In our presentation, we'll delve into a comprehensive strategy for launching a new product on Amazon, covering essential aspects from operational readiness, through meticulous listing optimizations, to targeted advertising efforts. We'll explore best practices in inventory management and fulfillment, the art of crafting compelling product listings that convert, and how to leverage Amazon's advertising tools to amplify visibility and drive sales. This approach is designed to equip brands with the knowledge to successfully navigate Amazon's competitive landscape and achieve scalable growth.

2. Launching a New Product on Amazon
A product launch is a meticulously planned initiative to introduce a new product for
sale. A well-executed product launch captures consumer interest, drives sales, and
establishes a good and strong brand position in the marketplace.
The Amazon Marketplace is a great place to launch your product. 75% of shoppers
come to Amazon to discover new products, while 68% of shoppers “window shop”
without having a specific product or brand in mind. This presents an opportunity for
emerging brands to get their products in front of relevant audiences and be a part of
their consideration set.

3. Checklist for launching a new product

4. A successful product launch is not just about putting a new item on the market; it's
about orchestrating a strategic event that introduces your innovation to the world and
sets the stage for its long-term success.
1. Get to know your customer
It's essential to gain a profound understanding of the individuals you're aiming to
serve. Who are your customers? What drives their decisions and shapes their
preferences? Develop a clear picture of your target audience
1. Get to know your product
Your product's unique value: set it apart from the crowd. Your product needs to
stand out, captivating the attention of potential customers and establishing itself
as the superior choice. To achieve this, it's crucial to identify your product's unique
selling points (USPs) – the qualities that differentiate it from its peers. By clearly
communicating these USPs through compelling messaging, you can effectively
position your product as the go-to solution for your target audience.

5. 1. Develop a new product launch plan
With a clear understanding of your product's USPs and target audience, you can
now transform these insights in buying personas (fictional representations of your
ideal customers).
Prepare a captivating launch strategy across all channels:
Content marketing
Social Media
Digital Advertising
Email Marketing
1. Create Assets
Make sure that your deliverables, such as display ad creative or blog posts, are
consistent and designed with the launch goal in mind.

6. 2.
3. Launch the product and measure your results
After product launch, monitor all campaign efforts and adjust creatives, targeting,
and other elements instead of waiting until the campaign is over. Optimize,
optimize, optimize.

7. Best practices for effective product
launch advertising

8. Consider discoverability, awareness, targeting, and remarketing to make the most of
your product launch advertising efforts
Focus on discoverability
Increasing shopping discoverability is a key objective. Relevant placements in shopping
results can help both jump-start new product sales and accelerate sales of your existing
products.
Drive awareness
Educate customers about your new product and why it differs from competitors.
Targeting - Reach shoppers outside of the shopping results
By using product targeting in addition to search keywords alone, you can reach high-
purchase-intent shoppers who don’t use shopping results to find their next purchase.

9. Remarketing
Remarketing connects with audiences who’ve already expressed interest in your
product—but haven’t yet converted to a sale. Drive more conversions through SD
targeting.
Optimize your creative
It’s important to look for ways to differentiate your product through your advertising
creative. Using lifestyle images and videos are two ways to help communicate your
product messaging beyond the ad copy.

10. Amazon Ads solutions can help
amplify the success of your product
launch

11. Enable discovery and sales of your products with cost-per-click ads in shopping results.
This will help drive traffic to your new product’s detail page. By driving traffic, these ads
can help increase detail page views and product reviews.
But what about shoppers who are not using shopping results to find their next
purchase? For example, shoppers can start on external search engines and go directly
to Amazon detail pages via links. Or they can browse Amazon by filtering for specific
product attributes, such as category, average star reviews, or price. For these scenarios,
product targeting tactics provide an additional way to engage high-purchase intent
shoppers on Amazon.
When you use product targeting, you can reach specific audiences without having to
rely on search keywords alone.
SP - Sponsored Products

12. Sponsored Brands can help drive sales with engaging and actionable ads.
The standard elements of our ad creative include familiar elements of the Amazon
shopping experience such as price, star ratings, and Prime eligibility—providing
shoppers the information and key product details they need, right within the ad
placement.
Sponsored Brands also gives you the ability to customize your ad to showcase new
product releases, different headlines, and various featured product combinations, and
link to Store pages.
SB Sponsored Brands

13. Stores help you build awareness around your new product and educate audiences
about its features.
Stores is a free, self-service product that allows brand owners to design and create
multipage stores to showcase their brands, products, and value proposition on Amazon.
Shoppers visiting a Store are able to see a curated collection of a brand’s products in an
elevated, brand-centric shopping experience on mobile and desktop. Stores is the
perfect place to start showcasing your new product features.
Stores

14. Sponsored Display enables you to remarket, grow your customer base, and drive
purchases by reaching high-intent customers wherever they spend time.
Sponsored Display complements your Sponsored Products and Sponsored Brands
campaigns with additional targeting capabilities to help you reach audiences wherever
they spend time.
Amazon DSP is for advertisers looking to scale their display advertising. Amazon DSP
will allow you to programmatically buy display, video, and audio ads at scale. You can
engage relevant audiences based on lifestyle, purchase, and media consumption
signals with ads that lead back to your Amazon detail pages. Ads can appear both on
Amazon-owned-and-operated sites and on leading publishers’ sites.
Sponsored Display and DSP

15. Launching a new product on Amazon can be rewarding if approached with a well-
executed strategy.
By conducting thorough market research, optimizing your product listing, generating
initial sales and reviews, and promoting your product on and off Amazon, you can
position your product for success in a highly competitive marketplace.
Success on Amazon is an ongoing effort.
Conclusions

16. Subtitle
Final text/thoughts
THANK YOU!