TRAFFIC, CONVERSIONS,

SALES

Welcome to the blog. On these pages, I share my insights on getting more traffic, increasing conversions, and ultimately landing more sales, all through the design of branded content.

If you have any questions, post a comment or shoot me an e-mail, I'll get to you as soon as possible.

Amazon Listing Optimization Is Crucial

Why bother with listing optimization? Is it even worth it? And if it is, to which extent?

To answer these questions it's crucial to understand the basics of success on Amazon. Amazon is working mainly as a search engine (not many people are searching through categories without typing keywords into the search bar), meaning people with buying intent are looking for specific things by what they type.


Having this in mind, the goal of every Amazon seller should be to rank as high in search results for as many relevant keywords in search results as possible.


For simplicity, let's remove ads from the occasion. Your organic rank for a particular keyword is improving when:

  1. someone searches for that keyword

  2. visits your listing

  3. buys your product

= When you’re getting sales velocity for that particular keyword.


To get the sales velocity organically (= to increase an organic rank for a particular keyword), generally, three things must happen:

  1. Someone has to type the keyword into the Amazon search bar and click search

  2. They have to find your listing and click on it (metrics = impressions & click-through rate)

  3. They have to buy the product (metric = conversion rate)

To simplify:

  1. Impressions + clicks + sales = sales velocity

  2. Sales velocity leads to keyword ranking

  3. Keyword ranking leads to more sales which means more profit

This all works like a snowball because once you get more sales, you get a better ranking, etc.

The purpose of listing optimization is to get more impressions and increase click-through and conversion rate.
  • Impressions are hereinafter referred to as “I”.

  • Click-through rate is hereinafter referred to as “CTR”.

  • Conversion rate is hereinafter referred to as “CVR”.

Before I get to the actual optimization stuff, just a short disclaimer. Listing optimization truly is paramount to success on Amazon in 2021, but not even professional lifestyle images and videos from a 25k photoshoot won't save you if you poorly manage your inventory and get out of stock. So, don't focus on listing optimization INSTEAD of fundamental business needs like inventory management, focus on them SIMULTANEOUSLY. If you don't want to divide your focus or have too much work with the fundamentals, hire someone from outside to do the listing optimization for you - it's easily outsourceable.


What Contributes To An Optimized Amazon Listing

Now, to influence these metrics and get the ball rolling, it's crucial to focus on the following (more or less in order of importance):

  1. Brand Patterns

  2. Main Image

  3. Price

  4. Title

  5. Reviews

  6. Secondary Listing Images + Video

  7. Bullet Points

  8. Back-end Keywords

  9. A+ Content

Brand Patterns - consistency across the brand

When it comes to branding, all the elements described above should ideally follow the same pattern - this helps you with brand recognition (people will easily recognize your brand) and brand legitimacy. This won't help you to increase any of the metrics overnight but is insanely valuable in the long run.


Main Image

The main image is arguably the most important element of a product listing on Amazon. Both CTR rate and CVR are highly dependable on the main image - if your main image sucks, the probability that someone is going to even click on your listing, let alone buy your product, is fairly low.


Rules for main image optimization

Hold on to these three principles:

  1. Distinction from competitors

  2. Consistency across your brand

  3. Visible brand logo

If your main image looks the same as those of XY other competitors who have more reviews and sell at the same price as you do, you’re most likely screwed because most people won’t even click at your listing. Conversely, an impactful, unique main image is the way to great CTR & CVR and therefore more sales.


Anyway, keep in mind that the main image is also the element most regulated by Amazon policies (e.g., only white background, etc.), and as many experienced sellers know, violating Amazon policies is like playing with fire.


Price

Price has always been the most important decisive factor of the buyer, but nowadays we can see a slight shift from this trend - it's no longer true to the same extent as in the past, many people gladly pay a premium price for (what seems like) a high-quality product.

Price also influences both your CTR & CVR. Generally, the lower the price, the higher CTR & CVR you experience (there are exceptions to this rule, e.g., Veblen or Giffen goods). The thing is, that by lowering the price, you're lowering margins so although you would experience more sales, it doesn't mean your profit would be higher. Ideally, you want high CTR & CVR while maintaining/increasing your prices.


