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Originally published on November 28, 2023, updated November 30, 2023
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The first few months of starting a new business can be the most challenging, and also the most important time to ensure you get started on the right foot. To help new sellers in those crucial first days, Amazon has created a program to guide merchants just starting on the platform: the Amazon Perfect Launch Program.
Amazon’s Perfect Launch Program is a five-part playbook Amazon provides to new sellers to help them get the most out of the platform in their first 90 days. The company’s data scientists analyzed what actions and features produced the best results for businesses just starting on Amazon. The Perfect Launch Program is directly based on their findings.
According to Amazon, the sellers that follow the steps recommended in the Perfect Launch Program generate 6.3 times more revenue in their first year than those that don’t. That’s a good enough reason on its own to take advantage of the program, but Amazon also offers some incentives to sweeten the deal. That includes (but isn’t limited to):
Plus, starting a new business or even just a new selling strategy is hard. Following clear data-backed guidelines makes those first few months that much easier and sets you up for success moving forward.
The Perfect Launch Program emphasizes a few main strategies to employ in your first 90 days:
The Amazon Brand Registry is an Amazon service designed to help you protect your brand’s intellectual property. Enrolling provides access to several tools you can use to grow and safeguard your brand reputation. The service makes it easy to find and report any IP violations you encounter on the platform. It also opens up access to more detailed analytics to help you understand and improve your performance.
Your product pages are the main way Amazon customers will interact with your brand. The information you provide there will determine whether they decide to purchase from you. A+ Content is a feature you can use to enhance your product pages. Not only can you provide more information, like technical specs and comparative product info, but you can also use rich content formats like images and videos. A+ Content makes your product pages more informative and visually appealing, which can help drive more conversions.
Amazon’s data shows that A+ Content leads to an average 5.6% increase in sales.
Amazon’s FBA program lets you store your products in an Amazon warehouse and outsource all the work of fulfillment to Amazon. Even better, products available via FBA get the Prime badge, which makes them much more attractive to Prime members accustomed to fast, free shipping. According to Amazon’s data, FBA bumps sales up an average of 20-25%.
Getting your pricing right on Amazon is key to winning the Buy Box and earning sales. With so many other sellers on the platform competing to offer the best price, finding the sweet spot where your prices are low enough to win customers and high enough to make a profit is a constant battle. Amazon offers a free Automate Pricing tool that will automatically adjust your pricing to ensure your products stay competitive on the platform.
New sellers face an uphill battle getting noticed organically on the platform. Before you’ve gotten ratings and reviews, managing to rank and earn conversions is that much harder. Making use of Amazon’s various advertising products is the best way to enhance your visibility until you’re able to earn it more organically. You can use Sponsored Products ads, run deals, and offer coupons to help you earn those first sales and start growing your reputation. Be sure to send review requests to start increasing search visibility for your products.
Selling on Amazon is competitive enough that you have every reason to use the tools available to you to find an edge. Amazon’s Perfect Launch program is a clear roadmap for getting the most out of the platform. You can boost your results even further by considering tools that help with other crucial Amazon components like earning reviews, managing inventory, and winning and keeping the Buy Box.
Getting started on Amazon can seem intimidating and overwhelming at first. By utilizing tools that make the process easier, you can increase your odds of success and start reaping profits faster.
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