What I Do When Launching a New Product on Amazon

Launching a new product on Amazon is like introducing a new kid to the playground. Some products make friends instantly (best-sellers), while others stand awkwardly by the monkey bars, hoping someone notices them. The key? A solid launch strategy.

I’ve launched dozens of products, and trust me, I’ve made ALL the mistakes—ordering too much inventory, picking the wrong keywords, even forgetting to turn on my PPC ads (rookie move). But over time, I figured out a repeatable process that works.

Here’s my battle-tested launch playbook. 🏆

Step 1: Find a Product People Actually Want (Not Just What YOU Like) 🎯

A friend of mine, let’s call him Jake, once launched a high-end gold-plated fidget spinner. He was convinced it was a genius idea. It bombed. Why? Because by the time he launched, the fidget spinner trend was already dead.

The lesson? Sell what people are already looking for, not what you think is cool.

✅ Use data, not gut feelings—Jungle Scout, Helium 10, and Amazon’s own search trends tell you exactly what people are searching for.
✅ Look for “pain point” products—Things that solve problems (back pain relief cushions, leak-proof water bottles, toddler-proof phone cases).
✅ Check competition—If page one is full of big brands and thousands of reviews, it’s like trying to sell lemonade next to a Starbucks. Find a niche where you can compete.

Step 2: Create a Listing That Stops the Scroll 👀

Your listing is your first impression. If it looks boring, confusing, or low-quality, people will bounce faster than a bad Tinder date.

Here’s what I do:

📸 Pro-Level Images: I don’t cheap out on photos. I hire a pro and make sure the main image POPS. White background, sharp contrast, and a picture that makes sense at a glance.
📝 SEO-Optimized Title: I pack in keywords but keep it readable. Example: Leak-Proof Insulated Water Bottle | Stainless Steel | Keeps Drinks Cold for 24 Hours
💡 Bullet Points That Sell: Instead of “Made from durable plastic,” I write: Won’t crack or leak—built to survive daily drops, spills, and toddler tantrums.
🎥 Video & A+ Content: If you’re not using a video or enhanced content, you’re missing out. Show the product in action and answer objections before they arise.

Step 3: The "Secret Sauce" to Getting Initial Sales (Without Begging Friends & Family) 🔥

Back in 2018, I launched a resistance band set. I followed all the "traditional" launch advice—ran some PPC ads and waited. And waited. And waited. Days passed, and I barely had sales. The problem? I wasn’t pushing traffic to my listing.

Here’s what I do NOW to guarantee those first sales:

🚀 Amazon PPC from Day 1—I start with auto & exact-match campaigns, bid aggressively, and track conversions.
💬 External Traffic (Big Advantage!)—I use Facebook Ads and Google Ads to send outside traffic. Amazon loves this and rewards you with better rankings.
🎁 Discounted Promotions—I offer a limited-time launch discount (20–30% off) to drive conversions quickly.
📩 Email List & Social Media—If I have an audience (even a small one), I send them straight to my listing. Even if you don’t have an audience, you can use influencer shoutouts.

Amazon wants to see sales velocity. The more you sell, the higher you rank. That’s the game.

Step 4: Reviews, Reviews, Reviews (Without Getting Suspended) ⭐

A product without reviews is like a restaurant with no customers—it just looks sketchy. But Amazon’s strict review policies mean you have to be smart about it.

Here’s how I get my first reviews without breaking any rules:

✅ Amazon Vine Program—If you’re brand-registered, this is gold. Amazon sends your product to trusted reviewers who leave honest feedback.
✅ Follow-Up Email Sequences—I use tools like Helium 10 or FeedbackWhiz to send a polite, non-pushy email asking for a review.
✅ Great Product + Great Packaging—I include a thank-you card that guides customers to my brand website (not for reviews, but for building loyalty).

Pro tip: If you get a bad review, don’t panic. Reply professionally and use it as feedback to improve.

Step 5: Keep the Momentum Going (Most Sellers Mess This Up) 🚀

Many sellers think launching is a one-and-done thing. Nope. You need to keep the momentum or your rankings will drop.

Here’s what I do post-launch:

📈 Adjust PPC Bids Weekly—I cut bids on bad keywords, double down on profitable ones.
💡 Optimize My Listing Regularly—New keywords? Better images? I’m always testing.
📦 Plan for Restocking—Running out of stock is the worst thing that can happen to your ranking. I make sure I have enough inventory lined up.

Final Thoughts: Winning on Amazon is About Strategy, Not Luck 🎯

Every product launch is a learning experience. Some will take off fast. Others need tweaking. But if you follow this game plan, you’ll have the best shot at success.

Remember: Amazon rewards action-takers. Start with great research, launch strong, and keep optimizing.

Your future best-seller is waiting. 🚀

Cheers,
Ryan Keene
Amazon Seller & Ecom Coach

P.S. If you found this helpful, share it with a fellow seller who’s launching soon! Let’s grow together. 💪