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Amazon Product Launch Strategy: Key Steps for a Successful Product Launch in 2023

Amazon Product Launch Strategy

What is Amazon Product Launch Strategy?

Amazon, being the world’s largest online marketplace, is a great opportunity for brands and sellers, but the competition is tough. In 2023, standing out on Amazon needs a smart Amazon product launch strategy, one that not only grabs attention but also turns clicks into cash.


Imagine this: a flawless product launch that pushes your product to the top of search results, captures your audience, and makes your brand best selling on Amazon. That’s what our guide is all about—a roadmap to help you navigate Amazon’s cosmos.

So, why is a good product launch on Amazon so important? In this super-competitive space, the first moments of your product being there can make or break its success. Amazon’s fancy algorithms like it when people engage early and buy, pushing well-launched products up in search results and getting noticed by potential buyers.


In this guide, we’ll dig into the main strategies and steps that make a successful product launch on Amazon. From listing creation to successful product launches, we’ll spill the secrets that turn unknown products into bestsellers on Amazon.

Why Launch on Amazon?

In the world of online selling, there’s one place that stands out – Amazon. But you might wonder, why should you choose Amazon to kick off your product? Well, let’s break it down in simple terms.

1. Vast Reach:

Amazon isn’t just a local marketplace; it’s global. Your stuff can reach people not only in a single region but also on the other side of the world. Imagine your product making its way from one big city to another city of the world with Amazon’s help!

2. Trusted Marketplace:

People trust Amazon. It’s like a big, reliable store for everything you need. So, if your product is there, people are more likely to trust it. Think of it as borrowing some trust from Amazon!

3. Learn as You Go:

Selling on Amazon is not just about making money; it’s about learning too. Amazon gives you data and info about what people like and what’s trending. It’s like having a super-smart assistant helping you figure out what works best and what not.

4. Amazon Prime Advantage:

You’ve probably heard of Amazon Prime, right? It’s like a special club where members get fast shipping and cheap deals. If your product is part of Prime, it’s like an exclusive ticket to a party where everyone wants to shop.

5. Show Your Products in Style:

Amazon has ads that help you show off your products to the right people. It’s like having your own spotlight. You can choose how you want to tell people about your stuff, making it uniquely yours.

Premium A+ content EBC content

Explore this article to discover effective strategies for crafting top-notch A+ content for your brand: Master Amazon A+ Content: Key Design Tips for Success!

Challenges of Amazon Product Launches

To succeed as a seller on Amazon in 2024, it’s crucial to understand the latest trends in Amazon search engine optimization. In this section, we will explore five significant trends that can greatly enhance your Amazon listings this year.

1. Heavy Competition

Standing out in Amazon’s fiercely competitive landscape is a major challenge for businesses launching products. With numerous sellers vying for attention, success hinges on differentiation. Crafting and executing a robust Amazon product launch strategy is essential to carve a niche and attract customers in this highly competitive marketplace.

2. Keyword Difficulty

Overcoming the challenge of keyword difficulty is crucial for the success of your product launch in Amazon’s vast marketplace. Effective keyword optimization is key to getting your product in front of potential customers.


A well planned Amazon product launch strategy not only enhances visibility but also contributes to improved rankings, creating a positive feedback loop that propels your product to the page 1 of Amazon.

3. Evolving Market

The Amazon market is dynamic, constantly adapting to changing consumer preferences, emerging trends, and competitive strategies. Understanding and adapting to this fluidity are crucial for businesses aiming for sustained success.


A robust Amazon product launch strategy should address current market dynamics and be flexible enough to accommodate shifts in trends and consumer behavior.

Amazon Product Launch Strategy

Successful product launch on Amazon requires a well-defined strategy that navigates the complexities of the platform. In this section, we unfold the key elements of an effective Amazon product launch strategy.

1. Keyword Research

Starting your Amazon product launch involves a detailed dive into keywords that resonate with your product. Conduct thorough keyword research using advanced tools like Helium10 or DataDive.


