Successfully launching a product on Amazon goes beyond just making it available for purchase.
It's about strategically positioning to stand out amid a vast sea of competitors. This is especially crucial on Amazon, a platform flooded with millions of products and sellers vying for consumers' attention.
That's why we've put together this comprehensive guide to walk you through every critical stage of a successful product launch on Amazon. Whether you're an Amazon seller looking to take a big leap forward or an experienced seller looking for your next hit, this guide answers all your questions about how to successfully execute an Amazon product launch.
In this article we cover:
- Choose the right keywords
- Compose a good product title
- Find and test the best images
- Take advantage of the Amazon Honeymoon Period
- Create a pricing strategy for the product launch
- How to get reviews on Amazon?
- Use PPC campaign for product launch
- The cost of product launch
How to choose keywords for product launch on Amazon
When someone wants to buy something on Amazon, they usually search using a specific term. Amazon suggests keywords when the user starts typing. Therefore, it is important to include in the title of your product the search terms you want to rank for.
Select the right keywords for your product listings
Keywords in the title have a big impact on your ranking on Amazon.
So, how do you select the right keywords for your product listing?
Tools for keyword selection
Analyze competitors for keyword inspiration
An effective way to determine what to include in your title and bullet points is to study a competitor's listing, especially if they make good sales. By "make a mirror" we mean include their keywords in the rankings in your listing, not copy their text verbatim.
You can also use Helium 10 for initial research, but we also recommend using Brand Analytics for deeper insights.
Helium 10
A useful tool is Scribbles from Helium 10. When we start compiling the listing, Scribbles highlights keywords that have already been used so that no unnecessary words are used and all important keywords are included.
Brand Analytics on Amazon
Brand Analytics on the Amazon Seller Central Dashboard is very useful for growing sales.
You can use this tool in two ways. The first is by searching directly for a keyword used by a competitor to see their Search Frequency Rank, which informs you of the most searched keywords on Amazon.
Whether you use this tool in the U.S. or Europe, Brand Analytics can be a goldmine for finding specific long-tail keywords. For example, if a keyword has high search volume but low conversion rates for the top three products, it's likely that customers are just exploring. Conversely, if a long-tail keyword has a low SFR and a high conversion rate, that's an indicator that the exact keyword should be included in your product title because it's a strong candidate for ranking.
In the second method, you use the competitor's ASIN to see what keywords Amazon has data on for that particular listing. Keep in mind that if you check the keywords weekly, Amazon may consolidate the data. For example, if you have five keywords on one day and 10 on another, the weekly report may only show five keywords. This happens if the additional keywords on other days did not generate sales.
Once we have identified highly relevant keywords, we list and select the keywords we want to target for our product listing. As many of you may already know, the bullet points in your Amazon listing also weigh heavily in keyword optimization. Therefore, we strategically include these keywords not only in the title, but also in the listing bullets.
If there are related keywords that do not naturally fit in the title, bullet points or description, we place them in the "Search Terms" and "Subject" fields. It is worth noting that, based on our experience, the "Subject" field usually has more ranking power than the "Search Terms" field.
Amazon Subject Matter
Common mistakes in search terms and subject fields
A common mistake we see is repeating search terms in the search terms field. It is essential to understand that search terms are not cumulative; they are considered separate keywords separated by spaces. No commas or periods are required. Use unique keywords that have not already been used in your title or bullet points. The same logic applies to the subject field.
How to create a good product title on Amazon
Readability
In the early days of Amazon, when the marketplace was mostly filled with generic products, sellers often filled their product titles with random keywords to rank higher in search results. While this may have been effective for SEO, it often led to titles that were not easily readable by potential customers. From a buyer's perspective, it is crucial that the title be readable.
Adherence to Character Limit
Amazon has implemented character limits for product titles and if you do not comply with them, your listing may be hidden in search results. In such cases, even if people have the direct link to your product, your product will not be displayed in Amazon's search results and you cannot place ads for it.
Include Relevant Keyword
It is important to include keywords that are highly relevant to your product and for which you want to rank. Avoid using broad keywords or high-volume keywords, as they often do not translate into sales. Instead, focus on long-tail keywords that are more specific to your product.
Visual Separators
You can use symbols such as commas and dashes to visually separate phrases in the title.
Important Information First
If you are selling a product with multiple units, it is recommended to put this information at the beginning of the title. For example, if your product comes in sets of two or three, put that at the beginning. This is important because Amazon truncates titles in search results after a certain number of characters.
Include your Brand Name
Including your brand name in the title is important not only for your brand awareness, but also for Amazon's Product Listing Algorithm (PLA). If you don't include your brand name initially, Amazon can automatically add it and you can't remove it later. However, if your brand name is exceptionally long, Amazon may move it to the end of the title to ensure shoppers can read the essential information first.
Amazon product title checklist
How to find and test the right images for the product launch
One of the most important factors determining your ranking and conversion rate is the quality of your product images.
