The Amazon marketplace is indeed a treasure trove of opportunities, with over 300 million active customers waiting to discover your product.
But did you know that a well-executed Amazon product launch could set your product on the path to becoming a top seller? We’ve seen products rise from obscurity to generating six-figure revenues within a matter of months!
It might sound like a tall tale, but all it takes is one product, a compelling listing, strategic pricing, and a strong grasp of Amazon’s algorithms. So, how do you navigate the intricate maze of an Amazon product launch and emerge as a winner?
That’s exactly what we’re going to share with you in this article, so buckle up and get ready to transform your Amazon product launch game!
1. Understanding Amazon’s Algorithm (A9)
Let’s begin with Amazon’s algorithm, known as A9. Think of it as Amazon’s secret recipe for deciding which products pop up first when a customer searches for something. Understanding this algorithm can be your secret weapon for a successful Amazon business product launch.
To please the A9, you need a great Amazon product listing. This includes using relevant keywords, having good customer reviews, and keeping your product in stock. Remember, the more you align with the A9’s likes, the higher your product will rank!
Here’s an insider tip. Have you heard of the Amazon Honeymoon Period?
The “honeymoon period” is a term commonly used by Amazon sellers to refer to the initial period after launching a new product on the Amazon marketplace. While it’s not an official Amazon term, it is widely used in the seller community.
This allows new products to compete with more established brands and products for visibility.
The honeymoon period does not have a set time period, but based on findings, it typically lasts for 30-90 days, but it can also vary depending on a number of factors, such as the category of the product, the competition, and the seller’s marketing efforts.
It is believed that Amazon gives the new product a boost in its A9 search ranking algorithm, helping it to gain initial visibility and potentially achieve higher sales.
There are a number of things that sellers can do to capitalize on the Amazon honeymoon period and its link to the A9 algorithm. These include:
- Focusing on your product listing: This includes ensuring that the product title, description, and keywords are relevant to the target audience.
- Running paid advertising: This can help drive traffic to the product listing and increase product sales.
- Generating reviews: Positive reviews can help to improve the product’s ranking in search results.
- Cross-promoting the product: This can be done by promoting the product on social media, email, or other channels.
Here are some additional tips for maximizing the Amazon honeymoon period:
- Set realistic expectations: The honeymoon period is a great opportunity to get your product off the ground, but it’s important to set realistic expectations. Don’t expect to become an overnight success.
- Be patient: It takes time to build a successful Amazon business. Don’t get discouraged if you don’t see results immediately.
- Stay focused: The honeymoon period is a great time to focus on your marketing and sales efforts. Make sure you’re doing everything you can to drive traffic to your product listing and increase sales.
By following these tips, you can maximize your chances of success during the Amazon honeymoon period and make the most out of the A9 algorithm.
2. Keyword Research
Imagine you’re a customer looking for a product like yours. What words would you type into the search bar? Those words are your potential keywords.
Finding the right keywords is a bit like a treasure hunt. You want to find words that a lot of people are looking for but that not many other sellers are using.
Tools like Amazon’s own ‘Auto Suggest‘ feature can help you discover these hidden gems. Remember, using the right keywords can make your product easier to find, giving you an edge in your Amazon product launch.
Here’s an insider tip. Use keyword research tools such as Jungle Scout to gain an advantage.
Jungle Scout is one of the popular Amazon seller tools used by Amazon sellers to research keywords, find product opportunities, track competitors, and more.
Here’s a general process for how you can use Jungle Scout for keyword research when preparing to launch a product:
- Sign Up and Access Keyword Scout: First, sign up for Jungle Scout (if you haven’t already), then navigate to “Keyword Scout” under the “Keywords” section of the Jungle Scout dashboard.
- Enter Your Seed Keyword: Start by entering a “seed keyword” related to your product. This should be a broad term that describes your product. For example, if you’re selling wooden salad bowls, your seed keyword could be “salad bowls.”
- Analyze the Results: Jungle Scout will generate a list of related keywords, along with useful data about each keyword. This includes:
- Search Volume: This shows how many times the keyword is searched on Amazon per month.
- Promoted ASINs: The number of sellers bidding on the keyword in Amazon’s advertising platform.
- Exact PPC Cost: The cost per click for a product ad showing up in the top position.