Yes, this is possible.


I stopped counting how many times I saw a post on Reddit complaining about market undercuts (most often done by Chinese factories). It usually tells a story of how great it was a few years ago selling with high margins before the Chinese came and started selling the identical product significantly cheaper. Usually, sellers complaining about it are thinking about whether or not they should try to match the low prices…


This is rarely a good idea!


Rather than lowering prices, you should focus on branding to protect your margins. What exactly should you do? It's an oversimplification, but basically, you have to position your brand as a premium, high-quality, homemade… whatever. Not just by including premium into your title, but also by significantly increasing the quality of your images, videos, copy… To charge the same/higher prices while maintaining/increasing your CTR & CVR, you have to level up your brand presence on Amazon.


Title

The title is at least as important as the main image and it influences all the three key metrics - I, CTR & CVR.


It serves three key purposes:

  1. For the buyer - it has to be appealing to the buyer (CTR, CVR)

  2. For the Amazon algorithm - including a particular keyword in the title is a strong signal for Amazon that the keyword is relevant for a particular product (I)

  3. For the Google algorithm - generally the same as for Amazon apply (I)

Rules for title optimization

Basically, you have to analyze the most promising keywords and cleverly include them into the title while avoiding keyword stuffing - stuffed titles may be great for Amazon and Google algorithms, but are definitely not appealing to the buyer.


I personally use the Helium10 scribble feature for all text optimization - title, bullets, back-end. For more detailed information on how to do this, watch this video. I am not their affiliate or anything like that!


Note: If you are launching a new product and don't have sufficient data, it's generally wise to avoid highly competitive keywords (although these have most likely the highest search volume) and to focus on keywords with lower search volume but less competition. The thing is that by trying to rank for highly competitive keywords you are most likely to compete with big sellers who have more reviews and bigger ad budgets than you. Not saying this is a universal rule, but it works for me.


Reviews

I believe that everyone knows the power of social proof so there's no reason to brag about it. Reviews also increase both your CTR & CVR. If you don't use the automatic “request review” feature, you should start using it right away, it's a game-changer.


A great tactic is to cooperate with influencers and let them create a “video review” of your product which can then be used on multiple places on your listing.


Secondary Listing Images + Video

Although secondary images don't have any impact on CTR because people can't see them unless they get to the actual listing, they are crucial for the CVR - they play a substantial role in the decision-making process of the buyer. Did you ever buy a product that has bad quality images? Maybe you did, but probably because it was one of the cheapest products available so unless you want to sell at a cheap(est) price, you should get your secondary images right. Maybe 5 years ago it was possible to succeed with mediocre product images, nowadays, as competition is becoming ferocious a combination of product images, lifestyle images, and infographics should be used to maximize the CVR of a product listing.


Rules for secondary images optimization

  1. Use both product and lifestyle images - in any case, the product shall be the focal point on every lifestyle image

  2. Use (simple) infographics

  3. Make them visually appealing - high quality

  4. Have CVR in mind - each secondary image shall have its purpose

Example of a great structure of secondary images section (7 images at total - 1 main image, 5 secondary images, 1 video):

  1. Product image + infographic focused on what's in the packaging (including some extras, etc.), some text may be included

  2. Lifestyle image showing the emotional benefits customers experience once they get the product, a text is not necessary but can be included

  3. Product image + infographic showing the No. 1 feature the product has/coping with the No. 1 fear the customer has

  4. Product image - technical image with dimensions, etc. A text should be included

  5. Lifestyle image focused on emotional benefits. Text may or may not be included

  6. Video

This is definitely not the only way to organize your secondary images section. The best composition depends heavily on the particular product - sometimes it makes sense to put in 4 lifestyle images (products that are mainly about design), sometimes you should use more infographics to explain the features (more complex products, e.g., electronics). The same applies to the video. Anyway, if you adhere to the four rules mentioned above, you should have a solid foundation no matter how you put it together.


Bullet Points

Similar to the title, bullet points also serve three key purposes - for the buyer, for the Amazon algorithm, and the Google algorithm and influence all the three key metrics. Although bullets don't have that big of an impact when it comes to both algorithms, they are still an important piece of the listing puzzle.


