Successfully launching a product on Amazon

Successfully launching a product on Amazon goes beyond just making it available for purchase. It involves strategically positioning it 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
  • Put together a good product title
  • Find and test the best images
  • Take advantage of the Amazon honeymoon period
  • Establish a pricing strategy for the product launch
  • How do you 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?

Keyword selection tools

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 "mirroring" we mean including their keywords in the ranking in your listing, not copying 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. As we begin 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 focus on 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 bullet points of the listing.

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.

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 yet 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 don't 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 show up 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 sentences in the title.

Important Information First

If you are selling a product with multiple units, it is advisable 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 add 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.

How to find and test the right images for the product launch

Choose the Right Main Image

When selecting images, the main image should be particularly eye-catching. 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 lots of ads on your website, which creates spillover traffic to Amazon, you can increase brand recognition even further by