How to Launch a Product on Amazon and Get the Best Results
Read this article in DE?
When you hear somebody talking about Amazon FBA, you usually hear "making money" in the same sentence.
Selling on Amazon means making money - that's true. However, what most people don't tell you is how to make money with Amazon FBA. They're all talking about researching great products, optimizing an Amazon listing, and so on.
However, you can spend weeks searching for great products, but if your product launch fails, nobody will buy it.
Launching a product on Amazon is really hard. You need to bring out the big guns to promote your Amazon product.
In this guide, I will show you how to supercharge your product launch by promoting it to thousands of people.
If you want to make money on Amazon as soon as possible, this article is for you.
What Do You Need to Launch a Product on Amazon?
Well, I don't want to trick you.
I can tell you that you're going to lose money during the product launch. At least, you won't make any significant profits. If you want to become a successful Amazon seller, you need to invest money into your Amazon product launch.
Every product launch's goal is to increase your Amazon ranking to make profits in the future. But during the product launch, it's really hard not to loose money.
So, what do you need to launch a new product on Amazon?
- Unique product
- Less competitive niche
- Helium 10 or Jungle Scout
- Finally, you'll need money...
Let's dive right in.
Keep This in Mind...
Amazon A9 Algorithm decides whether you are at the top or bottom of search results. And there are some key figures to keep in mind that are relevant for your ranking.
Here's what you have to focus on:
- CTR: The ratio of clicks on a listing to listing views.
- CR: The ratio of visitors to buyers.
- Reviews: If your reviews on Amazon are bad, your ranking will drop.
When it comes to rank products successfully on Amazon, you need to keep the following in mind:
To sell your product easily, you need to rank high. And to rank high, you have to sell a lot of products.
Only a tiny proportion of visitors are likely to search for products on the second page of search results.
But what's the solution to this problem?
It's not enough to make "a little promotion" for your product.
You need to promote the hell out of it and sell your products to as many people as possible.
If you want to know how to do that, keep reading this article.
Launch a Product on Amazon in 4 Steps
Ranking on the first page of search results on Amazon is no child's play. But if you do it right, you will be able to outrank your competitors and close your first sale in no time.
Here's the step-by-step process we're going to explain in this article:
However, first of all, make sure to create an offer your customers couldn't resist.
Create an Outstanding Offer
Let's take a look at the Click-Through-Rate (CTR). The CTR depends on:
- Main image
- Title
- Price
- Reviews
So what can you do right now to improve your CTR?
- Optimize your main image. Use a dominant design. A high-quality image is mandatory. Of course, your product should also look good.
- Describe what people are searching for. Note important information but make sure that your title is not overloaded with details.
- Set a lower price than your competitors, but not too low!
- Get Reviews. Sell your Amazon product to 5 friends and tell them to leave a review.
Here's an example of a nice product image:
And here is an example of a not so good product image:
Let's take a look at the Conversion-Rate (CR). When visiting your product listing, customers should buy your product - it's worth nothing if they leave.
So what can you do right now to improve your CR?
- Include multiple images.
- Write crisp Bullet Points.
- Show visitors what they can do with the product, rather than flooding them with technical details.
- Write a detailed product description.
- Try to answer all customer's questions.
Here's a good example of an optimized Amazon Listing:
After you have improved your CTR and CR, there's something else to consider.
Perhaps, you've heard of the kano-model?
It's a marketing model that describes five stages of customer satisfaction:
- Must-be-Attributes: Basic features that the customer only becomes aware of when they are not fulfilled. If you can't provide these features, your customers won't be satisfied. However, if provide them, they either will not feel much satisfaction.
- One-dimensional-Quality-Attributes: These are known by the customers. They eliminate dissatisfaction or create satisfaction.
- Attractive-Quality-Attributes: These provide satisfaction when achieved, but do not cause dissatisfaction when not fulfilled.
- Indifferent-Quality-Attributes: Indifferent-Quality-Attributes are irrelevant to the customer, both in presence and absence.
- Reverse-Quality-Attributes: Reverse-Quality-Attributes lead to dissatisfaction if present, but to customer satisfaction if absent.
Here's also a graph:
I don't want to mess around. You need to focus on building Must-be-Attributes, One-dimensional-Quality-Attributes, and Attractive-Quality-Attributes to increase your sales on Amazon.
Must-be-Attributes and One-dimensional-Quality-Attributes are less problematic to establish.
For example, you can create One-dimensional-Quality-Attributes by solving the problems of other products.
It gets more complicated with Attractive-Quality-Attributes. How you build these vary from product to product.
Here are a few options:
- Coupon for the next sale
- Outstanding price-performance ratio
- Easy handling
- Special features
After you've completed all of this, head over to the next step. But first, make sure that you completed everything mentioned above.
Promote Your Product to Thousands of People
Okay, now that you have created an awesome Amazon listing, it's time for marketing.
As mentioned before, it will be hard to get a lot of traffic through Amazon's organic search. You have to find other ways to get people's attention.
If you already have an audience, you can market your new product to them. If not, you need to choose one of the following options.
