Amazon Product Launch: Channel off-Amazon Traffic to Your Listing In fact, online seller feedback and our own experience suggest that the best way to create the first sales is by directing outside traffic to your new Amazon listing. These two approaches–giveaways and combination deals–work within the system Amazon provides you with. Each product must appeal on its own merits, with the combination ideally superior to the sum of its parts. Your strategy might be to use one product to encourage the purchase of the other, but this isn’t the same as distributing generic promotional products for brand awareness. You have to remember when choosing products to promote together that the shopper has to be motivated to buy both. Otherwise, the probability of people purchasing the two products together is very low. The disadvantage? This strategy only works well if the new product is complementary to one of your best sellers. You can set this up under ‘Manage Promotions’ in the ‘Inventory’ tab of your Seller Central. People then receive a discount if they purchase the two products together. You can use one of your high-ranking products to overcome this problem of visibility.Ĭreate a discount structure where your new product is tied to one of your best sellers. Unfortunately, simply giving a regular discount for the new product doesn’t work, as people first need to find the product to then purchase it – and you won’t be ranking well initially. Up-sell through already successful Amazon product when launching a new one The disadvantage? You have to have a very good product video at hand, which is often quite expensive to produce. The key is to require people to watch a product video before they can enter the giveaway in the hope that it will induce participants to make the discounted purchase even if they do not win. While the winner receives your product for free, other contestants can purchase your product at a discount. You can offer your new product as part of a giveaway on Amazon itself. That is why each of our proposed strategies to create sales includes a product discount. Reducing the price of your product is the easiest way to increase initial demand – especially if you make people feel like they are getting a really good deal. Get the Ball Rolling: Develop an offer customers cannot refuse Please keep in mind that our strategy assumes that you have done thorough product research and already created an SEO-optimized product listing that is ready to go live when you need it to. Once you have collected 3-5 reviews, you drive paid traffic to your product to set off the Amazon flywheel, further push sales, and eventually start ranking on the first few pages in the search results. Our 3-step product launch strategy starts with generating the first few sales and encouraging your early customers to leave product reviews. The goal is to improve ranking rather than make profits. Let us warn you early on: During the launch phase of a new product, you will often have to operate at break-even point (BEP) or even accept losses. Launching a New Product on Amazon: 3-Step Strategy Basically, it means you have to create initial sales and rank high – both at the same time. So where do you start? That’s the logical conundrum of Amazon product launches – a Catch-22. And for a product to rank high, it needs to sell. Here’s the problem: for a product to sell, it needs to rank high. Unfortunately, that is not how it works in real life (even though there are loads of ‘Amazon gurus’ telling you so). Seems pretty straightforward: sell some product, your ranking will improve, leading to more sales and eventually your Amazon dream sets off. They, in turn, are determined by:ĬVR: copywriting of the listing, remaining product images, price One of the most important factors is sales velocity, indicated by the click-through rate (CTR) and conversion rate (CR or CVR). There are a few different metrics in the Amazon A9 algorithm that determine the ranking of your product. No matter if you are newbie or seasoned seller, launching a new product on Amazon is difficult.īut why is it so hard? Amazon Product Launch: The Catch-22 If you want to be successful on the Amazon platform – as a seller or vendor – you need to put in the hours.
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