Amazon Product Launch Checklist
Your new product has arrived in the Amazon warehouse. Now is the time to create the perfect listing: title, images, bullet points and product description. Not to forget the back-end search terms.
We created a Product Launch Checklist for you to quickly verify if your listing 'ticks all the boxes' and is ready to receive reviews, rank and finally sell and make money.
1. Keyword Research
Find 10 Keywords / Search terms which best fit your product and have a good amount of volume. There are several tools that can help with Search Term research like:
2. Your Product Listing Title
Create your title with the most relevant Search Term at the beginning.
Pro tip: Use 5 words followed by a dash, then include the rest for your Keywords. That way, your canonical URL will include the first 5 words of your title (otherwise they will be picked randomly)
3. Product Images
Your images are the most relevant conversion elements (next to reviews and title). Unless you are very skilled, hire a photographer / designer to create them.
Here are some professional photography services:
4. Bullet Points
Tell the story of your product in an emotional way.
The goal is to make the customer feel: "This product will solve my problem."
5. Product Description
5.1 You Don't Have Brand Registry 2.0
If you don't have Brand Registry, your product description is limited to simple HTML text. No layout, no images. Make the best of it:
FYI - with the recently launched Amazon IP Accelerator Program, there is a short cut to getting Brand Registry 2.0. Instead of waiting for months to get trademark approval, you are now eligible for Brand Registry as soon as your application is pending! For that, you need to use one of the companies listed on the IP Accelerator service providers page in seller central.
5.2 You Have Brand Registry 2.0
If you have Brand Registry, you have access to Enhanced Brand Content or A+ Content. This gives you a whole different set of options co create a website-like product description with several sections, images, links and more.
6. Backend Search Terms
Keep track of the Keywords you have included in your title and bullet points. Those which you could not fit in - add them to your backend search terms in the listing editor. Maximum 200 bytes (simple characters) are allowed. To make sure you don't exceed the maximum byte allowance, use a tool like https://mothereff.in/byte-counter
7. Getting Initial Reviews
As soon as your listing is in perfect shape, the next step is to get reviews. Which is a tricky part since the average review rate is around 5%, which means you need to get 400 sales to get to 20 reviews. And selling 400 units with no reviews and no ranking is no easy feat. Here is what you can do:
8. Getting Initial Sales
With no reviews and no ranking, getting sales is not easy - the hen and egg problem. Here are some strategies to get initial sales:
Ranking depends on conversion. And conversion rates will only be decent after you reached a minimum number (this number depends on your niche and competition) of (positive) reviews. So as soon as you have reached the critical amount of reviews, you can engage in ranking strategies like:
10. Get Exposure
Amazon loves external traffic. They are one of the biggest spenders on Google Ads. And if you send buyers from outside of Amazon to your listing, the A9 algorithm will take notice and boost your rankings. That's why it makes sense to think outside the 'Amazon box' and consider ways to rank on Google and send traffic from social media and other websites. Here are some ways to do that: