How to successfully launch a product on Amazon

TL;DR

• Doing your homework is crucial before launching; every successful brand started with research.
• Product launches aren’t just about listing; you need preparation and a solid strategy.
• A professional-looking listing is essential for trust and conversion on a competitive platform.
• Timing your launch strategically around events like Prime Day can boost visibility.
• Gather at least 30 reviews before heavy PPC to build credibility and trust.
• Optimise, monitor, and adapt post-launch to maintain momentum and drive growth.

You’ve spent hours researching and finding the right product, but this is just the beginning. According to industry data, around 30,000 new products are launched every year, yet a staggering 95% of them fail. This is often due to lack of preparation and understanding of the market dynamics​.

It’s easy to see why many sellers struggle, but let’s not focus on the negative.

The good news is that there are sellers who get it right, and they achieve remarkable success. These sellers don’t just rely on a good product—they prepare meticulously, execute well-thought-out launch strategies, and adapt quickly to market demands. For example, our own brands at eStore Factory, like Pasignia and Direct From Factory, have seen significant success. Pasignia, launched in 2022 in both AU and USA, now has hundreds of reviews and over $400K in sales. Similarly, Direct From Factory has expanded to 40+ products, accumulating hundreds of reviews and thousands of dollars in sales.

Successful sellers are doing something right. In this post, we’ll look into what sets successful product launches apart, how to prepare for a strong launch, and why making a good first impression is crucial. Keep reading to learn the strategies that can turn your product launch into a success story.

Quick guide

• Why is product launch important?
• When to launch your product on Amazon?
• Is it really hard to launch a product on Amazon?
• What are the common challenges Amazon sellers face while launching a product?
  • Challenge 1: Getting initial reviews
  • Challenge 1: Ranking in search results
  • Challenge 3: Inventory management
  • Challenge 4: Competitor pressure
  • Challenge 5: Managing PPC costs
• Amazon product launch checklist
  • Do your research
  • Establish your pricing strategy
  • Register your brand
  • Optimise product listing
  • Prepare high-quality images
  • Create A+ content
  • Set up logistics and inventory
  • Gather early reviews
  • Prepare for launch marketing
  • Set up promotions
  • Monitor and optimise
  • Prepare for post-launch

Why is product launch important?

Is a product launch really that important, or is it just a hyped-up version of what listing your product on Amazon should be? Imagine it’s like putting your best product on a shelf in a busy store but with no sign, no display, and no one around to tell customers why it’s great. Sure, it’s there, but no one is noticing it. This is what happens when you launch a product without proper preparation.

It’s not just about being visible; it’s about standing out. Statistics show that MOST of new products fail, and one of the main reasons is poor launch planning​. First impressions are crucial. If you list your product with only a few basic images, a short description, no A+ content, and no reviews, you’re setting yourself up for a tough ride. 

Even if you’re amazing at PPC and can drive tons of traffic to your listing, what happens when they arrive? If your product page looks incomplete or untrustworthy, customers will bounce right off.

Now, think about your competition. Most of them will have detailed A+ content, high-quality images, and thousands of reviews. They look credible and trustworthy. So, even if you’re driving traffic, your listing needs to compete at that level. To build that initial trust and convince customers that your brand is serious and reliable, you need to launch like a pro—with great images, compelling copy, and a polished presentation.

Launching a product isn’t just about hitting the “live” button; it’s about showing up with your best face forward. A well-executed launch strategy helps you create that trust and credibility from day one, setting you up for long-term success.

When to launch your product on Amazon?

When it comes to launching a product on Amazon, timing is everything. It’s not about picking a random date and hoping for the best. You need to be strategic to maximise your chances of success. Here’s when you should launch a product, backed with some solid reasons:

1. Seasonal demand

If your product is seasonal, like winter clothing or summer accessories, plan your launch a few months before the peak season. For example, if you’re selling Christmas decorations, launching in November might be too late. Instead, aim for early October. This allows time to build up reviews and momentum before the high-demand period hits.

2. Prime Day and other major events

Launching around major sales events like Amazon Prime Day, Black Friday, or Cyber Monday can give your product a visibility boost. However, it’s crucial to have everything ready well in advance. Aim to launch at least 4-6 weeks before these events to gather reviews and optimise your listing. This way, you’re ready to take full advantage of the increased traffic during the event.

3. Inventory readiness

Your product launch date should also align with when you have ample inventory in stock. Launching with limited stock is a bad idea. It’s like opening a restaurant and running out of food on opening night. Make sure you have at least 3 months of inventory ready to meet the initial demand and any sudden spikes.

4. When you’ve nailed down everything

Do not launch until your listing is complete. That means having high-quality images, A+ content, optimised keywords, and at least a few initial reviews. If you skip any of these, you’re setting yourself up for failure. Think of it as launching a rocket: if one part isn’t ready, the whole mission can fail.

