How to Launch a New Product on Amazon
Introducing a new product to a market as diverse and competitive as Amazon is both thrilling and intimidating.
On the one hand, you’re excited about the potential for business growth; on the other, the weight of the overwhelming task ahead can leave you feeling jittery. The good news is that you can turn that nervous energy into a powerful force for success through proper knowledge and thorough preparation.
In this guide on how to launch a new product, we’ll walk you through essential steps and tips to set you up for success.
On the one hand, you’re excited about the potential for business growth; on the other, the weight of the overwhelming task ahead can leave you feeling jittery. The good news is that you can turn that nervous energy into a powerful force for success through proper knowledge and thorough preparation.
In this guide on how to launch a new product, we’ll walk you through essential steps and tips to set you up for success.
Amazon Product/ Launch: A Step-by-Step Guide
Product launches are organized to introduce a new product and keep your brand top-of-mind. If you’re preparing to release a fresh addition to your Amazon store, here are five essential steps you need to take:
Step 1: Research the market.
Research the market to understand your customers’ demands, competitor offerings, and more. This will also help you recognize your product’s edge over the competition, which you can highlight to give it the best chance of success.
To conduct market research, you can use tools to pinpoint the top products and brands in the market. You can also learn about overall market share and gain valuable insights into launching your new merchandise using historical data and emerging trends.
To conduct market research, you can use tools to pinpoint the top products and brands in the market. You can also learn about overall market share and gain valuable insights into launching your new merchandise using historical data and emerging trends.
Step 2: Register your brand on Amazon
While you can sell on the platform as an individual, having your own private label on Amazon has many benefits, especially when planning to launch a new product.
With the Amazon Brand Registry, you can access tools and resources to enhance your brand management experience. It also comes with automation and support for intellectual property, enabling you to increase customer trust and loyalty.
With the Amazon Brand Registry, you can access tools and resources to enhance your brand management experience. It also comes with automation and support for intellectual property, enabling you to increase customer trust and loyalty.
Step 3: Craft a compelling listing.
Next, create a compelling listing for your new product. This should showcase not only its features but also the benefits it can provide your target customers (i.e., how it can help them with their pain points).
Optimize product names and descriptions with appropriate keywords. Upload high-quality visuals to give users a complete view of your product.
For more details, read our comprehensive guide on how to list products on Amazon.
Competitive pricing is also an integral part of a compelling listing. Your pricing strategy should be data-driven and reflect the following:
● Costs
● Preferred profit margins
● Consumer demand
You can utilize Amazon’s tools to determine the best price for your product. The e-commerce platform has an automated pricing tool that adjusts prices based on market changes (e.g., increasing a product’s price if demand is high or lowering it to level with a competitor).
Optimize product names and descriptions with appropriate keywords. Upload high-quality visuals to give users a complete view of your product.
For more details, read our comprehensive guide on how to list products on Amazon.
Competitive pricing is also an integral part of a compelling listing. Your pricing strategy should be data-driven and reflect the following:
● Costs
● Preferred profit margins
● Consumer demand
You can utilize Amazon’s tools to determine the best price for your product. The e-commerce platform has an automated pricing tool that adjusts prices based on market changes (e.g., increasing a product’s price if demand is high or lowering it to level with a competitor).
Step 4: Plan for marketing.
Marketing is another important step in a product launch to increase visibility and drive sales. Since you’re selling on Amazon, start by using tools like Sponsored Products or Brands to promote your merchandise to the right audience.
Leverage email, social media, and influencer marketing to reach a wider audience. You can also enhance the product’s reputation and appeal with industry expert opinions.
Before the actual launch, it also helps if you can create teaser campaigns that include phrases that pique interest, such as “coming soon,” “first look,” or “teaser.”
Leverage email, social media, and influencer marketing to reach a wider audience. You can also enhance the product’s reputation and appeal with industry expert opinions.
Before the actual launch, it also helps if you can create teaser campaigns that include phrases that pique interest, such as “coming soon,” “first look,” or “teaser.”