- Broad PPC Cost: The average cost per click for the keyword.
- Ease to Rank: A score that indicates how easy it would be to rank for the keyword.
- Filter and Sort Your Results: Use the filters and sorting features to find the most relevant and profitable keywords. You might want to focus on keywords with high search volume and low competition, for example.
- Evaluate Relevancy: Not all keywords that Jungle Scout suggests will be relevant to your product. It’s important to manually review the keywords and choose those that accurately describe your product.
- Track Selected Keywords: Once you’ve identified your target keywords, you can add them to the Jungle Scout Keyword Tracker. This tool will track the performance of these keywords over time, giving you insights into how your product ranks for each keyword and how these rankings change.
- Optimize Your Product Listing: Use your researched keywords to optimize your product listing. Incorporate these keywords into your title, bullet points, product description, and backend search terms.
Remember, keyword research is an ongoing process, and you should regularly review and update your keywords as market trends and customer preferences change.
3. Competitive Analysis
Here’s a pro tip: Keep your friends close and your competitors closer. Competitive analysis means checking out similar products on Amazon and learning from them.
Look at their prices, reviews, and descriptions. What are they doing well? What could be improved? Learning from others’ successes and failures can give you a head start, saving you from making the same mistakes.
Here’s a strategic process to help you gain optimum results;
- Identify Your Competitors: The first step is to identify who your competitors are. Look for products that are similar to yours. These can be direct competitors (products that serve the same purpose as yours) or indirect competitors (products that could serve as alternatives to yours).
- Analyze Their Listings: Examine your competitors’ product listings. Look at their titles, descriptions, bullet points, images, and other elements. What keywords are they using? What features and benefits are they highlighting?
- Check Their Reviews: Customer reviews can provide a wealth of information. Look for common praises or complaints. These can indicate what customers value in these types of products, and where there may be gaps you can fill.
- Consider Their Pricing: Check your competitors’ pricing. How does your intended price compare? Remember, it’s not always best to be the cheapest option; customers may equate low price with low quality. Instead, consider what value you can offer to justify your price.
- Examine Their Branding: Look at your competitors’ branding. Do they present themselves as luxury, budget, eco-friendly, high-tech, etc.? Consider how you can differentiate your brand.
- Use Tools for Further Analysis: Tools like Jungle Scout, Helium 10, or AMZScout can provide more detailed insights, such as sales volume, ranking for specific keywords, or even the competitor’s estimated monthly revenue.
- Monitor Their Promotions: Keep an eye on the types of promotions and advertising campaigns your competitors run. This can give you ideas for your own promotions.
- Track Their Inventory Levels: Tools like Jungle Scout can also help you track competitors’ inventory levels. If a competitor frequently runs out of stock, that could be an opportunity for you.
After conducting your competitive analysis, use your findings to shape your own strategies. Perhaps you’ve found a keyword your competitors aren’t ranking for, or a feature they aren’t highlighting.
Maybe you’ve found a gap in the market for a higher-end version of the product or one with better customer service.
The goal is to use what you’ve learned to differentiate your product and create a unique value proposition.
4. High-Quality Product Images
A picture is worth a thousand words – and that’s especially true on Amazon. Your Amazon product images are the first thing customers see, and they can make or break your Amazon product launch.
Make sure your images are clear, well-lit, and show your product from multiple angles. If possible, include pictures of your product in use – this helps customers visualize themselves using it. Remember, your images should tell a story that your words can’t.
Here are some key insider tips on product images;
- Follow Amazon’s Image Requirements: Amazon has specific technical requirements for product images. The main image (also known as the “hero image“) must be on a pure white background (RGB 255,255,255) with the product covering 85% or more of the image. Images should be 1,000 pixels or larger in either height or width, as this will enable the zoom function on the product detail page. For optimum zoom enhancement quality on image files, ideal image size is 1600 pixels or larger on the longest side, and the smallest size for zoom is 1000 pixels. The smallest possible image file for the site is 500 pixels and nothing less.
- Use High-Resolution Images: High-resolution images look more professional and allow potential buyers to zoom in to see details of the product. A good rule of thumb is to aim for images that are 2000 pixels or more on the longest side.
