I am going to give you six super important tips for launching your first Amazon FBA product and making it a huge success right from launching. If we’re being honest, there is a lot of information out there about how to pick your first Amazon FBA product. But there is a surprising lack of information about how to launch your first product and make it a success.
When I say “Amazon product launch”, I mean making your initial sales and rising to the top of the Amazon search results because that is where 90% of the sales are made. Now there are two ways to gain access to the Amazon search algorithm, and if you know these two hacks, then you can do what the professionals do and streamline the way to making your product a success, even if it is your first product ever.
Now the first secret is that you need sales velocity, sales velocity refers to how many sales your product makes per day. Your goal is simple, you want to either equal or, ideally, beat the same number of sales per day as your competitor does.
So if your top competitor is making, say, 10 sales a day, then what you want to do when you launch your product is made 10 sales a day for about 2 weeks.
Therefore, if you make 10 or more sales each day for around two weeks, the Amazon algorithm will notice this and say, Wow! This product is outselling all of its other competitors. “I guess then that we should promote this product above others.”
The second secret is that you need high conversions. What I mean by this is that you need a high percentage of people who come to your listing to then go through and purchase it. So if you had 100 people come to your listing and then 50 people were to buy it, which means that you would have a conversion rate of 50%, which would be amazing.
You want your conversion rate to be as high or, ideally, higher than your top competitor’s. So if you get higher sales velocity plus higher conversions than your competitor for about two weeks, then you’re going to rise to the top of the Amazon search results and get free sales from organic traffic. Your product will be a huge success.
You will spend some money during this process. But it’s well worth it because once you’re at the top of the Amazon search results, you start making free sales, and you will make the money back that you spent during this process. So the question is, “How do you do this?” Following the six steps, you should have a home run success with a product launch.
1. Amazon Give Away:
Giveaways are the fastest way to build up sales velocity and increase your conversion rate. Product giveaways are one of the most powerful methods available and almost guarantee that you’re going to have a successful launch right from the start. Give products away for free on Amazon, but what you can do is get a coupon code and discount your purchase so that it costs just 99 cents. So it’s not free, but it’s free. So, of course, the way a product giveaway works is simple. You generate your promotional code. Usually, you discount your product to just 99 cents. This can be achieved using viral launch.
Secondly, you sign up for a membership program that has a huge number of members that are very interested in purchasing products using these discounted Amazon coupon codes. Some examples of these are Jump Send and Zonblast. These services will distribute your coupon code to their members. And, of course, those members will go and buy your product. Not only does this give you a huge surge in sales, but because those members are eager to buy these items and they have a heavily discounted coupon, it means that they’re going to have a super high conversion rate on the page. You can be looking to get a conversion rate as high as about 50% from people that arrive at your page this way.
Product giveaways are the brute force way to push your product to the top of Amazon search results. But of course, like with all things, there is a downside. And of course, in this case, the downside is that they can be a bit expensive considering that you’re giving your product away for free. Now keep in mind that there are less expensive ways to get sales, such as through paid advertising. So you don’t need to use this method to get all of your sales during the launch. But, again, don’t get too discouraged by the cost of this method because, once you get to the top of the Amazon organic search results, you’ll start making free sales, and you’ll make your investment back very fast.
2. Price Considerations:
Pricing is the most underutilized and underestimated strategy of them all. And in my opinion, pricing is probably the most important strategy when it comes to promoting your products and getting those sales on Amazon. And the reason is simple. Pricing dramatically impacts two of the most important factors when it comes to ranking your products better and getting more sales on Amazon. And those are conversion rate and sales velocity. So with pricing, you’re able to click a button within Seller Central to drop the price.
And that can have a massive impact. So with pricing, it’s really important to understand how powerful it is, especially for products that are already getting some traction, some sales, some momentum. Just dropping the price can be enough to promote the product for a week or two, and it can be enough to give you that extra boost to get more visibility and more sales.
3. Super URL:
Use super URLs to push your listing to the top of the Amazon search results. Let me give you an example of what a super URL is and why they’re so important, and also why they can be a bit controversial. Let’s take this item, a barbecue spatula. This is an item that has been private-labeled specifically for Amazon under brand GrillHogs.
Obviously, with this item, they are hoping to be number one in the search results for the keyword phrase “barbecue spatula”. Well, the best way to raise their ranking for the keyword “barbecue spatula” is to have people type it into the Amazon search bar, scroll down the results, click on their listing, and then purchase it.
