Launching a new product online can be an exhilarating yet daunting experience, that’s why we’re back with Amazon seller tips to help improve your retail readiness. Whether you’re a seasoned seller or a budding entrepreneur, the success of your new product launch largely depends on your strategic approach.
Plus, what you do from the start can pave the way for future sales success!
In this guide, we delve into the critical aspects of retail readiness, specifically focusing on Amazon, the titan of online shopping. According to Forbes, “Amazon accounts for 37.6% of e-commerce sales, the highest market share of all e-commerce companies.”
New Product Launches on Amazon & “The Honeymoon Phase”
Most sellers don’t realize there’s a “honeymoon phase” on Amazon for new product listings, typically lasting only 14-30 days. This period gives new products, items without any sales history, a chance to rank.
Since new listings don’t have any sales yet, the “honeymoon phase” strongly considers other factors for a limited time, such as keywords, copy, and images to push rankings forward.
The process allows new products to gain exposure while the algorithm gathers vital data on conversions and sales to rank the listing properly. While Amazon completes its calculations, sellers can use this time to drive their listing forward through “Retail Readiness.”
What is Retail Readiness?
Retail readiness encompasses the meticulous preparation required before uploading a product onto eCommerce platforms and going live. It involves gathering product information, from captivating images and descriptive copy to popular keywords and product specifications.
In addition to creating engaging content on the front end and adding detailed info on the back end, there’s the need for inventory management, listing maintenance, and the optional but highly recommended paid ad strategy.
Amazon’s honeymoon period starts once your listing is added to your Seller Central catalog, regardless of whether you have inventory ready. It lasts up to four weeks. It’s important to have a comprehensive marketing and inventory transit strategy prepared before the product is added to your catalog.
Our Quick Checklist of What You Need for New Amazon Listings
The following assets are needed to list your new product on Amazon. (Insider tip: Check your category requirements first to determine rules and character count limits.)
Here are the basic requirements for new product listings on Amazon:
- Keyword Research: Use a keyword planner, along with competitive research, to incorporate search terms that consumers use. Include the most popular keywords along with less common terms to boost organic SEO.
- Title: Craft a comprehensive title that includes relevant keywords. Keep it clear, concise, and keyword-rich without stuffing terms (you have the whole listing available for adding other keywords).
- Bullet Points: Highlight key features and benefits in concise bullet points. Keep it short and informative, but remember to address customer pain points along with your unique value proposition (UVP). The UVP explains what makes you stand out and the reason why buyers should choose your product over others.
- Product Description: Include compelling copy about the product and the brand, giving extra insights that expand on the bullet points. This section is a great place to tell your story.
- Images: Use high-resolution photos showcasing the product from various angles. Include product images and lifestyle images that connect with your target audience. Utilize text over graphics to simplify important points where applicable in an infographic as well.
- Product Details: Have specifications, dimensions, and other relevant information ready for upload onto Amazon.
- Recommended Extras (Video and A+ Content): Create an engaging video, or work with an agency to help you create one, to give shoppers a fast, easy way to consume content. For the A+, take advantage of opportunities in below-the-fold enhanced brand content that expands visuals and copy in an engaging and scannable way.
In addition to rich content, retail readiness requires a comprehensive marketing strategy:
- Paid Advertising: Utilize targeted PPC campaigns to drive extra traffic during this critical launch phase. This way you can get even more sales and reviews that factor into the A9 algorithm. Be ready to go on day one because time is limited!
- Review Acquisition: Encourage feedback from each customer to build credibility and trust. Aim to get at least 20-25 reviews during the honeymoon period. (Using the Vine program is a helpful way to get reviews.)
- Inventory Management: Ensure you have adequate inventory levels to meet demand and avoid stockouts. Shipping delays are not a good look and can hurt sales and ratings.
- Optimization: Continuously refine strategies based on performance data and trends.
A well-rounded approach maximizes the chances of a successful product launch, and in turn, sustained sales growth on Amazon.
Amazon Seller Tip: Watch Out for Potential Issues on New Product Launches
Despite careful planning, challenges can arise that delay or impact a product launch. Issues like inventory shortages, delayed shipments, or missing product information can disrupt timelines and suppress listings.
Even small oversights can lead to suppressed listings or missed launch dates, impacting sales performance. It’s crucial to have a comprehensive strategy in place, encompassing not only content creation but also inventory management and listing maintenance.
Extra Insider Tip for Amazon Launch Dates and Inventory
The “honeymoon phase” starts once your product is added to your Amazon catalog, so it’s wise to plan marketing far ahead of schedule.
While there’s a way to schedule the site live date in your Amazon account, there’s also the option to push this date out and reschedule if necessary. The best part? You can do this as often as needed.
Even with all your content ready to go, there may be an unexpected shipping delay. In this case, try the hybrid method. Having an FBM SKU to supplement your FBA Inventory is a strategy we recommend to our clients.
Remember, you can reschedule when you’re ready to help ensure a smooth launch.
Extra Insider Tip for the Retail Readiness Score
Many PIM platforms provide a retail readiness score after uploading content. This percentage score gives sellers an idea of how complete the listing is and determines if it meets the platform’s standards. The higher the score, the better.
In addition to the percent ready score, there will be alerts about missing attributes and required fields. To set your listings up for success and maximize sales during the honeymoon period, you should pay attention to this score and any alerts!
When a new listing doesn’t meet the eCommerce platform’s requirements and receives a low score, the product may not go live according to schedule or could even be suppressed. While a suppressed listing may have a working link, shoppers can’t easily search for it, which results in missed sales.
Sales matter; the only way to get there is to get your listing live and in front of buyers.
In the event of listing errors or missing details, be sure to fix the recommended items ASAP so that you’re ready to launch as scheduled.
Often inexperienced sellers think of the obvious requirements seen on the front end, but forget or unintentionally miss the small details on the back end. Much of it can feel like trial and error, but it doesn’t have to with the help of an experienced Amazon partner.
Hinge Commerce: Your Amazon and eCommerce Partner
Whether you’re launching a single product or managing a diverse SKU portfolio, our expertise can help optimize your listings and drive growth on platforms like Amazon and beyond. By focusing on retail readiness, optimizing content, and implementing a comprehensive marketing strategy, we can make the most of your new product launch.
Hinge Commerce combines eCommerce expertise with proven strategies to drive growth online. Don’t just sit on the digital shelf. Stand out.
We offer:
- Creative Services
- eCommerce Management
- Retail Media + Advertising
- Digital Marketing
- Digital Shelf Services
- Fulfillment Services
Contact us to set up a free consultation.
One last note…
Never heard of the “honeymoon phase” and missed the unique window of opportunity? Psst, it’s not over yet. There is a second chance for a honeymoon phase (but it’s not that simple). It would have to be a product relaunch, relisting, or new ASIN creation. This is only recommended for very unique cases. Otherwise, there are ways to optimize existing listings.
Additionally, if you’re overwhelmed by a high volume of SKUs, we’ve got you covered. Hinge Commerce helps streamline content creation, simplifies syndication, helps manage listings, and more.