These tools offer insights into search trends and competitor strategies, contributing to a comprehensive master keyword list. This list forms the bedrock of your product listing and crucially shapes your Pay-Per-Click (PPC) campaigns.


Thoughtful consideration of these keywords enhances your product’s visibility, ensuring it reaches the right audience on the expansive Amazon marketplace.

2. Multiple Main Images

Product main image is more than just a visual; it’s one of the ranking factor in 2023. If you’re aiming for a successful product launch, you’ve to get innovative with your main image.


Have a variety of main images with you before the Amazon product launch. These aren’t static visuals; they’re the secret sauce you optimize based on the Click Through Rate (CTR) you’re pulling in from your Amazon Pay-Per-Click (PPC) campaigns.


Pro Tip: Dive into PickFu


Let’s talk about PickFu. This platform is your A/B testing playground, giving you insights straight from potential customers.


With PickFu, you can make polls to help you decide the best image. For example, if you’ve got two images and you’re not sure which one people are more likely to click on, you can create a poll on PickFu. 


Audience on PickFu will vote, and in a few hours, you’ll know which image is more popular with your audience. You can keep trying different images and end up with 2 or 3 versions of your main images that audience like. 


Shown below is the example of a PickFu pool where we tested the main image of a product. It shows that Image B is winner with most of the votes.

Picfu pool

3. Product Review Strategy

As your business gains traction and secures those initial sales, the subsequent challenge lies in encouraging customers to share their experiences through reviews. 


The significance of customer feedback cannot be overstated, especially when you’re executing a well-thought-out Amazon product launch strategy. It’s crucial to establish an Amazon review strategy well in advance of your product launch.


Pro Tip: Leverage the Amazon Vine Program


Take advantage of the Amazon Vine program to secure up to 30 reviews for your product. To ensure favorable Amazon reviews, prioritize the top-notch quality of your product.


Keep in mind that Vine reviews tend to be more critical, making the excellence of your product particularly influential in this context.

Amazon vine program 1

4. Amazon PPC Strategy

Simply listing your product isn’t sufficient; you need traffic directed to your listing that converts into purchases. A robust PPC strategy is essential for the success of your product launch.


A robust Amazon product launch strategy encompasses not only the listing process but also an effective Amazon PPC strategy.


Check out this article on Amazon PPC Strategy for an in-depth guide on PPC strategies for product launches.


At the outset, consider bidding more aggressively to increase your product’s visibility. The initial goal isn’t necessarily to turn a profit but to generate the maximum number of sales.


Pro Tip: Competitor Sales


Ensure you’re well-informed about your competitors’ sales for the main keywords related to your product.


For instance, if your keyword is “silver garlic press” and your competitor’s average sales for this keyword are 40, aim to generate 40 sales per day through PPC to rank higher.


Additionally, incorporate long-tail keywords, as they typically have lower competition, boosting your chances of success.

For an in-depth understanding of Amazon’s ranking system and effective strategies to rank for specific keywords, explore the insights in this article.

5. Competitive Pricing

Reducing the price of your product is the easiest way to increase initial demand – especially if you make people feel like they are getting a really good deal.


Product discounts & deals  is undoubtedly the most effective and necessary strategy to start getting traction unless we are speaking of a blue ocean market within Amazon. However, keep in mind that you should also be strategic about your discounts.


Pro Tip: Launch at Lower Price


Always launch your product with price 20%-30% lower than your competitors to get smooth sales and to get high CTR and conversion rates (CVR).

6. Driving External Traffic

In optimizing Amazon sales, a key factor lies in effectively channeling external traffic to support the overall Amazon product launch strategy.


This approach not only results in increased traffic and sales for your listing but also brings an additional benefit—earning a 10% cashback on each product sold through external channels. Leveraging various social media platforms provides a versatile means to channel traffic to your Amazon listing.


Pro Tip: Optimize TikTok Advertising


For an especially cost-effective strategy, consider TikTok, which brings the lowest Cost Per Click (CPC) when compared to other social media advertising platforms.


Additionally, tapping into TikTok Shop functionalities offers an opportunity to generate supplementary sales directly on this platform.


