How to launch a product on Amazon: Checklist

Launching a new product on Amazon is an exciting time for any seller – but how can you increase the chance of your launch going smoothly and reaching the right customers? We’ve put together some tips on how to successfully launch a product in the Amazon Australia store, complete with a useful checklist of considerations.
29th Mar, 2023

Why it's important to get your product launch strategy right

One word: momentum. By building interest around your product, attracting customers and earning positive reviews, you can help get the ball rolling on profitable sales. An effective product launch strategy can help buyers to find and recommend your new product. For this reason a product launch strategy is a great idea, whether you’re a seasoned seller or brand new to selling.

Learn how to become an Amazon seller >

Amazon product launch checklist

Our Amazon product launch checklist below offers key steps and strategies that may be helpful as you plan your initial product unveiling. While these steps aren’t obligatory, they’re definitely useful to consider as you plan your product launch.

1. Clarify who you’re trying to reach

There’s a good chance you’ve sourced or developed your product with particular buyers in mind, but it can also help to clarify your target audience as you develop your Amazon product launch strategy. In particular, think about:
• Who is your audience, and what are their wants and needs?
• What problem can your product solve for them?
• Which words are they searching to solve this problem?
• How often do they buy this type of product, and what triggers the purchasing journey?
• What barriers might they face when buying this product from other sellers?
Research, metrics and analytics can all help to paint a clear picture.

2. Set realistic sales targets

Setting sales targets can help you to allocate marketing resources effectively and ensure you have enough inventory ahead of time. How many units of the product do you intend to sell within a certain timeframe?

A key process in forecasting sales will be setting your initial product pricing. Be sure to consider competitors’ pricing for similar products, as well as factoring in selling costs and fees that may help you make the sale.

3. Formulate an effective marketing strategy

It’s important to think about your marketing strategy leading up to the launch, as this can help you to reach active buyers at the right time in a cost-effective way. Consider the marketing channels where you might already have a presence, where your customers spend their time, and how their buying journey is likely to flow. Here are a few questions you might ask yourself:
• Which marketing channels will you start with?
• Will you customise branding and packaging, and how so?
• What is your product’s point of difference or unique selling proposition?

If you have an innovative or distinctive product, you might also choose to register your interest in Amazon Launchpad. This program can provide a range of marketing opportunities and support to emerging brands and startups.

4. Create Amazon stores that convert

An engaging storefront provides a strong foundation for any product launch. Whether you’re generating interest on one or many channels, your storefront is where you can direct intrigued shoppers to learn more and make a purchase.

You can either create a standard product listing on Amazon, or if you’ve registered a private brand with Amazon’s Brand Registry program you can create A+ Content with your own online storefront and immersive product detail pages.

Consider how you’ll tell the story of your product with crisp, clear imagery and appealing product descriptions.

Create an online storefront >

5. Optimise your listings with keyword research

Keyword research can be a valuable step in how to launch a new product on Amazon.
Relevant keywords may be included in your listing title, product description and bullet points.

Consider using general keywords that describe your product broadly, but also more specific keywords that will clearly describe your product’s unique characteristics. These more specific terms can have lower competition, which may help shoppers to seek out those unique features and benefits.

Example: A general keyword example might be ‘ironing board’, but if you’ve developed an amazing new space-saving version you might also include keywords like ‘compact’, ‘space-saving’ and ‘foldable’.

6. Follow Amazon’s policies and guidelines

When launching a new product as well as selling established products, it’s essential to abide by Amazon’s Seller Code of Conduct and the Amazon Services Business Solutions Agreement. These set out important details that all sellers should adhere to, and help to maintain a fair selling environment.

See Seller Code of Conduct >

7. Promote your product launch with advertising

Targeted advertising campaigns could help to boost visibility and improve conversion rates for your new product.
Sponsored Products can help you share your product with high-intent shoppers who are actively looking for products related to theirs.
Sponsored Brands provide a way to share your brand and collection of products with shoppers who have expressed an interest in similar products.
Sponsored Display helps you reach the right audience beyond those actively shopping on Amazon using display advertising.

Sponsored Products and Sponsored Brands campaigns can be used to either target relevant keywords, or to reach shoppers who have engaged with similar products.

Learn to run ads on Amazon >

8. Engage customers with video marketing

Video can be a great way to show off the benefits of your new product, and demonstrate just how easy the product is to use. Brand owners can upload videos to their online storefront and use this alongside product descriptions and images to tell their brand story. A product video could also be useful across social media channels.

Here are a few tips for effective product videos:
• Keep the video short and focused
• Consider adding text so the video will also be clear without sound
• Close ups, generalised product comparisons and instructions can be helpful.

9. Connect with customers on social media

Social media can be a powerful way to connect with potential buyers and loyal followers. You could use your social channels to:
• Build excitement around the new product and its benefits
• Share promotions or special offers
• Directly address any questions about the product, its features and how to use it.

10. Reach out to influencers with Amazon Associates

The Amazon Associates Program can help attract potential buyers through engagement with creators, publishers and bloggers. Associates can direct their audience to a new product and earn from qualifying purchases and programs. This type of referral marketing can be used to help generate a social buzz and encourage early adopters of a new product.

Discover Amazon Associates >

11. Generate social proof with reviews

Your customer reviews can provide compelling social proof that your product and customer service live up to expectations. Aim to earn positive reviews as early as possible for your product launch, as these testimonials can help to build trust and inspire further purchases.

12. Manage inventory and fulfilment

As you build momentum, it’s important to maintain enough inventory to avoid customer disappointment. Master inventory management and choose fulfilment options that will enable you to deliver products quickly and reliably. From here, there are multiple ways you can choose to grow your sales and brand.

Grow your business on Amazon >

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