Amazon Seller New Product Launch Guide - 2024

2. 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.

3. Checklist for launching a new product

4. 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.
1. 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
2. Get to know your product
Your 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.

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3. Develop a new product launch plan
With 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
4. 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.

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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.

7. Best practices for effective product
launch advertising

8. 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.

9. 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.

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

11. 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

12. 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

13. 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

14. 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

15. 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

16. Subtitle
Final text/thoughts
THANK YOU!