- Show Different Angles and Details: Include multiple images that show your product from different angles, as well as close-ups of important features or details.
- Show the Product in Use: Lifestyle images can help customers understand how they can use the product in their own lives. Show the product being used in its intended environment or context.
- Use Infographics: Infographics are a great way to highlight key features or dimensions of your product. They can include text overlays and arrows pointing to specific parts of the product. Be sure not to violate Amazon’s policies with excessive text or promotional language.
- Avoid Misleading Images: The images should accurately represent the product the customer will receive. Don’t include items in the image that are not part of the product, unless it’s clear they are for illustrative purposes only.
- Include a Scale Reference: If the size of your product isn’t immediately clear, include an image that provides a scale reference. This could be the product next to another object (like a coin or a ruler), or in someone’s hand.
- Use Professional Photos: It’s worth investing in professional product photography. A professional photographer can ensure that the lighting, focus, and composition of the photo all work together to make your product look its best.
Remember, the goal of your images is to help potential buyers understand exactly what they’re buying and how it can benefit them. High-quality, informative images can significantly improve your conversion rates and reduce returns, which in turn can help improve your product’s ranking on Amazon.
5. Crafting an Effective Product Description
Next, let’s talk about your product description. This is your chance to tell customers why they should pick your product over the others.
Tip! It’s all about showing how your product can make the customer’s life better.
- Understand Your Customer: Before writing your product description, it’s essential to understand who your customers are. What are their needs? What problems are they looking to solve? What language do they use? Understanding your customer will allow you to create a description that resonates with them.
- Highlight Benefits, Not Just Features: While it’s important to mention the features of your product, it’s even more important to communicate the benefits. How does your product make the customer’s life better or easier? Instead of just saying “stainless steel blades,” for example, you could say “stainless steel blades that stay sharp for longer, reducing the need for frequent sharpening.”
- Use Bullet Points: Amazon allows you to include bullet points in your product description. This is a great place to highlight the key features and benefits of your product. Customers often skim through listings, so having easily digestible bullet points can help capture their attention.
- Include Keywords: Incorporate relevant keywords in your product description to improve your product’s visibility in Amazon’s search results. Use tools like Jungle Scout or Helium 10 to find relevant keywords. However, avoid keyword stuffing as it can make your description hard to read and could potentially violate Amazon’s policies.
- Be Detailed and Accurate: Provide all the necessary information about your product, including dimensions, materials, and usage instructions. Ensure all information is accurate to avoid customer dissatisfaction and returns.
- Use High-Quality Writing: Ensure your description is well-written and free of grammatical errors. Poor writing can make your product and brand seem less credible.
- Create a Compelling Story: If possible, tell a story about your product. Why was it created? What makes it special? A compelling story can differentiate your product and make it more memorable.
- Use Social Proof: If you have testimonials or reviews, consider including a quote or two in your description. Social proof can help reassure potential customers about the quality of your product.
- End With a Call-to-Action: Encourage potential customers to make a purchase or learn more about your product.
- Stay Compliant With Amazon’s Policies: Make sure your description adheres to all of Amazon’s policies. Avoid making any unsubstantiated claims or including promotional language.
6. Pricing Strategy
Pricing your product can feel a bit like walking a tightrope. Price it too high, and customers might pass you by. Price it too low, and you might not make a profit.
Look at what similar products are priced at, and consider your own costs. Remember, customers are willing to pay a bit more for quality. Make sure your price reflects the value your product offers.
Here are some actionable steps you can take:
- Understand Your Costs: Before setting your price, you need to have a clear understanding of all costs to sell on Amazon, including manufacturing, shipping, Amazon fees, advertising, and any other overhead expenses. This will allow you to determine the minimum price you need to charge to break even or make a profit.
- Research Your Competitors: Look at how similar products are priced on Amazon. This can give you an idea of the price range that customers are willing to pay for products like yours.
- Consider Your Brand Positioning: Your price should reflect your brand’s positioning. If you’re positioning your product as high-quality or luxury, a higher price point may be justified. If your brand is more about value, you’ll want to aim for a more competitive price.
- Test Different Prices: Don’t be afraid to experiment with different prices to see what works best. Monitor your sales and profits at different price points to find the optimal price.
