Amazon Product Launch on Amazon: 7 Steps to Success

Your new product launch on Amazon is a make-or-break moment. Done right, you can quickly gain traction and build momentum. Done wrong, and you risk slow sales and wasted ad spend.

Launching a product on Amazon is a bit more complex than throwing up a listing and hoping for the best. Most sellers don’t realize there’s a specific strategy involved, from initial keyword research to post-launch PPC optimization. Let’s break down the key steps.

In this article, we’ll cover a proven seven-step framework for launching products on Amazon. This isn’t just theory; it’s what we use at AdLabs to help our clients achieve successful launches and sustainable growth.

Step 1: Do Your Keyword Research Before You Even Start

Keyword research isn’t just for ranking; it’s the foundation of a successful launch. You need to know what customers are searching for before you create your listing and launch your PPC campaigns.

Here’s why that matters: Proper keyword research informs your product title, bullet points, backend keywords, and initial PPC targets. Start with a seed keyword and expand using tools like Helium 10, Semrush, or even Amazon’s search bar.

Action Item: Identify 10-15 high-volume, relevant keywords for your product before you even finalize your listing.

Step 2: Create a High-Converting Product Listing

Your product listing is your storefront on Amazon. It needs to grab attention, clearly communicate value, and convert clicks into sales.

Here’s what’s happening: Amazon’s algorithm prioritizes listings that convert. A high conversion rate signals to Amazon that your product is relevant and desirable, leading to better organic rankings and lower ACOS.

• Title: Include your primary keyword and key benefits.
• Bullet Points: Highlight the most important features and how they solve customer problems.
• Images: Use high-quality images that showcase your product from multiple angles.
• Backend Keywords: Utilize all available space with relevant keywords.

Example: One client improved their conversion rate from 8% to 12% simply by rewriting their bullet points to focus on customer benefits.

Step 3: Set Up Your Initial PPC Campaigns

Don’t wait until after your launch to start advertising. Launch your PPC campaigns before your product goes live to build momentum and collect valuable data.

Most sellers don’t realize that early PPC data informs your optimization strategy. You’ll quickly discover which keywords are converting and which are wasting money.

• Automatic Campaigns: Let Amazon find relevant search terms.
• Manual Keyword Campaigns: Target your top 10-15 keywords.
• Product Targeting Campaigns: Target competitor ASINs.

Warning: Keep a close eye on your ACOS during the initial launch phase. You may need to adjust your bids and targeting frequently.

Step 4: Focus on Getting Initial Reviews

Reviews are social proof. They build trust and influence purchasing decisions. The more reviews you have, the better your product will perform.

Here’s the thing: Amazon prioritizes products with a higher number of positive reviews. Aim to get at least 15-20 reviews within the first few weeks of your launch.

• Amazon Vine: A legitimate way to get early reviews.
• Request Reviews Button: Use Amazon’s built-in feature to ask for reviews from recent customers.
• Follow-Up Emails: Send personalized emails asking for feedback.

Important: Never incentivize reviews. This violates Amazon’s terms of service and can lead to account suspension.

Step 5: Optimize Your PPC Campaigns Daily

PPC optimization is an ongoing process, especially during the launch phase. You need to monitor your campaigns closely and make adjustments based on performance data.

The reality is, your initial keyword targets might not be the most effective. By analyzing your search term reports, you can identify high-converting keywords and negative keywords to refine your campaigns.

• Search Term Reports: Identify new keywords and negative keywords.
• Bid Adjustments: Increase bids on high-performing keywords and decrease bids on low-performing keywords.
• Ad Copy Testing: Test different ad copy to improve click-through rates.

Example: We helped a client reduce their ACOS from 60% to 25% in 30 days by aggressively negating irrelevant search terms identified in their search term reports.

Step 6: Monitor Your Organic Rank and Sales Velocity

Organic rank and sales velocity are key indicators of your product’s success. Track these metrics closely to gauge the effectiveness of your launch strategy.

Here’s why that matters: High sales velocity signals to Amazon that your product is popular, leading to better organic rankings. As your organic rank improves, you’ll become less reliant on paid advertising.

• Track Your Keyword Rankings: Use a tool like Helium 10 to monitor your keyword rankings.
• Monitor Your Sales: Track your daily sales to identify trends.
• Adjust Your Strategy: If your sales velocity is low, consider running promotions or increasing your PPC spend.

Step 7: Scale Your Campaigns Once You Hit Your Goals

Once you’ve achieved your initial sales and ranking goals, it’s time to scale your campaigns. This means increasing your budget, expanding your keyword targeting, and exploring new advertising opportunities.

Most sellers don’t realize that scaling too early can be detrimental. Make sure you have a solid foundation before you start pouring more money into your campaigns.

• Increase Your Budget: Gradually increase your daily budget while monitoring your ACOS.
• Expand Your Keyword Targeting: Target new keywords based on your search term reports.
• Explore New Ad Types: Consider using Sponsored Brands or Sponsored Display ads.

Real Example: One AdLabs client saw a 3x increase in sales within 60 days by scaling their campaigns after achieving their initial ranking goals.

Launching a product on Amazon requires careful planning and execution. By following these seven steps, you can increase your chances of success and build a thriving business.

Want to simplify your Amazon product launch and ad management? See how AdLabs can calculate your optimal bids, optimize your campaigns, and save you time.

Key Discussion Points from the Episode

Here are some of the most valuable insights Andrew and Stephen shared during the full episode discussion:

and I think PPC is going to be some magic silver bullet that just because they listen to a few episodes of this podcast, they’re suddenly like millionaires overnight. And the fact of the matter is, if you’re trying to be profitable with your brand new product in the very beginning, it’s just going to take years of that slow, steady growth to get there. Alexa, play that Amazon ads podcast.

Which one would you like to hear? The best one. OK, now playing that Amazon ads podcast.

These gentlemen are completely changing their game. After listening to that Amazon ads podcast, my ads are finally profitable.

This article is based on Episode 71 of That Amazon Ads Podcast. Subscribe for weekly Amazon PPC strategies.