2023 Checklist – Successfully Launching a Product on Amazon

Are you feeling overwhelmed by the prospect of launching a product on Amazon?

Don’t panic!

Our comprehensive checklist is just how to get your new venture up and running.

It covers everything from optimizing your listing to using Amazon Advertising opportunities with PPC ads.

By following this guide, you will quickly be able to launch a successful product that stands an excellent chance of ranking highly and selling well.

Amazon Product Launch Checklist – 7 Steps To A Successful Launch

For most FBA sellers sourcing their products from overseas and then selling them in the US Amazon marketplace, there is a 30-40-day window where your inventory is on its way.

Don’t just sit idly by; take advantage of this period to ensure you are prepared for launch day!

Below are seven simple steps you should follow to maximize success with your product over the long run:

Keyword Research

Customers find your product through the words and phrases they type into Amazon to locate what they want – these are known as keywords.

To ensure potential buyers can quickly locate your item, incorporate relevant search terms in your listing!

So, how do you know which keyword to try to rank for?

Many Amazon keyword research tools are available to help with this, but the keyword tool of choice for me is Zoof.

Keyword Research - Successfully Launching a Product on Amazon
Keyword Research

With Zoof, you can easily discover the best keywords to add to your product listing for shoppers to pinpoint what they need immediately.

Where Should Keywords Be Placed?

Your product listings should contain the following essential keywords, listed in order of importance:

  1. Product Title
  2. Bullet points
  3. Description

Strategically include your keywords in the product listing with top priority given to the title.

Specifically, your primary keyword should be placed at the beginning of your product’s title so Amazon can accurately determine what it is and display it for relevant searches.

Product Title

Crafting the perfect product title is one of the most important parts of your launch.

It’s certainly THE most important body of text in your entire product listing, so creating a keyword-rich product title is important to increase your ranking.

When writing your product title, take into account the following:

  • Amazon may ask you to enter your brand name at the start of your title.
  • The main keyword should be as close to the start of the title as possible and should accurately describe what your product is.
  • The rest of the title should include all relevant keywords that you have found in step 1.
  • Your title should be readable, written for real people, and make sense.
  • Your title should be 150 – 200 characters long 
  • It would be best if you didn’t repeat keywords.

This is a great example of a highly optimized product title that has the right keywords placed in the right order:

When writing your product title, take into account the following:
When writing your product title, take into account the following:

The full title reads:

ORBLUE Garlic Press Stainless Steel – Premium Professional Grade Garlic Mincer, Crusher & Peeler Set – Easy Clean, Dishwasher Safe & Rust-proof

This title captures potential customers’ attention by starting with the brand name and then displaying ‘Garlic Press’ as the target keyword.

Additionally, it accentuates the product’s features and benefits by adding other relevant keywords to bolster its effectiveness.

Product Bullet Points

Your product bullet points are the next most important text in your product listing.

These should include all relevant keywords and key phrases that you have found in the keyword research section.

This part of your listing is where you can sell the benefits of your product and convert your shoppers into paying customers, and you have five opportunities to do this.

Here is the best way to structure your bullet points:

  • BULLET POINT 1 – A benefit to your customer
  • BULLET POINT 2 – A benefit to your customer
  • BULLET POINT 3 – A benefit to your customer
  • BULLET POINT 4 – A benefit to your customer
  • BULLET POINT 5 – A promise to reduce risk to your customer

I’ll use the same Garlic Press product listing to show how they have nailed the bullet points as well as their product title:

Product Bullet Points
Product Bullet Points

The first four bullet points sell the benefits of the garlic press, while the 5th bullet point provides reassurance that there is zero risk to purchasing as they provide a 100% satisfaction guarantee.

Product Description

Even though product descriptions hold less value in terms of keyword indexing, it’s still a great chance to display your item and persuade customers to purchase it.

Describe the features of your product in detail, explain how it works, who would benefit from using it, and why they would love having one!

What is the goal of the product description? 

  • Summarize the benefits that we listed in our bullet points.
  • Reassure or convince our customers that our product is exactly what they want.
  • Remove risk once again
  • Ask for the sale.
  • Use as many remaining keywords as you didn’t manage to use in our product title and bullet points.

As your product launch brings in sales, you can identify customers’ questions. Your product description is a great way to provide answers and should adapt as customer feedback grows.

Product Images

You’re allowed up to nine unique, high-resolution images of your product – including lifestyle shots and detailed close-ups.

The main photo should be the first image with a white background, with the other photos showing different angles of the product.

It’s important to ensure that all your images are high quality and highly relevant to the product.

Remember, this is how customers can better understand your photos and give your buyers a better idea of why they should choose this product over competitors!

Getting Positive Reviews

Positive reviews are a key factor in boosting your ranking on Amazon and a great way to increase conversion rates through social proof.

Once your newly launched product reaches the FBA Center and your listing is live, you must collect positive reviews as soon as possible.

This can prove tricky when you’re on page 5 and not generating any sales.

However, the more reviews you have, the better your product will rank in Amazon’s search engine, so collecting these reviews is imperative.

So, how do you get positive reviews when you’re not making sales?

An effective way to do this is to reach out to your nearest and dearest.

You will be surprised to see how much your family and friends are willing to help you with your new venture if you reach out and ask if they would support you by purchasing your product.

Offering them a large discount code can go a long way in showing them your appreciation!

You must ensure they search for your keyword on the Amazon website (as important as you want to rank for this keyword), scroll through and find your product, and purchase it without clicking off your listing.

By not clicking off your listing and making the purchase right away, they will positively impact your conversion rate.

To make sure your contact finds the correct product:

  • Send them a photo of your main product image or
  • Add your brand name to the listing for the first week so it’s clear which product is yours

Make sure they DO NOT purchase using the same Wi-Fi connection as yours because Amazon can tell from the IP address, and they will know that you are fishing for reviews.

Run PPC Ad Campaigns To Gain Initial Sales

It would be best to focus on running Pay Per Click (PPC) ads during the product launch phase to generate sales early.

It’s highly unlikely that you will profit from your PPC campaigns during a product launch, especially if you apply a coupon code or discount to incentivize a purchase.

The main objective of your ads is to show up for your specific keywords at the top of the search results and to make your listing visible at the top of page 1.

When your ads generate sales velocity for the keywords you are targeting, you will eventually rank organically for them instead of having to pay to show up for them.

Amazon Product Launch Checklist Summary

To achieve a successful product launch, we highly recommend checking off the above tasks to increase your chances of success.

In summary, you should:

  • Perform Keyword research to optimize your product listing
  • Make it as simple as possible for Amazon to know what your product is through correct keyword placement.
  • Upload professional, white background and descriptive photos to your listing.
  • Gather as much support for your product launch as possible from family and friends, and ask them for an honest review of your product 48 hours after the purchase.
  • Run Amazon PPC campaigns to generate early sales and start to rank organically for your target keywords.

Craig Adam

Craig Adam

An ex-construction worker turned multiple-figure eCommerce seller—founder of Craig-adam.com, writing about eCommerce, Amazon FBA, and Entrepreneurship.

eCommerce FAQs

Passionate advocate for digital inclusivity, leading the charge at Understanding eCommerce to provide web accessibility solutions for businesses and organizations. Committed to making the online world accessible to all.