Amazon Product Launch Strategy From the Experts at Viral Launch

What Makes for a Successful Amazon Product Launch?

After your listing goes live, it’s time to start driving sales with a successful Amazon product launch.

Because regardless of how great your product is, if no one’s buying it, it doesn’t matter. Being successful in this space all comes down to product visibility.

When someone searches for your keyword, you want to be the first product seen. The tricky part? Most people aren’t looking past Page 1.

But in the crowded Amazon marketplace, how do you get there? It starts with having the right product launch strategy. And after working with over 8,000 brands to run more than 35,000 launches, Viral Launch knows exactly how to create a successful launch campaign. Our launch experts are ready to help you today!

What a Product Launch Does

Amazon rewards sellers who bring in outside traffic and sales with more predominant search placements. Product launches, also referred to as promotional giveaways, are a common practice on the platform and a way to help boost sales, which in turn will benefit ranking. The concept is pretty simple, although it can seem confusing at first, especially for new sellers.

So, let’s break it down a bit more.

A product launch is designed to project your listing to Page 1 for a major keyword or phrase relevant to your product. Remember, the higher you rank, the closer you are to Page 1 (if you’re not there already!). The goal is to get your listing to appear in organic search results and increase your organic sales.

Shoppers like launches for the discounted prices. Sellers benefit from launches because they can:

  • Boost keyword ranking
  • Improve organic traffic for a better conversion rate
  • Increase sales velocity and sales history
  • Give your product more authority on Amazon.com

Boosting your sales means more than extra money in your pocket. Increasing your sales velocity improves your ranking, and products with a higher rank have better visibility. It truly is a cycle, with one thing impacting another for better or for worse.

Who Would Benefit from a Launch?

Once you’ve selected a product, found a supplier and got your listing up and going, you want to see those sales rolling in. The truth is, without any outside effort, you’re really leaving it to Lady Luck for your product to take off.

Launches can help any seller gain a competitive edge. If you’re new to Amazon, you’re starting from scratch with no reviews and no sales. That makes it awfully tough to get your product in a good position to sell. Running a launch puts your product in front of more buyers right from the start. Who wouldn’t want that?

If you’re an established seller, launches can help a stagnant product sitting on Page 20 start moving again. And even if your product is selling, is it selling enough? Are your margins being met? Use a launch to drive exposure and move your listing up in ranking and in search results.

Developing an Amazon Product Launch Strategy

Letting your listing become lost in the crowd leaves you with untapped potential. More importantly, untapped profit. Running a launch can be very beneficial, but be aware it’s an upfront investment. Also, note that not every Amazon product launch strategy is the same. Everyone in the space has their own opinion of what works and what doesn’t. Regardless of what approach you take, make sure you:

  • Pay attention to your bottom line and don’t let the wrong launch strategy cost you money in the long run.
  • Take advantage of the holidays and/or special sales days. Target the influx of holiday shoppers, and remember to run launches before big sales events like Cyber Monday and Prime Day in particular.

Check out this podcast with VL Launch Director Andrew Field for more tips on launching your next product.

The VL Launch Strategy

Viral Launch has long been known as a successful launch platform. Let’s learn the basics behind our Amazon launch strategy.

First, we’ll determine a keyword (we recommend targeting no more than 4) with a good search volume that will convert well for your product. Next, we’ll analyze the market to determine the number of units required to give away at a discounted price on our own buyer deal site. This discount typically ends up being about 90% off and is based on the sales of Page 1 products.

We typically recommend running a giveaway for a period of 7-10 days. This is long enough for Amazon to recognize the sales, but still short enough to limit the number of products being given away.

Amazon’s algorithms are always being updated and tweaked, so it’s important to stay up to date on best practices. Some sellers are finding success with shorter launches/higher giveaway days, even to the point of only giving away a large number of units for one day. We are currently doing testing and looking at our large data set to keep everyone informed.

Creating Your VL Amazon Product Launch

Before you begin to reap the benefits of your unique Amazon product launch, you need to set and schedule it on our platform.

You’ll be required to input the following:

  • Target keyword
  • Launch duration
  • Units to give
  • Promo price
  • Coupon codes

Once that’s all set, the system will take it from there. A major advantage of the VL launch platform is its ease of use. You don’t have to be an expert in any way! And while launches can easily be set up by yourself, you can always talk with a Viral Launch Seller Coach to receive expert advice and guidance.

Maintaining Your Rank After a Launch

A successful Amazon launch strategy will see a listing increase in rank and ideally land on Page 1. But you don’t just want a better ranking, you want better sales, too. How can you maintain your rank position and rack up more sales numbers? Here are 4 ways:

  1. Listing Optimization: Maximize your ranking and purchasing potential by optimizing your listing. Use relevant, high-volume keywords, and find the high-opportunity keywords that competitors aren’t targeting. The better you position your product with high-ranking keywords, the more you’ll boost your visibility.
  2. Price Strategy: Price your product in line with your competition. If your price is a lot higher than most of the Page 1 competitors, you probably won’t convert as well.
  3. PPC: Paying for sponsored ad content can also drive people to your listing. Similar to promotional giveaways, PPC (Pay Per Click) generates traffic through targeted keywords and can contribute to ranking improvement.
  4. Customer Service: While you can’t incentivize reviews, you can encourage review generation with great customer service and email follow-up campaigns. When customers have a pleasant shopping experience with you, the more likely they are to leave reviews and even promote your product themselves.

