In this article, you'll learn how to launch your product into Amazon's Marketplace in 2020.
I'll show you specific strategies and tactics to get your product in front of interested shoppers so that you can expedite your sales and garner initial product reviews.
As I make clear in my Complete Guide to Selling on Amazon,
becoming a successful merchant on Amazon these days requires a different product selection strategy than before
and in turn an adapted product launch strategy.
The biggest challenge to getting an Amazon FBA product into the market is keeping all the ways you are pushing it out there organized.
In this FBA Product Launch Guide, you'll learn how to use social media as well as paid advertising (both Facebook Ads and Amazon Marketing Services) to promote your product and get the initial sales.
Here's a 90 day launch timeline to guide your activities:
Why You Should Read This Review:
I'm Ippei (pronounced "E-Pay")
I've been an internet marketer for 6 years.
I started with lead generation in 2014.
Then branched out to Amazon FBA in 2016.
In Sept 2019, I left Amazon FBA because there's more money and less hassle in lead generation.
But I had some pretty good months on while selling on Amazon
But enough about me,
Here's what's all included in this comprehensive guide to 2020 Amazon Product Launches:
Launching Your FBA Product on Amazon in 2020
Getting a Holistic Overview of Your Product Launch Tactics
When you are just getting started laying out your product launch plan,
it's important to outline the approaches that you anticipate using intensely during the product launch period.
For help deciding which tactic(s) to use during your launch,
please see the frequently-asked-questions section towards the end of the article.
In the following overview,
I'll assume a balanced approach between paid tactics and organic tactics.
Paid Product Launch Tactics:
What are Paid Product Launch Tactics?
Paid Product Launch Tactics are methods of propelling items into the marketplace that require paying a service or advertising agency to promote products on their platforms or using their established practices.
Paid Tactics are fairly easy to implement,
as you simply set them up,
and aside from periodical monitoring the progress,
they require little effort.
Organic Product Launch Tactics:
What are Organic Launch Tactics?
Organic Launch Tactics are methods of garnering attention from people in the marketplace through manual efforts that while they require no financial payment directly, they do require significantly more labor to pull off effectively.
Organic Tactics form parts a much more of a long term marketing strategy,
as it takes both man-power and time to get in front of enough people to see an impact.
That said, provided that the quality of content made by these organic launch efforts is high,
the long tail of these efforts can create significant product legacy.
Sample Holistic Overview:
Setting Your Expectations about Your Product Launch Efforts
One of the things that Tim does right in this module is give proper expectations. Product launches are not merely one-day celebrations, but a several month long drama, creating a sense of suspense through the months and weeks prior to the launch.
While grateful that Tim provides a 12 week plan outline to launch, I think in our day of instant gratification, he might do well to have provided a 90 day schedule of tasks to do each day until launch day arrives. For the reason that then the business builder would focus more on the business rather than merely thinking it can be accomplished in a few hours once per week.
4 Completely Hands-Off Done-For-You Product Launch Services
If you'd like to have the bulk of the work taken off your shoulders,
there's services out there that you can give access to your Amazon Seller Account and your new product's information and materials (images, packaging, etc.)
and they will take care of launching the product for you.
**I'm not an affiliate for any of the services below**
1. Viral Launch
Over the past few years, I've watched Viral Launch grow from a single tool into an adaptive tool suite, where you choose what resources you need in your business and pretty much just pay for those.
VL has been very helpful as I've been able to share my account access with multiple VA's and get a lot of use out of reasonably priced subscription.
If you are just getting started, as of February 16, 2020, Viral Launch charges only 200 dollars for an "Uber Launch."
2. Jungle Scout
Jungle Scout's product launch feature only charges you after you've made your sales for the previous month.
It's a really handy feature,
as JS is,
in a way, saying,
"If you don't make money here while using this feature, we don't make money either."
3. Zon Jump
ZonJump offers the full range when it comes to product launching on Amazon.
You can have them fully do the launch, or you can opt to do pieces of it yourself while ZonJump's experienced professionals act in a consulting capacity.
