Launching a product on Amazon can be quite intimidating the first few times. To be successful, you have to be fully ready to give your time, money, and commitment to take your store to the finish line. A good start can spell the difference between launching a business and crashing one.
Amazon gives retailers who pull in outside traffic and sales exclusive spots on the search engine results page (SERP). Product releases, often known as promotional giveaways, are a widespread occurrence on the website and increase profits, which benefits rating. Although the idea is clear, it can be perplexing at first—particularly for new sellers.
With that in mind, let’s clear it up even further.
A product launch is intended to propel your listing to the top of Amazon SERPs for a big keyword or term related to your product. Remember that the higher you rate, the closer you are to the first page. The aim is to maximize your revenue by seeing your listing included in organic search results. Shoppers like releases because of the low costs. Launches are critical for sellers because they help your keywords rank, drive organic search traffic to your site, and pump conversion rates and sales history, which gives your product more authority on Amazon.
Growing your profits doesn’t just put cash in your pocket. Increasing your sales velocity raises your rating, leading to higher visibility on the search engine. It follows a natural flow, with various factors that significantly impact each other for better or for worse.
With this said, launching a product involves many steps beyond just adding your product to the jungle. In this definitive guide, we’ll break down the process into bite-sized steps you can easily use to be well on your way to success. The plan involves three phases:
- Preparing for the launch
- The product launch itself
- What to do afterward
Fasten your seatbelts and drive right into this comprehensive Amazon tour!
1. Preparing for the launch
A successful product launch is earned, not given. What you do in the background will ultimately determine how your product shines when you launch it. Here are a few tactics you can employ to prepare your launch to the fullest:
Find your competitive advantage
This year alone, over a million sellers were listed on Amazon. Assume that each seller will launch an Amazon product twenty times a month. You would expect someone in the industry to be selling your stuff or something similar for this volume.
Early in the brainstorming phase, it is essential to assess the product’s strategic edge. This benefit may be the most significant selling point and the thing that will set you apart from the competition.
According to Target Market Research, Amazon Prime customers are faithful and committed users. Naturally, if you have the Prime Badge, you are already where the customers are; all you have to do now is to let them find you.
Considering your rivals’ best practices is an essential aspect of your study. Examine the brands that appear at the top of the search results and remember how they take product images, write their listings, and how well their product does (through the reviews). You should modify your launch based on what they do well and what they do poorly.
Do proper keyword research
Consider all of the potential phrases and keywords applicable to your product and arrange them under a list. Pick out the most critical keywords and enter them into a keyword tool, paid or free. You should also look at a competitor’s offering and see which keywords they are ranking with. Filter these keywords depending on the characteristics and functionality of your product.
Know the Amazon algorithm
Before we get through the tricks, let’s look at what makes a product score high on Amazon. You’ve probably wondered, “What is Amazon’s strategy?” or “How do they rate and promote product listings?”
It might seem to be a complex puzzle to decode at first, but it’s fairly straightforward. You can find the solution in Amazon’s A10 Algorithm. Amazon’s A10 Algorithm is the company’s search engine. It displays how Amazon product lists are ranked in search results. The algorithms of Google and Amazon can be similar in some aspects, but they are totally different platforms. For starters, Amazon’s primary focus isn’t to become a search engine. They use their algorithm to assist customers in getting what they need in the shortest amount of time. The findings are determined mainly by importance and popularity.
Three metrics influence the Amazon A10 Algorithm. These metrics will help you better understand the algorithm. Read on to learn more about each detail:
Sales Velocity is the pace at which the goods are sold on Amazon. The faster you sell, the higher it will appear in Amazon’s search results.
The number of consumers who see and click on your offer is referred to as the CTR. The CTR is critical for determining how important your product listing is to audiences. The higher your CTR, the more appropriate your product listing would be. This is the stage at which consumers determine whether or not to buy the items.
This is the percentage of consumers who purchase the offer—the greater your conversion rate, the greater your revenue.
Branding, branding, branding
On Amazon, branding is no longer optional. If you want to grow productivity in your business, you should include branding in your product launch plan.