Rules for bullet points optimization

The same rules as for the title optimization apply - include as many relevant keywords as possible without keyword stuffing, etc. (see the part above).


Tip: Start each bullet point with a WHY tagline in all caps (no emojis unless you want to play with fire).


Example of a great structure of bullet points section (5 bullet points):

  1. No. 1 emotional benefit customers get once they buy the product

  2. What makes the product/brand better than competitors - e.g., does it have a unique feature/design competitors don't offer?

  3. Breaking up the No. 1 customer fear - this can be that a fragile product will destroy during the shipment, that clothes don't fit, etc

  4. How it can be used as a gift

  5. Guarantee - make them feel safe to buy

Back-end Keywords

Back-end keywords cant be seen by the buyer so they don't have any direct impact on CTR & CVR, but they have a substantial impact on I - by including relevant keywords into the back-end of your listing you are giving a signal to Amazon and Google algorithms that your product should be indexed and ranked for that particular keyword. From what I've discovered, back-end keywords have even a bigger impact on I than text included in the bullet points section.


Although the same general principles apply as for title and bullets creation, you can use for example Spanish keywords here. If it makes sense for your product, this is the best place to do so. Adding Spanish keywords into otherwise English titles or bullets would look horrible and harm user experience, but by including them in the back-end you preserve the consistent feeling of your listing while ranking for particular Spanish keywords at the same time.


A+ Content

Last but not least, there is the product description section where sellers with Brand Registry may use the A+ Content feature. Amazon itself states that using A+ Content increases the sales between 3% and 10%. From my personal experience, this is way less than that, still, it's usually worth it (especially for bigger sellers where even a small improvement and small increase in CVR means a considerable difference in the bottom line).


So, the A+ Content has the potential to increase your CVR. Generally, it should also fulfill 3 main purposes:

  1. Sell the particular product - generally, focus on the design if the product is simple, focus on feature and usage explanation if the product is complicated

  2. Cross-promote other products - what other products can customers buy to expand their collection?

  3. Show off the brand - communicating the brand message with consistent usage of brand fonts & colors

To some extent, a good A+ Content does all three things, but it's wise to define which one is the most important for you and focus on that the most.

DIY vs. Hiring A Professional

Is it worth it to hire a professional to optimize your listing(s)? This depends heavily on the current situation of your business as well as your skills. If you have 50 products, know nothing about e.g., graphic design, and are busy with forecasting, definitely hire a professional graphic designer (ideally one that also understands the Amazon ecosystem).


Contrary, if you are launching your first product, don't have a huge budget, and know a bit about graphic design (or are eager to invest the time and learn it), you would get better off doing the work yourself.


Final Thoughts

  • Impressions + clicks + sales → sales velocity → keyword ranking → more sales, etc.

  • Listing optimization is paramount to success on Amazon in 2021.

  • You can't focus on listing optimization instead of fundamental business needs like inventory management - if you have nothing to sell, no amount of optimization can save you.

  • Brand patterns, main image, price, title, reviews, secondary listing images + video, bullet points, back-end keywords, A+ Content. All these elements contribute to listing optimization.

  • If it's worth doing the optimization work yourself or outsourcing it depends heavily on your current business situation as well as on your skills.

Is building a customer list worth for FBA businesses? A lot of Amazon sellers take the view that it’s literally a waste of time. In this article, I will explain why they are wrong, how you can benefit from having a list and how to build it.


The strategies below are demonstrated on building/using an email list, but the majority of them should work with any other kind of customer list, e.g. ManyChat list.


3 Reasons To Have And Use A Customer List


Rock Your Product Launches

Product launches may be hard, but using a customer list can help significantly.

I will show you its impact on a real-life example.


*To avoid disclosing any information about my client, some information below is adjusted.


Recently I was working with a client who had a customer list of “only” 1000 people. He was collecting emails over the past two years through insert cards, but he never leveraged them. A few weeks ago, he was about to start selling a new product and I suggested we use the list he already has to support the launch. I’ve created a simple promotional email using MailChimp, included a 20% coupon and a 2-step super URL. We’ve sent the email out to all those 1000 people who already bought some of the client’s products before. Approx. 50 people bought the product. You might argue that we probably didn’t make much money from this effort. That is true because by giving a 20% sale we sold those 50 units with almost no margin + we spent some time working on it.


