Launching your new product on Amazon might seem like the easiest way to get your product out to the masses and see instant results. However, countless products are competing for buyers’ attention. Establishing a solid launch strategy can help you break through the noise. From competitive pricing to off-Amazon marketing, these steps will help you gain visibility, boost sales, and secure early reviews that strengthen your product’s presence on Amazon.
Price Your New Product Competitively
Starting with a competitive price can encourage shoppers to give your new and unreviewed product a try. For a launch, consider pricing slightly lower than you would for an established product. Buyers who feel they’re getting a deal are more likely to make the leap, especially if they are unfamiliar with your brand. As sales and reviews build, gradually raising the price toward your target can help maximize profit while maintaining momentum.
Enroll in Amazon Vine
Amazon Vine is an excellent way to gather reviews for products with fewer than 30 reviews. Through Vine, you can send your products to trusted Amazon reviewers who provide honest feedback, helping to generate initial reviews and build credibility. Amazon charges an enrollment fee per Parent ASIN, which depends on the number of units you want reviewed. Enrolling the maximum of 30 units costs $200 per Parent ASIN.
Offer a Deal to Stimulate Sales
Deals can be a powerful tool for generating sales and boosting your product’s visibility on Amazon. Amazon offers deal types like Lightning Deals or Best Deals. Lightning Deals last for 4 to 12 hours and Best Deals can run for several days. These deals automatically apply without a code and can include special features like a Deals Badge for visibility.
Create Coupons to Boost Visibility
Coupons offer customers a percentage or fixed discount on a single product or group of products. They will appear in green in the search results and on the product page. Buyers can click to apply the coupon and the discount will be shown in their cart. You can also promote Amazon coupons outside of Amazon on social media and in newsletters. By sharing coupons on external channels, you expand your audience and drive traffic to your Amazon listing.
Bundle With Your Successful Products
Bundling your product with an already successful product is a great way to boost the visibility of the new product and drive sales. This strategy leverages the popularity of your established products, encouraging customers to try something new while purchasing an item they already trust. This is also a way to showcase the diversity and depth of your product line, building trust, and encouraging shoppers to explore more of what you offer.
Market Your Product Outside of Amazon
While Amazon is a great way to introduce your product, marketing outside of Amazon can widen your reach and build brand awareness among potential buyers. Here are some ways to effectively market your Amazon product outside of the platform:
- Social Media Marketing: Announce your product launch on Instagram, Facebook, TikTok, and other platforms where your target audience spends time. Consider investing in targeted ads to reach potential buyers based on their interests, demographics, and purchasing behaviors.
- Influencer Marketing: Working with influencers who align with your product category can lend credibility to your brand and generate interest. Influencers can review and showcase your product, directing their followers to your Amazon listing. It’s important to remember that not every influencer video will go viral or attract a surge of buyers.
- Amazon Creator Connections: Amazon offers Creator Connections, a program designed to connect brands with a network of content creators, or Amazon Affiliates. You choose the products, your budget, how much each affiliate should earn in commission, and the duration of your campaign. From there, affiliates post user-generated content with a link to your listing on their social media platforms. This allows you to work with an eager network of influencers already participating in Amazon’s platform, rather than finding them yourself.
- Email Marketing: If you have an email list, reach out to subscribers with an exclusive offer for your launch. This audience already has an interest in your brand, making them more likely to purchase your new product.
- Content Marketing and Blogging: Creating online content with your new product can drive organic traffic and improve SEO visibility. This type of content educates buyers and highlights your product’s unique features. By having informative and engaging content available, you increase the chances of converting shoppers who find your product through online searches.
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