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A Step-by-Step Guide to Launch New Product on Amazon

A Step-by-Step Guide to Launch New Product on Amazon


Launching a new product on Amazon can be a thrilling yet challenging endeavour. With millions of products available on the platform, standing out and capturing your target audience’s attention is crucial.

However, it is a double-edged sword indeed. Since the success of your new product depends on the marketing tactic. A well-executed Amazon launch strategy can make all the difference between obscurity and success. In this guide, our product launch consultant will walk you through the essential steps to create a successful Amazon launch strategy for your new products. Stay hooked and keep reading to learn more about the art of launching new products on Amazon!

What is an Amazon product launch?


In order to get to the main discussion, we first need to understand what exactly is an Amazon product launch. 

In simple terms, an Amazon product launch refers to the strategic process of introducing a new product to the Amazon marketplace with the goal of maximising its visibility, generating sales, and building a positive reputation. Successful product launch on Amazon involves a series of carefully planned and executed steps to ensure that the product gains traction among potential customers and stands out in a highly competitive environment.

How difficult is it to launch a product on Amazon?


To be very real, it depends on various factors, according to our Amazon consulting experts. Launching a product on Amazon can vary in difficulty depending on several factors, including the nature of the product, the level of competition in the market, your understanding of Amazon’s platform and policies, and the effectiveness of your marketing and optimisation strategies.

However, do not fret! While launching a product on Amazon can present challenges, eStore Factory’s Amazon product launch services will help you achieve success by thoroughly researching the market, investing in learning the platform, and implementing effective marketing strategies. Leveraging available tools, staying informed, and continuously optimising your approach are key factors in navigating the complexities of Amazon and increasing the chances of a successful product launch. It’s also important to recognize that success may not come overnight, and persistence is often a crucial factor in building a sustainable presence on the platform.

What are the common challenges of launching a new product on Amazon?


Now, onto one of the most common questions: what are the challenges of launching a new product on Amazon? As you must already know, launching a new product on Amazon comes with its set of challenges. Understanding and preparing for these challenges can significantly increase your chances of success.

Naturally, you may face intense competition from established sellers while launching a new product. No doubt about it, breaking through the noise and getting your product noticed can be challenging. Some other challenges include algorithm changes, product differentiation, initial reviews, inventory management, logistics and fulfilment, Amazon fees and margins, Amazon PPC compliance, global market challenges, and more. And if the pandemic taught us anything, it is that external factors such as economic downturns, changes in consumer behaviour, or unforeseen events can impact demand and logistics.

That being said, none of these challenges are impossible to navigate. Overcoming these challenges requires a combination of thorough research, strategic planning, ongoing optimization, and adaptability. Continuous learning, monitoring performance metrics, and staying informed about changes in the e-commerce landscape are key practices for navigating the complexities of launching and sustaining a successful product on Amazon.

How do I find a new Amazon product to sell?


Finding a new product to sell on Amazon requires a combination of market research, analysis, and creativity. Here’s a list of things you can do to find a new Amazon product:

  • Understand your interests and expertise
  • Market research
  • Use Amazon’s product database
  • Identify gaps in the market
  • Check trending and seasonal products
  • Evaluate competitor products
  • Consider private labelling
  • Check Amazon’s restricted categories
  • Calculate costs and margins
  • Consider lightweight and durable products
  • Check for seasonal variation
  • Explore emerging trends
  • Explore legal and compliance issues
  • Assess shipping and fulfilment complexity
  • Test the market with a small batch

By combining these strategies and being diligent in your research, you can increase your chances of finding a profitable product to sell on Amazon. Remember that persistence, adaptability, and a commitment to providing value to customers are key factors in long-term success.

Amazon Product Launch Strategy


Now, onto the main topic before you choose to click out of this blog! Launching a product on Amazon requires a comprehensive and strategic approach to maximise visibility, drive sales, and establish a strong foundation for your brand. Here is an ultimate Amazon product launch strategy to guide you through the process:

Phase 1: Pre-Launch Preparation

1. Market Research:

Conduct thorough market research to identify high-demand niches, assess competition, and understand customer preferences.

2. Product Optimization:

Create a compelling product listing with keyword-rich titles, detailed product descriptions, high-quality images, and bullet points highlighting key features

3. Pricing Strategy:

Set a competitive yet profitable price for your product. Consider promotions or bundle offers for the launch period.

4. Inventory Planning:

Ensure sufficient inventory to meet demand during the launch. Account for lead times, manufacturing, and shipping times.

5. Early Review Programs:

Enrol in Amazon’s Early Reviewer Program or use other strategies to gather initial reviews for your product.

6. Build Anticipation


Generate buzz through teaser campaigns on social media, email newsletters, and your website. Highlight unique features and benefits.

Phase 2: Launch

7. Limited-Time Promotion:

Offer a limited-time launch promotion, such as a discount or exclusive bundle, to incentivize early purchases.

8. Amazon PPC Campaigns:

Launch targeted PPC campaigns using relevant keywords. Monitor performance and adjust bids to maximise visibility.

