Four key operations in the early stages of product launch efficiently promote cold start of new products

The linked image has been complained of copyright infringement. What should I do?
It's been half a month since the new product went on sale, why haven't they placed an order?
The ad burned money and didn't have an order. Is it a listing problem or is the bidding wrong?
Many Amazon sellers often encounter these issues when they first launch a new product. So how to quickly gain traffic and boost conversion rates. In the early stages of a new product launch, do these 4 key operations to help you avoid trial and error costs and efficiently promote the cold launch of new products. Below, we will explain in detail the entire four-step cold start process based on seller Xiao Wang's product case to help you understand:
It's been half a month since the new product went on sale, why haven't they placed an order?
The ad burned money and didn't have an order. Is it a listing problem or is the bidding wrong?
Many Amazon sellers often encounter these issues when they first launch a new product. So how to quickly gain traffic and boost conversion rates. In the early stages of a new product launch, do these 4 key operations to help you avoid trial and error costs and efficiently promote the cold launch of new products. Below, we will explain in detail the entire four-step cold start process based on seller Xiao Wang's product case to help you understand:
Step 1: Build high-quality A+ pages to boost conversion rates
The A+ page can provide richer product graphic information, greatly improving the appeal of the product to customers. Also, high-quality A+ pages can build brand awareness and increase potential product sales.
After the link is listed, sellers can directly use the Gen AI tool on Amazon's official A+ page to generate images for free, which can not only reduce the high cost of image outsourcing, but also avoid the risk of copyright infringement caused by direct use of third-party images. A+ pages are created using modules. Basic A+ can create up to 5 modules, of which the module with the “AI-ready” logo uses AI to generate text or images. (For specific module selections, please refer to the Excellent Sellers page)

(Image source: Seller back office screenshot)

(Image source: Amazon Global Store WeChat Official Account)
You can freely choose which elements in the module need to be generated by AI, then simply fill in the ASIN code (which must belong to your brand).
Generating text content:
For example: For example, seller Xiao Wang has put up a spider-shaped refrigerator sticker. The title can be filled in 3D Spider Fridge Magnets (the title of the general module suggests directly filling in the core keywords of the product), and auxiliary reminders can also be added to [Text Prompt] for text content generation, such as adding product usage scenarios for Christmas according to different seasons, or you can also select product characteristic reminders given by the system above
Generating text content:
For example: For example, seller Xiao Wang has put up a spider-shaped refrigerator sticker. The title can be filled in 3D Spider Fridge Magnets (the title of the general module suggests directly filling in the core keywords of the product), and auxiliary reminders can also be added to [Text Prompt] for text content generation, such as adding product usage scenarios for Christmas according to different seasons, or you can also select product characteristic reminders given by the system above

(Image source: Seller back office screenshot)
Check the generated text content. If you are satisfied with the content, you can directly click “Complete Generated Content” in the upper right corner.

(Image source: Seller back office screenshot)
Generating image content:
You can select any product image that has already been added to display. If you want the generated image to be more accurate, you can add the product text description.
For example, Xiao Wang has put up a Sketch Book. If you want to generate a scene map, you can choose a white background map with only the product subject, add the scene descriptor “on a home office desk” to [Image Prompt] and then generate content.
You can select any product image that has already been added to display. If you want the generated image to be more accurate, you can add the product text description.
For example, Xiao Wang has put up a Sketch Book. If you want to generate a scene map, you can choose a white background map with only the product subject, add the scene descriptor “on a home office desk” to [Image Prompt] and then generate content.

(Image source: Seller back office screenshot)

(Image source: Seller back office screenshot)
When generating images, you can try 3-5 iterations, fill in 1-2 new prompts each time, and gradually adjust to the desired effect.
Step 2: Drive advertising and increase exposure
In the early days of the launch of new products, low link weight naturally led to poor product exposure, which in turn led to insufficient product exposure. At this time, if no traffic is imported, it is easy to fall into a negative cycle of low exposure and low traffic, so drainage through advertising has become a top priority. Breaking the game through advertising, which in turn drives an increase in organic traffic, the two combine to quickly accumulate effective data to push new products into a positive cycle.
Seller Xiaowang follows the “immediate launch of new products, automatic first, and manual follow-up” strategy to avoid blind advertising, which results in poor advertising effectiveness and high costs.
① Immediate launch of new products: The first 2-4 weeks of the new product period are critical. This stage requires the product to quickly gain more exposure, seize the key drainage period for new products, quickly gain traffic, and lay a solid foundation for the future;
② Automatic first: Automatic advertising can “run the collection and run data”, which is a critical and effective “link data collector”. Sellers can quickly understand whether link traffic is accurate and test the quality of listing writing; at the same time, they can also understand which keywords customers have searched, clicked, and purchased their own products, which can provide reference data for listing optimization;
Refer to the automatic ad settings mode:
● Matching mode - the first 1-2 weeks of the targeted group can only open close matches. After 3 weeks, similar products can be opened, and after 4 weeks, broad and related products can be opened
● Bidding - You can initially set between 0.1-0.5. It is recommended to slowly adjust and optimize from low to high. Closely matched bidding is higher than other modes of bidding
● Bidding Strategy - If you are concerned about costs, choose “fixed bidding”; if you are aggressive advertising, choose “dynamic bidding - increase and decrease”
Seller Xiaowang follows the “immediate launch of new products, automatic first, and manual follow-up” strategy to avoid blind advertising, which results in poor advertising effectiveness and high costs.
① Immediate launch of new products: The first 2-4 weeks of the new product period are critical. This stage requires the product to quickly gain more exposure, seize the key drainage period for new products, quickly gain traffic, and lay a solid foundation for the future;
② Automatic first: Automatic advertising can “run the collection and run data”, which is a critical and effective “link data collector”. Sellers can quickly understand whether link traffic is accurate and test the quality of listing writing; at the same time, they can also understand which keywords customers have searched, clicked, and purchased their own products, which can provide reference data for listing optimization;
Refer to the automatic ad settings mode:
● Matching mode - the first 1-2 weeks of the targeted group can only open close matches. After 3 weeks, similar products can be opened, and after 4 weeks, broad and related products can be opened
● Bidding - You can initially set between 0.1-0.5. It is recommended to slowly adjust and optimize from low to high. Closely matched bidding is higher than other modes of bidding
● Bidding Strategy - If you are concerned about costs, choose “fixed bidding”; if you are aggressive advertising, choose “dynamic bidding - increase and decrease”