5. After competitor analysis

Analyse your competition. If you’re entering a highly competitive niche, it might be wise to wait for a period when competition is less fierce, like after a major sales event when many sellers are low on inventory. This can give your product a better chance to gain visibility and sales.

Is it hard to launch a product on Amazon?

Well, it depends on how you approach it. If you go in with the expectation that it’s just about listing your product and waiting for sales, then yes, you’re going to find it pretty tough. Amazon is a crowded marketplace with millions of products, so standing out and gaining traction isn’t a walk in the park. But “hard” doesn’t mean impossible.

What makes it challenging is the need to get so many things right at the same time—your product needs to be something people want, your listing has to be optimised, your reviews need to be solid, and your advertising needs to be effective. It’s a lot to juggle, and that can feel overwhelming, especially if you’re new to the platform.

However, if you’re willing to put in the time and effort to learn the ins and outs, it becomes much more manageable. There’s a learning curve, no doubt, but once you understand how Amazon’s ecosystem works, it gets easier to navigate. Many successful sellers have cracked the code by treating it as a serious business, not just a side gig.

So, is it hard? It can be, especially if you’re not prepared. But if you’re strategic and willing to invest in understanding the process, it’s absolutely doable—and the rewards can be well worth the effort.

What are the common challenges Amazon sellers face while launching a product?

Launching a product on Amazon comes with its share of challenges, but each one has a solution. It’s all about being proactive, staying informed, and adapting your strategies as you go. The learning curve can be steep, but with the right approach, you can navigate these obstacles and set your product up for success.

Challenge 1: Getting initial reviews

Getting those first few reviews can feel like pulling teeth. Without reviews, your product lacks social proof, and customers may hesitate to buy. It’s like walking into a new restaurant with no one eating there—you wonder if it’s any good, right?

Solution: Start with Amazon’s Vine Program, where Amazon invites customers to leave honest reviews in exchange for a small reward. Also, include product inserts encouraging customers to share their feedback. Don’t forget to provide excellent customer service—happy customers are more likely to leave positive reviews!

Challenge 2: Ranking in search results

Amazon’s search algorithm can seem like a mystery. You’ve done your keyword research, but your product still isn’t showing up on the first few pages. It can be frustrating when you know you have a great product but it’s not getting the visibility it deserves.

Solution: Focus on optimising your listing with relevant keywords, not just in the title but also in the bullet points and description. Use high-quality images and A+ Content to boost engagement. Also, consider running a few well-targeted PPC campaigns to give your listing an initial push in visibility.

Challenge 3: Inventory management

Balancing your inventory can be tricky. You don’t want to overstock and tie up all your capital, but running out of stock can hurt your rankings and sales momentum. It’s a fine line to walk.

Solution: Start with a conservative inventory, analyse your sales data, and adjust your restock frequency based on real numbers. Use Amazon’s inventory management tools or third-party software to forecast demand and plan accordingly. Also, keep a close eye on lead times from your supplier.

Challenge 4: Competitor pressure

Amazon is a highly competitive platform, and it’s easy to get overshadowed by established sellers with thousands of reviews and strong brand presence. Competing against these giants can feel daunting.

Solution: Differentiate your product. Highlight unique features, offer better customer service, or bundle your product with complementary items. Even if you’re up against big brands, a strong value proposition can make your product stand out. And remember, focus on building your own brand equity over time.

Challenge 5: Managing PPC costs

You’ve set up your Amazon ads, and while they’re driving traffic, they’re also eating into your budget quickly. The ROI isn’t what you hoped for, and it’s easy to feel like you’re just throwing money away.

Solution: Start with a small daily budget and use negative keywords to filter out irrelevant traffic. Analyse which keywords and ads are performing well and allocate more budget to those. Regularly monitor and adjust your bids to keep costs under control. Remember, it’s not just about getting clicks but about getting the right clicks.

Amazon product launch checklist

#1: Do your research

Before you even think about selling your product, you need to fully understand it yourself. Ask yourself: Why should customers buy from you? Who exactly are you selling to? What makes your product different from the competition? These are introspective questions that help shape your entire launch strategy. 

Think about it like this: You can tell when a chef truly loves their food or when a writer is passionate about their book. It’s the same with selling a product on Amazon. If you don’t genuinely believe in what you’re offering, it’s going to show. 

Customers can sense whether you’re selling something you’re passionate about or just trying to make a quick buck. So, dive deep into your product. Understand its benefits, its unique features, and why it’s the best choice for your target audience.

#2: Establish your pricing strategy

Getting your pricing right is crucial. It’s not just about slapping a price tag on your product and calling it a day. You need to consider your costs (manufacturing, shipping, Amazon fees), your competitors’ pricing, and the perceived value of your product. 