However, those 50 sales significantly helped us to rank the new product for keywords we wanted to.

Would we be able to achieve the same rank without the email? I believe we would but the client would have to spend a lot more money on PPC and other marketing activities.

Things that are worth mentioning:

  • The email list was never used before - the client was not communicated with his list at all. If he used to send out an email here and there, the conversion rate of the promotional email would likely be higher.

  • The client didn’t really believe that the promotional email will have any mentionable impact so I had no space to optimize the email. If I would invest 10 hours into the email creation instead of 3 and created an impactful copy and design, the conversion rate would likely be way higher.

  • We used a 20% coupon - the conversion rate is highly dependent on the offered sale. A general rule of thumb is that the worse the email copy and design is, the bigger sale you have to offer to make it work.

Overall, using an email list for a product launch proved itself as a great, cost-efficient strategy.


In case you would like to read more about the best way to launch a product on Amazon in 2021, check out the article here.


Increase Customer Long Term Value

I suppose you pay quite a lot of money to get customers to buy your product. If you are using PPC in the right way, you have your numbers in line and you know that even though you spend X amount of dollars for client acquisition (suppose you included the listing conversion into the equation), you’ll still make money on that.


But what if I tell you, that you can increase your profitability by not focusing only on the one point in time sale that you are currently chasing?


If you get customers through your door once and provide them with a great experience (your communication as a brand, product itself, customer support, providing valuable emails...), they will likely get back to you and buy some of your product in the future. And guess what, some of them will do it with no additional incentive - without you having to spend another dollar for the sale acquisition.


Having a customer list and communicating with them may significantly increase the chances they will buy from you again.


I’ve recently written an article partly focused on differences between general branding and branding on Amazon (you can find it here). The truth is, that on Amazon it’s much harder to build relationships with your customers than it is on e.g., Shopify. Meaning, that even some big successful brands have only about 5% of repetitive customers on Amazon - the LTV of a customer is limited just to that one point in time sale in 95% of cases.


Maning that focusing on the long-term customer value should not be your priority when selling on Amazon - there are a lot more impactful things you have to/can do.


Nonetheless, if you want to take that extra step and get ahead of your competition, this is definitely a viable strategy.


Get To Know Your Amazon Customers

Do you know who your actual customers are? Maybe you’ve done the hard work, defined your target customer, and created a customer avatar, but do you really know your customers?


Maybe you know their demographics (these are easily accessible through the Seller Central in the Brand Analytics section), but what is even more important than demographics are their interests, goals, motivations… usually referred to as psychographics. But why do they matter?


It’s simple; if you know what it is that your customers are interested in, what are their goals and motivation, communicating your brand message, and, ultimately, selling them your products becomes much easier.


After all, it’s not a coincidence that major social media platforms like Facebook steer you towards interest targeting of your ad campaigns - it simply works better.


How can you use a customer list to get to know them? Genuinely engage with them, chat with them, get them on the phone and ask them.

The following strategy worked well for me:

  1. Send out an email to your existing email list asking for honest feedback (don’t ask for a review on Amazon, that would directly violate their policies!) - consider offering a 5-10% discount or e.g., 1 out of 5 Amazon gift cards drawing. Add a checkbox for a follow-up phone interview at the end of the email.

  2. Call those who checked the box and get insights on the following:

  3. Context - where do they live, what do they do for work

  4. How does their standard good vs. bad day look like?

  5. Where do they want their life to be in 10 years?

  6. What is their relationship with the product category?

  7. What role can your brand play to help them to reach where they want to be in that 10 years?

In any case, be polite and don't push the customer to answer your question if they don't want to.


Although this worked well for several clients I worked for, be aware that some of the steps above may violate Amazon policies or be in the so-called grey area. I suggest you do your research on this topic beforehand.


How to use this data to get more sales and maximize profit is for a whole another article.


Building A List

Ok, I believe now we agree, that having a customer list comes in handy. But how to build it?