Recap

Keyword ranking and visibility on Amazon are crucial for your success. Launches are a fast, easy way to increase your rank, sales, and reviews.

Watch this VL launch series for more information on how to run a launch and learn more about our proven strategy. Schedule yours or talk with a Viral Launch launch expert today!

 

 

3 Tips for Launching Your Next Product from Viral Launches Launch Director, Andrew Field (Follow the Data Ep. 20)

3 Tips for Launching Your Next Product from Viral Launches Launch Director, Andrew Field (Follow the Data Ep. 20)

Viral Launch has long been known as a successful launch platform, pushing products up to Page One in just a number of days. But to get your product to the top and make it stick, there are a few things you need to have in place. Join host Cameron Yoder for a conversation with Viral Launch Launch Director and employee #1, Andrew Field where he reveals 3 tips for ensuring a successful launch. 

 

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Follow the Data Show Notes

Podcast Transcript

CAMERON YODER:
Page 1, the coveted seat of Amazon’s top-selling products, the only place where shoppers are really looking or purchasing. If you want to sell well, you’ve got to get your product to Page 1. Viral Launch has long been known as a successful launch platform, pushing products up to Page 1 in just a number of days. But to get your product to the top and make it stick there are a few things that you need to have in place.

I’m Cameron Yoder, your host for Follow the Data: Your Journey to Amazon FBA Success. In this show we leverage the data we’ve accumulated at Viral Launch from over 30,000 product launches and our experience working with 6500 brands to help you understand the big picture when it comes to Amazon and, more importantly, the best practices for success as an Amazon seller.
In today’s episode we sit down with our Launch Director, Andrew Field, to talk about the best practices when it comes to launching a product and the strategy behind it all. So launching is an incredibly effective method when it comes to keyword ranking on Amazon. And today we’re going to dive into Andrew’s perspective on the dos and the don’ts when it comes to launching. Let’s jump in.

All right, so Andrew, how are you doing today?

ANDREW FIELD:
I’m doing great, man. Thanks for asking.

CAMERON YODER:
Doing great. Awesome. That’s good to hear. So just to introduce Andrew a little bit, I want to introduce him just because, just to validate his perspective, basically. So Andrew, believe it or not – well, believe it because it’s true – Andrew was employee number one at Viral Launch. Andrew, what do you have to say about that?

ANDREW FIELD:
I mean it’s been crazy watching the company grow over the last almost three years, going from a team of just Casey and I to now 40+ people. It’s awesome.

CAMERON YODER:
Dang. Employee number one is not something that a lot of people can say, honestly. Like some people jump on early with a tech company or just a startup in general, but Andrew was literally the first employee, official employee of Viral Launch.

ANDREW FIELD:
Yes sir.

CAMERON YODER:
Which is insane. So he is our – he’s Viral Launch’s Launch Director. Also to just kind of say where Andrew started, Andrew started – well, Andrew, talk about where you started.

ANDREW FIELD:
So basically I started in kind of a customer service role. I was always scheduling launches, so any launch that comes in, someone submits a launch for X number of units over X number of days, I’ll review it, make sure everything works, make sure the URL is directing to the right product, just kind of oversee everything that goes into that launch.

CAMERON YODER:
Yeah, and you’ve overseen a lot.

ANDREW FIELD:
Yeah, just over 31,000 now.

CAMERON YODER:
You’ve overseen over 31,000 launches. You’ve approved, personally approved –

ANDREW FIELD:
Roughly 25,000 of those, probably.

CAMERON YODER:
So personally approved roughly 20 – you said 20,000?

ANDREW FIELD:
25.

CAMERON YODER:
25,000 launches. So he’s worked with a lot of sellers, personally and through just Viral Launch’s system, to help get them to Page 1. So he’s seen a lot of what works and a lot of what doesn’t work when it comes to launching and ranking on Amazon. So he oversees our launch platform, and he’s just seen a large number of people pass through the system. And that is what we’re working with today. Andrew’s perspective is very valuable, and is something that I think a lot of listeners here can benefit from. So Andrew, just to kick it off, I’m sure many people are familiar with this, but could you just outline what a launch is?

ANDREW FIELD:
So basically the idea of a launch is to get your product to match or exceed the number of sales for listings on Page 1 for your targeted keyword. So for example, like if a product – you want to get your product raking on Page 1 for a keyword where the average number of sales is right around 1000, we’d recommend probably around 200 to 250 units over like 7 to 10 days. And the idea is to drive all of those discounted sales through the targeted keyword to get your product to match the sales history and sales volume for the listings that are ranking on Page 1 currently.

CAMERON YODER:
Okay, so just to like put it into a good perspective, the definition that we’re using today of a launch and/or promotion is basically looking at the sales on Page 1 for a keyword and matching those sales through something like a launch to get you to Page 1 –

ANDREW FIELD:
Exactly.

