliable and trustworthy supplier

The success of your Amazon product launch doesn't only depend on how in-demand your product is. It must come from a reliable and reputable source, as well. If your supplier is not Amazon-compliant, then your business will be in jeopardy.

You may check on Amazon if their products are getting impressive reviews or high star ratings. Find out their level of experience and of how long they're making the product. Choose a supplier that has a fair pricing strategy and who is willing to answer all your questions.

How will you determine their level of professionalism and commitment to do business with you? Try a test run by ordering sample products from them. Rate them according to the quality of the product, speed of shipment, and communication.

Subject the product to stringent testing

High-quality products are not all about functionality and appearance. It must also pass under safety and hazard measures.

The assessment should be performed before selling it to the public or doing an Amazon product launch. Perform product testing while you're still choosing a supplier. Once you've chosen three suppliers, ask for samples, and examine the product thoroughly.

Can I just ask the supplier if it is safe or not? 

Don't ever try this approach to shorten the process. Since you're at the "dating" stage, be more vigilant and practice due diligence. It would be better to hire third-party inspectors to test the products as they are more knowledgeable about safety standards.

Keep in mind that offering an untested product may cost your selling privileges on Amazon, and it may have legal consequences from suing customers. Your product must pass the safety and compliance rules of Amazon as it continues to strive to be the Earth's most customer-centric company. 

Think of a creative packaging design

One of the Amazon product launch strategies to get your customers to love your product is wrapping it with an attractive and practical packaging. It could help boost your sales and enhance your brand's awareness on Amazon.

It is a way to stand apart from the thousands of products like yours. Your product's packaging should be unique and beautiful. It is how customers can distinguish your product and recall it at a moment's notice. "Ah, it is the one that has light blue packaging with a cool design!"

However, make sure that you still follow Amazon's guidelines with regards to packaging and prep requirements. If you're not creative at heart, ask for help from an experienced designer that can make your products pop online.

Reminder: Amazon is a search engine

For most of us, Amazon is an online marketplace to buy products at an affordable price. But as a seller, you should always consider Amazon as a search engine if you want your product to rank high on the search results.

According to Moz.com, 54% of product searches are made on Amazon, making it the third-largest search engine in the world. It is different from Google, though. Because, besides searching for products, its A9 algorithm ranks products that can sell or customers will most likely buy.

For "pleasing" A9, you must target these metrics, namely, sales velocity, CTR (click-through-rate), and conversion rate. Don't forget to satisfy your customers as well by offering them a high-quality product and excellent service.

Optimize product detail page

While we're on the topic of making A9 and your customers happy, you should know how to optimize Amazon listing. An Amazon listing or a product detail page is like a virtual storefront for your products, and the way you structure it will determine if it is worthy of winning the Buy Box.

Here is a short crash course on how to optimize Amazon listing:

Product title

It is the first thing customers will see when they're searching for a product. The customers may see your product if it passes A9's requirements, including keyword relevancy and conversion rate. Maximize its 200 characters by doing the following:

  • Capitalize the first letter of each word except for conjunctions, articles, and prepositions.
  • Use numerals or digits, for example, "1" instead of "one."
  • If a bundled product, mention the number of items like "pack of 5."
  • Don't add the quantity and price.
  • Don't add promotional texts like "sale," "free shipping," or "50% off."

Key features

It is a precious space where you can mention the five main features of your product. When you're writing the key features, keep in mind this question: how can it solve my customer's pain points or problems? Here are other tips for creating optimized product features:

  • You may state your product's dimensions, target age, country of origin, and warranty information.
  • Capitalize the first letter of each bullet point.
  • Spell out units of measurements like "inch" or "feet."
  • Don't include any symbols, only letters, and numerals.
  • Be as specific as possible; explain each feature clearly.
  • Don't mention anything about your company.
  • Don't add advertising and pricing information.

Product description

You can say here whatever you missed out on the key features section. Try explaining further your five top features and how it can help the customers. Enhance it by doing the following:

  • Don't include your name, email address, website URL, and company-related information.
  • Be mindful of your grammar, punctuation, and spelling.
  • Use complete and concise sentences.
  • Mention precise product dimensions.
  • Add warranty information and care instructions.
  • Don't include other products that you sell.
  • Tell the product's different styles, sizes, colors, and functions.

