Product launches are hard. We get it. Whether you are one of the big players or just starting out, launching a new product gives everyone the heebie-jeebies.
After working with Amazon sellers for almost a decade and launching over 100 products on the platform, we’ve seen it all – the highs, the lows, and picked some invaluable lessons along the way. In this blog post, we are going to share our insider tips. Our Amazon consultants have squeezed every bit of knowledge and actionable tips that will help you launch your next product successfully.
Lesson #1: Your product’s quality matters the most
Making sure your product quality is good is non negotiable. No matter how good your product listing looks or how much money you spend on your product’s marketing, nothing can compensate for the subpar product quality.
It may look tempting to cut corners and go for cheaply manufactured products just to save a quick buck but let’s be real here, it’s a slippery slope. Customers are not going to let you get away with it. They will write and the reviews you receive will be brutal. It will eventually bring down your product ranking and your brand image. Be sure to gauge the risk before thinking of selling cheap products. Sure, it might save you some money in the beginning, but in the long run, it’s going to cost you big time in returns, refunds, bad reviews and irreversible damage to your brand’s reputation.
Lesson #2: Reviews are the lifeblood of your listing
Do you know the first thing customers look at when shopping on Amazon? It’s not your images, or your copy or your A+ Content. It’s the reviews. Nothing builds trust like those five little stars. Reviews are your social proof, your badge of honor.
But here’s the catch: Getting reviews ain’t easy. And Amazon’s stringent rules on not contacting customers to ask for reviews does not make it any easier. But it’s not all bad. Amazon has got your back with tools like Request a Review Button and Amazon Vine. These tools will nudge customers in the right direction and score some reviews for your listing.
Don’t sleep on reviews – – invest in ’em, nurture ’em, and see your customers convert like never before. Because when it comes to winning on Amazon, reviews are your not-so-secret weapon.
Lesson #3: Your content converts only if it tells a story
No one wants to hear you rant about the fancy features your product has. Customers don’t care for the bells, whistles and technical jargons. Fancy features do not hook the shoppers, a solid backstory does. It’s easier for the shoppers to understand and connect with a story than boring technical information. If your copy makes them feel something, be it excitement, nostalgia, or even a good laugh, they will stay.
All of a sudden, they are not buying your product, they are buying an experience. They are not buying a silicone bib, they are buying a solution to make mealtimes stress free and fun again. So, next time you write a copy for your product, don’t just go on and on about how good your product is – understand the customer’s problem, paint a picture and create a story. And if you find yourself too busy to do all of that, you can count on Amazon content optimization experts at Sipransh Ecommgrowth.
Lesson #4: Keywords don’t actually work to rank your listing
No, we are not saying you should stop investing in keyword research. That would be insane. But at the same time, it’s not a smart strategy to just add the biggest baddest keywords with the highest search volume. This is especially correct if you are selling in a competitive category. Relying only on high volume is like shouting into a crowded room – nobody hears you.
Let’s understand with our silicon bib example. Your probability of ranking on the first page is higher with a specific keyword like “silicone baby bib with food catcher” rather than a high volume and high competition keyword like “baby bib.” Specific keywords, more commonly known as long tail keywords are targeted, less crowded and more importantly, they have a higher conversion rate. Remember to focus on medium-volume and long-tail keywords that speak directly to the shopper’s needs. It’s not about shouting the loudest; it’s about speaking their language.
Lesson #5: Instead, invest more money in creating Sponsored Ads
You cannot successfully launch a product on Amazon without PPC. No matter how good your SEO guy is, no one, and we mean no one, has the superpower to rank a listing on the first page in a month. While optimizing is crucial for long term and sustainable growth of your listing, Amazon PPC gives your listing the boost it so needs in its initial days.
By investing half of your budget into Amazon Sponsored Ads you are essentially putting your listing right of customers who are looking for similar products. Use Sponsored Ads, to get your listing directly on page 1, shoulder to shoulder with the top competitors. Use Sponsored Display ads to steal your competitors’ customers away. Use Sponsored Brand Ads to get your product noticed and build awareness of your brand.
Pro tip: Before you spend even a dollar on PPC, make sure your listing is 100% retail read. Copy should be on point, images should speak more what your copy cannot, you should have buy box, your product should be in stock and your listing should have at least 15 positive reviews. If any of these things are missing, you may as well throw your money down the drain.
Lesson #6: Setting realistic goals helps avoid post launch depression
Launching a product is not a walk in the park. It’s difficult. It’s common to get caught up in the excitement and set unrealistic expectations. You get your copy ready, your campaigns pumped up and spend hundreds of dollars, hoping to recover it all and start earning profits as soon as your product launches. That’s when you get post-launch depression. Your reality does not quite match up to those loft goals.
It’s essential to set realistic goals from the get-go. Set smaller, more achievable goals, like selling around 10 units in the first 5 days, or getting 15 reviews in the first month. It’s like saying, “Hey, I want to conquer the world, but let’s start with taking over the neighborhood first.”
When you set achievable milestones, every small win becomes a cause of celebration rather than a reason to feel depressed. Whether it’s getting your first review, hitting a certain sales target or even breaking even on your investment, set goals that are humanly achievable. It’s not about how fast you get there; it’s about staying the course.
Lesson #7: Influencer marketing can help you give an initial boost
Influencers have the ability to make your product desirable. They use a product once and everyone instantly wants it. Most recent example of it is the Stanley Cup. When TikTok influencers started promoting Stanley in their posts and stories, Stanley’s company-wide revenue increased from $74 million in 2019 to $750 million in 2023.
Here’s the thing: not all influencers are created equal. It’s not always about finding influencers with a massive following, it’s about finding the right creator who has a genuine, engaged audience that actually cares about what they have to say.
Think of it like this: you wouldn’t want to advertise your vegan protein powder to a bunch of meat lovers, right? It just wouldn’t make sense. Take the time, do your research and find influencers whose followers match your target audience. Word of mouth from the right influencer can introduce your product to a whole new audience, and because it’s coming from someone they trust, it’s way more likely to convert into sales.
Lesson #8: Don’t launch your listing unless it’s 100% retail ready
Getting your product ready for the launch does not happen overnight. It takes months – right from finding the right product to ordering stock from the manufacturer and getting the listing ready is a long process with a lot of people involved. Stuff happens, and the launch can be delayed. It’s better to change your launch date rather than launching your product with a poor copy that the manufacturer gave you or the images uploaded on the Alibaba site.
Don’t be tempted to hit the big red launch button just because you’ve seen enough roadblocks during the pre-launch phase and now you want to get it over with. Launching a product with a half baked listing not only risks turning off potential customers but also damages your brand’s reputation. Put in the work, get your listing in the perfect shape and then and then only make it live.
Let’s make your Amazon dreams a reality
Launching a product on Amazon is no small feat, but when you are equipped with the right team and strategies, it does not seem that difficult. If you ever find yourself overwhelmed or unsure, remember that you are not alone.
At Sipransh Ecommgrowth, we’ve helped 100s of Amazon sellers successfully launch their product on Amazon. Our team of Amazon experts will handle everything from ideation to launch so you don’t have to deal with launch anxiety ever again!
