Launching a new product on Amazon is nerve-wracking. After countless weeks of researching and sourcing a new product, applying to Amazon’s Brand Registry, shipping inventory for FBA, and setting up a listing, your product is live. Now what? It’s time to implement strategies to launch it!
Sounds easy enough, doesn’t it? Well, here’s the thing: Amazon sells tons of products. They made $280 billion in sales in 2019. Even with 206 million monthly site visitors sifting through gazillions of products, yours simply might not get their attention. But don’t lose hope! There are ways to maximize your product visibility and entice shoppers to select the Buy Now button if you include these 3 Key Strategies in your new product launch plan.
What’s the initial way to create awareness that your new Amazon product even exists? Generate buzz about it. Start with friends and family. Even if they don’t buy it, they can let their other friends know that you’ve launched a new product and suggest to keep on sharing it with even more people.
This comes with a precautionary heads up, however. Amazon views getting your direct family (and close friends) to write product reviews as against its Terms of Service. It’s a bit eerie, but they actually DO have their ways of finding out. It means their review won’t be posted and you could get a warning notification from Seller Support. Family can buy it, just not review it. That’s okay because our primary objective is to obtain sales by increasing product awareness in circles that extend way beyond your direct clan.
If you have a personal Facebook page, you can also set up a Facebook business or brand/product page in just a few minutes. Drive traffic to it by letting your current followers know about your new Amazon venture, brand and product. It’s an excellent way to grow awareness.
Frequently write posts on this new Facebook page. Brainstorm ways to talk about the subject around your product that make for interesting, clever, and even funny tidbits. This will lure people to like your page and share your posts, which can exponentially grow. For example, if your product is pet-related, there is lots of fodder for super creative posts that include adorable pictures of pets with their humans. Be sure to include your product with a link to your Amazon page.
Amazon wants Sellers to be able to compete with each other because they know shoppers love finding the best deal. That’s why there are 5 promotion campaigns available to every Seller from their dashboard:
Promotions can be great… but they only provide the kind of results you hope for when Amazon shoppers see them. Although 58% of people go to Amazon first when searching for products according to a 2019 poll by eMarketer, you aren’t guaranteed they will find yours simply based on the fact that you’re running a promotion on Amazon.
An excellent option of exposing your promotion campaign to a massive number of people who are actually Amazon Prime shoppers is to find a trustworthy, fully TOS compliant company with an established extensive member base. They do all of the work for you by delivering your coupon codes to prospective customers and reaching shoppers who already love Amazon.
Don’t be tempted to use companies who are promoting the acquisition of product reviews along with the disbursement of your promotional coupons. While product reviews play a valuable role in building customer confidence, you want to gain them organically. That is, via customers inspired to write one because they actually had a great experience using your product. These authentic reviews make all the difference when customers are scanning them and have a direct influence on their purchasing decision.
Facebook & Instagram are some of the biggest and most influential social platforms for brands. There are plenty of opportunities to run targeted ads, expand your product buzz, and drive traffic directly to your product listing. You must have a Facebook page set up to run ads on Facebook and Instagram.
What makes Facebook so attractive is its ability to effectively identify and target specific segments since it collects meta-data from its users. This resource goldmine enables Amazon Sellers to precisely target their ideal audience with easy-to-create advertising campaigns right from your Facebook dashboard. Not only does this increase potential sales, but it also gives your product a boost in organic rankings by increasing sales velocity and conversion rates.
Take note that It’s important to maintain control over the number of units you want to give away in your promotion, so keep this under control by generating a specific quantity for single-use coupon codes. If you want to learn more about Facebook advertising read our dedicated blog post for 10 Facebook Ads Optimization Hacks.
In a previous article titled Drive Your Amazon Business Forward With Automated Emails, the recommendation to send out after-sale automated emailing is an excellent way to develop repeat customers and proliferate your brand awareness. ZonGuru makes this incredibly simple with our email template and automator.
Remember, this is also a valuable existing fan base to reach out to with the promotions you’re running for newly launched products. Your credibility has already been established, they know the quality of your current products, and they just might be excited about the newest addition to your Amazon store.
If your ads are working as they should, then once shoppers land on your product page it’s time to wow them with compelling content and images. You have only a few seconds to grab a buyer’s attention and keep them on your page. When done well, optimized Amazon listings work 24/7/365. In order to grab conversions, you need to optimize these 4 aspects of your listing.
Product Title – Write titles that make sense to your customers while still containing important Amazon keywords. Product Titles are one of the most important sources of quick information since shoppers skim them for instant information.
Bullet Points – Bullet points are an absolute must and should be written to answer anticipated concerns, multiple usage ideas, and important details a customer would want to know. They too should be easily readable to avoid losing conversions based on customers being confused. Write in a way that flows and make sure each line talks about a different key attribute of your product. Always spell check and have others read it for feedback.
Product Description – The product description is the section to expand on your bullet points. It’s also another part of your product page that you have control over so don’t skimp on the content. The content in this section should definitely improve the buyer experience by continuing to help prospective customers imagine they are using your product right images.
Images – Product photos are a central element to every product listing. It is a powerful selling tool that complements product titles, bullet points, and descriptions. Since your potential customers can’t physically touch or experience your product first hand; it’s up to your product photos to persuade them once they find their way to your product page. That’s how important product images are: They have the ability to sway a buyer’s purchasing decision.
An optimized FBA listing includes having professional product photos to complete a super appealing, persuasive Amazon product page. This leads to far more sales as a result.
Launching a new product on Amazon is exciting. It doesn’t matter if it’s your first or hundredth item. Tactics may be the same yet launch results are rarely identical. Although the ultimate goal is to increase sales velocity; implementing these 3 Key Strategies to launch your new product on Amazon will let people know your products exist, lead customers to your product listing and excite them to select the Buy Now button. That’s the way successful Amazon businesses are manifested.
Have you successfully executed the above strategies and pulled in huge FBA sales? Maybe it’s time to expand your digital footprint outside of Amazon. Our CEO, Jon Tilley, recently sat down with 7-figure seller and Smart Marketer founder Ezra Firestone to talk about why, now more than ever (paid advertising costs have dropped 40% in the wake of COVID-19!), it’s important to think outside the Amazon box.
Join them for an in-depth discussion on what exactly it takes to create a successful eCommerce brand that thrives outside of the Amazon ecosystem. Key topics include which advertising techniques are the most effective, how to build out customer testimonials that drive sales, and more! Check out the video below for the full interview.
Discover opportunities. Maximize your sales. Grow your Amazon business!