As an experienced Amazon seller, let me let you in on a little secret – a successful product launch lays the foundation for long-term sales success on Amazon.
I‘ve helped countless sellers leverage product launches to drive rapid growth and sales on Amazon. In this comprehensive guide, I‘ll share everything you need to know to execute an Amazon launch that takes your sales to the next level.
Why Should You Care About Launching Well on Amazon?
Before we dive into launch strategies, let‘s cover why nailing your product launch matters so much:
- It sets the trajectory for ongoing sales. A strong launch signals to Amazon algorithms that your product is in-demand. This momentum makes it easier to sustain sales velocity over time.
It helps you rank before competitors arrive. Launching gives you a chance to gain initial traction and get indexed for keywords before copycats enter the market.
It establishes credibility through reviews. Generating reviews during launch builds social proof that boosts conversion rates for future buyers.
It creates an opportunity to motivate buyers. Newness creates buzz that you can leverage to get buyers excited about your product.
It gets you noticed by Amazon. Strong launch sales metrics get on Amazon‘s radar so they promote and suggest your product more.
Simply put, a successful launch gives your product the best possible start on Amazon. The rest of this guide will explain how to make that happen.
Crafting an Amazon Launch Strategy That Sells
Launching on Amazon isn‘t just about listing your product and hoping for the best. To maximize success, you need a strategic launch plan focused on driving sales.
Here are the key elements your launch strategy should include:
1. Limited Time Discounts and Deals
Promotions generate that initial sales momentum that signals your product is hot. Some promotional tactics to consider:
- Run a 30-50% off promo code – Big discounts drive initial purchases to get sales velocity going.
Offer limited time or one day deals – Scarcity and pressure motivates buyers to act quickly.
Bundle with your bestseller – Discount a new product when bundled with an existing top seller.
Soft launch first – Run promotions for 1 week before your main launch to test and optimize.
2. Amazon Listing Optimization
An optimized listing converts your launch traffic into sales. Ensure your page is strategically optimized:
- Target keywords throughout your title, bullets, and description. Rank for what buyers are searching.
Highlight your USP – What makes your product special? Feature it prominently.
Write compelling sales copy – Focus on emotional benefits and value propositions.
Use high-quality images – Showcase your product and build buyer trust.
Leverage A+ Content – Add visual diagrams, videos, and infographics to engage shoppers.
3. External Traffic Sources
Relying solely on Amazon visibility is unlikely to drive massive launch sales. You need external traffic sources:
- Email marketing – Offer an exclusive deal to your subscriber list.
Facebook/Instagram ads – Target interested buyers through paid social campaigns.
Influencer marketing outreach – Work with relevant influencers or bloggers to promote your launch.
Public relations – Get press mentions of your new product in relevant online publications.
Paid ads on Google, Bing and Amazon Sponsored Products.
4. Getting Initial Reviews
Even 5-10 positive reviews build credibility during launch. Ways to get them include:
- Follow up emails to early buyers requesting a review. Offer discounts for their time.
Review generation services like JumpSend and FeedbackWhiz.
Free products in exchange for reviews from relevant micro-influencers.
Collect verified reviews from customers on your own ecommerce store.
5. Post-Launch Sustainability Plan
The launch is just the starting point – you need a plan to sustain sales afterward:
- Keep optimizing your listing – test titles, copy, keywords and images.
Run promotions – don‘t stop discounting and advertising after launch.
Release product line extensions – new varieties, bundles, and updates maintain interest.
Build an email list – collect buyer emails during launch to market to later.
Stay on top of reviews and feedback – address issues quickly and build social proof.
With the right preparation and strategy, your next product launch will drive a massive sales spike on Amazon. Now let‘s walk through executing a successful launch from start to finish.
Steps to Prepare and Execute a High-Impact Amazon Launch
Follow this 8-step roadmap as you plan and execute your next Amazon launch:
1. Schedule your launch date
Pick your launch date at least 4 weeks out to give you time to prepare. Build anticipation by announcing the launch in advance on your website and social channels.
2. Research keywords and competitors
Use Amazon autocomplete, Jungle Scout, and Helium 10 Cerebro to identify keywords buyers are searching to find your type of product.
Also analyze competitors – how are their listings structured and optimized? At what price points are products selling? This intelligence will inform your launch strategy.
