New Product Launch

A product launch is a planned and organized effort to release a new product for sale—and it’s as important as developing a standout product in the first place. It allows brands to remain competitive, drive sales, gather feedback, and remain top-of-mind with customers.

One powerful way to accelerate your new product launch is through new product campaigns from Amazon Ads, which offers optimized full-funnel media plans designed to connect with shoppers, drive discovery, and generate sales faster during the first 90 days of launch.

Before the actual launch of a product, product development teams typically go through stages like ideation, product concepts, and testing. Afterward, they collaborate with marketing and sales teams to create a launch and product promotion strategy.

There are many important elements to consider in your product launch strategy. Here’s a five-step checklist:

To make the most of your product launch advertising efforts, take into consideration: discoverability, awareness, engagement, remarketing, and creative formats.

Increasing shopping discoverability is a key objective for any new product launch plan. Relevant placements in shopping results can help both jump-start new product sales and accelerate sales of your existing products. For example, we help brands reach millions of shoppers early in their journey, as 57% of U.S. consumers begin their shopping searches on Amazon.¹

One of the most critical factors of any new product launch is to educate customers about your new product and its differentiators. Choose an advertising solution that best helps you do this. We’ve seen that brands that use upper-funnel tactics within the first month of launch saw 36% higher conversion rates on average than those who waited after the first month.²

By using product targeting in addition to search keywords alone, you can reach high-purchase-intent shoppers who don’t use shopping results to find their next purchase.

Remarketing is a term for connecting with audiences who’ve already expressed interest in your product—but haven’t yet converted to a sale. You can drive more conversions and grow your base by using different advertising products together, such as display advertising and Sponsored Products.

Clearly signaling that your product is newly launched in your creatives can help increase visibility and help shoppers more easily discover new items. Brands that clearly messaged their products as new & notable in their ads saw an average increase of at least 22% in click-through rates on average.³

Launching a new product can be challenging, no matter the industry or brand size. From increased competition to customers engaging with more than 20 touchpoints before making a purchase,⁴ it’s more important than ever for brands to stand out among the competition.

Launching a new product successfully requires speed, strategy, and visibility. It’s never been more important to introduce your product in front of the right audience, fast. New product campaigns help accelerate your product launch with optimized full-funnel media plans designed to connect with shoppers, drive discovery, and generate sales during the critical launch phase. Ads can appear in owned and operated supply sources like Amazon Originals on Prime Video, connected devices such as Fire TV and Alexa, and the Amazon store. They can also appear on thousands of premium third-party sites and apps via Amazon Publisher Direct and leading third-party exchanges.

Sponsored Products enable discovery and sales of your products with cost-per-click ads in shopping results. This will help drive traffic to your new product’s detail page. By driving traffic, these ads can help increase detail page views and product reviews. Once your campaigns are live, you can monitor them and adjust your budgets and keywords to reflect key moments in your product lifecycle.

But what about shoppers who are not using shopping results to find their next purchase? For example, shoppers can start on external search engines and go directly to Amazon detail pages via links. Or they can browse Amazon by filtering for specific product attributes, such as category, average star reviews, or price. For these scenarios, our product targeting tactics provide an additional way to engage high-purchase intent shoppers on Amazon. When you use product targeting, you can reach specific audiences without having to rely on search keywords alone.

Sponsored Brands can help drive sales with engaging and actionable ads. The standard elements of our ad creative include familiar elements of the Amazon shopping experience such as price, star ratings, and Prime eligibility—providing shoppers the information and key product details they need, right within the ad placement. Sponsored Brands also give you the ability to customize your ad to showcase new product releases, different headlines, and various featured product combinations, and link to Store pages.

Brand Stores help you build awareness around your new product and educate audiences about its features. Brand Stores is a free, self-service product that allows brand owners to design and create multipage stores to showcase their brands, products, and value proposition on Amazon. Shoppers visiting a Brand Store are able to see a curated collection of a brand’s products in an elevated, brand-centric shopping experience on mobile and desktop. Brand Stores is the perfect place to start showcasing your new product features.

Sponsored Display enables you to remarket, grow your customer base, and drive purchases by reaching high-intent customers wherever they spend time. Sponsored Display complements your Sponsored Products and Sponsored Brands campaigns with additional targeting capabilities to help you reach audiences in the right context across their shopping journeys. For example, if shoppers initially show interest in your product or similar products but don’t purchase right away, remarketing will allow you to reengage them with display ads as they browse third-party websites.

Amazon DSP is for advertisers looking to scale their display advertising. Amazon DSP will allow you to programmatically buy display, video, and audio ads at scale. You can engage relevant audiences based on lifestyle, purchase, and media consumption signals with ads that lead back to your Amazon detail pages. Ads can appear both on Amazon owned-and-operated sites and on leading publishers’ sites.