- By Steve Smith
- December 23, 2021
It’s important to start getting sales for your product as soon as your listing is live on Amazon (as this will help your best seller rank or BSR), so make sure you have a launch strategy to start strong. Amazon FBA is an essential must-have for beginners.
Three factors that affect your ranking include:
Of these, you as a seller have the least influence over sales history, but you can influence your conversion rate (which should affect your sales velocity), so let’s start here. However, before that, let’s make sure of the fact that Amazon FBA is an essential must-have for beginners.
Here are two pricing methods to consider when first launching your product on Amazon:
Just think how often you’ve bought something on Amazon and not looked at the rating or reviews! Reviews have a major impact on your conversion rate — so how do you get (good) reviews?
Many sellers have used a card inserted into their product packaging as a means of communicating with a customer to request a review. These product inserts are not expressly prohibited by Amazon, but be very careful about what you say on the inserts so you don’t violate Amazon’s terms of service.
We recommend two strategies to use at launch to get initial sales: promoting your product through a deal site and using Amazon PPC.
You offer a steep discount for your product on a deal site, and people then use that code to purchase your product on Amazon, giving you those tough-to-get initial sales.
The other main strategy we recommend for getting initial sales is by using pay-per-click, or PPC, advertising. PPC is a big topic, and something we recommend always running (not just a product launch).
“Pay Per Click” or PPC is a method of internet marketing in which you pay for consumers to click on your product listing. This advertising is a way of driving traffic to your product (in addition to the organic clicks, which you don’t pay for and are based on algorithms that help a consumer find the most relevant product for their search).
PPC is a more effective method of paid advertising on Amazon than other advertising like Google or Facebook because you’re targeting shoppers who are already on Amazon for the purpose of buying.
There are three different types of PPC on Amazon:
These appear at the top and bottom of Amazon’s search results page, as well as in the product carousel on a competitor’s product listing. They appear on desktop, mobile, and the app. A consumer can click on your ad and be taken to your product’s listing. As with all types of PPC, you are charged every time someone clicks on your ad (not when your ad is displayed or if someone buys your product).
In the search results
On a product listing
On a product listing. Amazon FBA for beginners guide will answer on how to list the products.
You have to be brand registered to use Sponsored Brand PPC ads. These ads appear on the top and bottom of Amazon’s search results and will show for both Amazon’s desktop and mobile site. Sponsored Brand ads display your logo, a headline, and up to three of your products. When a customer clicks on your logo, they are taken to your Amazon Store or a dedicated landing page that only shows your brand’s products. When they click on a product, they are taken to the product listing.
You also have to be brand registered to use Sponsored Display PPC ads. Sponsored Display ads help expose consumers to your product outside of Amazon.com and help bring more people to the site. Amazon displays an ad for your product on external websites and targets customers who have looked at either your listing (to bring them back) or a similar product within the last 30 days.
1. Be prepared with keywords. Reminder! PPC ads are based on either the keywords that Amazon thinks are relevant, or keywords lists that you have come up with, so before you run these campaigns, make sure you have done the proper keyword research.
2. Choose the campaign type — automatic or manual. With automatic campaigns you allow Amazon to decide which keyword to display your ad for. While with the manual campaign, you choose the keyword you want your ad to appear for.
3. Name your campaign — we recommend keeping it simple, like “[Your product] – Manual targeting”)
4. Next, set a daily budget — if you can afford it, we recommend $50 to $100 per day.
In this article, we discussed all successful product launches, including pricing your product, creating promotions, and getting reviews to help your product listing rank and earn sales.