Launching every new product on Amazon FBA correctly is crucial if you want to achieve many sales and a top ranking in a short time. The market situation is more demanding today: more competition, better products and a significantly higher level of expertise in advertising and pricing. This is precisely why a structured launch strategy is necessary to achieve sustainable success. In this guide, you will learn how you can increase your sales from 0 to 50 per day in just a few weeks and get your product into the top 3 of your category.
You will receive detailed step-by-step instructions based on real-life examples that are suitable for both beginners and experienced Amazon merchants.
https://www.youtube.com/watch?v=K8rFNqc0adE
Luca Igel, founder of Stacvalley GmbH, has been successfully bringing products to the Amazon marketplace with his team for years. With over 1,200 customers, more than 3,000 published products and a generated turnover of over 400 million euros in 2023, he knows all the stumbling blocks and steps to success. Stacvalley helps brands to impress with strong product images, videos and listings. His approach has won multiple awards, such as the Clickfunnels Award, and has been tried and tested by numerous clients.
The market situation has changed: Today, there are more retailers, better products and greater competitive pressure. Retailers from China are pushing massively with price dumping and high-quality product listings. At the same time, many sellers have learned how to deal with PPC (pay-per-click) advertising - simple tricks for quick visibility no longer work. If you want to launch successfully today, you need a sound strategy, clear preparations and staying power.
The actual goal of the launch: to generate as many sales as possible in the shortest possible time, build a strong organic ranking and become profitable in the long term. Launching means: gaining visibility, securing top positions on the most important keywords and getting as many buyers as possible excited about your new product.
Only products with real added value and quality are preferred. Products without clear USPs or with poor workmanship no longer stand a chance. Your price must be attractive, but this alone is not enough. The customer must immediately understand why your product is better than the competition. Make sure that your product is perceived in the market as the "one and only".
Initial reviews are worth their weight in gold, especially at the start. They create trust and increase the conversion rate enormously. Your product must meet or exceed customer expectations in order to generate lasting positive reviews. The aim is to get several reviews with a good average as quickly as possible. This guide to Amazon reviews explains how you can get more reviews in a short space of time. Don't forget: Bad reviews at the beginning slow down the launch extremely.
Pretty pictures are not enough. Amazon-optimized product photos and videos that clearly show the benefits and USPs are a must. Paired with A+ content and storytelling, the result is a convincing presentation. Remember: On Amazon, you are always in direct comparison with other offers. That's why your content should be designed in such a way that it makes the difference in just a few seconds.
Even the best product with the strongest content won't sell if nobody sees it. You have to manage to rank on page 1 for relevant search terms. Initially, aggressive PPC advertising helps here, but in the long term you want to be visible organically above all. The combination of both factors will determine your success.
Plan for sufficient stock right from the start to avoid possible out-of-stock situations. Calculate with around 20-30% of expected sales in the first 3 months as initial stock. Example: If the competition sells 1,000 units in 3 months, you should have at least 250-300 units in stock. Delivery problems or public holidays can otherwise lead to you selling out quickly - and that would be poison for any launch.
A successful launch is not a sure-fire success. You should check Seller Central daily to see how PPC, ratings and rankings are developing so that you can react quickly. At least 10-30 minutes a day, preferably even more in the start-up phase. If you let the launch run "on the side", you risk poor results.
Without a reasonable profit margin, you can't manage a successful launch. A margin of at least 20% is essential to cover the costs of advertising, discounts and price adjustments. If you calculate too tightly, you will quickly lose money - and the chance of sustainable success.
Before you go live, select the most important keywords to focus your launch and ranking on. These should be completely relevant to your product. Stay away from overly general terms such as "gift set" - you'll find too many different products here. Instead: Choose 5-6 specialized, but sufficiently searched terms. Work your way up from small, specific (long-tail) to larger (main keywords).
Example: For a glass teapot, this could be: "glass teapot", "teapot with teapot warmer", "teapot glass", "teapot 1.5l". Focus first on the specific search terms with medium volume, then on the large keywords. Make sure that your keywords really match the product exactly.