This strategic integration can prove highly advantageous in diversifying and maximizing your external traffic-driven sales.

7. Keyword Tracking

Ensure consistent monitoring of your highly relevant keywords for ranking purposes. Compile a list of these keywords that you want to rank on and input them into the Helium10 keyword tracker a few days before the product launch. Continuously observe the fluctuations in keyword rankings throughout the product launch phase as shown in image below.

H10 Keyword Tracking

Post Product Launch: What Comes Next?

Now that your product has hit the virtual shelves on Amazon, the post-launch phase is crucial for ensuring sustained success and growth. Let’s delve into a more detailed explanation of each key step:

1. Check Your Numbers

Regularly monitor your sales metrics, Amazon PPC KPIs, and customer reviews. This ongoing evaluation provides valuable insights into the effectiveness of your initial launch strategy. Understand which aspects are working well and where adjustments might be needed.

2. Continuous Listing SEO Optimization

Well optimized Amazon product listing is essential for keyword ranking and indexing. Regularly update your product details, description, and visuals to align with evolving market trends and consumer expectations.Think of it as refreshing your virtual storefront to maintain relevance and attract new buyers.


In first 90 days of Amazon Product launch you should aim of getting indexed for 1,000 keywords. It doesn’t matter how pretty your listing is if it can’t be found. You need 500+ characters of crawlable text in A+ content to get indexed. Every photo of EBC should have 100 characters of alt text. Here is the best pratice how should aim to get indexed for KWs.


  • Index for 1000 Keywords by 30 Days.
  • Index for 1200 Keywords by 60 Days.
  • Get Positions between 15-40 for 50 Keywords by 90 Days.

Read our latest blog for a detailed analysis of Amazon SEO Optimization in 2023: Amazon SEO Optimization Tips and Trends in 2024.


The image below exemplifies a well optimized Amazon product listing, showcasing the best practices for optimal performance.

Amazon Product Listing Optimization Services 1

3. Inventory Management

Effective inventory management is the backbone of Amazon business. Use data analytics to make informed decisions about when to restock, adjust quantities, or introduce new variations of your product.


This proactive approach ensures you can meet demand without facing stockouts or overstock situations. Frequent out-of-stocks is lethal for your Amazon business.

4. Monitor TACOS (Total Advertising Cost of Sale)

Keep a vigilant eye on your Total Advertising Cost of Sale (TACOS). This metric provides a comprehensive view of how much you’re spending on advertising in relation to your sales.


By monitoring TACOS, you can optimize your advertising strategy, ensuring that your investment contributes positively to your overall profitability.

5. Market Analysis and Product Variations

Market dynamics can change rapidly. Stay informed about emerging trends and consumer preferences. Consider introducing new variations of your existing products or exploring entirely new product lines.


Staying relevant in the market positions your brand as adaptive and responsive, contributing to long-term success.

6. Launch More Products

Consider expanding your product portfolio by simultaneously launching 2 to 3 new products. This approach not only diversifies your offerings but also broadens your reach on the Amazon platform.


A varied product line increases the likelihood of capturing a wider audience and enhances your overall success.

Final Thoughts: Navigating the Amazon’s Cosmos

Launching and sustaining a successful product on Amazon involves a continuous journey of strategic planning, execution, and adaptation. As we wrap up the discussion, let’s summarize the key insights and offer some final thoughts:



  • Amazon product launch strategy sets the stage for a successful launch. 
  • Monitor sales metrics, PPC KPIs, and customer reviews to gauge the impact of your launch strategy.
  • Regularly update your product listing to stay aligned with market trends and customer expectations. A dynamic listing attracts and retains buyers.
  • Use data-driven decisions for inventory management. Smart restocking and introducing variations prevent stock-related challenges.
  • Keep a close eye on your Total Advertising Cost of Sale (TACOS). Optimize your advertising strategy to have healthy profits.
  • Introduce new product variations or explore entirely new offerings to boot sales exponentially.
  • Launching 2 to 3 products simultaneously broadens your offerings, capturing a wider audience.
  • Utilize the 30-40 days honeymoon period effectively. Focus on driving relevant traffic, building a steady flow of sales, and maximizing product visibility. More sales during this time boost your product’s visibility on the Amazon A10 algorithm.
  • Monitor, analyze, and refine your strategies based on evolving market dynamics and performance metrics.
  • The journey on Amazon is not just about a successful launch; it’s about creating a sustainable presence that evolves with the platform and consumer trends.