Polish Your Packaging

You’ve probably heard that a thousand times, but I will say it once more: product packaging is extremely important! Have you ever opened an Apple product? It all looks so clean, polished, professional… Do you also remember your feelings when you were opening it?


I am not saying be like Apple, packaging like they use comes with a hefty price tag, and spending your whole margin on it is not a good idea. Nonetheless, do your best to deliver a packaging that at least fulfills the expectations your customers have based on your online presence on Amazon. Ideally, exceed those expectations.


Although having great product packaging doesn’t help you build the email list directly it makes a huge difference in the mind of the customer - believe me that even if you have the best insert cards in the world, you’ll lose a lot of people who would otherwise (meaning if your packaging was great) opt-in to your list if your packaging is bad.


Use Insert Cards

Insert cards are the cornerstone of customer list building when selling on Amazon. I strongly recommend (of course, if your budget allows it) hiring a professional graphic designer to create an insert card design that complies with your branding (most importantly with your product packaging). Alternatively, you can create the design yourself, e.g. using software like Canva, but unless you have a decent experience with graphic design, I don’t recommend it.


Now, what about the insert card copy - what text should be there? There are various strategies on what to include, I will share the one that proved to work for me and my clients.


Offer additional value - give them an incentive to give you their email address

This can be anything that makes sense for your product. You can offer a free downloadable educational guide, or simply a coupon for the next purchase with you on Amazon (I don’t suggest you try to get them out of Amazon, e.g. to your Shopify store). If you decide to use a coupon, be aware that the bigger the sale, the bigger the chance the customer will opt-in to your list. Because this is the most important part of the insert card, it has to stand out! Make this text bigger, visually distinctive from the rest of the card, etc.

Consider using wording like this:

“Get XY% OFF Your Next Purchase With Us On Amazon”


Use a clear CTA and create a sense of urgency

Clearly state what they have to do to get the value you offered. I guarantee that if there would be any confusion, you’ll lose a lot of those who would otherwise opt-in. Also, you have to create some kind of urgency. If you give them an unlimited time frame in which they can claim the additional value, the conversion rate will drop down significantly because they will likely think about registering later and then forget about it.

Consider using wording like this:

“Go To yourwebform.com To Claim Your Coupon NOW” in bigger words, and

“within XY hours of receiving your order” in smaller words on a separate line under it.

I don’t recommend using any thank-you or “we are family business” kind of phrase. There are two reasons for that. The first one is a distinction - don't use the same phrases 90% of Amazon sellers use. The second, maybe even more important reason is clarity - you have limited space so make every word count and the most important things stand out, don’t flood the customers' brains with any unnecessary clutter. Oversimplified inserts work the best.


Set Up A Form To Collect Emails

You can use MailChimp, MailerLite,... it doesn’t matter which provider you chose. Setup a simple opt-in page. Once again, make it crystal clear what your customers have to do to get the value you offer on your insert cards and avoid any unnecessary clutter - this is an opt-in page, not a brand website.


You can also collect some additional customer information through the form, but be careful not to overdo it. If you demand too much, the likelihood they will successfully opt-in is dropping down.


Once you have the list you can use it in the cases written above, but also for various other purposes like occasional promotional deals, getting feedback for new product designs, etc. Overall, it's a really valuable asset.


Final Thoughts

  • A customer list comes in handy in various situations, for example during product launches.

  • Genuine communication with customers on your list gets you some highly valuable insights you can use to maximize profit.

  • Insert cards are the best tool to build a list of customers who bought your products on Amazon.

Launching On Amazon In 2021

What is the best strategy to launch on Amazon FBA in 2021? I’ve seen quite a lot of people asking this question around various FBA related forums and frankly, I was quite tired of answers like “low price and tons of PPC”. Although price is a major factor and leveraging Amazon PPC is a must-have, there is so much more you can do to maximize the chances that your product launch will be successful.


Breakdown Of The Basics

*Consider skipping this part if you are an experienced seller.


First, you have to acknowledge, that Amazon mainly works as a search engine; not many people there are browsing through the categories using the navigational menu, most of them are, with buyer intent, searching very specific things by writing keywords into the search bar.


