How to Launch a Product on Amazon: Tips to Drive Traffic and Boost Conversions

When launching a product on Amazon, whether you're a private label seller or a major brand, your main goals are clear: drive traffic to your product listing and convert that traffic into sales. While generating traffic can be the more challenging task, it's crucial to focus on conversion strategies first.

Having launched thousands of SKUs on Amazon, I’ve found that while each product category presents unique challenges, the fundamentals of driving traffic and conversion are the same across the board. This guide will give you an overview of strategies you can implement to launch your product successfully on Amazon. For deeper insights, further research will help refine your strategy.

Conversion Optimization for Amazon Listings

1. High-Quality Photos:

To convert traffic into sales, your product images are paramount. Amazon listings with at least 6 product photos consistently outperform those with fewer images. Ensure that your images include:

• Front, back, and side views of the product
• Lifestyle images that show the product in use
• Group shots to showcase variations or complementary products
• Close-up shots to highlight product details (e.g., a close-up of an apple slicer in action)
• Clear image of labels or ingredients, especially if they’re not clearly visible in other shots.

If you have limited photos, consider using affordable graphic design services to create multiple versions of the same product using different settings or effects, which can make your listing stand out.

2. Amazon Product Reviews:

Aim to collect 3-5 reviews quickly after your product launch. Early reviews play a crucial role in increasing product credibility. You can ask friends or family to purchase the product and leave genuine feedback. Positive reviews will naturally lead to more organic ones.

3. Crafting Compelling Content:

Your bullet points and product description are where you make your pitch to potential buyers. Make sure the copy:

• Highlights the unique selling points of your product
• Clearly explains the benefits and why customers should buy your product
• Balances engaging content for customers and incorporates relevant keywords to improve visibility. 

Driving Traffic to Your Amazon Listing

1. Amazon Ads Strategy:

Amazon Ads are a critical tool to drive traffic to your listing, especially in competitive categories like beauty and technology. Although ads can be expensive, it's essential to set a break-even strategy. For instance, if you’re selling 1,000 units priced at $25, you should plan to spend around $5,000 on ads during the first month. Ensure your ad spend aligns with your product costs and target ACOS (Advertising Cost of Sale), which may be as high as 50% in the launch phase.

2. Offsite Traffic to Amazon:

Driving traffic from external sources to your Amazon listing can give your product a significant boost. Consider leveraging these strategies:

• Direct traffic from your physical store or website
• Use email marketing to direct your existing customer base to Amazon
• Partner with platforms like Snagshout or Influencers to generate buzz. 

3. Keywords for SEO Optimization:

Keyword optimization is crucial to drive organic traffic on Amazon. Ensure your product title is descriptive but within Amazon's character limits, as overly long titles may get truncated. For instance, using the Fine Occasion Monogram Wine Glass title as an example, ensure it is optimized but within Amazon’s guidelines.

Bullet Points SEO: Start each bullet point with a key phrase in caps followed by the detailed description. This caters to both customers who skim and those who read in-depth.

Search Terms: In the search term section of your Amazon product listing, include industry specific variations of terms. For example, use "shaving soap" and "shaving cream" to cover all customer searches.

4. Leverage Your Network:

Boost your sales velocity from the beginning by having your friends, family, or business contacts buy your product through their personal Amazon accounts. Early sales will improve your Best Seller Rank (BSR), which is essential for gaining traction in Amazon’s organic rankings.

Controlling Distribution on Amazon

For sellers who aren’t using private labels and instead sell through wholesale or brick-and mortar stores, it’s essential to control your product distribution on Amazon. Allowing third party sellers to list your product on Amazon can lead to problems such as IMAP concerns and data discrepancies.

To avoid this, ensure that any future partners sign an agreement preventing them from selling your product on Amazon. This helps you maintain control over pricing, inventory, and brand integrity.

Conclusion:

Launching a product on Amazon requires a balance of effective traffic-driving strategies and conversion optimization techniques. Focus on high-quality images, compelling content, and robust ads during your product launch. Don't forget the importance of leveraging your network and optimizing your listing for SEO to improve visibility and sales. Control your distribution to avoid complications and maintain a healthy brand presence on Amazon.

By following these essential steps and consistently improving your approach, you’ll be well on your way to successfully launching your product on Amazon.