Senior Account Manager
Do you know what it takes to launch the next viral product on Amazon? Gembah hosted Mayan to dive into this topic, from launch advertising to finding products.
Launching a new product in the e-commerce space is not an easy feat. Launching a viral product is even more challenging. With more than 2 million sellers, it takes a one-of-a-kind product to succeed and cultivate a brand that lasts a lifetime.
This blog is a webinar recap featuring Andrew Laird, Senior Account Manager from Mayan and Steven Blustein, co-founder of Gembah. These Amazon experts discuss what mechanisms you need to launch a product and find success on Amazon in 2022. This article will cover what products have done well in the past and how you can leverage product data to your advantage. Keep reading to find out more.
It takes time and experience to unlock product success on Amazon. An excellent place to start is with products that have done well on the platform in the past. All best-selling products have the following things in common:
Product launches require you to be retail-ready before making your first sales. Consider the following when launching a new product:
Launching a product involves a specific product journey with different stages. For your product to go viral, take a step back and think about your product cycle. Ideally, a product's journey involves six steps that include:
Launch a product that resonates with customers. There must be existing demand. Go through different categories and find gaps that you can fill. Next, review product listings and see what gaps there are to differentiate. Product reviews can give you a great idea of what consumers want. Here are three different product types you might want to consider:
Ideally, if you are trying to launch a viral product, generic branded products aren't the best route to take. You might succeed eventually, but it means competing with similar products in that space and competing for the same keywords. Customized and unique products make for a highly scalable brand and more virality.
Explore all the possible conceptual options that differentiate your product idea based on different market insights and supplier feedback. Here, you conceptually develop a viable product, so you need to consider whether your concept can be developed, manufactured, and delivered within your resource, time, and financial constraints. Also, think about the people who will buy it and whether there is an actual market.
Once you've established a market for your product concept and that it's a product you can manufacture and even improve on, it's time to design the product. This is where your design team develops your feasible concept into a CAD design. You’ll want to demonstrate the specifications of your products and their intent at this stage.
At this stage, you’ll take your finished design pack, engage with your sourcing partners for samples, and set up the final details of your design.
Take your product samples to your chosen manufacturer and have them produced in your desired quantity.
Once you have your first inventory, it's time to ship to the Amazon fulfillment centers or your chosen pre-fulfillment centers. If you are selling through fulfilled by merchant, the logistics fall on you.
So, you’ve launched that product you believe will be the next big thing on Amazon; what’s next? Launching a product doesn't mean that it will succeed right off the bat. You have to market it, so it's time to figure out your launch advertising strategy.
Amazon advertising relies heavily on keywords. It's, therefore, essential to conduct keyword research to know what keywords are most relevant to your product for organic ranking. You will see better results when you target the right keywords.
And speaking of advertising, it's better to do all your launch advertising on Amazon. Why? Amazon is flooded with adverts, and this number continues to increase yearly. So, there is a high chance that your ad will be seen when you advertise on Amazon than on Google. An ad click precedes 40% of all sales on Amazon.
Since Amazon has increased ad placement over the last couple of years, most sales come directly from ad clicks. If you are not advertising, far fewer people will find your products.
The Amazon honeymoon period is a period when Amazon allows new products to compete with existing ones by showing them more in search results. It happens once a listing goes live for the first time. To take advantage of this period, ensure you have enough inventory, but don’t activate your listing until you’re ready to launch.
When it comes to marketing, you might want to consider using influencer marketing or giving specific individuals your product for free to market to their community. Encouraging your customers to leave reviews is also a form of advertising. Amazon customers rely on reviews to gauge whether a brand is worth investing in. You might not get many reviews at first, but they will come with a great product and offer, they will come.
Launching a viral product that goes on to make significant sales is something every Amazon seller dreams of. But the reality is that it's not that easy and requires a lot of research to find the perfect product while building a loyal community. Consider going for customized and unique products rather than branding already existing products. Leverage Amazon ads to provide the visibility your brand deserves.