- Consider Dynamic Pricing: Prices on Amazon can change frequently. Consider using a repricing tool to automatically adjust your prices based on factors like demand, competition, and time of day.
- Use Psychological Pricing: Pricing strategies like setting your price slightly below a round number (e.g., $19.99 instead of $20.00) can make your product seem cheaper.
- Consider the Slash-Through Pricing Hack: This is a pricing strategy where you set a higher “list price” for your product, then offer your product at a “sale price” which is your actual intended selling price. The higher list price is crossed out, or “slashed through,” making it appear as though customers are getting a deal. This strategy can increase the perceived value of your product and encourage purchases.
However, note that Amazon has specific rules regarding list prices, and the list price must represent the actual price at which you or other sellers have recently sold the product. So it’s important to use this strategy responsibly and in compliance with Amazon’s policies.
Remember, an effective pricing strategy requires ongoing monitoring and adjustment. Market conditions, competition, and customer preferences can change, so it’s important to regularly review and adjust your pricing strategy as needed.
7. Inventory Management
Now, let’s touch on inventory management. Nothing puts a damper on an Amazon product launch like running out of stock.
Keep a close eye on your inventory levels and always have a plan for restocking. Amazon’s own inventory management tools can be a big help here. Remember, a successful launch is not just about making a splash – it’s about staying afloat!
Jungle Scout offers an inventory management tool called the Jungle Scout Supplier Database, which is part of the Jungle Scout suite. It helps Amazon sellers manage their inventory by tracking supplier orders and projecting future inventory needs.
Key features and benefits of Jungle Scout’s inventory management tool include:
- Supplier Tracker: This feature allows you to organize and track all of your suppliers in one place. You can add contacts, record quotes, and keep track of samples all within the platform.
- Purchase Orders: You can manage all your purchase orders directly within Jungle Scout. This tool can help you keep track of what orders you’ve placed, which are in production, and which have been delivered.
- Sales Analytics: Jungle Scout integrates your Amazon Seller Central account data to track your sales performance. This data can help you forecast future sales and inventory needs.
- Inventory Manager: This tool provides you with an estimate of when you should reorder inventory based on your current sales velocity and lead time. It helps you avoid stockouts and excessive storage fees.
- Product-level Data: You can see how each of your products is performing individually. This can help you make data-driven decisions about which products to restock and which to phase out.
- Supplier Database: This feature helps you find and verify global suppliers used by the world’s best brands. It can help you find high-quality suppliers and reduce the risk of sourcing products.
8. Amazon Advertising and Promotions
Amazon offers a range of advertising and promotional tools to boost your product’s visibility. This can be a game-changer for your Amazon product launch.
Consider using Amazon ads to get your product in front of more eyes. Or, you might run a promotion like a special discount for the first few buyers. These strategies can create buzz and drive more traffic to your product listing.
- Sponsored Products Ads: These are pay-per-click ads that promote individual products. They appear in search results and on product pages. Start with automatic targeting and then transition to manual targeting as you get more data on which keywords are performing best.
- Sponsored Brands Ads: These ads promote your brand and up to three products. They appear in search results and help drive discovery of your brand.
- Sponsored Display Ads: These are display ads that appear on product detail pages, on the right of search results, at the bottom of search results, and on customer review pages. They can be used to target shoppers who have viewed specific products or categories.
- Use Amazon Attribution: This tool allows you to measure the impact of non-Amazon advertising on your Amazon sales. This can help you optimize your off-Amazon marketing strategies.
- Optimize Your Bids and Budget: Regularly review the performance of your ads and adjust your bids and budget as necessary. Consider using Amazon’s dynamic bidding strategies to optimize your bids.
- Money Off: This type of promotion provides customers with a percentage discount or a buy one, get one free offer. This can help increase the attractiveness of your product and stimulate sales.
- Free Shipping: Offering free shipping can be a powerful incentive for customers to purchase your product.
- Buy One, Get One (BOGO): This type of promotion can help increase your sales volume and clear out inventory.
- Use Lightning Deals: These are time-bound promotional offers that are featured on the Amazon Deals page, one of the most visited pages on Amazon. They can help increase visibility and sales.
- Coupons: You can create digital coupons that offer a percentage off the listed price of your product. Coupons can help increase the visibility and attractiveness of your product.