CAMERON YODER:
– for that keyword. Okay. So can you break down – again, we’re going to get into more strategy as we move on, but can you break down just how a launch works from start to finish? You already talked about it a little bit, but just kind of break it down for everyone.

ANDREW FIELD:
Yeah, so it depends on if a seller works with a coach or not. Generally if a seller works with a coach their launch is successful. So we have the knowledge to look at a market and say okay, you need to give away this many units to get ranking for this keyword. Maybe we would notice that this keyword might not convert well for you, so you probably shouldn’t target that keyword. So it depends on the keyword you’re going after. So we would look at the market to see what kind of sales they are doing and then base a recommendation off of that.

CAMERON YODER:
Okay, that’s good. So let’s talk about – let’s outline – I want to outline three strategy tips that you have for people. Just what would your three top tips for people be when it comes to running promotions or product launches?

ANDREW FIELD:
Yeah, so first thing you want to make sure you have a well-optimized listing. So if your copy is bad or your photos are bad, that listing is not going to convert well once it’s ranking on Page 1. You want to make sure you have a competitive price point. So if your listing is 35% higher than every listing on Page 1, you’re probably not going to convert that well.

CAMERON YODER:
Right.

ANDREW FIELD:
And you also want to make sure that you’re targeting the best keywords. So kind of the best way to figure out what the best keyword is, is to do a lot of research. So you want to look at many different keywords that you would consider relevant and then see which products on Page 1 are most comparable to the listing that you have. So if you see a bunch of products on Page 1 that aren’t necessarily similar to your listing it’s likely that you won’t convert well for that keyword. And if you see a bunch of products on Page 1 that are very similar to your listing, those listings are obviously converting well for that keyword, so it’s likely that yours would as well.

CAMERON YODER:
Right. So let’s, so just to go over those three tips that you mentioned, that’s number one, you said optimize your listing. Number two, you said competitive – have a competitive price point, really. And number three was targeting the most effective keywords, right?

ANDREW FIELD:
Yep.

CAMERON YODER:
So let’s break down – let’s break down each of these. So number one, you talked about – and you went over it a little bit, but specifically when giving advice to people about optimizing their listing, like again, out of everyone that you’ve seen, what works well from the perspective of the seller that should be optimizing his or her listing?

ANDREW FIELD:
So first and foremost you want to make sure you have a great title. Keyword rich, still reads well, but is going to help you rank for as many relevant keywords as possible. Some of the data that we’ve seen – so somebody runs a launch that should work based on the number of units that we recommend. We do a reassessment and see that the targeted keyword was not in their title. That can cause them not to be able to rank for that keyword. They may be indexing, but they’re not getting the same ranking power as they would be if they had that keyword in their title.

CAMERON YODER:
Now what about – can you break down the importance of a title in a product’s copy compared to something like the bullets or the description?

ANDREW FIELD:
So the title is going to be your most important. That’s where you’re going to get the biggest bang for your buck. Your most important keywords you want to put towards the beginning of the title. The less important keywords you move towards the back. But your most relevant keywords are going to be all focused on in your title. That’s where you’re going to get the most ranking effect when running launches.

CAMERON YODER:
And in your perspective, again, just from what you’ve seen with data and with launches, is there any – should people just cram a bunch of primary keywords together in the title or string them together like masterfully to create a title that makes sense, or like where’s the fine line between that?

ANDREW FIELD:
So there’s a perfect balance that you want to find. You want to find a balance between sales-inducing copy and copy that will also help you rank. So having a professionally-written listing is key, someone that knows the science behind writing a listing.

CAMERON YODER:
What about photos? What advice on photos do you have?

ANDREW FIELD:
So you want to have a photo that will catch the eye, just based on the thumbnail. So you’re main photo is going to be the one that drives the most clicks to your listing. So yeah, you want to make sure that your listing stands out from the competition with excellent photos. Once you get into the listing you’ll notice a lot of competition on Amazon likely doesn’t have lifestyle photos. That’s something that you can really give a competitive advantage to your listing if you have really nice lifestyle images showing the product in use. It helps develop an emotional attachment between the potential buyer and the product itself.

CAMERON YODER:
That’s good. I think with this first point talking about optimizing your listing, I think a lot of people get, just get lost from the fact that a product launch can get you to Page 1, right? But if those creatives are not in place, like if your copy is not optimized, if your photos are not great, then yeah, you’re going to lunch on to Page 1, but you’re not going to be able to convert once you’re there.

ANDREW FIELD:
Right.

CAMERON YODER:
And the whole goal of a launch, at least for us, our perspective is our goal for you is to reach Page 1 for that, or those primary keywords that you’re targeting and then to stick there. And your best chance of doing that, like you were just talking about Andrew, is to really optimize your title, your copy, the rest of your copy, and your photos.

ANDREW FIELD:
And definitely price point.

CAMERON YODER:
And definitely price point, right, which is your second point actually. That’s a really good lead-in. So your second point was to make sure your price point is in line with competition. Can you break that down just what you generally recommend?

ANDREW FIELD:
Yeah, so I mean that kind of starts even before sourcing a product. So if you can only source this product and you have to sell it at a substantially higher amount than other listings on Page 1, you probably won’t be able to convert. You probably won’t be able to compete in that market moving forward. Amazon is a space where you have to have the best priced product. You need to present your product in a great way, but you also have to offer a good value to the customer. Since most products on Amazon are private label nobody really knows and has an attachment to a specific name brand, so price point is going to be a huge converting factor for you.

