top of page

How to Launch a New Product on Amazon in 2024

Table of Contents:

Bringing a new product successfully to the Amazon marketplace can seem overwhelming. But with the right preparation and promotion, your listing can gain traction. This definitive guide will walk you through our proven process for launching products designed for discoverability, conversion, and sustained momentum.

Craft a Compelling Title and Brand Story

Conduct keyword research to identify high-traffic search terms buyers use on Amazon. Carefully incorporate these keywords near the start of your product title so it appears relevant in search results. Share what makes your brand special - founding story, mission, values, and unique differentiators. Compelling copy in titles and descriptions establishes your brand, communicates your value proposition, and motivates purchase decisions.

Activate Amazon Prime for Your ASIN

Enroll in Fulfilled by Amazon or apply for Seller Fulfilled Prime depending on your fulfillment preferences. Meet Amazon's storage, shipping, and customer service requirements to qualify. Add your ASIN to your Prime account. Test your listing to confirm the Prime badge displays. Prime equals higher conversion rates and search visibility - don't launch without it.

Amazon Prime ASIN
Amazon Prime ASIN

Optimize Conversion-Focused Product Content

Enhanced A+ content modules like videos and infographics make listings stand out. For a fitness product, include demo videos and illustrations of proper form and usage.

Ensure lifestyle imagery reflects your target customer avatar - foods for a cooking item, athletes for sportswear. Comparison charts and icons communicate differentiating features.

Vet all content on mobile since over half of shopping occurs on phones. Use mobile-optimized descriptive titles. Confirm images render properly and showcase the most important visual features.

Conversion-focused content convinces shoppers your product satisfies their needs and motivates purchase decisions.

Conversion focused content on Amazon product page
Conversion focused content on Amazon product page

Incorporate SEO Keywords in Listings

Keyword optimization is critical for Amazon organic visibility and traffic. Ensure relevancy by only using keywords buyers naturally use during their purchase journey. Avoid over-optimizing.

Carefully incorporate 1-2 core terms in your title - ideally near the beginning. Add key long-tail variations in your backend search term field. Sprinkle additional keywords in your description bullets naturally.

For example, if your product is a dog collar, target buyer keywords like "glow dog collar" in titles, "Glow dog collars for night safety" in your search terms field, and contextually mention terms like "night visibility" in bullets.

Amazon keyword use in product page title
Amazon keyword use in product page title

Utilize Amazon Seller Platforms like Helium and follow Helium10 Cerebro volume and keyword difficulty recommendations to focus on winnable keywords. On-page optimization elevates visibility in Amazon search results.

Utilizing Q&As on Amazon Product Listing Pages

The Q&A section for listings provides an opportunity to address common questions and concerns shoppers may have about your product. Thoroughly responding to Frequently Asked Questions helps provide crucial information that aids in the purchase decision.

You can also strategically incorporate relevant keywords in your Q&A answers while keeping the tone conversational. This helps reinforce keywords you are optimizing the listing for, as the Q&A content contributes to overall on-page SEO.

For example, if you sell strollers and want to rank for "lightweight stroller for travel," you could ask and respond:

Q: Is this stroller easy to take on trips?

A: Yes, the lightweight aluminum frame only weighs 15 lbs total, making it the perfect travel stroller to take on airplanes and vacations...

Ensuring you provide helpful, detailed answers to common questions/keywords demonstrates your expertise while also boosting SEO. Just maintain a natural tone when working in keywords. Comprehensive Q&As build trust while improving page optimization.

Amazon keyword Optimization using Q&A content
Amazon keyword Optimization using Q&A content

Generate Initial Product Reviews

Here is an updated paragraph incorporating non-verified reviews:

Reviews make a significant impact on conversion rates for new products by providing social proof and buyer validation. When prospects see positive feedback from other customers, it gives them the confidence to purchase an unknown item themselves.

Keep in mind that Amazon allows for reviews from non-verified purchases, as long as they comply with community guidelines. While verified purchase reviews tend to hold more weight, non-verified positive ratings can also build trust and add to your product’s overall star rating.

Reviews lend third-party confirmation that a product delivers on its promises. Star ratings offer helpful heuristics for gauging satisfaction. Feedback mitigates perceived risks of receiving a poor-quality or misrepresented product. Customers intrinsically trust other consumers more than promotional copy.

To build up this crucial credibility:

- Proactively collect 5-10 reviews prior to launch through incentives

- Spotlight ratings in listings to showcase satisfaction upfront

- Monitor negative feedback and resolve issues transparently

- Promote reviews on social media and external channels

- Highlight relevant feedback at key touchpoints like email and packaging

Authentic third-party validation helps cultivate trust in both your product and brand. Let the customer perspective tell your story. This organic content builds confidence in every purchase decision.