- Promote on Social Media: Running FB ads can be a crucial component in your Amazon product launch strategy, helping to drive external traffic to your Amazon listings.
Remember, the key to successful Amazon advertising and promotions is regular monitoring and optimization. Test different strategies, monitor their performance, and adjust as necessary to maximize your return on investment.
9. Customer Reviews and Ratings
Believe it or not, your customers can be your best marketers. Customer reviews and ratings play a big role in how your product ranks on Amazon.
Encourage your customers to leave reviews. You can do this by sending a follow-up email after the purchase or offering a small incentive. Don’t be disheartened by negative reviews – instead, see them as a chance to improve. Respond to these reviews professionally and show customers you value their feedback.
Here are some vital Do’s and Don’ts regarding customer reviews and ratings;
- Encourage Reviews: Actively encourage your customers to leave a review after their purchase. This can be done through follow-up emails or by including a request for a review in your product packaging. Remember to stay within Amazon’s guidelines when asking for reviews.
- Provide Excellent Customer Service: Respond quickly and professionally to customer inquiries or issues. This can encourage positive reviews and help prevent negative ones.
- Monitor Your Reviews: Keep an eye on your reviews and ratings. This can help you spot any issues or trends, and give you insights into what customers like or dislike about your product.
- Respond to Negative Reviews: If you receive a negative review, respond professionally and offer to resolve the issue. This can help improve the customer’s perception of your brand, and shows potential customers that you care about customer satisfaction.
- Use Reviews for Product Development: Customer reviews can provide valuable feedback for product development. If many customers are complaining about a specific issue, consider how you can improve your product to address this.
- Don’t Pay for Reviews: Offering payment or other incentives in exchange for reviews is against Amazon’s policies and can result in penalties, including the removal of your selling privileges.
- Don’t Ask for Only Positive Reviews: Amazon’s policies prohibit asking for positive reviews or for reviews to be changed or removed. When asking for reviews, you must request honest feedback.
- Don’t Ignore Negative Reviews: Negative reviews can provide valuable insights and ignoring them can hurt your brand’s reputation. Always address negative reviews professionally and promptly.
- Don’t Respond to Reviews in a Defensive or Argumentative Manner: If you receive a negative review, respond in a calm, professional manner. Don’t argue with the customer or make excuses. Instead, apologize for their experience and offer a solution.
- Don’t Fake Reviews: Creating fake reviews, or having friends or family leave positive reviews, is against Amazon’s policies and can severely damage your reputation if discovered.
Remember, reviews and ratings are a reflection of your product and your brand. By focusing on providing a high-quality product and excellent customer service, you can encourage positive reviews and build a strong reputation on Amazon.
10. Post-Launch Analysis
Last but certainly not least, don’t forget about post-launch analysis. This is your chance to learn from your Amazon product launch and make the next one even better.
Here’s how to carry it out effectively:
- Sales Performance: Measure the overall sales performance of your product. Look at the number of units sold, revenue, and profit margins. This will give you a clear picture of whether your product is profitable and meeting your sales targets.
- Keyword Performance: Assess how your product is ranking for your targeted keywords. Use tools like Jungle Scout or Helium 10 to monitor keyword rankings. If your product isn’t ranking well for certain keywords, you might need to adjust your product listing or advertising strategy.
- Advertising Performance: Evaluate the performance of your Amazon and external advertising campaigns. Look at metrics like click-through rate (CTR), conversion rate, and return on ad spend (ROAS). You should also assess the performance of individual ads and keywords.
- Review Your Product Performance: Check the number and quality of reviews your product is receiving. Reviews are a form of social proof that can significantly impact your product’s sales and rankings. If you’re not getting many reviews or if many reviews are negative, you might need to improve your product or customer service.
- Customer Feedback: Analyze customer feedback, both from reviews and any direct communication. This can provide valuable insights into what customers like or dislike about your product and help you identify areas for improvement.
- Competitive Analysis: Monitor your competition. Have new competitors entered the market? Have existing competitors changed their pricing or product offerings? Staying on top of your competition can help you maintain your competitive edge.
- Inventory Management: Ensure you’re effectively managing your inventory. Running out of stock can harm your product’s rankings, while overstocking can lead to unnecessary storage fees.