CAMERON YODER:
And that’s what – and we talk about on the show all the time and in our videos and everything, the importance of really setting your goals before you even start the whole process of really sourcing anything because if you set your goals on what you want to make, then that will kind of determine the manufacturers that you choose or the products that you go after and the margins that you’re looking for.

ANDREW FIELD:
Exactly.

CAMERON YODER:
Because like you said, I mean if you can’t handle the margins or the price war, then – or if you get into a market that is an average of $20, right, and you’re trying to source a product that’s like $40 because it’s better –

ANDREW FIELD:
Right, it’s going to be very difficult to compete in that market.

CAMERON YODER:
Right. Okay.

ANDREW FIELD:
Even if you have a well-optimized listing, good copy, good photos, if your price point is twice as high as everyone else, best of luck to you.

CAMERON YODER:
Right. Let’s talk – let’s touch on the third point, your third point that you made, or the third tip, general tip. So you said make sure that you target the right keyword. I want you to – can you break down for us what you would really recommend when people are trying to find the best keywords to pick to rank for? What’s your advice when it comes to that?

ANDREW FIELD:
So yeah, I get that question all the time. Basically you want to look and see what other listings like yours are converting for. Even another way, just run like an automatic sponsored ads campaign. Let it run for 10 days. See what kind of conversion you get for these keywords. See how many impressions you get for this keyword. And find the one that performs the best. That’s typically going to be the best keyword for you to target with the launch.

CAMERON YODER:
Okay. Other than that, like what about – and we have Market Intelligence, right, which gives us access to like sales estimate data. Would you use that in that case?

ANDREW FIELD:
Right. Yeah, I mean to an extent. It’s almost difficult when you’re just looking at sales estimation data because you’re not sure which keywords those sales are being attributed from. Mostly it’s common sense. You can tell which keywords are going to be most relevant to your product. You can use tools like MerchantWords to find – I mean other sales estim- or search estimation data. But that’s not always all that accurate.

CAMERON YODER:
I really think people overthink the primary keywords where, again, there are always exceptions to this rule, but really chances are if you’re able to put yourself in the mind of a buyer or of someone who is buying your product, you’ll probably be able to narrow down maybe the top three primary keywords that you should at least look into with something like split testing.

ANDREW FIELD:
Yeah, and as far as finding the primary keyword, I don’t think that’s really all that difficult. If you look at your competition you’ll generally see that the primary keyword for that market is going to be at the very beginning of most all of your competitors’ titles. So that’s an easy way to identify the primary keyword.

CAMERON YODER:
Right, to look at your competition and see what they’re driving. And again, that doesn’t always mean they’re picking the right one, but typically –

ANDREW FIELD:
Right. If you see most sellers in a market doing that, that’s generally meaning that that’s the primary keyword for the product, yeah.

CAMERON YODER:
Right, right, that’s good. Okay, so those were the kind of three general strategy tips, but let’s break down just launch strategy in general even more. So Andrew, what would you say – what are some of the most important things that people should keep in mind before they do something like a launch?

ANDREW FIELD:
Yeah, so I mean we’ve already kind of touched on it, but make sure that your listing is well-optimized. You have to have great listing copy. You have to have great photos. You have to have a competitive price point. The question that people always ask is once I get to Page 1 will I stick? I think people are asking the wrong question, and the question should be, will I sell? Because what good is it if you stick on Page 1 if you don’t sell? You need to be asking the right questions. So if your listing is going to convert, if it’s going to be competitive with the other listings in the space, that’s the question you should be asking.

CAMERON YODER:
What would you say about reviews?

ANDREW FIELD:
I mean reviews are important. I think we’ve kind of talked about this on the podcast before. Reviews are the currency of Amazon. That’s another thing that kind of goes into the optimization conversation. If your listing has far fewer reviews than other listings on Page 1 for that keyword, you’re going to find it more difficult to convert. Sometimes what we suggest right after running a launch is to drop your price a little bit, sometimes almost even to breakeven, just to generate sales, develop a strong sales history, keep that product on Page 1, and then you can gradually bring your price back up to like increase your margins.

CAMERON YODER:
Would you say there is like a flat number of reviews that someone should have before they run a launch, or is it kind of just dependent on the market that you’re going into?

ANDREW FIELD:
Yeah, it’s completely dependent on the market. I mean you’ll find brand-new markets out there where the average review count is 10 reviews. You can run a launch on that product with zero reviews. You’d have no problem. But if you’re going into a market where the average review count is 500 reviews, you’re going to find it a lot more difficult to convert with zero reviews. So I mean if you’re looking for a flat number – so for example, like for a market with 500 reviews as the average review count for listings on Page 1, I would suggest launching with no less than 100. That’s kind of my suggestion, so maybe 20% of the average of listings on Page 1.

CAMERON YODER:
Yeah, I think that’s a good baseline to build off of at least. Okay, that’s good. So next question, what do you see people doing wrong when it comes to promotions or launches? So what shouldn’t people do?

ANDREW FIELD:
So I think sometimes people have unrealistic expectations for how their product is going to perform after a launch. So getting a product ranking on Page 1 generally isn’t a problem. It’s typically pretty easy. But people think that all of a sudden their sales are going to skyrocket, which may not necessarily be the case. If your listing isn’t competitive you’re not going to see those sales. I know we keep going back to the having an optimized listing, but that’s how important it really is.

CAMERON YODER:
It’s important. It’s really important.

ANDREW FIELD:
Yeah, so I mean that’s why I think people need to discuss their strategy with a coach or a seller coach or someone that knows what they’re talking about before running a launch. Ask questions like will this listing sell in this market? Am I targeting the right keyword? How many units should I give to target this keyword? All those kinds of things.

CAMERON YODER:
Yeah, and this is not a – it’s not a plug for what we do. It’s just simply a really simple and easy thing that you guys can do and have free, really free access to.

ANDREW FIELD:
Yeah, exactly. Like no matter what strategy you’re using to get your product ranking on Page 1, these are the questions you need to be asking.

CAMERON YODER:
Right.

ANDREW FIELD:
Talking to people with experience is just a great resource for you.

CAMERON YODER:
Right, and that’s what our coaching team – our coaching team is meant to really give strategy to people.

ANDREW FIELD:
Exactly.

CAMERON YODER:
So they’re accessible to you. Okay, so let’s see. We see a lot of people, and we actually have – Casey and I have talked about this on the show before, too, but it’s always important to bring up because it comes up frequently, and it’s funny how often or how periodic this question comes up from people that are performing launches or thinking about performing a launch. But we see a lot of people talking, again, about how steep discounts don’t attribute ranking anymore. So what have you seen when it comes to that?

ANDREW FIELD:
Yeah, so I mean, like we said at the very beginning, I was employee number one. I’ve been giving launch suggestions for three years now. This has come up periodically forever. I mean I don’t think it will ever really go away. People are always looking for a reason not to give their product away at 90% off, which would totally understand. Nobody wants to give their product away at 90% off. But the data does not show that it doesn’t work. It still does work. Just for a specific example, just in the last like 14 days we ran three launches for a turmeric product, or three separate turmeric products. We got each one of those listings ranking on Page 1 for turmeric, turmeric curcumin and curcumin. Those are incredibly competitive markets where sales are 10,000+ a month. If 90% off promotions didn’t work there is no way that we would have been able to get those products ranking there.

CAMERON YODER:
Right.

ANDREW FIELD:
So we just kind of let the data speak for itself. There is always going to be those rumors out there, but as long as the data is there to combat it, I mean I don’t see it being an issue.

CAMERON YODER:
And that’s if – and that’s not to say that that could not change in the future, right?

ANDREW FIELD:
Right.

CAMERON YODER:
Because Amazon could pull a lever or something and all of a sudden maybe somehow, whether it’s accidental or intentional, make promotions not attribute ranking through stuff like that.

ANDREW FIELD:
Yeah, absolutely. That’s been a topic of discussion forever. But as of right now that’s not happening.

CAMERON YODER:
Exactly. And it’s not like we will hide that information from you. Like –

ANDREW FIELD:
Right. I mean there’s no point in us running launches if they don’t work.

CAMERON YODER:
Exactly.

ANDREW FIELD:
Yeah, I mean if launches don’t work we’re going to be straight up and say okay yeah, this strategy probably won’t work. Maybe there’s something else that we can try.

CAMERON YODER:
Right, and that’s why it’s important for us to keep you guys updated, at least from what we’re seeing with our launches since we run so many every single day and since Andrew has seen so many. It’s really important to help you guys know where we’re at and what we’re seeing. And what we’re seeing is that steep discounts still do work when it comes to product launches. Okay, so let’s see. When people are performing a launch, when they’re in the middle of the launch – dang it. Hang on. I lost my place. Oh yeah, yeah, okay. So let’s talk about when people are in the middle of a launch or a promotion. Will people, or should people expect to see results right away, or when should they expect to see something happen when it comes to keyword ranking?

ANDREW FIELD:
So my – like my typical launch suggestion lasts for 10 days, usually 10 days, seven to 10 days. Usually people will start to see ranking improve around day five. So during a launch you can expect to see a lot of different things. You can expect to see a big fluctuation in BSR, both up and down, big fluctuation in ranking, both up and down. But right around day five it typically starts to stabilize. So at day five you’ll start to see ranking like steadily increase. So like let’s say if you start on Page 3 for your targeted keyword. You might jump down to Page 6 during the first two days. Day three comes around and you’re back up to Page 3. Day five comes around, you’re creeping up Page 2. Day six, day seven, day eight, you’re moving up Page 1. That’s the typical – that’s typically what it looks like.

CAMERON YODER:
People tend to freak out when they’re on like day two of a launch, right? Yeah, explain that. Like they’re on day two of a launch and they see the product went down in ranking. They’re like what in the world? What just happened?

ANDREW FIELD:
Right, yeah. So I mean that’s just part of Amazon’s algorithm. That’s where people – I think that might even be where some of these rumors are stemming from where people run launches for like quote unquote tests, and after two days they’ve dropped to page 20 and they freak out, right? Let that launch run its course, and it will work. If you end prematurely you’re hurting your sales history, and it’s just going to cause problems down the road. Let that launch run, and you’ll see ranking improvement as long as you’re running with the appropriate strategy, of course.

