Detailed explanation of Amazon’s new product marketing strategy: comprehensive guidance from product selection to promotion
Launching new products on the Amazon platform is the goal pursued by every seller, and in order to stand out in the fiercely competitive market, a carefully formulated sales strategy is required. This article will introduce Amazon’s new product marketing strategy in detail from aspects such as product selection, product page optimization, and use of Amazon advertising.
The importance of product selection
The product selection stage is very important and can even account for more than half of new product promotion. If the selection method is wrong and you choose Red Sea products, later promotion will be more difficult and the effect may not be good. The promotion of new products must be based on good product selection. Choose the right category, such as 3C categories such as home garden and tools, which have less competition than clothing categories, but the number of viewers cannot be underestimated.
Optimize product pages
Optimizing your product pages is a critical step in attracting more traffic and improving conversion rates. Make sure the product title accurately describes product features and keywords, and details the product’s functions, benefits, and usage. At the same time, high-quality product pictures and clear product descriptions can increase customers’ desire to buy. Customers understand the product through the product description. If the description is not in place, everything will be in vain!
Use Amazon Advertising
Amazon Advertising is an important tool for increasing product visibility and sales. In the first month after a new product is launched, consider running some targeted Amazon ads, such as Sponsored Products ads. Choose appropriate keywords and target audiences to increase the exposure of your ads and attract more traffic. Regularly monitor advertising performance and optimize keywords and bids to improve advertising effectiveness.
Keyword placement and product placement
During the new product period, sellers usually choose commercial promotion advertising types. When placing keywords, the advertised products will most likely appear on the keyword search page and on the competitor’s product detail page. Product placement will be subdivided into product categories. Such placement will make the consumer groups more precise and play a certain role in saving advertising investment.
Advertising strategy
In the first month of the new product traffic building period, it is recommended that sellers turn on fixed ads to monitor data and understand the traffic cycle. Subsequently, based on the first month’s data, dynamic advertising was gradually introduced, increasing advertising investment during peak periods and reducing investment during trough periods to maximize advertising benefits. At the same time, low-price automatic advertisements of no more than 0.2 US dollars are set up to make up for the buyer traffic that may be missed during the trough period.
Product review[[4]
In the first week after the new product is put on the shelves, start preparing evaluation sheets. Through customer evaluations and comments, you can accumulate word-of-mouth for your products and improve their position in search rankings. Finding high-quality assessment resources is important. In addition, during the operation process, sellers should also pay attention to the integration and maintenance of high-quality resources, because these resources will play a role in the sales process.
Develop a promotion plan
In the third and fourth weeks after a new product is launched, sellers can combine coupons, flash sales and automatic advertising to lay a solid foundation for the product. Use exclusive traffic portals such as Amazon Coupons to ensure that promotions receive more exposure. Pay attention to setting appropriate discounts, consistent with the lowest discounts in the market, to drive overall product traffic and increase conversion rates.
Optimize keywords and search rankings
Keywords are an important factor in products being searched and discovered on the Amazon platform. Conduct adequate keyword research and use keywords wisely in product titles, descriptions, and back-end search keywords. The keyword is what the product is called, and the search keyword is what the buyer calls it! Then you have to look at how other people search, you can find all the old plug-ins, and how the best-selling ones are presented. What the operator has to solve is where the exposure is.
Follow the latest developments in the Amazon ecosystem[[1]
Stay sensitive to the latest developments on Amazon, pay attention to Amazon’s official announcements, participate in seller communities, and read industry analysis reports. In the process of continuous learning, keeping track of the Amazon ecosystem at all times can give you an advantage in the fierce market competition.