Choose the Right Main Image
When selecting images, the main image should be particularly prominent. This is because the main image affects the click-through rate, and a higher click-through rate has a positive effect on the performance of your PPC campaign. Typically, people click on products with the most ratings and reviews. However, the quality and appeal of the product image also play an important role.
Real Photos vs. 3D Images
Amazon's guidelines recommend using a real photo for the main image. However, many sellers choose to use 3D images, which are usually clearer and sharper. In addition, 3D images can be easily manipulated in terms of position and additional elements. From a buyer's perspective, a 3D image can often be more attractive than a real photo and thus lead to a higher click-through rate.
Enhance Brand Recognition in Images
If your brand is already recognizable and you have a lot of ads on your website, which creates spillover traffic to Amazon, you can further increase brand recognition by including the box in the background of the main image. This technique can serve as an alternative to placing a logo directly on the image, which Amazon generally prohibits.
Bundling and Promotional Images
If you have two offers that complement each other well, consider bundling them and promoting the bundle with an image. For example, a promotional image can indicate that customers can buy the bundled items at a 20% discount. This strategy not only boosts sales but also improves product ranking.
Product Information in Images
Lifestyle images can give potential buyers an impression of the user experience and an idea of the size of the product. This is especially important because online images alone can be misleading about the actual size of the product.
But these days, you don't just want lifestyle photos; you need images that tell a story or explain the benefits of your product. Since consumers today prefer visual media, these images can be much more effective than just text.
Directions for use in images
Images should include instructions on how to use the product. Because customers cannot physically touch or feel the product online, it is crucial to clearly explain how to use it. For example, an image highlighting the benefits of a supplement might state that it "accelerates muscle growth" or "replenishes muscle cells." If these benefits are only in bullet points, they may not really catch the consumer's attention. For example, mentioning "Easy to operate; one button, two fan speeds" in an image may be more effective than burying this information in bullet points or descriptions.
Include information in bullet points
Include product reviews
You could also include two to three product reviews in the images. This is a somewhat gray area in terms of Amazon's rules, but there have been no penalties for it yet, based on monitoring different customer mentions. Choosing reviews with the most votes can significantly help convert potential buyers as they scroll through the images.
What's Included in the Box
It's good to show an image of what's included in the box, especially if the product comes with additional items not offered by competitors. This can be another way to differentiate your product and can increase conversion.
What's included in the Box
Images Visualization
Add Visual Size References
A visual representation of a product's size can significantly reduce returns and increase conversion. For example, a product such as a pop-up socket may be returned a lot if customers can't accurately determine the size. However, placing it next to a familiar item, such as a MacBook, can provide a known reference for the size and reduce the number of returns due to size issues.
Material and Ingredient Visualization.
An image that highlights a product's materials or ingredients can be incredibly effective. For example, visually displaying the ingredients of probiotic snacks can be much more compelling than listing them in text at the bottom of the product details page.
Visual Quality Indicators.
Images can be used to visually represent the quality of a product. For example, if a cup is advertised with "four layers of protection," an image breaking down these layers can make the feature more tangible to the customer, which can boost sales.
Take Advantage of New Product Honeymoon Period
Understand Amazon Ranking Mechanism
Essentially, Amazon is focused on selling products and generating revenue. They rank products first based on their sales probability. Amazon uses different time frames - daily, weekly, bi-weekly, monthly and even annually - to track sales and rank products accordingly.
If your product doesn't have as many sales as a competitor for certain keywords, no matter how optimized your listing is, you won't rank higher than your competitor. Amazon needs a reason to place your product higher in the rankings, and usually that reason is sales volume. If a listing does not generate sales during the product launch period, it will be difficult to rank after a few months.
The Opportunity for Product Launch during the Honeymoon Period
Many salespeople are familiar with the term "honeymoon period," but its true meaning may not be fully understood.
When you launch a new product, these periods initially contain zero sales: they are empty. Amazon has no past data to compare your product to competitors. Therefore, they rely more on the keywords you've included in your titles and bullet points. Amazon essentially gives your newly launched product a boost in the keyword rankings. It is common for new products to show up almost immediately on the first pages for their keywords when inventory is available.
Don't miss the the Honeymoon Period.
If you don't generate sales for those first keywords in the first few days or weeks, Amazon will start to lower your positions. They are basically testing your product to see if it can outperform the competition. If it doesn't, they will start comparing sales data from different time periods and your position will be adjusted accordingly. Therefore, missing the honeymoon period can be a missed opportunity to gain a strong first position.
How to Set Up Product Launch Price Strategy.
Start Initial Pricing on Rankings
If you launch your product at a heavily discounted price to generate sales quickly, the Amazon algorithm will interpret this as a product performing exceptionally well at that specific price point. You may even rank high for certain search terms. But if you later increase the price by 30%, 50% or some other substantial amount, Amazon's machine learning algorithm treats this as a "new product" for which it has no relevant sales data. As a result, your rankings may plummet.