So, if you want to launch your product successfully on Amazon, you have to rank for relevant keywords that people are searching for. More generally, your success on Amazon is, among other things, determined by how good you’re at keyword ranking.


How does the organic keyword ranking works?

You’re ranking for a particular keyword (your rank for that keyword is improving) when someone searches for that keyword and then buys your product = when you’re getting sales velocity for that particular keyword.


To get the sales velocity organically, the following must happen:

  1. Potential buyers have to type the particular keyword into the Amazon search bar and let the algorithm search.

  2. They have to find your listing and click on it (impressions; click-through rate = CTR).

  3. They have to make the purchase (conversion rate = CVR).

What does it mean for you and your product launch? From the very beginning, you want:

  1. To rank for keywords that people search for → maximize chances for impressions.

  2. As many people who searched for a particular keyword to click on your listing as possible → maximize click-throughs.

  3. As many people who clicked on your listing to buy your product as possible → maximize conversions.

To simplify and wrap this up:

  • Impressions + clicks + conversions = sales velocity.

  • Sales velocity = keyword ranking.

  • Keyword ranking = successful launch (success on Amazon in general).


How To Maximize CTR And CVR Of Your Amazon Listing = Listing Optimization

Below you’ll find the factors that I believe have the biggest impact on the click-through and conversion rate.


Product Strategy

Product differentiation and brand positioning.


Not surprisingly, the most important factor is the product you decided to sell and your brand strategy. This all comes down back to the product research phase. To be confident that you have a good enough product to launch, ask yourself two following questions:

  1. Why would a customer buy your product(s) over those of competitors?

  2. What place you will fill in the core keyword searches?

If you don’t have a clear answer to both of these questions, you’re most likely going to have trouble.


Main Listing Image

Visual differentiation from the competitors, consistency across the brand.


If you want to catch someone’s eye, you have to visually differentiate yourself - if your main image looks the same as those of 10 other competitors who have more reviews and sell at the same price as you do, you’re most likely screwed because people won’t even click at your listing.


An impactful, unique main image is the key to a great click-through rate.


If you already have or build a brand (If you don’t, I strongly recommend that you do so - check out the article on leveraging branding to get more sales here), the main images of your products should follow the same, or at least similar, pattern - this helps you with brand recognition (people will easily recognize your brand) and brand legitimacy.


In other words, you want to interrupt the pattern of competitors, and at the same time, keep a consistent pattern across products of your brand.


Price

Price has always been one of the most important deciding factors of the buyer - when people can choose from two products that are both offering the same fundamental features, most of them will choose the cheaper one. It's wise after all - why would you pay more if you can have (more or less) the same thing for less.


What does it mean and what does it have to do with a product launch? Usually (yes, there are exceptions, e.g. Veblen and Giffen goods), when the price goes down, the demand for the product increases = both the click-through rate and the conversion rate are going higher. The opposite is also true; when the price goes up, both the click-through rate and the conversion rate are falling. Meaning that when you’re launching your product, it’s usually best to temporarily keep the price down (I suggest somewhere around breakeven) so you enjoy higher click-through and conversion rates and get the sales velocity going.


Reviews

You probably won’t have any reviews at the start of your product launch and I don’t recommend using any shadow tactics - you don’t want to risk your account and it’s possible to launch without reviews.


Secondary Listing Images & Video

Your main image creates expectations, your secondary images & video should confirm them.

When people click on your listing, you’ve already won once. Still, you can screw it up if your secondary images aren’t optimized.


What should be in the secondary images depends heavily on the product you sell - some products are more about showcasing the beautiful design while others, generally those more complicated, tend to benefit from explanatory secondary images. Generally, lifestyle photos where your product is the focal point with simple graphics do the best.


In any case, high-quality photos are an absolute necessity if you want to get noticed on Amazon in 2021.


Although the video feature is available for quite some time, a lot of sellers still don’t use video in secondary images. That’s a pity! Not only that you can enhance the shopper’s experience by using it, but it’s also perfect for advertising.


Secondary listing images don’t have an impact on the click-through rate, because people can’t see them before they click on the listing, but they have a huge impact on the conversion rate.


