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Amazon Seller New Product Launch Guide - 2024

In our presentation, we'll delve into a comprehensive strategy for launching a new product on Amazon, covering essential aspects from operational readiness, through meticulous listing optimizations, to targeted advertising efforts. We'll explore best practices in inventory management and fulfillment, the art of crafting compelling product listings that convert, and how to leverage Amazon's advertising tools to amplify visibility and drive sales. This approach is designed to equip brands with the knowledge to successfully navigate Amazon's competitive landscape and achieve scalable growth.

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Amazon Seller New Product Launch Guide - 2024

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  1. Launching a New Product on Amazon A product launch is a meticulously planned initiative to introduce a new product for sale. A well-executed product launch captures consumer interest, drives sales, and establishes a good and strong brand position in the marketplace. The Amazon Marketplace is a great place to launch your product. 75% of shoppers come to Amazon to discover new products, while 68% of shoppers “window shop” without having a specific product or brand in mind. This presents an opportunity for emerging brands to get their products in front of relevant audiences and be a part of their consideration set.

  2. Checklist for launching a new product

  3. A successful product launch is not just about putting a new item on the market; it's about orchestrating a strategic event that introduces your innovation to the world and sets the stage for its long-term success. Get to know your customer It's essential to gain a profound understanding of the individuals you're aiming to serve. Who are your customers? What drives their decisions and shapes their preferences? Develop a clear picture of your target audience Get to know your productYour product's unique value: set it apart from the crowd. Your product needs to stand out, captivating the attention of potential customers and establishing itself as the superior choice. To achieve this, it's crucial to identify your product's unique selling points (USPs) – the qualities that differentiate it from its peers. By clearly communicating these USPs through compelling messaging, you can effectively position your product as the go-to solution for your target audience.

  4. Develop a new product launch planWith a clear understanding of your product's USPs and target audience, you can now transform these insights in buying personas (fictional representations of your ideal customers). Prepare a captivating launch strategy across all channels: Content marketing Social Media Digital Advertising Email Marketing Create Assets Make sure that your deliverables, such as display ad creative or blog posts, are consistent and designed with the launch goal in mind.

  5. Launch the product and measure your results After product launch, monitor all campaign efforts and adjust creatives, targeting, and other elements instead of waiting until the campaign is over. Optimize, optimize, optimize.

  6. Best practices for effective product launch advertising

  7. Consider discoverability, awareness, targeting, and remarketing to make the most of your product launch advertising efforts Focus on discoverability Increasing shopping discoverability is a key objective. Relevant placements in shopping results can help both jump-start new product sales and accelerate sales of your existing products. Drive awareness Educate customers about your new product and why it differs from competitors. Targeting - Reach shoppers outside of the shopping results By using product targeting in addition to search keywords alone, you can reach high-purchase-intent shoppers who don’t use shopping results to find their next purchase.

  8. Remarketing Remarketing connects with audiences who’ve already expressed interest in your product—but haven’t yet converted to a sale. Drive more conversions through SD targeting. Optimize your creative It’s important to look for ways to differentiate your product through your advertising creative. Using lifestyle images and videos are two ways to help communicate your product messaging beyond the ad copy.

  9. Amazon Ads solutions can help amplify the success of your product launch

  10. Enable discovery and sales of your products with cost-per-click ads in shopping results. This will help drive traffic to your new product’s detail page. By driving traffic, these ads can help increase detail page views and product reviews. But what about shoppers who are not using shopping results to find their next purchase? For example, shoppers can start on external search engines and go directly to Amazon detail pages via links. Or they can browse Amazon by filtering for specific product attributes, such as category, average star reviews, or price. For these scenarios, product targeting tactics provide an additional way to engage high-purchase intent shoppers on Amazon.When you use product targeting, you can reach specific audiences without having to rely on search keywords alone. SP - Sponsored Products

  11. Sponsored Brands can help drive sales with engaging and actionable ads. The standard elements of our ad creative include familiar elements of the Amazon shopping experience such as price, star ratings, and Prime eligibility—providing shoppers the information and key product details they need, right within the ad placement. Sponsored Brands also gives you the ability to customize your ad to showcase new product releases, different headlines, and various featured product combinations, and link to Store pages. SB Sponsored Brands

  12. Stores help you build awareness around your new product and educate audiences about its features. Stores is a free, self-service product that allows brand owners to design and create multipage stores to showcase their brands, products, and value proposition on Amazon. Shoppers visiting a Store are able to see a curated collection of a brand’s products in an elevated, brand-centric shopping experience on mobile and desktop. Stores is the perfect place to start showcasing your new product features. Stores

  13. Sponsored Display enables you to remarket, grow your customer base, and drive purchases by reaching high-intent customers wherever they spend time. Sponsored Display complements your Sponsored Products and Sponsored Brands campaigns with additional targeting capabilities to help you reach audiences wherever they spend time. Amazon DSP is for advertisers looking to scale their display advertising. Amazon DSP will allow you to programmatically buy display, video, and audio ads at scale. You can engage relevant audiences based on lifestyle, purchase, and media consumption signals with ads that lead back to your Amazon detail pages. Ads can appear both on Amazon-owned-and-operated sites and on leading publishers’ sites. Sponsored Display and DSP

  14. Launching a new product on Amazon can be rewarding if approached with a well-executed strategy. By conducting thorough market research, optimizing your product listing, generating initial sales and reviews, and promoting your product on and off Amazon, you can position your product for success in a highly competitive marketplace. Success on Amazon is an ongoing effort. Conclusions

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