Boost Your Amazon SEO with Ecom Brainly

At Ecom Brainly, we understand the evolving landscape of Amazon in 2023. Our specialized Amazon Search Engine Optimization (SEO) Services are designed to give your brand a competitive edge. We have the expertise to supercharge your listings, improving their search ranking and driving higher conversion rates.


We offer a complimentary Amazon SEO audit to help you understand where your brand stands and identify areas for improvement.


Do not miss out on the opportunity to maximize your Amazon potential. Contact Ecom Brainly today and let us boost your Amazon presence for greater success in the dynamic world of Amazon e-commerce.

Frequently Asked Questions

1. How to Rank for Keywords on Amazon?

To rank for keywords on Amazon, focus on optimizing your product listings with relevant keywords, especially in the title and description. Utilize strategic keyword placement, aiming to include your main keyword right after the brand name in the title.


Additionally, understand and match the sales velocity of top-ranking competitors for your target keyword, as indicated by tools like Helium10. Achieving and maintaining this sales velocity is key to improving your ranking. Also, consider leveraging Amazon PPC campaigns to boost your product’s visibility and sales for the targeted keywords.

2. How to Choose Keywords for Amazon Listing Ranking?

When choosing keywords for Amazon listing ranking, relevance to your product is paramount. Utilize tools like Helium10 to understand the 7-day sales velocity of potential keywords. Convert this into daily sales figures and assess if you can sustain this velocity.


For instance, if a keyword requires 100 orders/day to rank and you have 200 units in stock, it’s advisable to look for a keyword with a lower sales velocity that matches your inventory capabilities. This approach ensures a more targeted and sustainable strategy for keyword ranking.

3. How to Track Keyword Ranking in Amazon?

To track keyword ranking on Amazon, tools like Helium10 or DataDive are highly effective. These tools provide real-time tracking of your product’s position for specific keywords, allowing you to monitor performance and make necessary adjustments to your SEO strategy.

4. How to Find the Best Keywords for Amazon?

Finding the best keywords for Amazon involves using a reliable tool like Helium10. This tool helps you discover relevant keywords related to your product, considering factors like search volume, competition, and relevance.

5. How Many Keywords Does Amazon Allow?

Amazon does not impose a strict limit on the number of keywords you can use in your listing. However, it’s important to prioritize quality over quantity, especially when launching a new product.


Focus on integrating highly relevant keywords, particularly in the early stages of ranking a product. This approach ensures that your listing is targeted and relevant to your potential customers’ search queries, thereby enhancing your Amazon keyword ranking.

6. How to Improve Keyword Ranking on Amazon?

To improve your Amazon keyword ranking, start by ensuring your product listings are optimized with relevant and strategically placed keywords, particularly in the title and description.


Regularly monitor and adjust your sales velocity to match or exceed that of your competitors for your target keywords. Utilize Amazon PPC campaigns effectively to increase visibility and sales for these keywords.


Additionally, maintain high-quality product images, gather positive customer reviews, and ensure your inventory is well-stocked. Keeping track of your performance metrics and continuously adapting your strategy based on customer behavior and market trends is also crucial for improving your Amazon product keyword ranking.

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About Ecom Brainly

Ecom Brainly – A Full-Service Amazon agency that focuses on Sustainable Growth and Profitability for Our Partners (clients).


We been selling on Amazon since 2017 and has had to adapt for every change that Amazon has made along the way.   Amazon is an ever changing marketplace and Ecom Brainly has his team ready to handle any and every challenge.


Is your brand having challenges with growth, profitability, advertising, reporting etc – If yes, please contact us today!

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