- Financial Analysis: Beyond just sales, look at the overall financial health of your product. Consider all costs, including manufacturing, shipping, advertising, Amazon fees, and any other expenses. This will give you a clear picture of your product’s profitability.
Remember, the key to effective post-launch analysis is to be proactive and consistent. Regularly monitor your product’s performance and make necessary adjustments to maximize your success.
Amazon provides a wealth of data about your sales, customer behavior, and more. Take the time to understand this data and use it to refine your strategy. Remember, success on Amazon is a journey, not a destination!
Best Amazon Product Launch Tool
If you need an all-in-one tool for this, Jungle Scout offers several tools that can be highly beneficial when it comes to tracking and analyzing the performance of a newly launched product on Amazon.
Depending on what aspect of your product’s performance you want to track, different tools may be more or less useful. Here are a few notable tools:
- Product Tracker: The Product Tracker tool lets you track real-time and historical sales data for any product on Amazon. It’s great for monitoring your own product’s performance and also keeping an eye on competitors.
- Sales Analytics: The Sales Analytics feature integrates with your Amazon Seller Central account to provide a detailed breakdown of your sales and expenses, helping you monitor profitability. It offers data on sales, profits, promotions, costs, and inventory value, allowing you to track the financial health of your business at a glance.
- Inventory Manager: The Inventory Manager estimates when you should reorder inventory based on your current sales velocity and lead time. This helps to prevent stockouts and excessive storage fees which can directly impact your product’s performance and profitability.
- Keyword Scout: The Keyword Scout tool can help you track the performance of your keywords over time. You can see how changes to your product listing or advertising strategy impact your keyword rankings.
- Opportunity Finder: While this tool is usually used to find potential product opportunities, the Opportunity Finder can also provide useful data on market trends, helping you understand the broader context of your product’s performance.
- Alerts: This feature notifies you when there are significant changes to your listing, such as title changes, category changes, hijackers, or Buy Box losses. This can help you react quickly to potential issues.
Remember, tracking and analyzing your product’s performance is an ongoing process. Regularly review your data and adjust your strategies as necessary to maximize your product’s success.
Insider Tips for a Successful Amazon Product Launch – FAQs
How do I handle negative reviews on my Amazon product?
When handling negative reviews, respond professionally and promptly.
Show customers that you value their feedback and are committed to improving their experience. Consider offering solutions to their problems, such as replacements or refunds, if appropriate. Negative reviews can provide valuable insights into areas where your product or service can be improved.
Can I launch a handmade product on Amazon?
Yes, you can launch a handmade product on Amazon through Amazon Handmade.
It is a special marketplace for artisans to sell unique, handcrafted goods to millions of customers worldwide. Amazon Handmade has strict application and audit processes to ensure all goods sold are genuinely handcrafted.
Do I need a professional seller account to launch a product on Amazon?
While you can sell products on Amazon with an individual seller account, a professional seller account is recommended if you plan to sell more than 40 items a month.
A professional seller account comes with a monthly fee, but it offers more selling tools and waives the $0.99 fee per item sold that individual sellers pay.
Can I launch a product on Amazon if I live outside the United States?
Yes, you can launch a product on Amazon even if you live outside the United States.
Amazon Global Selling makes it possible for sellers around the world to list and sell their products overseas on Amazon’s marketplaces in the U.S., Europe, Japan, and more. Just keep in mind that you’ll need to comply with the rules and regulations of the marketplace you’re selling in.
Learn How to Build Your Own 7-Figure Amazon FBA Business
Part of the Junglescout suite of excellent FBA tools, the learning academy is a comprehensive video training library containing hours of content, including training videos, webinars, and interviews with successful Amazon sellers.
Whether you’re just starting your business, or growing your brand, get expert training from Amazon sellers without the hefty price tag.
Insider Tips for a Successful Amazon Product Launch – Summary
Launching a product on Amazon can seem daunting, but with these insider tips, you’re well on your way to success. From understanding Amazon’s algorithm to managing inventory and analyzing post-launch data, each step is an opportunity to learn and improve.
So, are you ready to take the leap and launch your product on Amazon? Go ahead; the world’s biggest online marketplace is waiting for you! And remember, every great journey begins with a single step. Your successful Amazon product launch could be that step!