Hey there! Launching a new product on Amazon can be an exciting yet challenging process. With over 1 million eager sellers joining Amazon each year, competition is fierce to get your product noticed.
The good news is, with the right launch strategy and services, your product can rise above the noise! In this detailed guide, I‘ll share the most effective tips to make your Amazon product launch successful in 2023.
Here‘s what I‘ll cover:
- How Amazon‘s A10 algorithm works so you can optimize for it
- 9 launch strategy tips to get your product ranked
- When to use Fulfillment by Amazon (FBA) for maximum impact
- The power of Enhanced Brand Content (EBC)
- Promotions that attract attention and drive conversions
- Why product reviews are critical and how to get them
- Steps for monitoring your launch performance
- How a pro Amazon launch agency can set you up for success
Let‘s get started!
Understanding Amazon‘s A10 Algorithm
Before we dive into launch strategies, it‘s important to understand what factors affect product rankings on Amazon. The search engine algorithm they use is called A10.
A10 analyzes all product listings on Amazon and determines their ranking in search results. Three key elements influence rankings:
Relevance – How closely your title, bullets and description match the user‘s search query or keywords. Listings optimized for relevant keywords rank higher.
Conversion Rate – How often your listing leads to a sale. High conversion rate signals to Amazon‘s algorithm that your product satisfies customers.
Popularity – Indicated by total sales and recent views. Frequently purchased products appear higher in results.
Knowing these top criteria allows you to strategize your launch for optimal rankings. Now let‘s look at how to put that into action.
9 Launch Strategy Tips for Amazon Sellers in 2023
Here are my top 9 launch strategy recommendations for this year:
1. Research the Market, Product and Keywords Thoroughly
This step is crucial – dive deep into understanding your market, ideal customers, competitors and keyword opportunities. Look for untapped needs or gaps you can fill.
Keyword research using Amazon Advertising uncovers high volume and low competition keywords. Optimize your listings for these.
2. Create Keyword-Optimized Listings
Your title, bullets and description must be optimized for your target keywords. Include keywords naturally – don‘t overstuff.
Arrange keywords based on priority – earlier for more important ones. Highlight your product‘s benefits and competitive advantages. Include detailed features, images, videos and infographics.
3. Obtain the Amazon Prime Badge
Enroll in Fulfilment by Amazon (FBA) so your products qualify for Prime. Prime products get 5x more clicks than non-Prime.
FBA handles storage, delivery and customer service – you just sell. This improves conversion rates.
4. Utilize Enhanced Brand Content
Enhanced Brand Content (EBC) allows you to customize product listing pages beyond the standard fields. Add:
- Comparisons showing why you are better than competitors
- Infographics highlighting product capabilities
- Sizing charts and guide videos
- Brand story banners
- More detailed descriptions
This engages customers and helps convince them to buy your product over others.
5. Offer Discounts and Promotions Selectively
Temporary discounts and giveaways help attract attention. Offer:
- Coupon codes for percentage or dollar discounts
- Free products in exchange for reviews
- Amazon Giveaways to drive social sharing
- Lightning deals for time-bound scarcity
Avoid overdoing promotions that erode your long-term pricing. Find the right balance.
6. Market Externally to Increase Sales Velocity
Use external marketing to drive traffic to your listings, such as:
- Facebook and Instagram ads
- Influencer marketing with relevant bloggers and YouTubers
- Content marketing (blog posts, guides, videos) optimized for your keywords
- Google Shopping campaigns
This expands your reach beyond just Amazon search traffic.
7. Make Product Reviews a Priority
Product reviews heavily influence the buying decision. According to BrightLocal:
- 93% of customers read online reviews for purchases
- 49% regularly consult reviews before buying
Follow up with customers to request honest, detailed reviews. Incentivize with discounts if needed. Respond professionally to negative reviews.
8. Monitor Performance with Analytics
Use tools like Jungle Scout, SellerApp or SellerExpress to track:
- Keyword rankings
- Daily, weekly, monthly sales
- Conversion rates (aim for 2%+)
- Number of reviews
Adapt your strategy based on this data to maintain strong performance.
9. Maintain Momentum Post-Launch
Don‘t neglect your listing after launch. Keep optimizing content, monitor promotions and analyze reviews/ratings to sustain rankings. Capitalize on initial momentum.
Benefits of Fulfillment by Amazon (FBA)
Let‘s discuss the advantages of FBA in more detail:
- Prime eligibility – Get the Prime badge and 5x more clicks
- Fast shipping – 2-day or less delivery with Amazon‘s fulfillment centers
- Better customer experience – Amazon handles delivery, returns and service
- More sales opportunities – Access to Amazon promotions like Lightning Deals
With FBA, you focus on marketing while Amazon handles logistics. This makes launches more hands-off.
Power Up Your Listings with EBC
Enhanced Brand Content allows you to enrich your product listings. EBC helps you:
- Showcase product features/specs with infographics
- Make comparisons to competitors through charts
- Display sizing guides, videos and visual instructions
- Strengthen branding with banners and better descriptions
- Keep customers engaged as they evaluate your product
EBC enhances the story you tell about your product on its detail page. Use it to highlight your product‘s advantages and convince buyers.
Promotions to Keep Sales Momentum High
Post-launch, promotions help maintain sales velocity:
Amazon Coupons – Offer percentage or dollar discounts prominently on your listing page.
Amazon Giveaways – Award free units of your product in exchange for social shares, reviews, etc. Creates buzz.
Lightning Deals – Temporary price reductions for scarcity. Display countdown timer.
Amazon Ads – Target keywords through Sponsored Products, Sponsored Brands, and DSP ads.
Influencer Marketing – Partner with relevant influencers on social media for reviews.
Keep testing new promotions while monitoring performance. Avoid overly aggressive discounts.
The Critical Role of Product Reviews
Product reviews greatly impact customers‘ purchasing decisions.
93% of shoppers read reviews before making purchase decisions, according to BrightLocal.
49% check reviews regularly before buying.
Tips for generating reviews:
- Follow up asking customers for reviews
- Offer discounts in exchange for honest feedback
- Respond helpfully to negative reviews
- Avoid paid or fake reviews
Make review generation a priority. The social proof provided by reviews helps drive conversions.
Monitor Performance Diligently Post-Launch
Consistently track performance after going live using analytics tools:
- Keyword rankings
- Sales numbers
- Conversion rates
- Review volume
Monitor this data daily and weekly to optimize your launch strategy. Be proactive with improvements to maintain strong performance.
Consider a Pro Amazon Launch Agency
For sellers lacking time, skills or experience, leverage a professional Amazon launch agency like Seller Interactive.
Our full-service launch management includes:
- Market research to identify opportunities
- Creation of high-converting listings and EBC
- Project management from product sourcing to promotion
- Launch promotions to build sales velocity
- Ongoing optimization and monitoring post-launch
Our expertise maximizes your launch success and ROI. We handle the heavy lifting so you can focus on running your business.
Let‘s Make Your Product Launch a Success!
Launching on Amazon takes planning, effort and agility. Use this guide to optimize your approach. Monitor closely and keep improving. Enlist help if you need it.
With the right launch strategy, your products can break through the competition. Please contact me if you need any advice or assistance! I‘m always happy to help a fellow seller out.
Here‘s to a successful product launch!