You really want to get your product launch right when you start selling with Amazon FBA. Find out the latest tactics for an Amazon product launch in Europe!

1. SESSION 3:
Supplier Outreach &
Product Selection
T H E M I L L I O N D O L L A R C A S E S T U D Y
E U R O P E

2. The exact launch strategies
you need to launch a product
in Europe

3. Jungle Slumber Updates
◍ Photography sample has been sent
to the UK based photographer
◍ We have a quote to air freight 300
units which are now ready to ship
◍ The rest of the inventory will be
sent by ocean
◍ Keyword research and listing copy
has been done
What steps are left for a successful
launch?

4. The Three-Step Launch Process
Step 1 & 2: Covered in this session
◍ How to get immediate sales
◍ Increasing initial sales velocity
◍ Getting organic reviews (in line with
Amazon’s TOS)
◍ Developing a brand strategy
Step 2: Next week
◍ Amazon PPC (pay-per-click)

5. Primary Goal: Good Page Rank
◍ Improved organic traffic
◍ Better conversion rate
◍ More sales

6. The Launch Process: Page Rank
What Factors Are Important?
◍ Sales velocity
◍ Sales history
◍ Conversion rate
◍ Reviews
What Can We Control?
◍ Promotions for increased velocity
◍ Emails for increased reviews
◍ PPC for increased visibility

7. Methods For Better Page Rank
Deals Site Amazon PPC
Build An Audience
Use
Existing
Audience
Paid Traffic

8. Methods For Better Page Rank:
Comparison
Use a deals
site
Amazon PPC
Outside Paid
Traffic
Launch To
Existing
Audience
Build An
Email List
Effort 1/5 2/5 4/5 2/5 5/5
Difficulty 1/5 3/5 5/5 1/5 5/5
Cost $$ $$$ $$$$ $ $$$$$

9. The Bad News
You will need to spend money on a launch to get ahead. Consider this as a
marketing investment.

10. Using A Deals Site
Deals Site
Pros
● Set up in 5 minutes
Sales within minutes or hours
● No technical experience
required
● Sales are guaranteed
Cons
● Need to give away product at
a deep discount
Cost
$29/ mo plus discounted products
(you control this) with added
inventory protection

11. Amazon PPC as a launch tactic
Amazon PPC
Pros
● Relatively easy to set up
(compared to other PPC platforms)
● You will want to set up Amazon
PPC eventually anyway
● GET REAL KEYWORD DATA
Cons
● Can’t usually drive enough sales
alone for launch
Cost
Varies greatly, but you can control
this. Expect to pay 10-40% for most
relevant keywords

12. Outside Paid Traffic
Paid Traffic Outside of Amazon
Pros
● If you can get it to work, it can
continue to work post-launch
● Amazon boost for driving traffic?
Cons
● Most sellers can’t do this
profitably
● Steep learning curve
● No conversion tracking!
Cost
Varies greatly, but only advised if
you are already a Facebook ads expert

13. Existing Audience
Your Own Existing Audience
Pros
● Inexpensive
● Easy to do - send out emails in
one blast
Cons
● You need a very large audience to
get results
● Most sellers don’t have this
Cost
Free once you have an audience… but
see next slide...

14. Build Your Own Audience
Building A Niche Specific Audience
Pros
● This becomes your own marketing
list, yours to keep
● Use in the future for other
launches
Cons
● Difficult to do and costly
● Requires technical ability to set
up a website, email marketing
etc.
Cost Costly in both time and money

15. RECAP
Use a deals
site
Amazon PPC
Outside Paid
Traffic
Launch To
Existing
Audience
Build An
Email List
Effort 1/5 2/5 4/5 2/5 5/5
Difficulty 1/5 3/5 5/5 1/5 5/5
Cost $$ $$$ $$$$ $ $$$$$

16. Jungle Slumber:
Kym will use a combination of using Jump Send (deals site) AND Amazon PPC
for the launch strategy

17. We Need Reviews
Initials sales are in the bag. How do we get reviews?

18. Getting Amazon Reviews in 2018
Not allowed:
Offering compensation, free or
discounted products in exchange for
a review
Allowed:
Running promotions
Sending emails to customers who
have not opted out
Asking customers to leave honest
reviews

19. Sales + Follow Up Emails = Reviews
Enhanced customer service:
◍ Send follow up emails with every sale
◍ Timely emails sent based on customer
actions
◍ Totally automated (set it up once)
◍ Totally within Amazon’s TOS

20. Sending follow up emails after a sale can
increase reviews from 4X to 10X

21. Automated Email Marketing For Amazon
Sellers
Do:
◍ Allow each email to have one single goal
(e.g. send free content, reiterate the value
of the product or ask for a review)
◍ Add value with product tips, tutorials, best
practices, ebooks, infographics…
◍ Provide excellent customer support (you
can also send emails when refunds are
initiated)

22. Automated Email Marketing For Amazon
Sellers
Don’t:
◍ Include links to websites (against TOS)
◍ Spam customers with emails, 2-3 is enough
◍ Include too many images (risk getting caught as
spam)

23. Email Sequence Example
#1 Follow Up On Sale
Send when product has been
shipped.
Goals:
Create a form of contact, so
the customer knows where
you are if they have any
issues
If you have any special
content you can send it here
(i.e. instructions, ebooks etc).
#2 Ask For Review
Send 1-2 days after delivery,
purchase is front of mind
Goals:
Make sure the customer is
happy with their purchase.
Ask for a review whilst
emphasizing the
product/service/brand
#3 Final Ask
Send 5-10 days after product
delivery
Goals:
One final push for a review,
more direct
Ask for reviews or seller
feedback (review more
desirable)

24. Email Sequence Example
Review Hack
Use minimal graphics to
increase the chance of
getting a review
Using the image and rating
stars increases average CTR
from 2.2% to 3.7% - 59%
increase

25. Power Your Promotions With Jump Send

26. Email Campaigns
Watch over my shoulder

27. SUMMARY: The Jungle Slumber Launch
Sequence
Run Promotions Using
Jump Send Deals
We will run deep discounts
on Jungle Slumber sleeping
bags for 2-3 weeks to
generate sales velocity.
Setup Automated Emails
To Generate Reviews
Automated emails will be
created in Jump Send prior
to launch, ready to hit the
ground running with
excellent customer service.
Create Amazon PPC
Campaigns
For added visibility, sales and
a rank boost, we will set up
Amazon PPC from the get go.
This means I will also get
actual keyword data for my
listing too - pretty neat!
Join us next week for this
part of the process!
Don’t forget to optimize your listing!
If you missed it, head back to Session #8 to
ensure you have a fully optimized product
listing. Your launch depends on this too!
www.junglescout.com/blog/mdcs-europe

28. Session 15: Homework
◍ Get everything set for the launch
strategy
◍ Decide on your promotions
◍ Set-up automated emails ahead of the
product launch
Get the information from this week's
session:
www.junglescout.com/session15-HW

29. Join Us Next Week
Join us next Wednesday for an inside look on setting up PPC
campaigns for your newly launched product!
Register for FREE at junglescout.com/million