4 Strategies for a Successful Amazon Product Launch
When it comes to launching a new product on Amazon, it’s important to get started off on the right foot so that Amazon knows you mean business and are ready to make sales!
In this article, I’m going to show you how to successfully launch your new product (and brand) to the world. I am going to teach you my systematic approach often times resulting in immediate sales and ranking increases. Use this system over and over again, each time you launch a new product.
Here’s what I’ll be covering:
1. Setting up Amazon sponsored ads
2. Creating your first Amazon digital coupon
3. Finding an initial base of reviews
4. Utilizing social media for added exposure
Amazon Sponsored Ads
The first step in launching your product is using Amazon’s incredibly powerful ad platform, Amazon Sponsored Ads.
Each month there are hundreds of millions of buyers searching on Amazon, and these types of ads will help you get in front of them.
In case you are worried about not knowing anything about creating advertisements, don’t be. Amazon has taken all the guess work out of creating these types of ads and have made the process extremely simple.
To create an ad, proceed with the following:
Seller Central >> Advertising >> Campaign Manager >> Sponsored Products
First thing we need to do is give the campaign a name, select a start date, and select a budget. I would recommend starting with $30, which should be enough to keep your campaign running all day.
Instead of guessing at which keywords you think your potential customers will be searching for when looking to buy your product, you can simply let Amazon do all the work. By selecting “Automatic” targeting, Amazon will show your products based on different search terms that they think will give you the best chance at getting the sale, and they will continuously optimize the campaign trying out new keywords for you!
Scroll down and name your ad group (something like “Ad Group 1” works just fine for our purposes). From there, select the product that you will be advertising and click “Add”. Now, all we have to do is set the bid price. I usually go with what Amazon is suggesting to start, and adjust it later on.
Finally, click “Launch Campaign”, and we’re done!
Amazon Digital Coupon
The next step is to create a coupon inside of Amazon. This will greatly increase your conversion rate which is crucial as it will generate you more sales and will let Amazon know that you mean serious business.
To create a coupon, proceed with the following:
Advertising >> Coupons >> Create New Coupon
From here, Amazon will walk you through the entire process, however I do have a few pointers for you:
1. Choose the % off coupon option
2. Make it 30-50% OFF to start
3. Set the budget to $100 minimum
4. Limit to one redemption per customer
Finally, give your coupon a name and hit “Submit”, and within 6 hours your coupon will be live and available to the world.
Initial Product Reviews
The next step in the product launch system is to recruit a few friends and family to test and review your product!
Before enlisting your friends and family, first make sure that your coupon is live so that they can take advantage of the discount.
Email them the link to your product and ask if they’d be interested in testing it out and leaving feedback in the form of an Amazon review for you!
It’s as simple as that.
Social Media Boost
Now that you have a few gleaming reviews for your product, you’re going to want to create a free brand page on Facebook. Make sure you add your logo, a banner image, and some text to the page so it looks active.
From there, you are going to want to create an “offer” post showcasing your new product while mentioning the discount, and then boost it.
To do this, create a new post and click on the 3 little dots followed by the “offer and discount” button.
Next, create a catchy title, something like “Product Name - 50% OFF”, set an expiration date, and add a photo of the product.
Finally, check the little box that says “Online” and enter in the link to your product, hit “Publish” and you’re go to go!
Now when people come to your fan page on Facebook, they’ll be able to get your product and claim the offer. If you don’t have a lot of fans yet, don’t worry. Facebook has you covered.
In order to reach more people, facebook has created a really cool feature called “Boost Post” which allows you to target virtually any demographic that may be interested in your offer!
Click the “Boost Post” button and it will prompt you to set your targeting.
Depending on your product and niche, this will vary. Think about your potential customer. How old are they? Are they Male or Female? What are their interests?
As soon as you start entering interests, Facebook will suggest more interests that they think might be relative. If you want to take it a step further, click on “Narrow Audience” and type in “Amazon” as an interest. Doing this will get you people who are both interested in your niche and like shopping on Amazon.
Pay attention to the audience size that Facebook is showing you. I like to go with an audience size that is in the 1-10 million range.
Now, we need to set a budget. With as little as a $20 budget you can usually reach anywhere from 1000 to 15,000 people per day. Which is an insanely large amount of people for just $20.
Finally, set the duration and click “Boost”. I typically like to set these for 7 days, and in doing so, facebook will take that $20 and split it up evenly amongst those 7 days.
Facebook will review your post, and if there are no issues, it will start delivering within a few hours.
And that’s it.
Follow these steps and literally watch your product start climbing up the search results, and shortly thereafter, generating organic sales!