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.

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.

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.

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.

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’.

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.

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.

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.

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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.

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.

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