If you have more clicks, sales, and a high conversion rate from people going through the Amazon search results for your keyword, clicking on your listing, and then purchasing it compared to your competitors, then you will rise to the top of the search results for that keyword.
But of course, as I’m sure you can imagine, if you’re running a giveaway and then you ask people to go search for your keyword and crawl amazon product description, find your listing, and then purchase it, well, a lot of people aren’t bothered. As a result, the workaround is to use a “super URL,” which is the original product URL for the GrillHogs barbecue spatula.
And here is what the product URL for the GrillHogs barbecue spatula looks like if you go through the Amazon search results and click on it after searching for the keyword “barbecue spatula”.
As you can see, the URL changes depending on how people found your Amazon product listing. And this is the tracking information that Amazon uses to see how people found your listing and then purchased it.
So of course, the sneaky method is where, instead of sending, if GrillHogs wanted to rank for the keyword “barbecue spatula,” they’d send people to this URL and get those same people to this URL so Amazon thinks they purchased it after searching for it. If GrillHogs wanted to rank for the keyword “barbecue spatula,” they’d send people to this URL and get those same people to this URL, so Amazon thinks they purchased it after searching it.
A giveaway directs some people to the super URL for your product, regardless of what you do during the course. But there is something very important to note. You don’t want to abuse this method. This method isn’t strictly against the rules. But it is gaming the Amazon algorithm. And if you abuse it too much, then you risk your product getting removed or, even worse, your Amazon account getting banned. So during a product giveaway, you might send 20% of the people super URL and the rest to your normal product URL.
4. Amazon Ads or Sponsored Ads:
Now you’re able to simply pay for advertising on Amazon. You pay to be seen in a human search instead of just ranking there organically. This allows you to get that visibility from day one with the new product that isn’t ranked already, but in turn, you do get sales even through the ads for the searches you want to be ranked for.
It increases the chances of you being ranked there organically. So it’s one of the initial ways to gain traction, and momentum, and begin receiving sales from the searches you want to rank for. The more sales you get through a human search, the higher you’re going to be ranked for that search.
In the long run, it’s also an important strategy because Amazon ads can be very profitable. It’s an essential part of promoting products on Amazon. If they are profitable or breaking even, you want to run them all the time because even break-even ads, help you get more visibility and thus more organic sales.
5. Have a high-converting product listing design, and get reviews:
Let’s say you have your product launch and you run your giveaway using these methods to increase your sales velocity and conversion rate to equal or match your competitor, and then you rise to the top of the Amazon search results. Well, the Amazon algorithm has put you there because it thinks that you’re going to make the most sales compared to your competitors.
And of course, this benefits Amazon. The more sales a merchant makes, the more Amazon makes back in fees. It’s in their interest to put the best-selling merchant at the top of the search results.
Here is what you don’t want to happen. You don’t want to, at the end of your promotion, return your product to its normal price and have people come to your listing, decide they don’t like it, and then buy from the competitor who’s sitting below you. That would be a disaster because then Amazon’s algorithm would move your competitor back up above you because now they are making the most sales.
What you want to do is to create a high-converting product listing. Let’s take an example of a high-converting product listing. Any product created by myself, Amazon has found that having the highest number of photos in high quality so that users can zoom in on them is the number one conversion fact to the foreign listing. I also have a keyword-rich product title, amazon product description and have multiple bullet points with excellent copy that makes my product exciting to buy.
The key to doing this is to follow up with the customers who purchased your product and ask them to leave a review. You cannot ask people to do this before you give them your product discount code. In the past, you could, but it is now against Amazon’s terms of service, and it’s considered soliciting reviews.
But you can email people who purchased your product and ask them to leave an honest review. And emailing them and asking them to leave a review is crucial. But if you follow up with emails, then you can bump your success rate up to 10%, or 15%. And of course, when you’re getting your friends and family to come and purchase your product during the product launch phase, you should be asking them directly to leave you a review since hopefully they will as they care about your success.
6. Amazon Marketing Services or AMS Within Seller Central:
You have access to sponsored ads or Amazon ads. But with Amazon Marketing Services, you can place advertisements in other places inside of Amazon, not only in the search result pages but also on the competitor’s product pages, for example, inside of categories and things like that, other places where people are browsing on Amazon.
You can now buy an ad placement there and have your product advertised in different locations on Amazon. So doing this help you get more sales for your product. In a lot of cases, these ads are very profitable because they’re not being utilized by most sellers. If you got access to this, then you can place a lot more advertising on Amazon than 99% of your competition. So that’s tip number six.
So those are our tips for launching your first Amazon FBA product and making a homerun success right out of the launch gate.
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