As soon as your product is listed, the PPC campaign starts. Place targeted advertising only on the previously defined launch keywords - with significantly higher bids than recommended. The goal: You want to appear at the top immediately. You should plan a daily budget of at least €50. Important: This campaign will not be profitable, but is purely an investment in visibility and data. All other campaigns run in parallel with a lower budget. Set your launch keywords in other campaigns to "negative" to avoid wastage.
You can find more tips on structured launch campaigns in the ultimate guide to Amazon product launches.
Check your direct competitors - especially the "Chinese" accounts, which often do not meet all compliance requirements. Find out who is not selling in compliance (e.g. missing certificates) and report these cases to Amazon anonymously. This will reduce unfair competition and make it easier for you to enter the market. Important: Be fair and check really carefully so that you don't harm other honest retailers.
Start with a price that is significantly lower than your desired price (e.g. €49 instead of €59). This will attract attention and boost sales quickly. Keep this price until you have reached the desired rankings - no price adjustments during the launch push! As soon as you are in the top 3, you can slowly and gradually increase the price to the target price. Always check how price changes affect your ranking and sales figures.
Good reviews are the be-all and end-all in the beginning. Set yourself the goal of receiving at least 3-5 authentic and positive reviews immediately after launch, preferably with real photos and honest experiences. Tip: Good copywriting makes all the difference - a review that, for example, turns skepticism ("I was unsure at first, but then...") into enthusiasm will convince other buyers. Include pictures in the reviews, answer any concerns directly in the text.
Tools such as Amazon Vine can help to gain even more reviews after the first organic reviews. You can find more tips for reviews in the 7 tips for more Amazon reviews.
A bonus tip: Ask your reviewers to mark their review as "useful" at the end. This increases visibility and ensures that your top ratings always stay at the top.
Use small coupons (e.g. 5%) and promotions such as "buy 2, save 5%" to get started. These discounts push visibility and entice customers to buy, but are not intended to maximize your profit margin. You need them to beat the competition, but you should always keep an eye on your calculation.
Track your launch keywords with tools such as Helium 10 to keep a constant eye on the development of your rankings and sales. Also check whether all important keywords are really stored in the title, the bullet points and in the backend (as well as for variants) - mistakes often happen here. This is the only way to recognize early on whether you need to make adjustments or whether everything is going according to plan.
Goal: Within 2-3 weeks organically in the top 10 of the most important keywords - then the launch is successful.
You can increase the launch speed even further by advertising your product outside of Amazon - for example in Facebook groups, via blogs or on trend sites. Here, the product is offered (sometimes free of charge) and the customer receives a refund via Paypal after the purchase. This method is NOT TOS-compliant, but works very effectively if you use it consistently for at least two weeks (1-2 sales per day per keyword). Use specific links (e.g. hidden keyword link, field ASIN link) so that Amazon recognizes the sales as keyword-driven purchases.
Caution: This tactic is not officially permitted and can have consequences. Therefore, use it with caution and at your own risk.
If you already have an email list, you can use it specifically for your launch. Split your list into smaller groups (e.g. 1,000 recipients each) and send one email per group every 1-2 days. Offer a particularly low starting price and focus on the benefits of your product. The conversion rate will usually be 0.2-0.3 %, which already provides a strong sales boost. The goal: Generate a constant flow of orders so that your product is constantly moving forward.
Combine this tactic with individual links for each group and adjust the keywords you want to push for after a few days.
The perfect product launch on Amazon FBA requires four cornerstones: a really good product, strong reviews, convincing Amazon marketing and targeted visibility via PPC and organic rankings. If you follow the step-by-step guide, invest and stick to it with discipline, you will usually be rewarded with top rankings and lots of sales.
Implement the steps described consistently, adapt them to your product and don't forget to optimize regularly. Use tools, recommendations and - if you want more - the extended support of professionals like Stacvalley. You can read more about the launch strategy and practical tips directly in Stacvalley's comprehensive launch document.
Stay tuned, work smart and good luck with the next product launch!
Free places for a
collaboration in the XX:
