What’s the difference between adding a product to Amazon and a proper Amazon product launch? Maybe you’ve done product research, keyword research, and written some top-notch product content that is optimized for your target audience. You uploaded your product and go live. Days go by and you’ve had maybe a few orders but nothing like what you were expecting, so what happened? You are indeed selling on Amazon, but you haven’t done everything you need to do to start down the path to profit. A successful Amazon product launch must nail details like category research, pricing, reviews, sales velocity, advertising, and more.
Category Research
Customers need to be able to find your products to buy them. Companies spend millions on marketing to figure out how to accomplish that. On the Amazon marketplace, that starts with ranking high for target keywords and in your chosen category. Amazon is organized into hundreds of sub-categories and many products can potentially fit in to several of them, so why does it matter? Choosing the correct category can be a crucial step that determines whether your product will be easily visible in search results.
Finding the correct category can help propel your product up the Best Seller Rankings list, but it isn’t rocket science
A category with many high ranking products is a good sign that your product could do well and is the first element worth your consideration, but it isn’t the most important detail. Placing your product in the category that customers will look for it is vital to its visibility. For example, customers looking for winter gloves would be unlikely to find your product if it was listed in the fishing lure category, and it would likely not be able to move up in category rank. Our product launch specialists understand the nuances of category performance and will be more than happy to help you out.
Pricing
Setting the right price that will ensure profit for you, and add to your product’s value in customer eyes is critical to a product launch. Price factors heavily into both Amazon ranking and winning the Buy Box. You don’t need to be the cheapest, but you should offer plenty of value in the product and have high account metrics such as Seller rating, inventory performance, units ordered, and more. This makes it difficult for a new product to set a high price and be successful. Many sellers seek to resolve this issue by offering an Amazon coupon.
Factoring Amazon expenses such as seller fees, referral fees, fulfillment and storage fees into your product price is vital for Amazon success
Offering a discount on a new product can be a great way to move lots of units very quickly, and likely generate some reviews in the process. Promotions need to be timed properly to coincide with your product launch and ensure they are approved by Amazon. Every promotion created in Seller Central requires a 4-hour window before in goes live. It is also important to set the proper duration of your sale; many experts recommend a promotional period of about 8 days. Any shorter may not result in enough sales to generate velocity of reviews, and longer promotions will likely decrease profitability.
Reviews
Amazon Vine Voices are not compensated for their services in order to help prevent bias and ensure honest product reviews
Advertising
Contact our team for help on how to leverage unique Amazon tools such as coupons, lightning deals, and promotions to increase your product's visibility
Common Mistakes
- Ignoring Amazon policies
- Not doing competitor and keyword research
- Not performing category research
- Not pricing a product competitively
- Not calculating all your costs and Amazon fees when determining product price
- Not offering a coupon to generate sales
- Choosing the wrong coupon duration
- Not enrolling in an Amazon review program
- Too little or no advertising budget
- Targeting too many Keywords
