Many operators believe that the promotion effect will be better when the product is just launched, so they define a "new product period". However, this also raises a series of questions: How long is the new product period? When does it start? Does the new product period come with additional traffic?

Regarding the length of the new product period, you can generally refer to the new product list, which is within 30 days of the product being launched (or within 30 days of the variant being launched). But some people think that the new product period is 14 days/30 days/60 days/90 days. Why are there different answers? This is because Amazon's new product cycle is not a fixed time dimension, nor is it calculated based on the link launch or launch time.

The new product period is calculated based on link data, which includes exposure, visit and conversion. As long as any of these data appears, the new product period begins.

This also explains why old products are more difficult to promote, because the system's evaluation of links not only considers the above three data, but also considers the quality of the link, such as return rate, bad reviews and customer complaints. Old products have more assessment factors, and if they have the same data performance, they may not score as well as new products due to other factors.

Therefore, when promoting links, we should not only focus on the link's launch time or arrival time, but also pay attention to the performance of these three data. The better the data performance, the longer the new product period.

It should be made clear that the longer the new product period, the better. Instead, the longer your data bonus period is. If your data performance is poor, even if the product is on the shelf for a short time, you may not have a new product period (bonus period).

From a practical point of view: new product support is no longer so important. Once the product has passed the new product period, the effect of new product support will weaken. At this time, the focus should be on adjusting advertising and optimizing sales data.

Amazon compliance operation promotion steps

Step 1: New product copywriting plan and keyword strategy

Just like building a house, if the foundation is not solid, the whole building will be unstable. The quality of the link occupies a primary position in the operation work, even more important than Amazon advertising. If you want to write high-quality copy, market research is an essential step. In market research, pay special attention to the customer reviews of competitors, because this is the key link to understand the pain points of the market.

Spend more time studying the main competitors that perform well in the same category, so that the team can have a deeper understanding. However, it is important to note that this does not mean that everyone should simply copy the copywriting of competitors. Amazon has a mechanism to eliminate duplicate content, and simply plagiarizing other people's copywriting may lead to demotion.

Therefore, when writing copy, you need to fully draw on the experience of competitors and market research results, but more importantly, you need to use your creativity to create unique and attractive copy.

Step 2: Pictures and videos come first

An excellent main picture can convey rich product information and greatly increase the click-through rate of the link. A high-quality main picture is crucial, as it can highlight the overall texture of the product. Reasonable angles and placement, as well as the proportion of the product, can enhance the appeal of the product.

A complete set of main pictures and sub-pictures can intuitively display the product features, without users spending too much time to understand, and they can understand the product's selling points at a glance.

In order to ensure that each picture can effectively convey the characteristics and advantages of the product, especially for functional products, it is best to make each picture correspond to the product description, combining pictures and text to deepen customers' understanding and impression of the product. This ensures that each picture conveys a clear message, rather than having all pictures express the same meaning or lack a clear selling point.

Sellers who have the conditions can try to use 3D modeling technology, which can produce pictures that can highlight the texture of the product and further attract consumers' attention. Therefore, when making pictures and videos, pay attention to every detail to ensure that they can maximize the display of the product's characteristics and advantages.

Step 3: Formulate a pricing plan

For new products, you must first conduct market research to fully understand the market price range. The best pricing strategy for new products is to be slightly lower than the market price to increase the conversion rate of links and increase the competitiveness of products in the market.

Ways to obtain market prices include the TOP100 list, new product list, keyword search homepage, and below the hot-selling similar products. Obtaining market prices through these channels can give you a more accurate understanding of the market price range.

Generally speaking, when entering the market for the first time, the price is usually about 10% lower than the market price. Many sellers will set a higher price in the early stage, but due to the low link weight and large advertising investment, it is difficult to increase the conversion rate. Therefore, they may have to lower the price later to cope with market competition.

Step 4: Obtaining initial comments

You can use Amazon Vine, link consolidation, caring emails, request for reviews, etc. to get initial reviews.

Step 5: Development of discount promotion strategy

Before formulating a discount promotion strategy, you need to calculate the break-even point of the product. This can help determine the discount range to ensure profitability and attract more consumers. (In the current market environment, as a small seller, taking a strategy of losing first and then making money may lead to continued losses. This is because in a highly competitive market, potential products often need to face the situation where competitors take more aggressive measures to occupy the market.)

Discount promotion strategies can include coupons, exclusive offers, discounts, bundled marketing, repeat purchases, etc. The strategy you choose depends mainly on the category of the product.

For example, if the product category is relatively vertical, then discounts and bundled marketing may be more effective. For consumable products, you can consider implementing promotional strategies such as periodic purchases. Coupons and exclusive offers are more commonly used promotional methods and are applicable to all types of products.

In general, exclusive promotions are usually more effective than coupons; combining different promotions is more effective than a single promotion.

For products with a higher average order value (greater than $50), setting an instant discount on the amount is more effective than setting a percentage.

Step 6: How to place advertisements at different stages of the product

The advertising strategies applicable to standard products or semi-standard products (products with relatively concentrated keywords) are as follows:

Phase 1: Select 2-3 precise keywords and start manual advertising to correct traffic. If the results are good, keep these ads; then start automatic advertising, but only select close matches to increase keyword inclusion.

Phase 2: Add manual ads and select keywords that generate a high volume of orders through ads. If the conversion rate is not ideal, you can try different types of ads, including precision, phrase, and broad. But do not run multiple types of ads at the same time. Try them in order and decide whether to continue running based on the results. The number of keywords to run at one time depends on your budget. (Generally CPC = 1.5, 3-5 keywords, 5-10 clicks per keyword, 1000+ exposures, 30-50 advertising budget per day. Different categories have different conversion rates. For reference only, generally, personal habits will give the advertising campaign at least one click per day, which can be calculated in reverse.)

Phase 3: If you have a certain number of comments, you can start video ads. You should mainly place keywords with good results at this stage and place video ads. Make sure that the video ads can get enough exposure and clicks.

Phase 4: Start display advertising and place it according to product categories, commodities and target audiences.

Stage 5: Decide whether to start brand advertising based on the situation. For vertical category sellers, brand advertising usually works better.

You need to pay close attention to advertising data every day, and decide whether to close or add new advertising campaigns based on the results. If an advertisement does not perform well, it should be closed in time, because poorly performing ads will only waste budget, and the results may become worse over time. You need to try various types of advertisements. There is no fixed strategy, and everything should be decided based on the results. For advertisements with good results, you should copy them more and expand the coverage; for advertisements with poor results, you should avoid them as soon as possible and stop unnecessary investment.

Step 7: 7-day promotion, LD, off-site

If your product is average, you may not need to consider this step. It should be clear that these high-traffic activities can only serve as icing on the cake and cannot solve the problem of insufficient sales.

In addition, these activities need to be paid in advance, and the loss of costs may not be recovered through sales, which may be less cost-effective than direct advertising. Even if you participate in flash sales, if your link itself is not competitive, you are actually just buying an event label.

However, if your product has stable sales and high rankings, and you hope to increase sales and consolidate keyword rankings through BD and LD, then you can consider participating in these activities.

Generally speaking, in order to achieve good flash sale results, it is best to conduct off-site promotion a few days before the flash sale to strive for a good flash sale position.

The specific operation process is: conduct 3-5 days of off-site promotion, then LD promotion, and finally participate in 7 days of promotion.

This operation process is more like a combination of punches. One execution may not achieve the expected effect and it is difficult to achieve explosive sales. If you want better results, you can try multiple times to gradually improve the ranking of all keywords and achieve a substantial increase in sales.