Deal Pages
On deals pages, customers want to buy heavily discounted products.
The good thing about this is that customers usually only pay attention to the discount. This makes it easy for you to sell a product when you have a discount of about 70% or 90%.
The easiest way to utilize this strategy is to use Jungle Scout.
That's because Jungle Scout has its own deal page and it allows you to promote your product directly on this deal page.
Jungle Scout's deal page is called JumpSend.
Here's what to do:
- Login to Jungle Scout.
- Go to Launch > Promotions tab.
- Click “CREATE NEW”.
- Select your Product.
- Then, you can go in and make any changes to your product listing and prepare your deal.
Jungle Scout shows you how many products you have to give away every day for one to two weeks to rank in the top 3.
Here, you can see that keyword scout estimates that we have to give away 19 units per day for one to two weeks rank in the top 3:
You can calculate this number for every keyword.
So that 19 people can redeem a voucher per day, I usually give away 21 per day.
You can also use Helium 10 to determine this number. Furthermore, you also don't have to use JumpSend as a deal site. Here are some alternatives to JumpSend:
Once you've launched your product on one of these sites, you'll have to spend a week or two to give away the coupons. When people buy your product with one of your coupon codes, you'll get higher rankings.
Facebooks Ads
Facebook is still the leading social media platform. According to the 2020 stats, Facebook reaches 60,6% of internet users.
Therefore, Facebook Advertising is a great way to get external traffic to your product listing.
You can drive traffic to your Amazon listing or your special offer on one of the deal pages mentioned above.
The advantage of Facebook Ads is that you can exactly target your audience.
If you use Facebook Ads within your product launch campaign, you should pay attention to the design of your ad. A boring ad only destroys money instead of generating sales.
Also, make sure you set some goals that you want to achieve before you start your campaign.
Here is a complete guide to Facebook Advertising that teaches you all the basics:
Amazon PPC
If you launch a product on Amazon, you should set up an Amazon PPC campaign.
Amazon campaigns follow the pay-per-click principle (PPC). This means that you only have to pay when somebody clicks on one of your ads.
You can set up your Amazon PPC campaign for specific keywords. The easiest way to find out these keywords is to use Helium 10 Magnet.
That's because you can check how many competitors are also placing ads for a specific keyword.
I think every product launch out there should include at least one Amazon PPC campaign on a small budget.
You will notice that your organic rank improves after the first sales through your PPC campaign.
However, make sure that you have at least five reviews when you start your campaign. When you have zero reviews, nobody will buy your product either.
You can read my complete guide to Amazon PPC here.
Facebook Groups
While this may not seem like an ideal method, you should post your product to a few relevant Facebook groups.
Many people out there are interested in a particular topic and they discuss it in a Facebook group.
If you find a Facebook group that applies to your product, contact the admin and ask him if you can post your product to the group.
Here's a template you can use:
Hi [name],
My name is [name] from [company]. I have been joined this group since [date], initially to learn more about [topic].
I'm reaching out to you because I think I have a product that your audience will appreciate. Would you be willing to test and review the product?
Also, I can give away [units] for free and [units] for a 50% sale of my product.
Please let me know if you're interested.
Thanks for your time,
[name]
It doesn't always work, but sometimes you are lucky and can post your product to the group.
So, I know that this will be difficult, but it's worth a try.
In contrary to this, I would generally advise against the so-called advertising groups. These are usually spammy groups that are flooded with advertising and you're only going to waste your time on them.
Influencers
Of course, you can also do Influencer Marketing.
Here's what's important:
- Find influencers who don't have a super big following.
- Find influencers who directly engage with people who would be interested in your product.
- Find influencers with an engagement rate of at least 5% on Instagram. This means that when an influencer has 100.000 followers, they should at least have 5.000 likes for a post.
- Find influencers with an engagement rate of at least 15% on YouTube.
- Avoid fake influencers (influencers that buy followers).
And here're some ways to contact them:
- Direct message
- Pitchbox
- NinjaOutreach
Pitchbox is an outreach and prospecting automation platform that allows users to build relationships with targeted marketing and PR opportunities, bloggers, and influencers.
You can also type into Google "Pitchbox Alternative", to find some more alternatives you can also use.
If you want to do business with influencers, you provide them a discount code for their audience and if they sell a product, you have to pay them a commission.
Influencer Marketing is generally good for building social proof and collecting more reviews.
Email Outreach
This is a pretty specific way to promote your product. But it can be effective if you include a coupon code in your email.
You have to be smart about it, though.
Let's assume that you're selling doggy treats.
Why not write to all the dog training schools in your area, give them a discount and sell them your dog treats?
Look for their email address, send them an email, introduce your product, and your coupon code and that's it. You can also ask them if there is another way to do business with them.
Conclusion
Now that we have discussed the main strategies of an Amazon product launch, let's sum up.
Here's what we have learned:
- The most important thing is your product.
- You must create an offer customers can't resist.
- Do a lot of promotion.
- You have to invest money in advertising.
Try to keep these things in mind for your next product launch.