How does Zon Jump price their service?
You pay per coupon.
As is typical with bulk pricing,
the more coupons you get,
the cheaper your per coupon rate becomes.
4. Helium 10
Helium 10 has several tools that will aid you in your product launch.
One of the unique features of Helium 10 is the unheard of "A La Carte Plan," that lets you pick and choose the tools that you need, which enables you to save some money if you want to use more than what their "free plan" offers.
PAID TACTIC 1: Facebook Ad Creation and Targeting
When I was first starting on Amazon,
I found Kevin's Facebook Ads Step-by-Step walk-through's to be super helpful.
In this video, Kevin will show you how to:
Step 1: Get a URL for your product listing that doesn't have a time stamp in it using Amazon Associates.
Step 2: Get a Facebook advertising pixel for your Amazon Product Listing.
Once you've have your advertising pixel and are logged into your account,
Step 3: Head over to my complete guide to advertising on Facebook to get step-by-step instructions on how to set up and optimize your ads, scoping them in on your future Amazon customers.
PAID TACTIC 2: Amazon Marketing Services
Here's how to use Amazon Marketing Services (AMS):
Step 1: Create an Account (you'll come to a page like this)
Step 2: After completing your account registration, you'll log in and begin setting up your first campaign.
Step 3: For step-by-step instructions to setting up your first Amazon PPC campaign, hit the button below.
PAID TACTIC 3: Amazon Demand-Side Platform (DSP)
What is Amazon DSP?
Amazon DSP is Amazon's solution to its marketplace becoming crowded with sellers as it enables you to put your products just about anywhere on the web with the help of an Amazon-trained agency.
Who is Amazon DSP best suited for?
Brands that aim to:
With Amazon DSP,
you can reach audiences on
- IMDb: FreeDive
- IOS and Android Apps
- Published Partners
- 3rd Party Exchanges
This service is primarily marketed to larger companies, who spend over 15,000 dollars a month in advertising.
EMAIL COLLECTION TACTIC 1: eBook Opt-in
Whenever your goal is to collect customers' email addresses from Amazon,
you'll need to have a landing page with an opt-in form between your promotion,
(like Facebook or Instagram ads or even your website's homepage),
that enables them to insert their email to receive your coupon code
(you can have it sent to the email they type in to make sure they type in the right one).
A very simple way to set up a landing page with integrated opt-in form is by using Click Funnels.
The 10 Step Fast-Track to Creating a Landing Page on Click Funnels:
Step 1: Create an Account on Clickfunnels.com
Step 2: Click "Add New"
Step 3: Select "Collect emails" (it's the simplest form of opt-in funnel that C funnels offers)
Step 4: Name your opt-in
Step 5: Create a tag (so that your responses can be tracked)
Step 6: Click "Build Funnel"
Step 7: Select a template for your new funnel's opt-in page and another one for the "thank-you" page
(The "Thank You" Page is what those who enter their email addresses will see after they put their addresses inside)
Step 8: Select the Button text that will show up on the opt-in button on the optin page.
Step 10: Set up the integration between your company email address and your new funnel.
Some eBook content suggestions were:
- A step-by-step guide on how to get the most out of the product
- Common Uses of your product
- Testimonials from real customers whose lives have been changed for the better because of your product
- Imbed a link in the eBook to your product listing so that it is very easy for customers to leave a review
EMAIL COLLECTION TACTIC 2: Exchange Coupon Codes for Email
Keys to Remember:
1. Make sure to set up your coupons to be:
a. Single use
b. One redemption per customer
c. Have a max order quantity
ORGANIC LAUNCH TACTIC 1: Facebook Interest Group
ORGANIC LAUNCH TACTIC 2: Sell Your Product on Your Website
ORGANIC LAUNCH TACTIC 3: Communicate Product Benefits in Shareable Content
ORGANIC LAUNCH TACTIC 4: Utilize Guest Blog Post Opportunities
ORGANIC LAUNCH TACTIC 5: Generate Attention Through Product Drawing or Contest
Organic Launch Tactic 6: Generating Coupon Codes
Kevin's emphasis in this video is to always remember to set up a "max order quantity" so that your entire inventory cannot be bought at a heavily discounted rate.
