Guide
Launching new products and ASINs with Amazon Ads
Amazon Ads flexible advertising solutions enable advertisers to connect new products and brands with audiences. Want to get best practices for starting an advertising campaign with optimization and insights? Learn from our guide on new product advertising.
Market trends for your new product launch
Understand consumer trends, marketplaces, and analyze product strengths and weaknesses. What plan should advertisers make to help reach relevant audiences before launching new products? Read our new advertiser’s guide to Sponsored Products success to learn more.
Why launch new products on Amazon?
With hundreds of millions of active customers worldwide and over 200 million Prime members, Amazon offers guidance to understanding active customers’ shopping habits. Insights show that Amazon customers can complete their purchases in a short period of time. As a result, customers may go from discovery to purchase of new products quickly.
To support your success, Amazon provides five essential resources for product development and growth:
- Understanding the consumer journey
- Analyzing cross-marketplace consumer trends
- Conducting comprehensive market analysis
- Optimizing product listings
- Implementing strategies for business expansion
These tools, combined with Amazon's massive reach and streamlined shopping experience, create an ideal environment for launching and scaling new products. Get an in-depth understanding of how to prepare for launching an advertising campaign through Amazon Ads Academy.
Ad campaign preparation
Ready to promote your new product? We'll guide you through the fundamentals of Amazon Ads customer-focused solutions and share key campaign basics to help you prepare for advertising.
Amazon Ads helps advertisers effectively form connections with consumers and reach relevant audiences. When it comes to promoting new products, thorough preparation is key. This includes analyzing category trends, understanding audience signals from relevant personas, and optimizing product detail pages. These steps are crucial for creating products that stand out in the marketplace. To assist advertisers in crafting high-quality product detail pages, Amazon Ads has developed 11 best practices. These guidelines not only help with creating compelling product pages but also provide a framework for evaluating their effectiveness, ensuring that your products are presented in the best possible light to potential customers.
Before you start advertising, get an in-depth understanding of preparations for launching an advertising campaign through Amazon Ads Academy and the eligibility requirements for using Sponsored Products.
Launch your first Sponsored Products campaign
Sponsored Products ads help promote your products and potentially boost sales. Learn practical tips for creating effective advertising campaigns, including targeting approaches, bidding strategies, budget management, and advertising grouping. This chapter will guide advertisers on launching campaigns, analyzing performance using metrics, and optimizing after a campaign goes live. To learn more, review our best practices for Sponsored Products ads guide.
Key elements of campaign setup
Are your products optimized?
Review your product detail pages, inventory levels, and pricing before launching campaigns to help maximize advertising performance.
What are targeting approaches?
Automatic campaigns can help discover new opportunities and provide insights for manual targeting. Manual campaigns allow you to focus on specific keywords or test product targeting. Negative targeting helps refine where your ads appear. Using both automatic and manual targeting creates a balanced advertising strategy.
What are bid strategies?
Learn how the auction system works and set competitive bids to help reach relevant audiences. Start with the suggested bid, then adjust based on performance. Dynamic bidding options can automatically adjust your bids based on likelihood of a sale. Explore bidding rules to help manage your advertising more efficiently.
How to set a budget for your ad campaign and create ad groups?
Choose a budget based on your business goals and use budget features to help manage your spend. Create focused ad groups to help organize your products effectively and align with your advertising strategy. Learn more about launching a Sponsored Products campaign through Amazon Ads Academy.
How to optimize your campaigns after launch?
A campaign launch marks the beginning of your advertising journey. To help maximize success when optimizing campaigns, run automatic and manual targeting campaigns together. We also recommend adjusting your bids and budgets strategically.
Optimizing your campaigns is an ongoing process. By consistently monitoring performance and applying these best practices, you'll be better positioned for sustained growth. Learn more best practices through Amazon Ads Academy.
Boost new product sales with Sponsored Brands
Now that you’ve launched your Sponsored Products campaigns, it’s time to elevate your strategy with Sponsored Brands. While Sponsored Products builds initial visibility, Sponsored Brands enhances your presence by combining top-of-search placement with engaging brand storytelling. This approach boosts trust and attention for new products, even without reviews or sales history. In fact, brand owners who use Sponsored Brands see 23% higher sales after 13 weeks.1 This drives earlier conversions and builds shopper confidence from day one.
Here’s how Sponsored Brands help you go further:
- Stronger conversion paths: Send shoppers to a Brand Store or curated landing page that highlights both new and established products, creating a seamless brand experience.
- Built-in credibility: Pairing new products with best-sellers transfers brand equity and encourages purchase confidence.
- More engaging formats: Use rich media like video to capture attention and differentiate your product right from the start.
Campaign strategies to consider:
- Single product video ads: Use the Drive Page Visits objective to send traffic to the Product Detail Page (PDP), increasing visibility and glance views to help boost organic rankings.
- Product collection or video ads for multiple ASINs: Showcase new products alongside your top sellers, and link to your Brand Store or a custom landing page to increase cross-selling.
- Branded impression share campaigns: Gain top-of-search exposure for new items that don’t yet have reviews, building early awareness and interest.
Maximize results with combined targeting:
- Keyword targeting: Use branded keywords for efficiency, non-branded to reach new shoppers, and theme targeting for automated relevance.
- Product targeting: Promote new products on detail pages of related items and use Market Basket Analysis to identify co-purchase opportunities.
Incorporating Sponsored Brands into your launch plan helps drive faster awareness, stronger trust, and better early-stage performance.
Sources
1 Amazon internal data, Jan 2025.