Hey all! I’ve been launching products on Amazon since 2015. I’ve boiled it down to 3 main steps for a successful Amazon launch! This is an explanation how my agency handles each step for you. Feel free to leave tips and questions in the comments section!
OK, let’s just dive into it!
Step 1. Listing Optimization – for Best Search Rank and Conversion Rate
#1. Keyword Research: I do the deep-dive keyword research with Amazon SEO tools and Google Keyword planner. This is an important step, and can take a while, depending on the niche, as there could be thousands of relevant keywords to look over, and decide which ones are the best for the specific product.
#2. Product Title: The title is a Key part of what gets shoppers to click. I always craft a listing title the stands out, while clearly and simply explaining the product and its unique features. The title needs to be max 180 or 200 characters, depending on the Category.
#3. Bullet Points: Amazon Listings are all about the bullet points. They are what the shopper first reads, and it needs to capture their attention, describe the features & benefits in an easy to understand way, and entice them to Buy Now. I craft 5 bullet points that are benefit-driven, helps the shopper envision using the product and it solving their problems, and entices them to Buy Now, without sounding salesy.
#4. Description: I write and format a description section that is well-formatted, with plenty of white space, including bullet points and/or numbered lists to communicate all remaining benefits & features of the product. With a final call to action to “Add to Cart”.
#5. Back-end Keywords Section: I fill out the backend Keywords tab, to ensure all the best relevant keywords are present, and are being registered. Including smaller keywords that may not be on-page.
#6. Images: Images are obviously a huge part of the listing. They should be as high quality and professional as possible. Main Image: The main image is a huge part of what gets shoppers to click. I always look at competitors, and try to make my main image stand out by being different. Gallery Images: Assuming 7 gallery images are provided, I will add them to the listing. I will make suggestions on how you can improve them, if necessary.
Listings by me: All copy, including EBC
Additional Listing Services
#7. Photoshop / Image work: If needed, I use Photoshop to add graphic designs, infographics & text to explain and sell the product. We will discuss what you’re looking for and I will give you a quote.
#8. Product Photography: If you need product photos, I can arrange a product photoshoot. We will discuss what you’re looking for and I will give you a quote.
Examples:
A half-day shoot in-studio, white background, with 10 different
angles
A half-day shoot ‘in real life’, including 1 model using your product in
action, with 10 different angles
#9. Enhanced Brand Content (EBC) or A+ Content:
- If you are Brand Registered, I will craft the EBC / A+ section.
- My Service Fee: Show me examples of what you’re looking for and I’ll give you a quote.
- Examples by me
- Something like this
#10. Product Video: If you are Brand Registered, you can add a video to the gallery section – this can be huge.
We will discuss what you’re looking for and I will give you a quote.
Step 2. Get 10 Quick Reviews
#1. Giveaway Promotions
We will promote your product’s giveaway promotion to email lists, blogs and deal sites – via ‘free after rebate’. We manage the whole process to get you 10 quick reviews, or as many as you like.
How it works:
We promote your product’s ‘Launch giveaway’ promo
Customers opt-in for the deal (as many as we like)
They do a ‘search-find-buy’ – they search your target keyword on Amazon, find the listing, and buy it for full price. This results in a boost in ranking.
Customer receives rebate
Verified reviews come in within 2-4 weeks
I’ve found the review rate for this method to be much higher than normal (5% is normal).
#2. Facebook Groups
Post in Facebook groups about your launch and see if anyone is up to be an early tester.
Or, post that you’re doing a ‘customer photo drive’. Offer them a full rebate in exchange for a photo.
Note: you can’t require a review, but you can kindly follow up and nicely ask for one.
Note: no Facebook friends! Amazon is cracking down on this. I do NOT recommend having Facebook friends, or anyone you have met in person, leave a review. I have received a warning from Amazon about this.
#3. Post-purchase Email Follow-ups
This is a must have. It will keep reviews coming in.
I will write & setup a follow up system that automatically sends out a message to all Amazon customers, post-purchase, within Amazon’s system, to their email inbox.
A 3-message sequence will be set up.
Day 1 – thanking the customer, asking if everything arrived okay.
Day 7 – checking in, asking for a review if things are good.
Day 21 – final check in, final ask for review
Note: this requires a software subscription
#4. Random people outreach
Reach out to people in Facebook Groups and Instagram pages in your niche, to share your launch special and brand story, to see if anyone is
interested in receiving a 60% off discount – this is the highest discount we can give for the customer to still be eligible to post a review.
#5. Influencer outreach
I will reach out to influencers on Instagram to send them a free product and pay them to post a giveaway for your product.
I can help you with this. See the full PDF on my Review Strategies: https://geni.us/rileysreviewstrategies
Step 3. Amazon Ads / PPC:
- A crucial part of Amazon Success
- What is it: This is essentially paying Amazon a bit extra, on a per-click basis, to appear on the top of Amazon search results – a crucial strategy for new products to get initial sales velocity, reviews & ranking.
- Sponsored Products
- Sponsored Brands (formerly Headline Search Ads)
- What to Expect: we follow the PPC Entourage Blueprint plan for launching products and optimizing PPC, which is highly regarded in the Amazon selling community. Keep in mind though, it’s a long-term geared process, that starts with bidding low for keywords, to see if we can get any cheap clicks & sales. The process usually takes 3-6 months to know that everything is optimized for the long term future.
- What’s a typical daily Ad spend? Depends on how competitive the keywords are, but a good place to start is $10 a day to test things.
- Reporting: Monthly weekly screenshot updates and monty PDF Analytics Reports
Read My Full Advanced PPC Strategy: https://geni.us/rileysppcstrategy
Step 4. Facebook Ads: to Boost Sales, Ranking & Reviews
Once the listing is active, we will work on getting 10 Reviews ASAP (the fastest way to get the first few it to ask friends & acquaintances). To further that, the latest and greatest method is running Instagram & Facebook Ads for a Flash Sale for your product. The Ad directs people to your Facebook Messenger, which then, via a Chatbot, gives them Flash Sale Coupon to go use on Amazon via our special link.
After they order, the Chat Bot automatically follows up with the customer for feedback. This method also helps increases Amazon organic ranking, because the Amazon algorithm likes outside traffic.
Step 5. A-B Split Testing: to Maximize Profitability
Step 6: Ongoing Management
Selling on Amazon is relatively passive, but it does require ongoing management:
Customer Service:
- Replying to customer emails daily
- Answering question posts on the listing
- Replying to negative reviews
- Kill them with kindness and offer to fix it, then reach out to them via messaging system if you can find their order from their reviewer name.
- And overall keeping an eye on the product daily, to make sure things are running smoothly
- My service fee: we will discuss, based on the amount of CS work needed.
Account Management:
- Making sure all listings stay active and looking good
- Handling disputes and account issues, freezes, etc.
- Handling technical issues
- Keeping on top of Inventory Levels and notifying the owner when it’s time to Replenish Inventory
- My service fee: we will discuss, based on the amount of CS work needed.
Ok that’s it for now guys! If you do all of this, you are sure to be successful on Amazon. There are plenty of other tips & tricks that we’ve learned over the years, but this is the gist of it! 🙂
Feel free to contact me to get started or for more info!
Cheers!
– Riley
