Launching a new product on Amazon is easier said than done.
It can be an exciting and challenging process to take on, especially for beginner sellers.
If executed properly, you will be on the fast track to pushing your product high in the search rankings, making more sales, and even landing that coveted Amazon Best Seller badge.
But if done wrong, you end up wasting valuable time, energy, and resources without generating any revenue.
This article will show you how to fine-tune your listing and get it 100% ready for your product launch!
What Makes Product Launches Fail?
Even with an amazing product, any sales campaign can crash hard if you don’t have a game plan.
Product launches fail because of these 3 main reasons:
- Zero preparation
- Not having a clear and defined timeline
- Doing things on your own
Now that we’ve gotten that out of the way, how do you know if your product launch is a success?
You know your product launch is a big hit if it yields these results:
- Generates sales velocity
- Creates ample demand
- Boosts the popularity of your product
- Improves your product’s organic ranking
To achieve these, you need a step-by-step plan that prepares your product for marketability, generates traffic and drives more sales.
But first, let’s talk about the so-called “Honeymoon Period.”
What Is The Honeymoon Period?
As a new seller, you probably feel like you are at a huge disadvantage, especially since you have zero historical sales data or customers yet.
In fact, that’s an advantage, but only if you know how to play your cards right.
Amazon’s A10 algorithm has been found to give new sellers some slack in terms of the timing of your launch.
New product listings easily rank higher than usual for keywords on Amazon’s search results during the Honeymoon Period, which starts once your inventory reaches the Amazon warehouse and your product goes live.
During this period, you don’t have to worry much about making a lot of sales or getting tons of customer reviews just to outrank already-established competitors.
Amazon instead ranks your newly launched product based on its listing’s keywords and images.
What you need to do during the Honeymoon Period, which usually lasts about 2-4 weeks, is make sure that your product listing is fully optimized with high-ranking relevant keywords.
During this limited time, it’s also a good idea to run advertising to increase your traffic and amazon conversion rate.
The more you sell during the Honeymoon Period, the better you maintain your rank once the limited time has run out.
Preparing Your Listing
As mentioned earlier, you can take advantage of the Honeymoon Period by making sure that your product listing is fully optimized.
As you read below, you get to see if your listing has all the bases covered and if it is ready to rank, receive customer reviews, and generate revenue.
Also, if you don’t have the time or knowledge to fully optimize your listing, you can hire an amazon listing optimization service to handle it for you.
Here are the things you need to work on before your listing is ready for launch.
Keyword and Competitor Research
Simply stuffing your listing with random keywords won’t do the trick.
Carrying out extensive competitor research is a smart way to pull out all the top-ranking relevant keywords and phrases you can use for your listing.
There are a variety of Amazon seller tools that can help you with keyword and competitor research.
Sometimes, simply reading your listing’s title is enough for a potential customer to make the purchase.
Product titles can either attract potential customers to click on your listing or drive them away.
The title is usually 200 characters long (depending on the category).
Make sure that your title is fully optimized with relevant keywords if you want your product to rank high on the searches.
Keep it clear and concise, and don’t forget to include your product’s most identifying features to make the title stand out.
The bullet points highlight your product’s 5 key benefits at a glance.
Each bullet point should be around 200 bytes long.
Just like the title, the bullet points should also be keyword-rich and easy to read.
Use the bullet points to differentiate your product from the competition.
This section lets you get into full detail and lay out more of your product’s benefits and features.
You can list down all the technical facts, functions, dimensions, or package inclusions.
For mobile users, the product description is the part of the listing that they see first. For that reason, the product description has to be professionally written.
Back End Keywords
This is where you place additional search terms that you could not insert in the listing’s title and bullet points.
Make sure to choose the most relevant search terms to maximize the use of this section.
Make your product images do most of the talking.
Amazon allows you to upload up to 9 images on your listing.
Get professional photos taken of your product and add these to the image gallery.
These photos should give potential buyers a closer look at your product and let them know more about its important benefits.
Make sure that they follow amazon image guidelines.
Customers are always looking for the best prices whenever they browse through Amazon.
Set your product at a price that gives you the most profits while staying aligned with the customer’s perceived value of what you offer them.
You can also use a repricer tool to help you optimize your pricing on autopilot.
Displaying the Prime Badge lets customers know they will receive your product in 2 days or less upon ordering.
You can get this badge if you’re a first-party vendor eligible for Prime or a third-party seller that needs to enroll in FBA (Fulfilled by Amazon).
EBC (Enhanced Brand Content)
If you’re a registered brand on Amazon, you have the option to add EBC (Enhanced Brand Content) to your listing.
The EBC section, also called Amazon A+ content is a great opportunity for you to share your brand story with customers or further showcase your product’s features and benefits.
You may also add comparison tables, infographics, before/after images, or lifestyle photos of your product in this section.
Choose The Right Sub-Category
As a new seller, you want your product to be featured on Amazon’s “Hot New Releases”.
To do this, ensure that it is placed in the suitable sub-category since this is where customers will search for your products.
Create Your Listing On Seller Central
Don’t forget to create your listing on your Seller Central account and input all the above data.
Keep your listing closed or suppressed while you are still waiting to launch.
You only want to go all out once the Honeymoon Period has started!
Before you launch your product, the smart move is to fully optimize your listing to make it appear on searches more often.
When you have all the listing components set in place, you are one step closer to making your listing go live and start generating revenue.
Did we forget anything? Let us know in the comments, and we’ll add them to the list.
About the Author:
Omar is the E-com Obsessed Co-founder and CEO of OJ Digital Solutions, an agency that helps Amazon sellers 2X their conversion rate by optimizing their Amazon listings. You can connect with Omar via his website and Linkedin