This guest post is from our friends at Judolaunch
Just as with the rockets that we launch into space, the key to successfully launching your product on Amazon is what you do before the launch itself.
While it may not show in the product, a product launch is the result of meticulous analysis and a lot of blood, sweat and tears.
If you want the maximum ROI possible from all of that preparation, you need a carefully crafted marketing strategy that can back up that work and ensure a profitable launch.
We’ve developed a six-step formula that will help you lay the groundwork and successfully launch your product to the top of Amazon’s rankings, bringing in sales and reviews and everything else you’ll need to not only get to the top but stay there long-term.
We call this magic formula a ‘’sticky launch’’.
First thing’s first- a good product launch starts with a good product. There is no way around this.
But, a good product doesn’t just mean creating a quality product, it means finding a product that you know will sell well before you ever make the investment.
Too many people jump into selling on Amazon because they have a great idea about a product and then base everything they do around the product. Real success comes from level-headed analysis of the market and a willingness to respond to what people are actually buying.
If your product assessment shows that a product will not do well, do not pursue it.
Our favorite tools for opportunity assessment include Amachete, Marketplace Analytics, and Jungle Scout.
You can use both Amachete and Jungle Scout alongside keyword search results within Amazon.
Just type in the word and these tools will show you the daily sales data for each of the products, the bestseller rank, the average product rating, the total number of reviews, the price, and when each product first hit the market.
Marketplace Analytics is a great tool for niche analysis and will show you the number of sales each product is doing in the top 27 of any given category. If your niche analysis reveals various sub-niches within your product category, this is a good indication that there is space for competition.
One of the most basic fundamentals of selling on Amazon is to understand that Amazon is essentially a giant search engine. Misunderstanding this one little detail could entirely change your launch strategy.
Because Amazon functions as a search engine, keywords are at the heart of a solid product launch.
As with opportunity assessment, it is best to use a wide variety of keyword research tools to get a better idea of the best keywords available to you.
One tool that many people do not know about or use is the Reverse ASIN Tool, which allows you to input the ASIN of the top-selling product in your category and generate all the keywords that people are typing into Amazon that bring them to that listing.
The tool will also indicate whether or not someone actually purchased the product.
This tool is extremely effective at finding keywords and phrases that you would not guess on your own. It is especially good at finding the long and medium tail keywords that you can input into your back end.
Product photography is your most powerful tool to entice Amazon shoppers to buy your product.
In fact, almost all of the online decision-making process depends on images.
Yes, some people will read your copy. And, yes, most people will scroll down to the reviews to see what other customers think of your product.
But before they ever even get to your listing, they will decide whether or not your product is worth further investigation based almost completely off of your main image.
Your main image is the face of your launch, an ambassador for your entire brand, and the gateway to your listing and any potential sales.
It’s kind of a big deal… so invest in quality product images.
Your other eight images are only second in importance to your main image. We have found that the order and content of those images also matters in order to increase conversion rates and sales. Here is our fail-safe formula:
- Solo Shot with White Background
- Solo Shot, Up Close
- Benefits Graphic
- Features Graphic
- Lifestyle Shots (2)
- Multi-Panel Shot (Use Cases)
- Product Specific Shots (2)
Having a great listing isn’t the only thing that goes into a profitable launch, though.
You’ll want to double check your listing to ensure that your front and back end are completely optimized, but you will also need to be prepared to analyze your launch once it is live.
The right data will allow you to make adjustments as you go and improve your tactics for the next launch. At Judolaunch, we do all the quantitative analysis for you.
However, if you want to try and do it on your own, you can get the best data by inputting your main keyword into AMZ Tracker, Amachete, and Marketplace Analytics – again, use all three for more complete data. These tools will report the data for the factors that will most impact your search rankings.
Another great tip is to strategically select your product category so as to have the highest probability of getting the best seller badge.
A category with the right combination of high popularity and low competition will give you your greatest chance of securing the best seller badge.
Once you get the badge, you will gain more authority, inspire more trust, and increase conversions simply because being a best seller makes your brand appear more legitimate.
There is a very big difference between launching a product and simply setting a product listing to live on Amazon.
Without a push from you, even a good product listing will likely start out at the bottom of Amazon’s negative feedback loop… and stay there.
If you are on page 20 of the search results, no one is going to find your product or buy it.
This then affects your conversion rates, reviews, sales, and every other metric that could potentially boost your ranking in Amazon’s search result algorithm. You are stuck at the bottom.
This is why launching yourself to the top is so important.
Once you’re on top, that same reinforcing feedback loop that would have kept you on the bottom will now keep you on the top.
By launching your product with a proven launch promotion, you will get sales, which will bring in reviews, which will boost your conversion rate, which will push you up the rankings, which will bring in more sales, which will keep you at the top.
When it comes down to it, there are only two differences between the products on page 20 and the products on page one with consistent daily sales:
- The quality of the product and its listing,
- The launch.
If you can do both, you will secure your chances of getting to and staying at the top.
A launch will help you do this both artificially and naturally.
The artificial boost comes from all of the people coming to your listing to check out your promotion and grabbing the product at a discount – boosting your conversion rate.
The natural boost occurs when these customers get their hands on your product and come back to write reviews, leave pictures and videos, recommend the product to friends, etc., bringing in more customers, boosting conversion rates, and legitimizing your brand.
Quantitative Result Analytics
The final step of a solid product launch is to track all relevant metrics so you can adjust and improve as needed. This is the moment that you can dig into the numbers and see just how effect your launch was. These are the most important metrics to track:
- Average Sales Per Day
- Best Seller Rank (BSR)
- Keyword Rank
- Average Star Rating
- Total Number of Reviews
- Best Seller Badge
Another great resource to better optimize for keywords is to run a pay-per-click (PPC) campaign. Unlike the keyword data you obtained from your pre-launch research, the keyword data you will have from your PPC campaign will be customized to your specific product.
Take note of the keywords that are performing the best and ensure that your listing is optimized for those specific words and phrases.
In case you want more details, check out this video where we cover the exact PPC strategy that will keep your sales up and running.
The key to a successful Amazon product launch does not lie in the exact promotional tactic you use.
Instead, it depends on the groundwork you put in before the launch promotion and all the marketing take place.
Find a product people want, produce a quality product, reflect that quality in the product listing with professional images and thorough keyword optimization, and then launch your way to the top of Amazon’s search results.
Analyze and adjust as necessary and then enjoy your place at the top. It feels pretty great!
About the Author
As a part of Judolaunch team, Mia Kovacevic is a perpetual traveler on a mission to share insights from different Amazon marketplaces and stories of inspiring entrepreneurs she meets on the way. You can read her recent interviews and Amazon topic-focused articles here.