Take a look back and consider the brand during the development process. Determine what you want to sell, how you describe your brand to your clients, and how your offering differs from a competitor’s. Product packaging, branding, brand colors, and consumer awareness of the product/brand are all examples of this. These factors will determine your company’s capabilities, target demographic, and help you in crafting your brand narrative.
It would be better if you expanded the brand using straightforward, convincing copy and high-quality photographs. Amazon A+ Content will help you accomplish this, making the product (and the seller) more appealing. Even if you are not eligible for Brand Registry at the time of product launch, the easiest way to create a brand on Amazon is to use A+ Content. Prepare by reading everything you can about it.
Set your goals
The next step is to decide what you want to get out of a product launch. When it comes to goal-setting, you must be precise. Why are we doing this? Is it to gain brand recognition? Achieve sales velocity? A little bit of both?
As a seller, you can measure the expenses and commissions and forecast your product’s sales potential. You will measure your sales potential by doing some fundamental analysis and visiting Amazon’s website.
Get a Prime Badge
If you want to stop the dreaded low engagement performance, you must begin with the right moves. The first move in launching your product is to obtain an Amazon Prime Badge. Customers who see the Amazon Prime Badge know that their orders will be safely delivered to their doorsteps within two days.
Amazon Prime is a subscription scheme that offers free and quick delivery, streaming services, and exclusive discounts. Amazon Prime subscribers are more active buyers on the platform. Prime members choose to purchase products with the Prime Badge when buying to reap the benefits of the subscription they paid for.
Because of the additional perks, an increasing number of consumers sign up for an Amazon Prime membership. Amazon has been marketing for over a decade, so it’s no surprise that a product with the Amazon badge has a higher conversion rate.
Prime-eligible products rank higher in the search results. A Prime Badge enables vendors who devote most of their time and resources to the Marketplace to sell the product listing quickly. You should enroll your product in Amazon FBA if you wish for it to be considered for Amazon Prime.
2. Main event: the product launch
Finally, launching your product doesn’t mean you can rest on your laurels. In fact, this is where the real work begins. You’ll start to see the consequences of your pre-launch strategy, and as a seller, it’s your job to respond immediately if there are any errors. Here’s how you tweak your product listing in real-time:
Keep the product listing optimized
Monitor your keywords
Once you’ve optimized your brands with the appropriate keywords, you can check to see if they’re performing well with your page. To do this, you must begin recording the keywords and observing how they work. Keep track of key success indicators such as click-through rate (CTR), number of clicks, and conversions. You should remove non-converting keywords and replace them with high-performing ones in your listings. You should target a specific group of keywords in your ad campaigns if you want to increase your ranking for them.
Drive outside traffic to your store
Ideally, you should be working on getting considerable traffic before the product launch. This ensures that you’re giving your product launch all the opportunities it needs to succeed. You can accomplish brand recognition in a variety of ways, including:
- Creating a blog post that promotes your listing
- Having a website to gain initial momentum
- A social media site (such as a Facebook or Instagram page) with a large number of followers
- A growing mailing list identifying early buyers or influencers and inviting them to rate the product
Although Amazon has a sizable user base, the market is fierce. So it makes sense to direct additional traffic to the listing to increase visibility and initial sales momentum.
3. What to do afterward
The sustainability of your business depends on practises that further establish your authority as a seller. Not only will these actions keep the momentum going, but it will also set the stage for your future product launches. Here a few post-launch strategies you can try:
Social proof your store
Making the first few purchases can be complex, but encouraging consumers to leave ratings can be much more difficult. Product reviews on Amazon are essential for two reasons:
- Customers regard ratings as trustworthy as personal advice. As a result, positive feedback often leads to increased revenue.
- Reviews play an essential part in product rating. Furthermore, without ratings, it is challenging to produce PPC campaigns. Therefore you should prioritize getting more feedback first.
When requesting a product review or buyer reviews, Amazon follows a series of guidelines. The e-commerce behemoth takes action against anybody who attempts to cut corners. Knowing that, make sure to double-check the policies.