CAMERON YODER:
And some of these – so some of these questions or this data is like dependent on the market, too. This specific question. Let’s say someone reaches Page 1 for their primary keyword before they expected to, like maybe before their expected launch day or the end of the launch.

ANDREW FIELD:
Sure.

CAMERON YODER:
Would you recommend that people stop their launch early, or just like kind of let it ride for a little bit?

ANDREW FIELD:
Yeah, that’s a good question. So if a listing reaches Page 1 and organic sales pick up to match the listing, the other listings on Page 1, then yeah, I mean go ahead and end that launch. There’s no reason to give products away at that point. If you get to Page 1 and sales pick up just a little bit you may want to let that launch continue so you can build a stronger sales history and maintain that Page 1 ranking, and then you can see organic sales coming in in the future.

CAMERON YODER:
Now what would you advise when considering launch numbers specifically? So like when somebody wants to find out the number of units that they should give away or the number of units they should put a heavy or steep discount on, what would you say to that?

ANDREW FIELD:
Yeah, so I mean this is going to sound like a plug for Viral Launch, obviously, but Market Intelligence, a great place to start. Analyze the market. Analyze that keyword. See what listings on Page 1 are doing in terms of sales volume. And you want to match that with your promotion. So generally, to develop a strong sales history you want to have your launch last for at least seven days, sometimes more. So seven days is kind of like the window where you need to run a launch for at least seven days to develop a strong enough sales history to maintain Page 1, or to even get ranking on Page 1. The additional three days that I usually recommend on the end of that are to help develop an even stronger sales history. So once the steady flow of promotional sales stops you’re able to stay there longer and generate organic sales recurring.

CAMERON YODER:
What would you say, what would you talk about post launch strategy? What’s the best strategy people can implement after an initial promotion if they run one for a keyword?

ANDREW FIELD:
Yeah, so after your initial launch you’re likely ranking on Page 1 for your primary keyword. If your listing is competitive you’ll probably start seeing an increase in organic sales right away. But let’s talk about a scenario where maybe your product isn’t just as competitive as all the other listings on Page 1. I kind of alluded to it earlier, but like some of the recommendations we have are to drop your price a little bit. Develop a stronger sales history for that keyword. Other things you can do – I’ve got to think about this for a second.

CAMERON YODER:
Yeah, yeah. No, you’re good.

ANDREW FIELD:
I had a bunch of stuff for this, too. Yeah, so like another thing you can do is run another promotion for another keyword. The best way to see the most organic sales is to be ranking on Page 1 for as many relevant keywords as possible. So if you see that you have – you’re in a market where you have 10 relevant keywords that are all going to attribute to your aggregate sales you want to be ranking on Page 1 for all 10 of those keywords. You don’t want to just be ranking on Page 1 for one of those keywords, and then you’re only seeing 10% of the sales that you would be seeing if you were ranking on Page 1 for all of your relevant keywords. So generally I would say to target multiple keywords with multiple promotions.

CAMERON YODER:
Let’s say you have two primary keywords for a product. If you run a launch for one specific one, and let’s say they’re similar. Let’s say maybe they’re similar, but they’re different enough to where you would need to run two separate promotions to rank for both of them. If you run – let’s say you run a pretty like intense launch for one of the primary keywords and you get to Page 1 for that keyword. Have you seen ranking attributed to the other primary keyword in some cases?

ANDREW FIELD:
Oh yeah, absolutely. So that kind of goes back to having a good, or a well-optimized listing. If you have those keywords in your title, if you have the correct keyword sequences in your title – so for example, like if you have like a fish oil, fish oil is your main keyword. Another keyword would be fish oil supplements. If you have fish oil supplements in your title and you’re targeting fish oil with your promotion you’re going to see a good, a sizable increase in ranking for fish oil supplements. You may even reach Page 1 for that keyword with the launch targeting another keyword. So yeah, I mean this goes back to making sure that you have a well-optimized listing.

CAMERON YODER:
Yeah, I think it’s good to, if people are trying to decide whether they should run a promotion for two separate keywords or run one targeting both or what have you, I think it’s always good to maybe even run one really targeted one for the primary, like the main keyword in that case, fish oil, and then see where you end up for fish oil supplements. And then if you want to just run another promotion for that right off the bat, you know where your baseline is going to be after the ranking has been attributed from the primary.

ANDREW FIELD:
Yeah, no, that’s a really good analysis, yeah.

CAMERON YODER:
So Andrew, what else – do you have anything else that you want to tell people when it comes to launches, or launch strategy or launch data?

ANDREW FIELD:
Yeah, so get advice. Don’t try to go it alone if you don’t have any experience. There’s always someone out there with experience that has looked into hundreds of thousands or however many markets and has the experience to tell you okay, this is the keyword you should target, this is the kind of strategy that will get you there, this is what an idea listing looks like in this market. You should try to emulate that. These are what your competitors are doing. This is your primary keyword. There are so many intricacies that go into a launch that you really need – there’s no substitute for experience and going into all the data.