Therefore, it is crucial to initially set your product's price at the level you want to maintain after launch. The sales data you collect at this price will be more relevant and sustainable for long-term rankings.
Leverage Price Anchoring for Competitive Advantage.
Leverage price anchoring is a strategy where the manufacturer's recommended retail price (MSRP) is higher than the actual retail price. This tactic creates a "List Price" with a strike-through and accompanying "You Save" text on the Amazon listing. Although Amazon has begun removing the option to show discounted prices, using MSRP in this way has proven its benefits. It increases the visual appeal of the listing and makes it stand out among competitors in search results.
How to Get Reviews
Amazon Vine Review Program
An effective way to generate initial reviews is through Amazon's Vine Review Program. If you sell a product on multiple marketplaces, you can quickly collect a significant number of reviews. For example, Amazon allows you to get 30 Vine reviews for each marketplace. If you sell on all five European marketplaces that support Vine Voice, you can start with 150 reviews.
Amazon Vine Review Program
Although the Vine program can provide a significant number of initial reviews, it is important to note that Vine reviewers can be very critical. Therefore, the quality of the product is crucial.
Utilize Dummy Variations for Vine Reviews.
If you only sell on one marketplace, you can use "dummy variations" of your product to get more Vine reviews. For example, you can create variations based on quantity, such as one piece, two pieces and three pieces. Reviews for these variations are aggregated under the main listing, allowing you to collect a large number of reviews even if you only sell on one marketplace.
Just be sure to comply with Amazon's terms and conditions; it can be risky if you violate Amazon's policies.
Leverage the 'Request Review' Button.
Many buyers block emails from sellers, making traditional emails requesting reviews less effective. Amazon's "Request Review" button, however, can produce good results. There is no threshold for the number of reviews you can request with this feature. If you have 5,000 orders, you can request reviews for all of them within 24 hours without Amazon banning you from reviewing.
But avoid artificial reviews and stick to the review guidelines. If you generate artificial reviews by paying people or using services, it's important to maintain a low review-order ratio, especially in the beginning. A good rule of thumb is to aim for no more than one review for every four orders in the beginning. Over time, a review-to-order ratio of no more than 10% is recommended, although even that can be considered high.
"Request Review" button
How to use PPC campaign for Product Launch
When optimizing your offer for a product launch, you should consider some efficient PPC campaigns.
Target long-tail keywords
The first strategy focuses on targeting long-tail keywords for which you want to rank. Since your product has no initial sales data, getting those initial sales is crucial. To achieve this, set your ACoS to 100% and target long-tail keywords you want to rank for.
Long-tail keywords on Amazon
Target keywords from competitors
The second complementary strategy is to target competitors who are already scoring on those long-tail keywords. When a user clicks on a competitor's product and then navigates to yours, Amazon assigns the relevance of the sale on the keyword to your product. This actually causes Amazon to think your product is better than the competitor's, allowing you to "steal" sales directly from them.
Some Amazon sellers bid on a competitor's brand name. This can be considered unethical, so if you want to do the same, make sure it is worth fighting for. At the same time it is also necessary to prevent your brand keyword traffic from being stolen by your competitors, you should try to establish a brand defense strategy.
Search Find Buy Method
If you want to rank using PPC, another effective method to consider is the Find Buy (SFB) technique. This involves paying customers to search for specific keywords and then buy your product. If you combine PPC and SFB, it is highly unlikely that you won't get top positions for your targeted search terms.
Time Lock for Ranking: It is advisable to go for a longer time lock when targeting search terms. If you only sell for one day, Amazon will probably lower your ranking. However, if Amazon's algorithm sees that you have consistent sales over a longer period of time, it learns better and is more likely to keep you in the top positions for those terms.
Use PPC Tools
Several tools are recommended for the effective implementation of these strategies. One is m19, which is highly recommended for its capabilities. It is also particularly useful for keyword traction that allows you to track the ranking of a list of ASINs on a specific search term.
What's the Cost of Product Launch
The cost of an aggressive product launch depends on several factors, including the cost of your product and the competitiveness of the keyword you are targeting. If you are in a highly competitive niche, PPC can be expensive, but the cost of giveaways can be lower.
Helium 10 has a feature called CPR 8-Day Giveaways, which helps you estimate the number of units you need to give away over an 8-day period to rank for specific keywords. However, as mentioned earlier, an 8-day period is quite short; you should aim for a period of at least 14 days to see significant results.
Calculate Actual Cost
To calculate the true cost of the product launch, you need to consider not only the product cost, but also Amazon's cost and the marketing costs associated with acquiring those sales. When you pay customers to search for and buy your product through the SFB method, this money eventually returns to your account as revenue. Therefore, actual costs are the sum of product costs, Amazon's costs and marketing expenses.