Otherwise, all your hard work of getting your product to Amazon's warehouses goes out the door, as well as the money you invested in your inventory.
Additionally, Kevin includes that you can try to work with Amazon's legal department on this situation if it happens to you, but in the vast majority of cases, they will stonewall you with their ToS, which states that for Amazon sellers, all sales are final.
Organic Launch Tactic 7: Lightning Deals
What is a lightning deal?
Definition: A lightning deal is a unique, extremely short term promotional discount of 20% or greater that is only available on a specific selection of products (Amazon has a list of rules).
What is the benefit of using lightning deals?
Increased Traffic: The traffic boost you can get from a lightning deal is enormous. When I've ran lightning deals in the past, I've seen anywere between a 2x and a 7x boost in traffic through the duration of the deal.
What should you consider when setting up a lightning deal?
Timing: The timing of setting up your lightning deal is,both a vital consideration as well as a difficult aspect to determine as Amazon, not the seller, schedules the start date of the promo while the seller determines the longevity of the promotion.
Where can you see examples of lighting deals going on now?
How to Find Current Lightning Deals: To find lightning deals, there are two two steps:
- Step 1: navigate to the "Today's Deals" page
- Step 2: on the side bar, select "Lightning Deals"
Amazon FBA Product Launch FAQ:
1. How do you decide which product launch tactics to use?
Balance your financial budget against your available time.
Principles of Attention and Pricing
1. Grab Them 2 Seconds: In today's scrolling world, you have anywhere between 1 and 5 seconds to hook a prospects attention. So snag them fast.
2. Keep Attention via Surprise: You can keep their attention by adding unexpected yet related parts to your Title and product image.
Consider the example below:
Which product grabs your attention more?
3. Price Perception: Split Test your products with different prices. You'll find your product's sweet spot.
Consider Your Reaction: If you glance at a product that's 20.00 vs one that's 19.97,
which one will you gravitate towards?
Here's a helpful comparison to find your tool for split-testing your listing: (no opt-in)
My Split-Testing Recommendations:
1. Run your split tests for at least a week to get enough data to analyze
2. Split-test Your product titles and product images first, as they are the most visible parts of your listing.
Bonus: 100 Different Types of Content for Your Organic and Paid Tactics
When you (and your team) are creating content for your organic ad campaigns,
it's really important to incorporate at least two different kinds of media into your content pieces from the list below
(at least one visual type and one lingual type; i.e. several pictures and paragraphs of text)
4. Step-by-Step Explanations
5. Q & As
6. Frequently Asked Questions
8. Case Studies
11. Book Reviews
13. Industry News
14. Guest Posts
15. Success Stories
18. Comparisons (Versus)
19. Mistakes to Avoid
20. Hilarious Stories
21. Tips and Tricks
22. Best Practices
23. Literary Works (Poems, Rhymes, etc.)
24. Cost Sheets
26. Product Reviews
28. White Papers
29. Company News
30. Personal Stories
31. Personal Bios
34. Inspirational Messages
35. Interesting Facts
37. Microblog Posts
39. "Why this" content
40. Product Announcements
41. Promoted Posts
45. Audio Posts
48. Micro Videos
50. Online Events
53. Data Collecting
58. Online Magazine
59. Music Videos
61. Fan Pages
63. Daily Show
64. Cheat Sheets
68. Live video
71. Online Course
73. Data Visualization
82. Media Mentions
83. Feature Pages
85. Free Tools
86. QR Codes
87. Chat Rooms
90. User Generated Content
91. Email Campaigns
92. Promotional Sites
93. Best Awards
94. Offline Magazines
97. Browser Extensions
98. Free Resources
99. Mobile Applications
100. Social Buttons
103. Landing Pages
104. Income Reports
105. Online Games
106. Promotional Material (Swag)