CAMERON YODER:
Well, Andrew, thank you so much for being on the show today. It really is good to have a perspective like yours since, I mean you’ve been around the block. You’ve seen it all. You’ve seen brands built from 0 to 100, literally, and you’ve seen a lot of product launches go through. So thank you for taking time to be here and giving advice to everybody.

ANDREW FIELD:
Yeah, thanks for having me, for sure.

CAMERON YODER:
I’ll do and outro, but for now –

Well hey, that is all for this week. Thank you so much for joining us here on Follow the Data. For more insights and reliable information on how to succeed on Amazon, subscribe to the podcast and check us out on YouTube. I’ve been working on a series of product discovery walk-throughs that will really help you understand how to leverage the tool. So just search Viral Launch on YouTube, and go to our page, and look for my face on one of the videos. And if you’re listening on iTunes it would seriously help us out so much if you would leave a review to let us know what you think of the show. And if you know another seller who’s feeling lost in the Amazon information war that’s out there, send them our way. We really want to be a resource for all sellers, and honestly, the information source in this space. So please tell your friends. Spread the word, and share the show with other Amazon sellers.

Thanks again for listening, and as always, if you want to be featured on the show, have an Amazon-related question or an idea for an episode, feel absolutely free to leave us a voicemail. Our number is 317-721-6590. Until next time, remember, the data is out there.

9 Common Launch Mistakes to Avoid

What is the key to success on Amazon? It’s a pretty simple process when you break it down: source a great product, set up a listing to convert, and get in front of shoppers. Here at Viral Launch, it’s our goal to help you succeed every step of the way. To get your product in front of shoppers, one service we offer is called product launches, which increase your visibility on Amazon and put you in a position to sell.

We run over 200 launches each day, and we’ve seen some awesome successes and some unfortunate failures. To help you learn from past mistakes, we’ll share 9 common launch mistakes to avoid when running a promotion with Viral Launch.

Watch our How to Launch course to set yourself up for success.

 

What is a Product Launch?

When it comes to achieving rank on Amazon, sales are king. With Viral Launch promotions, we drive sales to your listing through product giveaways. We do this to promote brand awareness, which passively increases keyword ranking. For a launching period of up to 12 days, a seller will give a number of discounted units, typically for 85-95% off, targeting a specific keyword. As these sales are attributed to the keyword, the listing will move up the ranks. The goal is to reach page one, increase the product’s visibility to shoppers, and ultimately increase organic sales!

One-time-use coupon codes, coupled with a Max Order Qty. of 1 allow buyers to purchase one unit at the discounted price. At a pre-determined launch time, the product goes up on our buyer site, where everyday Amazon shoppers grab their favorite coupon for the day. The shopper is sent to your product on Amazon and purchases with his or her coupon.

The launch results typically take a couple of days to take effect, but you should start to see a change in rank anywhere from day three to day seven of the launch. Once you’re ranking, after the promotion is completed, it’s up to the listing and reviews to convert well to maintain rank. If you’ve got a fully optimized listing with great photos, a great price, and a competitive number of reviews, you’ll be in the perfect position to outsell your competition – woohoo!

Check out our Amazon How to Launch course, which will walk you through how to set up a launch step-by-step.

 

9 Most Common Launch Mistakes

We’ve run over 14,000 launches and have seen countless launch mistakes. Big… Small… We’ve seen them all. Here are some common errors to avoid when setting up your launch in the Launchpad.

 

1: There Was No Consultation with a Seller Coach.

Access to a Seller Coach is a free resource to sellers who want to utilize Viral Launch services, and our Coaches are experts in all-things Amazon. When sellers do not consult with a Seller Coach, the results are typically not as great, simply because Coaches know how to best optimize a launch. Our coaches have experience and data from thousands of launches and have seen plenty of successes and failures. A coach will work with a seller to analyze the product listing and determine an effective launch strategy, specific to that product. A launch will be most successful with the guidance and recommendations from a Viral Launch coach, so we definitely recommend getting in contact with the team! Email launches@viral-launch.com for a coaching consultation.

 

2: The Launch is Too Short.

We recommend launching for no less than 7 days…we’ve found it’s the sweet spot. A 3 or 4 day launch likely won’t establish the necessary sales history to increase your product’s ranking. On the other hand, a 10 day launch may require that you give away more units than necessary. With a 7-day launch, you’ll build up some credible history without giving excessive amounts of inventory.

 

3: Not Enough Units are Being Given Away.

To rank on page one for a target keyword, a seller must match or exceed the sales of the top sellers. When the number of promotional units is too small, the listing will not rank on page one for the target keyword. You must match or exceed the number of daily sales that the top sellers are moving, so if you give 10 units/day, and page one sellers are seeing 30 units/day, you will not land among them. In this case, you’d want to give 30-35 units/day so that Amazon would recognize that your listing is competitive with top sellers. Market Intelligence, our Amazon product research tool, can help to determine the number of units necessary to give away during a launch. In the Launchpad, when you enter your targeted keyword, you’ll find our Beta Launch Success Coach to help you to estimate the number of units needed to give per day to rank among the top sellers. For further instructions or to create the most optimized launch strategy possible, contact one of our Seller Coaches who are eager to help!

