Introducing a new product to the market is very important. Getting your product engagement and sales rolling is crucial in ensuring that your product will be successful.
The problem is that getting your product to sell is tricky because for people to buy your product, it needs to rank high in the Amazon search results. Yet, for your product to rank high, it must sell first.
In this article, we’ve prepared a guide for preparing your first product launch, divided into three distinct sections: pre-launch preparations, actual launch, and after launch support.
Pre-Launch Preparations
Start by doing product research
Before thinking about launching your product, you need to make sure that you choose the right product and business model that fit your business and the market you’re trying to reach.
When doing product research, you need to ensure that you’re going for the right market, and you can do this by knowing what they want and the problems they’re trying to solve with your product.
Furthermore, it’s essential to know and understand your product. Know what sets your product apart from other products in your market, and use that to leverage sales.
Check the competition
Another point to consider is the competition. The more competitors in the market, the harder it’ll be for your product to gain traction. To ensure you’re on top of the competition, you need to learn what your competitors are doing and try to do things better.
But, if you want to be sure of sales, you can try to find a niche market with low competition to have a higher chance of success.
Build your brand
If you want to do well on Amazon, you need to build your brand correctly, which is what you need to consider when launching a new product.
Know what your brand offers, what your product will do for your customers, and why your product differs from the competition. You also need to ensure your product’s colors, design, and packaging so you can hit your target market more effectively.
The Actual Launch
Keyword research
When launching the product, it’s vital to pick possible phrases and keywords that you can use to generate traffic to your product’s page. If you find it hard to look for keywords, you can check the competition and see which keywords they’re targeting.
Once you’ve built a list of keywords, you need to filter them for ones that fit your product’s features and functionality well. Make sure you use these keywords in your listing’s title, bullet points, and description to optimize your listing.
Read more: Understanding Amazon SEO
Product description
It’s not enough to just fill your product description up with keywords. To convert webpage visits into sales, you must also ensure that the product description is well-written. You need to understand your market, as it’s for them that you’re writing the product description for.
When writing the product description, put all the information that potential customers may want to know about your product. Highlight how your product can help them to solve their problem on a certain thing.
Optimize your images and videos
Photos and videos are critical to any product listing, as it’s what your customers will look at first about your product, before or other than the product descriptions or reviews. Make sure you use high-definition videos and images so that customers can have a good look at your product. You can also use lifestyle images that depict a positive message for people who will use the product.
Take advantage of the Amazon EBC
Put yourself in the shoes of your customers. Are you going to read a product description with countless blocks of text or one with explanatory images that have the same information but are easier to understand? Of course, most of the time, people will go to the latter.
Amazon Enhanced Brand Content (EBC) or also known as A+ Content is a feature offered by Amazon that can allow you to customize your listing’s description area using images, custom text placement, and other customization features.
If you’re a registered brand under the Amazon Brand Registry, fully utilize the Amazon EBC to put the information you haven’t put on your bullet points to show more how your product works.
After Launch Support
Stay relevant
It doesn’t end with using the right keywords. Of course, you need to ensure that the keywords are performing well by monitoring different performance metrics, such as the number of clicks, the number of conversions, and the click-through rate (CTR).
Once you monitor these metrics, you can know which ones aren’t performing and replace them with other keywords. By doing this, you can target the right keywords in your ad campaigns, too.
Read more: Inside Amazon’s Sponsored Ads
Get good reviews
People are likelier to buy a product with good reviews than a similar product with no reviews. People trust reviews, which is why you need them to generate even more sales.
Furthermore, it’s not just about getting people to buy your product when they see your listing. Reviews also influence your product ranking and whether people get to see your product or not.
You can try using the Amazon Early Reviewer Program and Amazon Vine Program to increase your reviews.
Use marketing and PPC campaigns
The key to getting a product to sell is to make it visible to your market, but it’s not that easy. The best method to try is to launch a PPC campaign targeting the best keywords for your product and market to improve your rankings.
You can also use it to target the keywords used by your competitors, so you can penetrate their market and reach a broader audience.
If you’re going to do a PPC campaign, make sure to set a specific budget, and stick to it, so you won’t overspend and run out of money just for the campaign.
Read more: Amazon PPC: What You Need to Know
Do great in your product launch
A product doing well requires a lot of work before, during, and after the product launch. There are so many facets to a product doing well on Amazon. Consult Generation eCom today to help strategize your product launch on Amazon!