3. Create your Amazon product listing
Develop your title, bullets, description, images, and backend keywords for launch. Ensure your listing convinces buyers your product is better and earns the click.
4. Develop your launch promotion plan
Decide what discounts and deals you‘ll run to incentivize purchases and spike initial sales. Will you do a sitewide 30% off coupon? Lightning deal? Bundled promotion? Plan all the promotional details.
5. Drive external traffic to your listing
Line up your email sends, social media posts, paid ads, and influencer partnerships to promote your launch. Don‘t rely solely on Amazon visibility at launch.
6. Have inventory ready to ship
Make sure you have sufficient inventory available to meet demand during launch. Being out-of-stock right after launching destroys your sales momentum.
7. Closely monitor your launch
Keep an eagle-eye on your listings, ads, and promotions during launch week. Tweak them in real-time to maximize conversion. Be ready to order more inventory if needed.
8. Get your first reviews
Promptly follow up with buyers requesting a quick product review. Reviews build social proof that you need to sustain sales after launch.
Bonus: Optimize Post-Launch Ongoing Marketing
To maintain sales momentum after launch:
- Keep advertising through Amazon and external channels. Don‘t go silent.
Release product variations, updates, and bundles over time to sustain interest.
Build an email list to retain customers for promotions.
Keep monitoring competitors and adjust prices and marketing accordingly.
The launch is just the beginning – you need relentless ongoing optimization and marketing to achieve long-term selling success on Amazon.
Amazon Launch Services Help You Execute Like An Expert
As you can see, successfully launching on Amazon requires hard work and expertise across many moving parts – listings, promotions, advertising, inventory and more.
The good news is you don‘t have to do it alone. Full-service Amazon launch services exist to set sellers up for launch success.
The Benefits of a Pro Launch Service
Here are some of the benefits of letting the experts develop and execute your next product launch:
- Proven launch process: They‘ve refined their launch formula through years of experience.
Turnkey setup and management: They handle the heavy lifting so you can focus on your business strengths.
Expanded marketing reach: They have marketing resources and relationships most sellers don‘t.
Ongoing optimization: They don‘t just launch then leave – they keep optimizing your listing post-launch.
Faster results: Their expertise helps new products gain traction and sales faster.
In short, a launch service eliminates the guesswork and acts as your strategic launch partner.
How to Pick the Right Launch Service
Not all agencies are created equal. When vetting launch services, look for:
- Customized approach: They tailor the launch based on your product specifics rather than taking a one-size-fits-all approach.
Full suite of services: End-to-end launch management from listing creation to post-launch optimization.
Proven track record: Ask for case studies and examples of successful launches they’ve executed.
Fair pricing: Avoid services that seem vastly underpriced or overpriced compared to the competition.
Reliable support: Ensure they will be responsive and available throughout your launch and beyond.
The right launch partner will amplify your sales, not break the bank. Thoroughly research to find the ideal fit.
Mistakes To Avoid When Launching on Amazon
Many sellers sabotage their own launches by making costly mistakes. Be sure to steer clear of these common pitfalls:
- Having an incomplete or placeholder listing – this fails to effectively convert traffic into sales.
Ending promotions and deals too soon rather than extending them to sustain momentum.
Launching without enough inventory to meet demand. Backorders destroy your listing‘s credibility.
Not diligently requesting reviews from early buyers. Lack of social proof hurts conversion rates.
Failing to address negative reviews and seller feedback quickly and professionally.
Neglecting to plan for how you‘ll drive ongoing sales and interest after launch.
Not monitoring your launch closely enough to optimize promotions, ads and inventory in real-time.
A strategic launch process and expert guidance helps you avoid critical oversights that could hinder your sales.
Go Forth and Crush Your Amazon Launch!
Launching a new product on Amazon is your opportunity to establish a strong sales trajectory that propels ongoing success.
Implement the strategies in this guide – savvy pricing tactics, external marketing, listing optimization, review generation, and post-launch planning – to execute a launch that maximizes sales.
Better yet, don‘t go it alone. Consider partnering with a full-service Amazon launch agency. Their expertise and expanded capabilities can help your new product gain traction faster.
With the right launch approach, you can enter the Amazon marketplace poised for growth. Now get out there, craft a killer launch strategy, and watch your Amazon sales take off!