Practical tips for promoting new products on Amazon

With the rise of cross-border e-commerce, Amazon, as the world's largest e-commerce platform, is naturally sought after by sellers! In this platform where everyone wants to get a piece of the pie, sellers who want to stand out must rely on solid operations and high-quality resources!

As the saying goes, everything is difficult at the beginning, and this is also true for Amazon! Many sellers do not do well in the early stage of new products, which makes the later operation or maintenance very difficult and ineffective! So how can we seize the golden opportunity of Amazon's new traffic support during the new product promotion period?

Today, I will explain to you the 5 general steps of Amazon new product promotion:

first step:

Before launching a new product, you must do a good job of market research, including the market capacity of the product, prices of peers, reviews, sales, selling points and pain points of peer products, etc. At the same time, you must also fully understand your own product selling points, pain points, and entry points . This will allow us to better design our product pictures and listing copy to create the ultimate listing.

Then we formulate sales plans and stock replenishment plans, set promotion rhythms and sales targets. The first batch of goods is usually shipped by air, and the first batch of quantity is usually prepared for 40 days of sales. For products that are sure to be popular, we will also send a batch of goods by sea. For products that are not so sure, we will wait for half a month after the first batch of goods is launched and sales will increase before sending another batch of goods by air, and at the same time send a batch of goods by sea.

Step 2:

Products with good quality in the first week of FBA listing can join the VINE Voice and Early Reviewer Programs before the products are listed. If you are not confident in the quality, you must not do these two.

On the first day after the listing, QA was increased every day. In the early stage, the traffic was small, and 1-2 QA was increased every day. The core keywords of the product were embedded in the QA content to increase the keyword weight. About 10 QA were completed within a week. On the first day of sale, high-quality buyer accounts were found to leave direct reviews, and the number of direct reviews did not exceed 5. After the direct reviews were displayed, manual precision advertising for core keywords was opened, and Internet celebrities were found to share product links to increase listing traffic. Automatic advertising was turned on. At this time, the automatic advertising bidding was set lower than the recommended bid. There were few reviews and no VP. It was not suitable to bid high to compete for traffic. You could not compete, and you would only waste high advertising fees. Low bids can also get orders, and it can also help us run many customers to search for keywords. Step 3 FBA on the second week of listing, arrange feedback in an orderly manner, turn on manual and automatic advertising to increase QA every day, complete 20 QA within a week, 2-3 QA every day. Start arranging feedback on the 8th day of sale, and complete 15 VP within two weeks of listing. The feedback includes videos, pictures, and pure text reviews.

Enable manual precision, phrase, and broad advertising. Enable an automatic ad at the same time. The bid of this automatic ad is higher than the first automatic ad, and negative keywords are added in advance. Like the reviews with good quality. If there are any negative reviews, deal with them immediately, and make sure there are no negative reviews on the homepage at least. It is best if there are no negative reviews in the previous month.

Step 4:

In the third week of FBA listing, we increased advertising investment, adjusted advertising, continued to arrange reviews, and accelerated the review speed, but the review retention rate should not exceed 20%. We completed 40 reviews within this week. We continued to increase QA every day, liked important QA, and stepped on QA that was not conducive to our buyers' responses.

Increase advertising investment, stop advertising that performs poorly and seriously exceeds the ACOS standard (exceeds gross profit margin by more than 20%). For advertising that exceeds gross profit margin by less than 20%, manual intervention can be used to increase CTR and conversion rate, and then observe the situation. In the second week, turn on manual precision, phrase, and broad modes for the same keyword at the same time . See which one or two perform better this week, turn off the poorly performing ones. If the performance is good and the ACOS is lower than the gross profit margin, then keep them and continue to observe. Increase the advertising budget for the best performing ad group. Download the advertising report, sort out the customer search terms that perform well in automatic advertising, manual precision, and manual phrases, and re-create a new ad group. Manual precision is more appropriate at this time. Sort out the inaccurate words in the advertising report, and do it in the negation of each advertisement. It is best to do precise negation . Select suitable ASINs of competing products and ASINs of related products, select suitable ASINs from the advertising report, and advertise the products. Pay attention to the listing category ranking, the natural search ranking of core keywords, the price changes of competitors, promotions, etc. Report flash sales in the Amazon backend. It is entirely possible to get the One New Release badge at this point, and if the promotion efforts are adequate, you can get this badge in the second week.

Step 5:

In the fourth week of FBA listing, we continued to arrange reviews for flash sales and off-site promotion of popular products, breaking the 60 VP evaluation mark. Like high-quality reviews to ensure that there are no negative reviews on the homepage. Maintain a review star rating of 4.5 or above. Respond to buyer QA questions in a timely manner. Analyze the content of negative reviews, improve and upgrade product quality, and improve product descriptions . Participate in flash sales to increase listing traffic and conversion rate before flash sales. Stabilize ranking after flash sales. Do off-site promotion, off-site deals, celebrity promotion, video website promotion, and social website promotion. Continue to pay attention to listing rankings and core keyword natural search rankings every day, and keep core keyword natural search rankings on the homepage. Pay attention to competitor dynamics. Control advertising ACOS. Except for flash sales and off-site promotions, reduce advertising bids and budgets at other times. Turn off all advertising ACOS values ​​greater than or equal to gross profit margins, and only keep profitable ads. If the core word ACOS is higher than the gross profit margin, check the listing quality.