As a seasoned Amazon operations expert with 5 years of experience in Amazon Global Selling, I have successfully managed product launches across multiple categories, including Best Seller products. This article provides a comprehensive guide to launching new products on Amazon, covering problem scenarios, underlying logic, solutions, and pitfalls to avoid. It includes real-world case studies from Chinese sellers, references to the latest Amazon policies, and actionable steps with specific paths in Seller Central.
Problem Scenario: Lack of Visibility for New Products
When launching a new product on Amazon, one of the most common issues is low visibility. New products often struggle to rank high in search results, leading to poor sales performance and limited customer engagement. For example, a Chinese seller who launched a smart home device found that it was not appearing in relevant search queries despite having a competitive price and quality product.
- The product had no reviews or ratings, which affected its ranking.
- The listing lacked optimized keywords and bullet points.
- The seller did not utilize Amazon Advertising effectively.
Underlying Logic: How Amazon’s Algorithm Ranks New Products
Amazon’s algorithm prioritizes products that demonstrate strong engagement and relevance. According to the Amazon Seller Guide, new products are initially ranked lower due to limited data. The algorithm evaluates factors such as click-through rate (CTR), conversion rate, and customer feedback.
For instance, a new product with a high CTR and positive reviews will gradually gain visibility, while a poorly optimized listing may remain hidden from potential buyers.
Solution: Optimize Listings and Leverage Amazon Advertising
To improve visibility, sellers should focus on optimizing product listings and using Amazon Advertising. Here are key steps:
- Optimize Product Titles and Bullet Points: Use high-intent keywords and clearly state the product's benefits. Example: "Smart Thermostat with Voice Control – Compatible with Alexa & Google Home."
- Improve Images and Videos: High-quality images and videos can significantly increase CTR. Upload at least 3-5 images, including lifestyle shots and close-ups.
- Use Amazon Advertising: Launch Sponsored Products campaigns targeting relevant keywords. In Seller Central, navigate to Advertising > Campaigns.
Case Study: Successful Launch of a New Smart Watch
A Chinese seller launched a new smart watch on Amazon and used the following strategy:
- Optimized the product title with keywords like "smart watch," "fitness tracker," and "waterproof."
- Used high-quality images showing the watch in different settings.
- Launched a Sponsored Products campaign with a budget of $50 per day.
- Offered a limited-time discount to attract early buyers.
Within two weeks, the product reached the top 10 for several keywords and received over 50 reviews, boosting its visibility and sales.
Pitfalls to Avoid: Common Mistakes in New Product Launches
Many sellers make critical mistakes when launching new products. These include:
- Overlooking Product Research: Failing to validate demand before launch can lead to low sales and inventory issues.
- Not Using A+ Content: A+ Content can enhance the product page with rich media and detailed descriptions, improving conversion rates.
- Ignoring Customer Feedback: Poor reviews can negatively impact rankings. Sellers should respond promptly to negative feedback and take action to resolve issues.
Table: FBA vs. FBM Cost Comparison for New Products
| Cost Factor | FBA (Fulfillment by Amazon) | FBM (Fulfillment by Merchant) |
|---|---|---|
| Storage Fees | $0.70–$1.20 per cubic foot | None |
| Shipping Costs | Varies by size and weight | Depends on shipping method |
| Customer Service | Handled by
Get supportTrade AssuranceSource on Alibaba.comSell on Alibaba.comGet to know us      |
浙公网安备
33010002000092号
浙B2-20120091-4