Amazon review campaign can generate verified purchase reviews
Amazon review campaign can generate verified purchase reviews

Drive Traffic to your Amazon Store and Product Listings from Both Paid Ads and Owned Channels

Paid ads and owned channels work hand-in-hand to direct external visitors to your listings. Coordinate initiatives across both avenues:

Amazon Paid Ads

Launch Amazon Sponsored Products campaigns targeted to your product and category keywords. Bid competitively to gain initial visibility.

Sponsored Products Explained

Sponsored Products target searches that contain your product name, ASIN, or relevant keywords. This ad format appears directly in search results, aligning with shoppers’ in-the-moment intent. You can tailor the creative, copy, and landing page for each campaign objective – whether building brand awareness or driving conversions. Automatic targeting instantly promotes your listings for related searches.

For more advanced control, manually select products, categories, audiences, and placements. Retargeting helps recapture visitors who previously viewed your listings but didn’t purchase.

Amazon Ad Campaigns
Amazon Ad Campaigns

Sponsored Brands Explained

Sponsored Brands enable creating custom brand-focused creative assets and copy to tell your brand story beyond just product-level promotions. These ads provide opportunities for impactful brand building through elements like logos, lifestyle imagery, and detailed descriptions. You can target interest-based factors like purchase intent, behaviors, and demographics to reach your ideal audiences.

Sponsored Brands work well for elevating overall brand awareness and consideration. The Headline Search format drives visibility for brand-oriented keywords and phrases. Product Display highlights your brand value while featuring products in a stylized shopping-focused context.

When managing Amazon paid ads, it’s crucial to monitor and optimize performance. Bid competitively to gain initial visibility but keep a close eye on metrics like ACoS and adjust bids down if costs are exceeding targets.

Always be testing – try different ad layouts, images, headlines, texts, and placements to determine what resonates best with your audiences. Build tightly-themed campaigns around specific buyer keywords or concentrated product groups for relevance. Consider reserving some budget for Prime ad placements to convert high-value Prime subscribers who tend to purchase more frequently. Use Brand Analytics to track attributed sales and gauge return on ad spend. Following these best practices will maximize the impact of your Amazon paid advertising initiatives.

Advanced Targeting Strategies for Amazon Ads

Leverage Amazon's robust targeting capabilities to keep your ads relevant and strategic:

  • Target competitors' product listings to capture lost sales opportunities

  • Identify relevant products with few reviews and promote yours as the logical alternative

  • Target higher priced products and position yours as the value alternative

  • Reach categories where your products are frequently cross-purchased or related

  • Layer in negative targeting to avoid irrelevant or problematic placements

  • Utilize remarketing tools like Similar Audiences to recapture past site visitors

  • Build custom audiences from page visitors or purchasers of specific items

  • Adjust bids based on dayparting data to focus budget on converting times

For more a more detailed article please check out Amazon Advertising 101 for Sellers

Using Google, Facebook and Meta to Drive Amazon Traffic

Leveraging Facebook and Instagram ads allows you to target engaged shopping audiences likely to discover and purchase new products on Amazon. By driving traffic to a dedicated landing page such as a page on your Amazon Brand Store, that highlights your offering and features your Amazon product listing, you can capture conversions from external social traffic.

Retargeting pixels enable you to continually reconnect with new audiences interested in your brand. Testing various ad formats and placements determines the best avenues for reach. Measuring attributed conversions through Amazon Attribution reveals which creative and targets are driving the most purchases. Optimizing campaigns around the highest performing combinations maximizes your advertising ROI.

Key points to remember:

  1. Compelling creatives focused on differentiation.

  2. Drive social traffic to dedicated Amazon landing pages.

  3. Retarget visitors and refine campaign components that convert.

Google ads help you connect with audiences already searching for related products or solutions on Google. By identifying relevant, high-volume keywords aligned to your offerings, you can target searches with promotional messaging and calls-to-action. Send traffic to specific deep-linked Amazon listings to provide a seamless experience.

Monitor attributed conversions driven by your Google impressions. Refine campaigns by enhancing performance of keywords and placements leading to purchases. As more qualified traffic engages your listings, Amazon organic rankings gradually improve.

Kety points for Google traffic to remember:

  1. Identify and target high-potential search keywords

  2. Optimize listings for chosen core search terms

  3. Track attributed conversions and optimize for key factors driving purchases

External paid advertising conduits qualified traffic to Amazon to signal relevance and authority. More sales initiated externally improve organic visibility. With strategic targeting and messaging, social and search ads can ultimately earn incremental sales and loyalty.

Utilize Owned Assets to Drive Amazon Traffic

  • Promote products from your website and blog content. Optimize pages for SEO and conversions.

  • Share product imagery, videos, and discounts via social channels. Grow your organic community.

  • Send dedicated email campaigns to your subscriber list highlighting new offerings.

  • Pursue product placement on authority sites and influencer recommendations.

When paid and owned channels work synergistically, they compound authority and urgency. Paid drives immediate interest, while owned assets build relationships over time.

Coordinate messaging across initiatives to tell a consistent brand story. Continuously track performance to optimize cross-channel budgets and tactics.


bottom of page