Before you get set to post your first items on Amazon, there are a few things to know first. RepricerExpress knows that a bit of preparation can go a long way, especially if you want to do things right the first time. It will take a bit of practice to get a sense of the rhythm of selling online, but this post is excellent to dive right in and get started.
Step 1: Get the Buzz Started Ahead of Launch
In the U.S. version of Queer as Folk, season 5 episode 2 deals with Brian re-opening the club Babylon. He knows that it’s tough to get momentum from a standstill, so he pays people to stand in line for the club to make it appear like it’s the hottest spot on the block.
You’ll want to practice the same concept with your product’s launch.
Do things like:
- Write blog posts about the product so buyers can jump right in once the product’s released.
- Set up social media so you can get potential buyers to spread the word. Set up a hashtag and use it consistently, then watch it roll along like a tumbleweed as customers use it themselves.
- Post frequently, and be interesting about it. One of the worst things you can do is write tweets and updates that sound like they were written by a 90-year-old robot. Instead, do something like share an interesting fact of the day, or gently roast your competitors like Wendy’s did with McDonald’s.
Step 2: Make a Kick-Ass Product Listing
One huge advantage you’ve got in launching a product is time on your side. You’ve got days/weeks/months to do the following:
- Take excellent, hi-res photos. Shoot the product from different angles. Set it against a neutrally-coloured backdrop so it doesn’t interfere with the item itself. Show the product how it would be used in real life. Use natural sunlight for the best lighting. Learn how to take amazing product photos with your smartphone
- Write an informative description. If the photo is what initially grabs a buyer’s attention, the written description is what can convince them to stay. Describe why this product is a must-buy by using exciting action words. Show (don’t tell) how it’s the missing thing from their life. Research similar products and see what other sellers have written that really stands out.
- Summarise with 3-5 bullet points. If you have fewer than 3 bullet points, you’re not saying enough about the product. And if you’ve got more than five, you’re being verbose and risking being clicked over. Learn how to write effective Amazon bullet points.
- Make sure you’ve got awesome keywords. Again, research is your best friend. Go on other competitors’ sites and see what the most common keywords are, then use them in your own listing. Check out our guide to doing Amazon keyword research.
Boost your product sales with our Amazon listing optimization guide.
Step 3: Gather a Bunch of Product Reviews
Launching a new product is a bit of a catch-22: how do you convince buyers to purchase a product with no reviews, and how do you gather reviews for a product with no buyers?
Luckily, you don’t necessarily have to launch on Amazon first and to empty reviews.
Instead, launch the product on your own site first where you’re completely in charge of all the rules. Get reviews from respected sources and post them on your site, then share your site on social media platforms directing buyers to your Amazon page.
From there, you can build reviews on your Amazon site because buyers will see that you’re a trusted and reliable merchant.
Step 4: Have a Full Inventory
This might seem like a no-brainer, but you never want to make the mistake of being out-of-stock. For one, it causes disinterest among buyers (why would they stay with you if you don’t have what they want?). For another, it can harm your reputation (will buyers tell other buyers to stay away from you because you don’t have available items and someone else does?).
However, if you do run into the unfortunate situation of running out of stock, you have two basic strategies to pick from:
- Raising the price to temporarily lower interest and slow the velocity of sales.
- Lower the price so you can drive more traffic to your site and hope that volume overwhelms disappoint.
Running out of stock is never a good thing, but it’s up to you how to deal with it.
Step 5: Launch
Good luck!
Final Thoughts
Once you get the ball rolling, you’ll need to competitively price your items and start playing with the big boys. When that happens, it’s a smart idea to have RepricerExpress by your side. We’ll handle all the tricky bits you might not think about, but we also allow for customisation when you want to step in and take control. As a bonus, when you sign up now, you start things off with a 14-day free trial.
Related: Amazon Product Launch Case Study
