The update of Amazon platform rules has had a profound impact on new product promotion strategies. According to the latest regulations, coupons cannot be created for a period of time after a new product is launched.

This change directly restricts sellers from using the promotional model of high unit prices combined with high-discount coupons, which was once an effective means to quickly attract consumers' attention and increase sales.

We need to clarify the role of coupon activities in Amazon promotion. Coupons usually provide price discounts for products to attract more consumers' attention and purchases. However, when new products cannot participate in coupon activities, we need to find other ways to attract consumers.

Problems that new products must solve

1. Lack of reviews: When a new product is first launched, it is difficult to gain the trust of consumers because there are no accumulated user reviews. Reviews not only affect the visibility of the product, but are also an important factor in potential buyers' purchase decisions.

2. No price advantage: New products often find it difficult to compete on price with similar products with established brands in the market, especially when there is not enough cost advantage.

3. No traffic advantage: After new products are launched, it is difficult to attract sufficient traffic and exposure due to lack of popularity and search ranking.

Below we will formulate corresponding new product promotion strategies based on these issues.

1. Product selection stage

This stage is very important, and can even account for more than 50% of the importance of new product promotion. In other words, if your method of product selection is wrong, and the product category you selected is in a red ocean, then the subsequent promotion will make you feel very laborious.

Before promoting a product, we must conduct a complete data analysis on the category to determine the product's price range, selling points and main keywords. In particular, it is recommended that you give priority to small keywords that can grab traffic, and not necessarily big keywords.

2. Create high-quality listings

A well-optimized listing can not only attract the attention of potential buyers, but also stand out in the fierce market competition.

High-quality product images are the cornerstone of listings. Accurate keywords are also the key to improving the quality of listings. By deeply understanding the target market and the search habits of potential buyers, find keywords related to your products that can attract potential buyers, and reasonably distribute them in the title, description, and background keywords, so as to improve the search ranking and exposure of the product.

In the early stage of new products, the number and quality of comments on our links will definitely not be as good as those on old links. Therefore, we must have our own characteristics in the selling points of the products, and highlight these special selling points, highlight them in the five points of the title and in the pictures, and use product differentiation and personalization to enhance the attractiveness.

3. Product Reviews

Before advertising promotion, we must plan comments in advance, because if a new product has no comments to support it and a large number of advertising links are opened, the data will most likely be very poor. As for how many comments are needed in the early stage to stabilize the click-through rate and conversion rate of the link?

We can observe the number of products that competitors have in the same category and price range in the early stages of new products to determine the number of reviews we need to have in the early stages.

If our product is easy to use and of good quality, we recommend everyone to join the Vine program.

How to run an Amazon new product ad?

Step 1: Turn on automatic advertising

We need to see the effect based on the exposure and click of the advertisement and whether to optimize the listing; at the same time, we need to reduce CPC, increase exposure and adjust the bidding combination. Sellers who need to join the seller communication group, please contact customer service V: FLA66668888

After that, you can decide whether to run manual advertising based on whether the automatic advertising generates reviews, or you can decide after two weeks based on your own situation.

Step 2: Enable manual advertising

For manual advertising, we need to cooperate with the search term report of the previous automatic advertising to select keywords for manual advertising.

Manual advertising at this stage mainly uses broad matching to achieve the purpose of collecting long-tail words, which allows us to have more new keywords to place.

Be sure to keep tweaking each campaign

1. Ensure that the traffic is accurate for each advertising campaign. Check the keywords that appear in the search term report every day to see if they are accurate. If you are unsure, search for the keywords in the foreground. Most of the products searched out are irrelevant and inaccurate.

2. Adjust the ad click position. Observe the order position every day, and insist on using CPC, percentage, and bidding strategies to pull the click to a position with high conversion, high click, low ACOS, and help natural orders.

3. Adjust the advertising time and further optimize the listing through data reports. After a period of product sales, sellers can download the background product data report and advertising report, conduct data analysis, and combine the stage goals to see which aspects are not good enough and optimize them in a targeted manner.

Increase advertising budget and accurately target the target group

Off-site promotion - using social media and KOL

We can make full use of social media platforms such as Facebook, Instagram and YouTube for promotion. These platforms have a large user base and high interactivity, which is very suitable for posting product-related pictures, videos and stories. We can create beautiful product pictures or videos to show the features and advantages of the product and attract the attention of potential buyers.

At the same time, by cooperating with influencers or KOLs on social media, send out a few products and let them make unboxing videos or share their experiences.

In addition to social media platforms, we can also consider advertising on websites such as Google Ads. These advertising platforms can accurately target the target audience and display product ads to consumers who are most likely to be interested. By formulating appropriate advertising strategies and budgets, we can effectively increase product exposure and click-through rates.

Participate in Amazon events appropriately

We should pay attention to various marketing activities on the Amazon platform, such as Deal of the Day, Lightning Deals, etc. These activities usually have high exposure and conversion rates, and can quickly increase product sales and rankings. We should understand the participation conditions and rules of the activities in advance, ensure that the products meet the requirements of the activities, and make preparations in advance, such as inventory replenishment, price strategy formulation, etc.

In addition, we should also pay attention to specific holidays or shopping seasons and launch limited-time offers or promotions. These periods are often when consumers are more willing to shop. Through reasonable pricing strategies and promotions, we can attract more potential buyers and increase product conversion rates and sales.