Launching a new product on Amazon can be an exciting and nerve-wracking experience, and sometimes an expensive one. A well-planned launch can help drive sales and boost your brand’s visibility, while a poorly executed one can lead to disappointment and wasted resources. Amazon themselves have a formula for the ‘perfect launch‘ – a set number of processes to follow to give you the best chance to launch a new product. In this article, we’ll provide you with a step-by-step guide to planning and executing a perfect product launch on Amazon, while also giving our view on Amazon’s recommendations

1. Brand Registry

The Amazon Brand Registry program helps you protect your intellectual property and build a strong brand presence. With Brand Registry, you can access valuable tools and features that will help you enhance your product listings, such as Enhanced Brand Content and Sponsored Brands advertising. Aside from the additional tools, this is key in helping prevent hijackers on your listing, and gives you much more control if they do pop up. We always recommend having a trademark approved, and registered with Amazon through Brand Registry, when you launch, to save headaches further down the line.

2. Fulfilment by Amazon (FBA)

Fulfilment by Amazon is a service that helps you store and ship your products to customers. With FBA, you can benefit from Amazon’s extensive network of warehouses and logistics services, providing you with a reliable and fast shipping solution. With FBA, you can offer your customers two-day shipping, which can increase your sales potential. You’ll also get the ‘Prime’ badge on your listing, which will get you more traffic (as it’s one of the most used filters by searchers on Amazon) and higher conversion rates as the delivery will often be next day. The badge also adds trust, which is especially useful when launching a brand new product on Amazon.

3. A+ Content

Amazon A+ Content (aka Enhanced Brand Content) is a powerful tool that can help you increase brand engagement and sales. It allows you to enhance your product listings with rich multimedia content, such as images, videos, and text. With A+ Content, you can provide your customers with a more immersive and informative shopping experience. Amazon has quoted conversion rate increases from having A+ of around 10% in the past, which isn’t something to sleep on. It’s only available to brand owners, who have Brand Registry fully set up (see point 1 above). It’s a great way of visualising the description for your product, cross-selling, upselling and more.

4. Advertising

It’s often the old ‘chicken and the egg’ scenario when launching a product – Amazon will rank your product highly if it’s generating traffic and sales, but how can you get those traffic and sales without the ranking? Amazon Sponsored Advertising is an effective way to get more eyes on your products and increase your sales potential. With Amazon Advertising, you can create targeted campaigns that reach your ideal audience. You can use Sponsored Products, Sponsored Brands, and Sponsored Display to drive traffic to your product listings and increase sales. And Amazon’s advertising is usually the most profitable form of advertising a product on Amazon. The first month or two are usually the hardest, while you’re building reviews and sales momentum, but then it gets easier, as long as you keep optimising the campaigns.

5. Automate Pricing

This is only applicable to sellers competing with resellers or other manufacturers. We don’t fully agree with this in all cases, but for completeness of talking about Amazon’s vision of the perfect launch, we’ve kept this in. Setting the right price for your products is crucial. With Amazon’s Automate Pricing tool, you can automate your pricing strategy and set competitive price points that will convert. Automate Pricing uses data-driven insights to adjust your prices in real-time, ensuring that you remain competitive and maximise your sales potential. It can work, but there are tools out there, such as Eva, that work better, even if you’re not competing with Amazon. They use machine learning to continuously re-price your product to gain higher ROIs, without jeopardising sales.

In Summary

Launching your product on Amazon can be a game-changer for your business. By utilising tools such as Brand Registry, Fulfilment by Amazon, A+ Content, Amazon Advertising, and Automate Pricing, you can increase your sales potential and build a strong brand presence on Amazon. Remember to take control of your brand, offer fast shipping, create engaging content, advertise to your ideal audience, and set competitive prices. With these tips in mind, you can launch your product on Amazon with confidence and achieve success.