9. Influencer Partnerships:

Collaborate with influencers in your niche to reach a broader audience. Have them create authentic content featuring your product.

10. Email Marketing:

Leverage your email list to notify subscribers about the product launch. Offer exclusive discounts for subscribers.

11. Social Media Engagement:

Encourage social media followers to engage with your launch. Host giveaways, share user-generated content, and create shareable content.

Phase 3: Post-Launch

12. Continuous PPC Optimization:

Monitor PPC campaigns regularly. Adjust keywords, bids, and budgets based on performance data to maximise ROI.

13. Customer Engagement:

Encourage customer reviews by providing excellent customer service. Respond to inquiries promptly and address issues professionally.

14. Post-Launch Promotions:

Extend limited-time promotions to maintain momentum. Consider offering discounts for repeat customers.

15. Iterate and Expand:

Analyse post-launch data to identify areas for improvement. Consider expanding product variations or entering related niches.

16. Brand Building:

Focus on building a brand presence. Utilise Amazon Brand Registry for enhanced brand content and protection.

17. Cross-Sell and Up-Sell:

Introduce complementary products to your customer base. Cross-sell and up-sell to increase the average order value.

18. Monitor Competitors:

Stay informed about competitors’ strategies and product offerings. Adapt your approach based on market dynamics.

Tips for success:

  • Join the Amazon Vine program: The Amazon Vine program is a review program designed to help sellers generate reviews for their new products. It’s an invitation-only program where Amazon invites trusted reviewers, known as Vine Voices, to provide honest and unbiased reviews for new and pre-released products.
  • Conduct a thorough keyword research: Keyword research plays a pivotal role in the successful launch of a new product on Amazon. Understanding the words and phrases potential customers use when searching for products is crucial for optimising product listings and enhancing visibility in search results. By conducting thorough keyword research, sellers can identify high-relevance and high-volume keywords related to their product, strategically incorporating them into product titles, descriptions, and backend fields.
  • Offer exclusive discounts to your email list: Offering exclusive discounts to your email list when launching a new product on Amazon presents a myriad of benefits. Your email subscribers are an existing audience that has expressed interest in your brand, making them more likely to engage with your new product. By providing them with exclusive discounts, you not only reward their loyalty but also create a sense of exclusivity and urgency, encouraging them to act quickly. This targeted approach helps drive initial sales momentum during the critical launch phase.
  • Leverage social media influencers: Click and zoom! Leveraging social media influencers is a strategic and impactful method for successfully launching a new product on Amazon. Influencers hold sway over engaged and targeted audiences, and their endorsement can significantly amplify your product’s visibility. By partnering with influencers aligned with your product’s niche, you tap into a pre-existing community that trusts their recommendations. The authentic and relatable content influencers create about your new product fosters a sense of credibility and interest among potential customers.
  • Build reviews: Moreover, sellers can leverage email campaigns to reach out to their customers after their purchase and encourage them to leave a review. Utilising Amazon’s Buyer-Seller Messaging system, sellers can also send polite and personalised emails to their customers thanking them for their purchase and requesting a review.
  • Curate a product launch checklist: Creating a product launch checklist for a new product on Amazon is an invaluable organizational tool that ensures a systematic and thorough approach to the launch process. This checklist serves as a roadmap, guiding sellers through critical steps from pre-launch preparation to post-launch optimization. It helps to streamline tasks such as optimising product listings, setting up advertising campaigns, and coordinating promotional efforts. By having a comprehensive checklist, sellers can minimize the risk of overlooking essential elements, thereby enhancing the efficiency and effectiveness of the product launch.
  • Regularly analyse key performance indicators (KPIs) such as conversion rates, click-through rates, and sales velocity.
  • Stay updated on Amazon policies and adjust your strategy accordingly.
  • Optimise your product listing based on customer feedback and evolving market trends.
  • Utilise Amazon’s advertising tools, such as Sponsored Products and Sponsored Brands, to enhance visibility.
  • Remember, a successful Amazon product launch is an ongoing process. Adapt to changes in the market, customer feedback, and your own performance data to continually optimise and grow your presence on the platform.

Launching a new product on Amazon requires careful planning and execution. By combining thorough research, strategic marketing, and continuous optimization, you can create a successful Amazon launch strategy that propels your product to the top of search results and into the hands of satisfied customers. Remember, adaptability and a commitment to customer satisfaction are key elements in navigating the dynamic world of e-commerce. If you require help with your product launch, feel free to contact eStore Factory’s Amazon consulting services. Good luck with your Amazon launch – ready, set, go!

About The Author

Jimi Patel

Jimi Patel, is a Co-founder and CEO at eStore Factory, an Amazon SPN certified agency that serves as a one-stop solution for all your Amazon business needs. Having helped countless brands increase sales and grow their footprint on Amazon, Jimi provides the most practical and effective solutions for your business. He is highly skilled in developing and executing plans that align with your specific business goals and objectives. When not working, Jimi enjoys practicing yoga and traveling to new places. He is an avid reader and enjoys staying up-to-date on the latest trends and developments in the e-commerce industry.

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