Here are your choices for gathering Amazon reviews:
Amazon Early Reviewer Scheme
Amazon launched this evaluation service to assist vendors with obtaining initial product feedback. Your product will be eligible for the scheme if it has less than five stars and costs at least $15.
Amazon will call anonymous customers who’ve bought the goods and ask them to leave a comment. Regardless of whether the comment is constructive or not, the customer gets a $1–3 voucher for leaving one. After receiving at least one recommendation for the enrolled items, Amazon charges you $60.
Amazon Vine App
This program allows the most trusted bloggers to write product reviews for you. Amazon encourages individual shoppers to become ‘Vine Voices’ depending on their reviewer rating to leave truthful and impartial product feedback to inform other shoppers. Amazon gives these reviewers free merchandise from participating retailers.
Another way for third-party retailers to get feedback is through Buyer-Seller Messaging. This free service allows companies to deliver a personalized message to buyers after purchase. Sellers may provide their clients with helpful knowledge such as product user guides, maintenance guidance, and even innovative add-ons such as recipes or word games. Of course, this extra touch-point can also be used to solicit product reviews with a clear message like, “Tell us how your experience went.”
Amazon Prize Giveaway
Amazon Giveaway, a software that allows both vendors and sellers to set up sweepstake contests, is a lesser-known marketing tactic to use at product launch. This deal will be a great way to spread the word about your new product and expand your client base.
Amazon Giveaway is available to third-party sellers through Seller Central. First-party vendors, on the other hand, set up the promotion by clicking on the “setup giveaway” option on the product description page of the ASIN they want to advertise.
Manage your inventory
The consequences of running out of stock are far-reaching. Amazon inventory management is critical to the company because, unlike brick-and-mortar retailers, there are no backorders or customers who can politely wait to return if a product is unavailable. Amazon customers will head directly to a rival with the item in-store, costing you revenue and cash flow.
As if that isn’t enough, here are several other consequences of running out of stock:
Whether you are out of stock for an extended amount of time or daily, you will most likely see a substantial reduction in keyword ranking, which can be impossible to solve even after a restock. Giveaways and promoted advertisements can help you reclaim territory, but you’re now running with a low sales background and less income due to revenue loss.
No Organic Search Visibility
Amazon usually excludes out-of-stock product lists from its search results. Though your listing can still exist on Amazon, it would be far less visible. Amazon’s popularity, and what makes it arguably the best company globally, is its fast, inexpensive access to millions of goods. You can miss out on specific business opportunities if you do not adequately handle your inventory.
Maintain your outstanding marketing strategy through PPC campaigns
The final stage of your Amazon product launch strategy is to promote your product through Pay-Per-Click (PPC) marketing. These ad strategies aid in ranking a new product on Amazon search results. PPC campaigns, when conducted right, are a sure way to attract attention to your product page and generate revenue.
Ensure that you have a professional campaign team who can be your guide to Amazon SEO to present the goods in the best possible way. Customer acquisition is the primary target of any successful campaign strategy, so make sure you develop high-value, loyalty-driven marketing campaigns.
Amazon PPC campaigns are your best bet for getting your goods in front of the crowd, especially for new customers.
- To boost your scores, target the top-performing keywords in your campaigns.
- To attract a larger audience, target a competitor’s product or name.
- Bidding tactics will help you attract the right audience and boost your sales efficiency.
When planning PPC campaigns, always remember to keep it within your budget. Many novice sellers drain their cash by inadvertently trying to outbid large companies for certain keywords.
One of the most difficult challenges that brands face on Amazon is launching a new product. After all, the industry prefers goods with a track record of success. However, new products can break into the market by implementing strategies based on a long-term plan.
There is no set timetable for launching your new products. Sales momentum picks up almost instantly with some goods while others can wait for months. The trick is to have a well-rounded approach that works on all corners and having the patience to monitor and make the necessary changes.
Jayce is the managing director of Seller Interactive, the number one Amazon advertising agency based in Canada that helps brands build their business on Amazon. His content marketing expertise has led him to work with brands such as Toyota and GoDaddy, producing content that has reached over 20M views in a month.