Step 5: Gather feedback and data.
Data gathering and feedback collection shouldn’t happen only during product development. It should be an ongoing process to ensure your product meets your target customer’s expectations.
Feedback should come from various sources, not just you. Solicit reviews and comments from industry experts and even early customers by offering free samples. After the launch, you should continue this process through social listening, surveys, support requests, polls, and interviews.
Sale data and ratings can also provide helpful insight after the launch. Watch out for usability issues, underutilized features, and customer reviews that indicate both positive and negative trends.
After analyzing data, you must be prepared to pivot. Remember: No product is perfect right from the launch, so you need to be ready to adjust when the time comes.
Feedback should come from various sources, not just you. Solicit reviews and comments from industry experts and even early customers by offering free samples. After the launch, you should continue this process through social listening, surveys, support requests, polls, and interviews.
Sale data and ratings can also provide helpful insight after the launch. Watch out for usability issues, underutilized features, and customer reviews that indicate both positive and negative trends.
After analyzing data, you must be prepared to pivot. Remember: No product is perfect right from the launch, so you need to be ready to adjust when the time comes.
Bonus Tips for a Successful Product Launch
Certain practices can make or break the success of your product launch. Aside from the tips covered in the step-by-step guide above, consider following these best practices:
Invest in discoverability
When launching a new product, one of the things you need to focus on should be increasing its discoverability. Make sure your products appear in all the right places (like shopping results and related products).
Besides digital marketing efforts, you can also take advantage of Amazon features that can boost not only your new product’s discoverability but also increase overall trust for your brand. A good example of this is the Amazon Prime badge.
The Amazon Prime badge signifies quality and reliability. It increases customer trust because it lets them know that the product they ordered will arrive at their doorstep in two days or less.
Buy with Prime also gives shoppers a familiar checkout flow that requires minimal effort, decreasing the likelihood of cart abandonment and reducing buyer friction by as much as 65 percent.
First-party vendors are Prime-eligible by selling wholesale to Amazon. However, third-party sellers can also receive the badge by signing up for Amazon FBA (Fulfilled by Amazon). FBA enables sellers to let Amazon handle order fulfillment while maintaining product ownership.
Besides digital marketing efforts, you can also take advantage of Amazon features that can boost not only your new product’s discoverability but also increase overall trust for your brand. A good example of this is the Amazon Prime badge.
The Amazon Prime badge signifies quality and reliability. It increases customer trust because it lets them know that the product they ordered will arrive at their doorstep in two days or less.
Buy with Prime also gives shoppers a familiar checkout flow that requires minimal effort, decreasing the likelihood of cart abandonment and reducing buyer friction by as much as 65 percent.
First-party vendors are Prime-eligible by selling wholesale to Amazon. However, third-party sellers can also receive the badge by signing up for Amazon FBA (Fulfilled by Amazon). FBA enables sellers to let Amazon handle order fulfillment while maintaining product ownership.
Remarket to leads
There’s no such thing as a cold lead in Amazon. Conversions can still happen even if audiences who previously expressed interest in your product have taken longer to become paying customers.
To make them convert, all you need to do is remarket through Sponsored Display and lookback windows by signing up for Amazon advertising.
This Sponsored Display Audiences guide offers an overview of this Amazon feature to help you get started.
To make them convert, all you need to do is remarket through Sponsored Display and lookback windows by signing up for Amazon advertising.
This Sponsored Display Audiences guide offers an overview of this Amazon feature to help you get started.
Invest in discoverability
Launching a new product on Amazon can be a thrilling and challenging step towards business growth. Follow the steps outlined in this guide to be fully prepared to navigate the market and confidently adapt as needed.
Embrace the journey, and let your product shine! If you’re stuck, don’t hesitate to contact Amazon Seller Customer Service for assistance.
Embrace the journey, and let your product shine! If you’re stuck, don’t hesitate to contact Amazon Seller Customer Service for assistance.
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