(Image source: Seller back office screenshot)
③ Manual follow-up:
Manual targeting can be carried out after 1 week of automatic posting. Accurate keywords mean accurate traffic. Continuous accurate targeting of high-value keywords can increase link weight and natural ranking, thereby improving conversion efficiency
Manual ad settings reference:
● Delivery mode - select keyword delivery. As for product delivery, you can choose according to the actual situation after 2 weeks of advertising
● Keyword source - download automatic ad search term data to select accurate keywords and target high-click keywords
● Number of keywords to be placed - it is generally recommended to manually target 3-5 keywords in groups to avoid putting too many keywords together to grab the budget
● Matching mode - phrase matching or broad matching is recommended, because the initial link may not have a high weight on specific keywords. At this time, it is not recommended to choose accurate matching. When there is a certain amount of units accumulated, you can consider increasing accuracy
● Bidding - Check the natural ranking of the keyword to be placed. If the organic ranking is high, manual bidding can be set to a lower bid and lower than the automatic advertising bid. If the organic ranking is low, manual bidding can refer to the system for recommended bidding, which is higher than automatic bidding
Manual targeting can be carried out after 1 week of automatic posting. Accurate keywords mean accurate traffic. Continuous accurate targeting of high-value keywords can increase link weight and natural ranking, thereby improving conversion efficiency
Manual ad settings reference:
● Delivery mode - select keyword delivery. As for product delivery, you can choose according to the actual situation after 2 weeks of advertising
● Keyword source - download automatic ad search term data to select accurate keywords and target high-click keywords
● Number of keywords to be placed - it is generally recommended to manually target 3-5 keywords in groups to avoid putting too many keywords together to grab the budget
● Matching mode - phrase matching or broad matching is recommended, because the initial link may not have a high weight on specific keywords. At this time, it is not recommended to choose accurate matching. When there is a certain amount of units accumulated, you can consider increasing accuracy
● Bidding - Check the natural ranking of the keyword to be placed. If the organic ranking is high, manual bidding can be set to a lower bid and lower than the automatic advertising bid. If the organic ranking is low, manual bidding can refer to the system for recommended bidding, which is higher than automatic bidding

(Image source: Seller back office screenshot)
Step 3: Promotion offers to enhance attractiveness
A product with preferential promotions is often more likely to attract customer attention and click to buy. Compared with direct price reduction, profit margins can be better controlled. There are various promotion methods: flash sales, coupons, Prime membership discounts, discount code promotions. Among them, Lightning Deals require a recommendation from the system before you can sign up. Generally, you are eligible to sign up until the product continues to be ordered for 2-4 weeks. Lightning Deals can greatly increase product sales by 3-5 times, and you can still break through sales bottlenecks through Lightning Deals many times in the future.
Coupons, Prime membership discounts, and discount code promotions are set up after they go on sale. Coupons can initially be set between 5%-25%, and the exact ratio is measured according to the size of the product's profit; Prime member discounts can also be set to about 20%. Discount code promotions are mainly used to set promotion levels to buy more and more discounts. Various promotion methods can attract different consumers, and be careful not to superimpose them between promotions when setting up.
Coupons, Prime membership discounts, and discount code promotions are set up after they go on sale. Coupons can initially be set between 5%-25%, and the exact ratio is measured according to the size of the product's profit; Prime member discounts can also be set to about 20%. Discount code promotions are mainly used to set promotion levels to buy more and more discounts. Various promotion methods can attract different consumers, and be careful not to superimpose them between promotions when setting up.

After the product was launched, in order to better attract customers to click and buy, the seller Xiao Wang chose to set up a coupon because the coupon can be displayed on the search results page and listing for customers to see. Considering the profit margin of the product, Xiao Wang set up a discount coupon with a ratio of 10% and a duration of 20 days.

(Image source: Seller back office screenshot)
Step 4: Quickly accumulate reviews and improve conversion rates
Product reviews are very important and often have a big impact on sales. However, there is a lack of reviews in the early stages of new product launch, consumer trust is low, and the willingness to place and buy orders is relatively low. If reviews are accumulated quickly, it is critical.
Therefore, after the new product was released, Xiao Wang immediately signed up for the Amazon Vine Program, and Xiao Wang chose the $200 tier. In this way, until the day Xiaowang's product is officially launched, according to the selected tier level, the Vine Program can help the new product get up to 30 reviews on the day of launch (based on Amazon's official policy for details), which can greatly enhance the competitive advantage of new product links and promote the conversion of new products.
Therefore, after the new product was released, Xiao Wang immediately signed up for the Amazon Vine Program, and Xiao Wang chose the $200 tier. In this way, until the day Xiaowang's product is officially launched, according to the selected tier level, the Vine Program can help the new product get up to 30 reviews on the day of launch (based on Amazon's official policy for details), which can greatly enhance the competitive advantage of new product links and promote the conversion of new products.

(Image source: KOL Seller Backstage Screenshot)
The above content only represents the creators' personal opinions. The data is for reference only, and does not represent the official views of Amazon Global Store.
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