Start by calculating your break-even point—this is the price at which your costs are covered, but you’re not making a profit yet. Then, add a margin that reflects your desired profit. Use tools like Amazon’s “Compare with similar items” feature to see how your price stacks up against competitors. You want to be competitive but still profitable. A good rule of thumb is to aim for a profit margin of at least 30% after all costs.

#3: Register your brand

Unless you’ve been living under a rock, you already know that launching without brand registry is a no-go. Brand Registry gives you control over your listings, access to A+ Content, and protection against hijackers. To register, you need to have a registered trademark for your brand, which can take some time. 

Go to Amazon Brand Registry, submit your trademark details, and complete the application. It’s a bit of a tedious process, but it’s worth it. If this sounds like too much hassle, you can always outsource it to an Amazon selling specialist who can handle the paperwork and follow-up for you. Remember, having your brand registered from the get-go sets you up for a smoother, more protected selling experience.

#4: Optimise product listing

Optimising your product listing means creating content that appeals to both Amazon’s algorithm and your customers. For Amazon, use a reliable keyword research tool like Helium 10 or Jungle Scout to find relevant keywords. Place the main keyword in the title, and use secondary keywords in bullet points and descriptions. 

For customers, focus on clear, benefit-driven language. Use all the available character limits in the title and bullet points to showcase your product’s unique selling points. The exact rules? Your title should be around 150 characters, including your brand name, product type, and key features. Bullet points should be concise but informative, using capitalised headers to highlight main features. Descriptions should tell a story and include a call to action.

If you’re unsure about your ability to optimise your Amazon listing, consider hiring professional Amazon listing optimization services.

#5: Prepare high-quality images

A picture is worth a thousand words, and on Amazon, it can be worth thousands of dollars. Your main image needs to have a pure white background, show the product clearly, and be well-lit. This image affects your Click-Through Rate (CTR), and a poor main image can cause potential buyers to skip over your listing. 

For additional images, include lifestyle shots, Amazon product infographic images showing key features, and close-ups of important details. Don’t fall into the trap of cheap Photoshop jobs. Not everything is DIY—invest in professional photography. High-quality images build trust and make your listing look premium.

#6: Create A+ content

Many sellers think A+ Content is something you should get done after your product gains momentum. Nope! It should be done before the launch. A+ Content helps reduce returns, increase conversion rates, and build brand loyalty from day one. 

Use it to tell your brand story, explain product benefits, and answer common customer questions. Include comparison charts, FAQs, and additional lifestyle images. Keep it clean, visually appealing, and easy to navigate. The goal is to provide as much value as possible without overwhelming the customer.

#7: Set up logistics and inventory

Decide whether you want to use Fulfilment by Amazon (FBA) or Fulfilled by Merchant (FBM). FBA is easier for beginners because Amazon handles storage, packing, and shipping. Make sure you have at least three months of inventory ready before launching. 

This prevents stockouts and keeps your ranking stable. Use Amazon’s inventory management tools to track stock levels and set reorder alerts.

#8: Gather early reviews

Reviews are the lifeblood of any new product. Amazon Vine is a great way to get your first few reviews. You send your product to Vine reviewers, and they provide an honest review in return. But don’t launch a single PPC campaign unless you have at least 30+ reviews. 

No reviews equal no trust. Other ways to get reviews include using product inserts to ask customers for feedback or using social media to reach out to your audience.

#9: Prepare for launch marketing

Your launch isn’t just about listing the product. You need to create buzz and anticipation. Use email marketing to inform your existing customers about the launch. Run social media ads and influencer collaborations to generate excitement. The goal is to have people searching for your product as soon as it goes live.

#10: Set up promotions

Offer launch discounts or coupons to incentivize early purchases. Lightning Deals and Prime Exclusive Discounts are great tools for this. Just make sure your pricing strategy can accommodate these promotions without eating into your profit margin.

#11: Monitor and optimise

Once you’ve launched, the work doesn’t stop. Monitor your PPC campaigns daily, track your conversion rates, and adjust your strategy as needed. Use tools like Seller Central’s Business Reports to keep an eye on your performance metrics.

#12: Prepare for post-launch

After the initial launch phase, focus on maintaining momentum. Continue gathering reviews, optimising your listing, and managing inventory. Consider expanding your product line or entering new markets to keep your brand growing.

See you next week

Nothing is too difficult if you’ve done your homework. It’s easy to feel intimidated, but remember this: every big brand you know today—Nike, Apple, Anker—was once exactly where you are now. They had an amazing product, just like you do. They weren’t household names yet, and they were nervous about breaking into new markets. They faced the same uncertainties and challenges you’re facing. But the key difference? They did their homework right.

These brands didn’t become industry giants overnight. They succeeded because they prepared meticulously, understood their market, and launched with confidence. So if you’re feeling overwhelmed by the idea of launching your product, know that it’s not impossible. It’s challenging, yes, but not out of reach if you’ve got the right team of Amazon business experts by your side. With the right guidance, expertise, and support, launching a product can go from daunting to achievable.