Listing Copy

Listing copy is another factor that determines the conversion rate (and thereby indirectly impacting keyword ranking), but besides, it also helps with the keyword ranking directly. The goal here is to create such a copy that is persuasive and speaks to potential customers but also includes as many relevant keywords as possible… and this can be pretty tough.


A+ Content

A+ Content is a feature that only sellers with the Brand Registry can use. Although it’s quite deep below the fold, you definitely want to leverage it because it offers you quite a lot of space where you can further communicate the features and benefits of your product together with the brand message.


Amazon states that product listings with A+ content tend to have anywhere from 3% to 10% more sales… from my experience it’s less. The thing is that A+ content, similarly to the secondary images, impacts only the conversion rate - it’s not generating impressions and doesn’t help with the click-through rate. Nonetheless, thanks to its positive impact on the conversion rate, it’s surely a feature you want to use and optimize.


Listing Optimization Is The Absolute Priority

If your listing is not 100% optimized, you would literally be throwing money out of the window by investing in advertising. Why? Although ads would get people to see your product, both CTR and CVR of the unoptimized listing would be low (lower than it could be) and thereby you won’t get as much sales velocity as you could.


Once your listing is optimized, you can start the launch process itself. The length of this process depends on the product and category, but generally, it takes around a month.


How To Get More Eyes On The Product

To get impressions organically people have to find your listing in the search results. The thing is that at the beginning, your product will likely be somewhere on the 20th page for all the relevant keywords so getting impressions organically is almost impossible at this stage. Fortunately, there are lots of strategies on how to get more eyes on your product, below I've listed the ones I consider the most powerful.


Existing Customers Of The Brand

This doesn’t apply if you are launching the first product of a completely new brand or a completely separate product that is not connected to your other products in any way.


If you have an existing email or ManyChat list, you can benefit from it heavily during the product launch. Simply send out a promotional e-mail with a decent sale (generally, 25% should do) and use a 2-step super URL to boost your ranking for a particular keyword(s). Depends on the size of your list, but even if you get “only” 10 or 20 sales by doing so, it can mean the world in the end.


And what if you don’t have any list? Well, then I strongly recommend you read the article here and start building it - it’s an asset that has immense value during the Amazon FBA journey.


Amazon PPC Push Campaigns

Thinking about launching a product on Amazon in 2021 without using Amazon PPC? Forget it. Heavy push PPC campaigns are still one of the cornerstones of a successful launching strategy. A small disclaimer here, I am not an expert on PPC so please do your research and don’t follow the strategy mentioned below without carefully considering your precise situation, etc...


Nonetheless, most businesses I worked with succeded by using an approach that looked somehow like this:

  1. Target 10 - 15 hyper-relevant keywords with decent search volume.

  2. Target 5-10 most relevant competitors.

  3. Use high bids - 2-3x suggested bids usually suffice.

  4. Target the exact keywords only - don’t use auto campaigns during the launch.

External Traffic

Whether it’s through Google, FB, Reddit, YouTube, or Pinterest ads, or via cooperation with influencers, external traffic can significantly help with product launches.


Caution! Be careful to not hurt your conversions - consider that e.g., Google and Pinterest traffic usually converts around 4-5%. In comparison, conversions on Amazon are usually >20%. As I’ve already mentioned above, especially when it comes to product launch, you want your conversions as high as possible. So what should you do?

  1. Give a discount of around 25% (lower price will naturally increase conversions).

  2. Use a 2-step super URL.


Budget

What should you expect when it comes to finances? Unfortunately, it’s impossible to say how much money it generally costs to successfully rank a product on Amazon because it strongly depends on the product itself and its category (mainly on how competitive the category is). Anyway, I believe it’s best to know your numbers and be willing to go slightly into the red during the launch period. Although I’ve seen many sellers who made money during the first 30 days, IMHO, it’s not something you can count on.


Final Thoughts

  • Impressions + click + conversions → sales velocity → keyword ranking → successful launch.

  • Listing optimization is the absolute key to a successful product launch on Amazon in 2021.

  • Amazon PPC campaigns, external paid traffic, and existing customers of the brand can (should) be leveraged to launch successfully.

  • Although you may end up losing money during the launch period, it may still be a successful launch that will generate high ROI in the longer term.

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