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What is an Amazon Product Launch?
An Amazon product launch is the process of strategically debuting a new or existing
product on the Amazon platform.
This involves a carefully planned approach to enhance the product’s visibility, stimulate
sales, and attract potential customers.
The objective is to effectively target the appropriate audience, create excitement around
the product, and encourage purchases, leading to a collection of positive reviews. These
steps are critical in elevating the product’s overall performance within the marketplace.
Launching a product is purely a technical task; there’s no need for extra creativity…
Launching a product is purely a technical task; there’s no need for extra creativity. I just rolled out my 8th product in the same way I did the last 5, and, like clockwork, the organic sales kicked in after 35 days. In this game, there are no shortcuts. You have to stick to what works, every time. If you try to cut corners, you’re pretty much guaranteed to flop and have to go back to square one. It’s all about staying the course!
What Are the Typical
Obstacles Faced When
launching a New Product on
Amazon?
Before diving into this topic, it’s important to recognize that challenges are an inherent part of both business and life. Remember, your approach to these challenges is often more significant than the obstacles themselves.
In the Amazon marketplace, one prevalent challenge is the intense competition.
How do you ensure your product stands out among countless others?
This challenge is compounded by the need to navigate Amazon’s complex algorithms and adhere to its ever-evolving policies. Additionally, managing inventory, logistics, and advertising – particularly when you’re initially taking on multiple roles – can be overwhelming. Providing a smooth customer experience is also crucial. Moreover, for newcomers, collecting and analyzing market data to make informed business decisions can seem like a daunting task.
However, none of these challenges are insurmountable. With dedication and effort, you can successfully navigate these hurdles and achieve a successful product launch on Amazon.
When you’re launching a product, your main goal is to get it noticed on Amazon …
When you’re launching a product, your main goal is to get it noticed on Amazon and start selling quickly. So, my top tip is to treat the launch phase seriously. A good launch can boost your sales for months and make you feel successful early on. If you don’t have the right tools or know-how, it’s better to get help from a professional expert or a service that knows how to do it. No need to take risks in this area.
10 Steps for Launching or Relaunching a Product on Amazon (2024 Edition)
Step One
Get the ball rolling: Ensure Your Sales Page is Fully Optimized
(A-Z)
This is a technical and important step; do not skip it. The entire launch process depends on your sales page being optimized.
What to focus on?
Title – Optimize listing titles within character limits to provide valuable information and
encourage audience clicks.
Images -Use high-resolution images over 1000 pixels to enhance product listings and
enable audience zoom-ins.
Bullet points – Optimize the product features section with bullets to highlight key
aspects and benefits on Amazon.
Description – Craft engaging, relatable product descriptions to highlight value, solve
customer problems, incorporate keywords, and encourage purchases.
Set a competitive retail price – Effective pricing is key to conversions on Amazon. High
prices compared to competitors can lead to lower rankings and fewer sales, so
competitive pricing and strategic keyword use are crucial.
Step Two
Determine the Retail Price
This step is crucial for the best launching strategy. The retail price should be attractive,
ideally 15-25% lower than your competitors.
Important: The retail price directly affects the conversion rate and how Amazon’s
algorithm indexes the product. Unattractive pricing will push your product to the last
pages.
Step Three 3 (Days 1-17)
Product Giveaway
Launch a giveaway and distribute 15-30 products at full price to family, friends, bloggers, and social networks. Skipping this step will render the launch process ineffective.
Why a giveaway?
To receive initial reviews and index the product in the search engine.
*Ensure that none of the buyers use links or super URLs; all purchases should be made using the SFB method (search, find, and buy) to avoid any risk to your Amazon seller account.
The best and most professional way to conduct a successful giveaway is by using blogger platforms such as Panda Boom, Dragon Dealz, or Tomoson. These agencies have years of accumulated experience and a deep understanding of all the categories and complexities.
Step Four (Days 18-25)
Wait for 10-15 Initial Reviews
At this point, you should start receiving a small number of organic purchases.
4 key points regarding product reviews:
- A product that has at least one review is 65% more likely to be bought compared to a
product without any reviews - About one-third of consumers are hesitant to purchase a product if it lacks reviews.
- Reviews on Amazon are considered more reliable than any other type of review.
- Generally, positive reviews can boost sales by an average of 20%.
No reviews lead to a low conversion rate, which results in a low
sales rate and non-converting PPC campaigns.
As you can see in the Keepa screenshot below, the correlation between reviews and sales improvement is strong and unequivocal:
Step Five (Days 26-40)
Run an Automated Campaign
An automatic campaign is a hands-off advertising option in Amazon’s Sponsored Product Ads, where Amazon’s algorithms utilize your product details to match your ads with relevant searches and products, based on your set daily ad budget.
Set a bid of $1.2-$1.3 and a daily budget of $25-$30
Why an automated campaign?
To extract data from the campaign reports. To generate sales.
Step Six (Days 41-44)
Analyze Campaign Data
Remove “negative” keywords based on the search term report. Create manual campaigns (broad, phrase, exact).
Note: If you’re new, you can skip the “exact” campaign until you gain more PPC
experience.
If you’re not a PPC expert, consider outsourcing this task.
Step Seven (Days 45)
Launch the Manual Campaign
A manual campaign offers precise control over ad placement on Amazon by allowing you
to choose specific keywords, products, or categories, with a set daily budget, to
strategically target and position your ads.
Set a budget of at least $30 per day.
Do not turn off the automated campaign.
The automated campaign has an “internal memory,” and its results improve over time.
You can reduce the automated campaign budget to $10-$15 per day with a bid of $0.97.
Important – Managing campaigns requires unique knowledge and experience; don’t cut
corners on this expense. If you lack expertise in managing Amazon PPC campaigns, we
recommend hiring an agency that specializes in this area.
Learn more about the Panda Boom PPC Management Service
Step Eight (Days 45+)
Daily Optimization
Continuously optimize the campaigns and the sales page.
Step Nine (Days 50)
Evaluate Organic Sales
You should be selling organically, though not in large quantities.
If selling 0-3 units per day at this stage, reassess factors like price, reviews, copywriting,
and product index.
Step Ten
Examine Your Sales Page from a Buyer’s Perspective
Try to view your sales page as a potential buyer would.
If you find this difficult, seek opinions from people you value.
Final Thoughts
To summarize our advice:
- Make your product launch impactful and memorable.
- Carefully manage your shipping and storage expenses to maintain healthy profit
margins. - Perform in-depth product and keyword research.
- Create an optimized listing. This includes refining your product title, bullet points,
images, Amazon backend keywords, and description. Utilize Amazon A+ content
effectively. - Monitor your keywords and phase out those that aren’t effective.
- Implement Amazon PPC campaigns to achieve higher rankings for specific keywords
in Amazon search results. - Replenish your inventory promptly.
- Drive external traffic through social media, paid campaigns, and influencers for initial
momentum. - Encourage customers to purchase your product and leave a review afterward, making
use of Amazon’s reviewer programs.
If you need further assistance with selling on Amazon, feel free to contact us by
email at support@panda-boom.com
The product launch phase is like to your honeymoon with Amazon…
The product launch phase is like to your honeymoon with Amazon.
Amazon expects you to enter the market gradually and make use of the tools it provides, including the well-known sponsored ads feature. It’s crucial to seize this opportunity, work methodically, and exercise patience. Amazon desires your success, and it’s a mutual benefit. So, remain patient, follow a systematic approach, and your success is almost certain. Here’s a small tip: register your brand ASAP for smoother and more efficient product launches..
