New Seller Incentives: Over $50,000 in Referral Fee Savings per MarketplaceNew Seller Incentives: Over $50,000 in Referral Fee Savings per Marketplace
Want your new product to take off and start getting orders as soon as it’s listed?! Free download: "Amazon New Product Cold Start Guide"
July 7, 2023
After the “Amazon First Order Program” was launched, many sellers said they wanted a more detailed, start-to-finish guide and hands-on tips for new products—from inventory prep and listing to getting orders—so here’s the “Amazon New Product Cold Start Guide”!
You can first use the “new product sales triangle” below to quickly understand the key focus areas Amazon has defined for the three stages of the new product marketing cycle. We’ll guide you step by step to solve common challenges and pain points, help boost your new products, and put you on the path to becoming a top seller!
You can first use the “new product sales triangle” below to quickly understand the key focus areas Amazon has defined for the three stages of the new product marketing cycle. We’ll guide you step by step to solve common challenges and pain points, help boost your new products, and put you on the path to becoming a top seller!
Part 1 Why is it so hard for new products to get orders?
We’ve summarized the key takeaways from the “New Product Cold Start Guidebook” for you. Focusing on the common pain points and challenges that new and experienced sellers face across the “three stages of the new product marketing cycle,” we highlight the key priorities, main challenges, and practical ways to address them for driving orders on new products, and guide you step by step to find the solutions that work best for you!
Part 2 Key highlights for every stage of new products—master all the tips for getting orders!
Focus 1
How can you quickly confirm a production plan for new products?
🔸Pro Tips: Use the multidimensional data provided by “Product Opportunity Explorer” and “Marketplace Product Guidance” to choose the right products and expand your product categories, so you’ll never feel lost when launching new products again!In addition, we recommend that you reasonably plan your new product delivery cycle based on your supply chain capabilities.
For example, sellers with integrated manufacturing and trading operations can set a new product delivery cycle of 30 to 90 days based on their own situation. After your first batch of inventory is ready, don’t forget to factor in the actual production and logistics cycles, and plan your new product inventory in advance!
Focus 2
How can you quickly confirm the shipping method for new products?
🔸Pro Tips: Different first-mile logistics methods each have their pros and cons, so it’s important to balance shipping speed and shipping costs!Compare different logistics methods in one table—the best one is the one that works for you~
Focus 3
How do I properly set up inventory management in Seller Central?
🔸Pro Tips: There is support for new product launches, so you may want to set “0 inventory” when creating the product. At the same time, if you want your new product to gain exposure early, you can also turn on the “Inventory Pre-sale” feature*.
*Note: You can also achieve this effect by using Amazon Global Logistics (AGL) and the Amazon SEND program!
Focus 3
How can you manage inventory capacity well and secure shipping capacity for new products?
🔸Pro Tips: inventory capacity is running low, and you can’t send inventory in?Regularly go to “Capacity Manager” to check storage usage for your inventory products to help avoid this issue!What’s more, you can also deal with excess inventory promptly and submit bids as needed to apply for more capacity for new products to get your product launch off to a strong start!
Focus 1
How can you create a “high-quality” product detail page for a new product?
🔸Pro Tips: here’s a checklist for creating a high-quality listing. Please take a look!You can improve your listing with the following basic and optimized content:
① Basic content: title/main image/additional images/product video/bullet points/product description;
② Optimized content: Basic A+ / A+ Premium / reviews / customer questions and answers / feature modules (virtual bundles, product new version New Version).
② Optimized content: Basic A+ / A+ Premium / reviews / customer questions and answers / feature modules (virtual bundles, product new version New Version).
Focus 2
How can you effectively use brand tools to promote new products?
🔸Pro Tip: For sellers who want to grow the audience for new products, A+ Content, A+ Premium, and the Amazon Vine program are great options!If you want to build brand loyalty while selling new products, we recommend using Brand Store (Store), Posts (Post), and Manage Your Customer Engagement (MYCE) together!
*Note: Posts (Post) are currently available only in the Amazon US Marketplace.
Focus 3
How can you increase traffic for your new products?
🔸Pro Tips: To increase traffic for new products, it’s important not only to make full use of Amazon’s various tools, but also to master how to use them. For example, when sending emails to brand followers, you can reduce the monthly sending frequency appropriately and send 1 email per week to improve email reach; when choosing ad images, you can align them with seasonal and holiday themes and make good use of social images to improve click-through rates.
Focus 1
How can you quickly confirm your new product production plan?
🔸Pro Tips: We recommend the following ways to quickly find effective keywords:
① Enter new product category keywords in the Amazon Marketplace search box, then use the dropdown suggestions to identify effective keywords and search for the shortest relevant terms;
② Refer to the Listing copy and buyer reviews of bestselling products in the category to extract core keywords and commonly used keywords;
③ Use the Amazon Brand Analytics (ABA) report to view information such as popular keywords, keyword search volume, and competition in each category, and find high-converting keywords;
④With the help of Amazon Product Opportunity Explorer, use keyword search to find popular search terms for that target search term.
② Refer to the Listing copy and buyer reviews of bestselling products in the category to extract core keywords and commonly used keywords;
③ Use the Amazon Brand Analytics (ABA) report to view information such as popular keywords, keyword search volume, and competition in each category, and find high-converting keywords;
④With the help of Amazon Product Opportunity Explorer, use keyword search to find popular search terms for that target search term.
Focus 2
How can you save costs on off-site traffic for new products?
🔸Tip: Use Amazon Brand Referral Bonus (BRB) to drive traffic from off-site marketing campaigns to Amazon. We’ll return an average of 10% of the sales generated by this traffic to you, which can offset referral fees. An official cash benefit—don’t miss out!
Focus 3
How can you effectively manage advertising and promotions for new products to improve traffic and conversion?
🔸Pro Tips: promote new product ads in 3 steps!First, you can launch automatic ads to cold-start your new product; after 2 weeks, use the automatic ad search term report to further launch manual keyword targeting and choose broad match, and keep collecting long-tail search terms as new keywords for targeting; after completing these two steps, continue to optimize your automatic ads + manual broad-match targeting campaigns.
Focus 3
How can advertising and promotions work together to create a traffic loop?
🔸Pro Tips: Stay calm when promoting new products—follow these four steps to create a traffic loop and drive great results!
① Set a recommended retail price (List Price) appropriately, and set up coupon promotions for suitable new products to accelerate sales.
② Use coupons together with on-site ads to boost traffic as a combined strategy, and make sure the coupon badge appears in the ads.
③ After a new product gets a recommended retail price (List Price), launch a Prime Exclusive Discount (Mario) and run Deals (LD) to further drive a short-term sales spike.
④ After the existing new products meet the promotion requirements for Best Deals/Top Promotions, further use the old-to-new model to schedule Best Deals, helping subsequent new products quickly gain momentum!
② Use coupons together with on-site ads to boost traffic as a combined strategy, and make sure the coupon badge appears in the ads.
③ After a new product gets a recommended retail price (List Price), launch a Prime Exclusive Discount (Mario) and run Deals (LD) to further drive a short-term sales spike.
④ After the existing new products meet the promotion requirements for Best Deals/Top Promotions, further use the old-to-new model to schedule Best Deals, helping subsequent new products quickly gain momentum!
New Seller Onboarding Guide Video
Before entering Amazon, please read the registration guide video, prepare relevant registration materials in advance, understand the specific registration process, and help you start a store smoothly!
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