 

4: Too Many Keywords are Targeted.

Far too often, sellers target multiple keywords, not understanding how this will affect their rankings. Let’s break it down: Targeting multiple keywords dilutes the giveaway in a sense. For instance, let’s say you’re running a launch and giving away 200 units over a 7-day period. Take a look at the graph below:

With a launch targeting one keyword, all 200 units are attributed to that keyword. In this example, the necessary 200 units for this keyword will boost the product to page one because it’s matching the ~200 weekly sales that the top sellers are seeing. With the same launch targeting two keywords, the units are split in half so that only 100 units are attributed to each keyword. In this example, 100 units towards each keyword would not rank the product on page one for either keyword. Since page one sellers are moving around 200 units/week, a 100 units launch won’t convince Amazon’s algorithm that you’re competitive with those top sellers.

In this scenario, it would be best for the seller to only target one keyword, so that the desired ranking can be achieved. Or, the seller could give more units overall and to have a better opportunity to rank on page one for both keywords. Essentially, the more keywords you target, the more units you should give away.

 

5: The Coupons are Not Active When Tested.

After submitting a launch, it will show as pending approval from our team. Around 3:00pm EST on the afternoon before the launch goes live, our team will test one coupon. If the coupon is activated and set up correctly, we will approve the launch. If there is an issue with the launch, we will deny it and send you a message with the reason as to why.

When a promotion is created in Seller Central, Amazon requires a 4-hour window before activation. We strongly suggest inputting the launch after this 4 hour time frame so that there is no chance your coupons are inactive by the time we check them. Even if we check your coupons just one hour before they go live, we will have to deny the whole launch. To avoid coupon issues, we only approve launches with live coupons, so be sure that your coupons are live by the time you’ve submitted the launch for approval!

 

6: The Giveaway Price is Too High.

We typically recommend a giveaway price around 90-95% off retail, and our buyers are accustomed to seeing products around $1-$3. We want to be sure that we’ve got the best shot at moving the necessary inventory so that your launch is successful. For a more specific pricing suggestion, simply ask one of our coaches who would be glad to give you a recommendation.

 

7: The Max Order Quantity Isn’t Set.

This can turn out to be a very costly mistake. Before the fall of 2016, Amazon offered the option to set up $ off coupons. Setting these up, along with one coupon per customer and one-time use options, made it so that one customer could only get one product. It was fairly simple and straightforward.

In November of 2016, Amazon took away the $ off option for promotions, leaving % off as the only way to create coupons. In Seller Central, when you set up % off coupons, there is no way to set up a promotion that will allow you to restrict a customer from being able to grab 999 units with one coupon code. In order to protect your inventory, you need to set the Max Order Quantity to 1 for each SKU that the coupons apply to. If your Max Order Quantity is not set when running a promotion, you are putting your inventory in major jeopardy. This step cannot be overlooked!

We’re able to set your Max Order Quantity programmatically in our system through accessing your MWS account. Check out our video explaining how to protect your inventory in the Launchpad.

 

8: The Listing is Not Optimized.

Last but certainly not least, your entire listing (and especially your title) should be fully optimized before a launch. This is for two main reasons: ranking and conversions.

  • Ranking: Your title needs to be strong in order to fully utilize the launch. Although launches target one keyword, each sale is funneled through every keyword in the title. That means every word is fair game for a ranking boost with sales. With a fully optimized title, you’ll see a boost for multiple relevant keywords as sales flow through your title. Check out our blog post on How to Optimize Your Amazon Listing for Maximum Keyword Ranking for more detailed information on that topic.
  • Conversions: Your entire listing should be optimized with the goal of the highest conversion rate possible. This includes your price, photos, and copy. Once the launch has placed the product on page one, it’s completely up to the listing to convert well organically and maintain rank. Each listing element must be up-to-par to keep up with the top sellers. You don’t want to lose rank after all of the time and effort it took to achieve it!

 

9: The Listing Doesn’t Convert Post-Launch.

We often get the question, “How long is my ranking going to stick on page one after the launch?” It isn’t about sticking. It’s all about converting. Too often, we see sellers waste money by running a launch to achieve rank, ultimately to fall right back down due to a lack of organic sales. Maintaining rank is all about converting organically post-launch.

If page one sellers are seeing ~25 units/day on your specific keyword, you must continue selling competitively with them to maintain your page one rank. After a launch, if you’re only seeing 5 sales/day, your listing is going to slide down into the abyss of unseen listings. This is why we put so much emphasis on putting the time, money, and effort into having a listing that converts pre-launch. You’ll want to position your listing for success, so that it can sell competitively once it’s reached page one. The goal is to sell the necessary number of units (~25 in this example) each day at full price after the launch to be competitive with the top sellers. Then, you too will be a top seller!

 

Conclusion

Running a promotion definitely isn’t a small investment; we understand. That’s why we want to be sure that you fully utilize your launch! Learn from others, and avoid these launch mistakes when setting up your promotion in the Viral Launch Launchpad.

And as always, for more specific and tailored suggestions, we strongly recommend contacting one of our Seller Coaches by sending an email to launches@viral-launch.com. Happy selling!