Product images

Other than the product title, the photos are what catches the attention of the customers first. Your product photos should tell a story and show the actual size of your product. Impress your customers by doing these:

  • The main image should include the core product, only occupying 85% of the frame in pure white background.
  • Each photo is zoomable with at least 1,000 dpi.
  • Show what is inside the package only.
  • Don't include additional accessories that the customer will not receive.
  • Don't add watermarks, borders, and texts.
  • Avoid showing the product's sketches or drawings.
  • Avoid creating placeholders like "No Image Available."
  • Don't include different colors of the product.

Plan a fulfillment strategy

If you're interested to know how to sell Prime on Amazon, then the first thing you need to decide upon is your fulfillment strategy. As a seller, you're not limited to how you can deliver your products to your customers. But if you want to be an Amazon Prime seller, the speed of the delivery matters the most. 

One of the perks Prime members enjoy is the same-day or two-day shipping. However, on your part, it may put a lot of pressure on you to fulfill Amazon's promise to its high intent customers.

That is why it is vital to devise an effective fulfillment strategy. There are different types of fulfillment strategies, as mentioned below:

Dropshipping

What is good about dropshipping is the supplier will be the one to ship the order to the customer. You're not holding any physical inventory as it directly comes from the supplier.

Dropshipping may seem a convenient method to ship orders considering there are apps online that can automate the process. However, it has several drawbacks, such as slow or late delivery times, especially if your supplier is overseas. Another disadvantage is the lack of quality control. You can't control the product's quality since the shipping is between the customer and supplier only.

SFP (Seller Fulfilled Prime)

It is an Amazon Program for those sellers who want to be Prime-eligible. SFP follows strict guidelines and selection criteria so your products can have a shiny blue badge.

In this program, you're responsible for storing the inventory, delivering the orders, handling returns, and customer service. As for the selection process, you must accomplish the following:

  • On-time shipment rate is 99%
  • Cancellation rate is < 0.5%
  • Valid tracking rate is 99%
  • Amazon Buy Shipping usage is at least 98%

These are quite difficult to attain since you're only starting on Amazon. The two-day shipping requirement might hurt your business. Good thing there is FBA, which we will discuss next.

FBA (Fulfillment by Amazon)

It is like dropshipping a la Amazon. When you're under the FBA program, you're automatically considered as a Prime seller. Plus, Amazon will handle the picking, packing, and shipping of your orders from their advanced fulfillment centers. 

Amazon's fulfillment centers are committed to the two-day or same-day shipping process. Besides, they will also take care of your returns and customer queries.

All you have to do is learn more about how to optimize Amazon listings and market it to success.

Amazon PPC longtail campaign strategy

Organize an advertising campaign

Typically, promotions or advertising campaigns come after you launch your product. It was like your "plan B" when your Amazon product launch didn't go well. Or you want to maintain the hype of your successful product launch.

Amazon has its PPC (pay-per-click) campaigns, namely, sponsored products and sponsored brands. It has different features but with one goal: to promote your product within Amazon pages.

Sponsored product ads help market individual listings. You don't have to create content for it since Amazon pulls it out of your listings. On the other hand, sponsored brand ads boost your products' visibility, but you have to build content for them.

You must plan your Amazon PPC campaign ahead of time to gain more traction as you establish your presence in the Amazon marketplace.

Sign up for Amazon Brand Registry

If you want to shield yourself from unfair business practices on Amazon, better register in Amazon Brand Registry before deciding the date of your Amazon product launch.

What is a Brand Registry? It gives you full control over your listings to confirm its authenticity and access to tools that can help you report any potential infringement. Moreover, it enables you to scale your business as it allows you to have A+ content (more on this later), Amazon PPC sponsored ads, Amazon stores, and many more.

Remember that you need an active trademark to sign up. Another plus point since a trademark can also protect your brand from listing hijackers and counterfeiters.

Make use of A+ content

It is a product description version 2.0. You can add enhanced product images, comparison charts, and videos on the content. This premium multimedia space within the product listing page gives you more chances to drive traffic and sales.

Humans are visual beings, and A+ content helps improve user experience. Although Amazon's A9 does not index it, Google's algorithm considers it, and its contents may appear on its search results. So it is like you're also advertising your products on the largest search engine worldwide.

In closing

A successful Amazon product launch isn't done overnight or for a week. It takes months of preparation to come up with a foolproof Amazon product launch strategy. You must know how to optimize Amazon listings and do it regularly. You should be fully adept on how to sell Prime on Amazon. On top of that, make sure you didn't miss any of the tips above if you want your hard work to bear fruit.

If you want to understand more about executing an Amazon product launch, Seller Interactive has a team of expert Amazon consultants willing to help you plan an Amazon launch service fit for your business. For inquiries, email [email protected].  

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