Updated: Apr 23, 2019
Having a launch strategy for your new Amazon product is essential to your success. Just because you've sourced a great product and put it up on Amazon doesn't mean that sales are going to come rolling in. You need an Amazon FBA product launch strategy that's going to start generating sales to move up your product rank in your category and generate valuable customer reviews.
Need ideas? Here are 10 solid tips you can use for your upcoming Amazon FBA product launch.
1. Generate Sales and Reviews by Offering a Steep Discount
If you want can absorbs the costs, a great way to start getting your product to fly off the shelves is to offer a steep discount. By offering a 50 percent or higher discount, you'll make it a no-brainer for your target audience to jump on the special promotion. The price will lead to customers overlooking the price and product comparison process because there is so much value for the price.
You do have to let your audience know that the special discount is available only for a limited time through a special coupon. You should run the promotion for around a week to start generating the sales volume and reviews you need to build your rankings and credibility. This process will help you pick up regular sales from ordinary customers which will then sustain your product's rankings for the designated keyword.
2. Promote Your Product Across Multiple Channels
To make your Amazon FBA product launch as successful as possible, you'll want to utilize all the channels that are available to you. Your Amazon FBA product launch strategy should include promotions on your blog, website, email list, social media pages, and any other channels that are available to you. This will give your product the maximum exposure it needs to generate sales.
3. Use Amazon's PPC to Ignite and Sustain Sales
Not enough sellers are using Amazon's pay per click (PPC) platform to promote their products. As the name suggests, you bid a specific amount you're willing to pay per click. Your ads will appear in related product detail sections and keyword search results. Amazon PPC ads (also referred to as Product ads)can be a great way to send targeted traffic to your Amazon product page if you don't have many resources available to you.
Amazon's PPC program is not just a great channel for your Amazon launch strategy. It's also a great way to sustain sales after your initial launch. Maintaining sales volume is an important part of maintaining your product rank for your targeted keywords. So even if you're just breaking even with your ads, running them periodically can help you stay competitive.
4. Work with Influencers to Drive Sales
A great way to promote your new product launch is to look for influencers you can work with. You want to look for influencers that cater to your target audience and/or cover topics related to your product. You can approach them and work out a deal where you either pay them a percentage or flat amount for each sales. The sales can be tracked by a coupon code. Some influencers will also accept payment to talk about or review your product on their channel. This may be the better option if you can choose the right influencers and audiences.
5. Invest in Display Ads
Another great way to drive targeted traffic to your new Amazon product is to use display ads. There are many different channels you can use from Google Ads, Bing Ads, Facebook Ads, Pinterest's Promoted Pins, to Instagram Ads. Most of these platforms use the same kind of PPC model for running ads. The problem with running ads on these channels is that each one is a little different from each other.
These platforms are also very technical, so it's important that you really know what you're doing or you'll end up losing money. It's probably best that you stick to a channel you're familiar with and figure out how to be profitable before expanding into the other display ad channels. Most people should probably start with Facebook and Google's platforms.
6. Promote the Product on Deal and Coupon Sites
The first tip talked about offering a steep discount to drive initial sales. If you don't have many channels to promote your discounted offer, then a good way to drive sales is to use deal and coupon sites. There are many sites like Groupon, LivingSocial, Woot, FatWallet, and DealNews where you can feature your discounted offer.
These websites get millions of views, so getting your product featured on these sites can take your product from zero to a hundred. Just make sure you put a limit on the number discounted products. These sites can lead to huge numbers which can hurt you financially if you're not prepared for the volume.
7. Roll Out a Content Marketing Campaign
One of the best ways to promote your product is to use content marketing. You can create content related to the topic that your product is built on. You can also create branded content that explains your product, shows your product in use, or present a problem-solution based on your product. Ideally, you'll want to create content that are both customer-centric and product-centric to cover both bases.
8. Target the Right Keywords
When you list your product through Amazon's Seller Central, you'll want to make sure you're targeting the right keywords. You'll probably have some obvious keywords in mind but you want to take some extra time to include other keywords that can really help your product get found. There are now many keywords research tools for Amazon, so you want to use them to start getting some ideas. It also helps to browse similar, related, or competing products in your category to come up with great keywords. Obviously, the most relevant and important keywords will be in your title.
9. Include a Comprehensive Feature and FAQ Guide
The information in your product page has a huge impact on your sales. You want to be as comprehensive as possible and explain everything as simply as possible. It always helps to use bullet points and follow features with benefits. For example, saying "this camera has optimal viewfinder technology which quickly focuses on your target" instead of simply listing "precise optical viewfinder for focusing."
Adding photo guides, that points out and explains various features is another great thing you can do. If you can add a video that shows your product in action, that's even better. To further help potential customers, you want to quickly answer user questions and include a short FAQ guide somewhere in your description.
10. Create a Launch Sequence
Many sellers are having success with launch sequences. Launch sequences are basically marketing events that promote your product during the pre-launch to build awareness. Many sellers will invest in a Amazon launch service to help design launch sequence campaigns. The Amazon launch service will primarily use email marketing and combine it with other channels to generate interest, desire and anticipation for your product launch. This multi-part sequence usually generates far more sales than simple promotional campaigns.
These 10 tips should help you get your Amazon product launch get going in the right direction and also give you an edge over your competition. If you need specialized help, we offer a Amazon launch service at ZonRush. Get more additional information on our Amazon product launch service here.