Learn If You Should, and How to Effectively Relaunch Amazon Products
You started selling on Amazon months or maybe years ago. Everything was going fine, maybe even great, but you’ve noticed the dreaded decline in sales. This is your livelihood, so it’s important to get to the bottom of this and have a plan in place to turn things around. First, you need to determine if your product listing deserves a second chance. Then you can follow these guidelines on how to relaunch Amazon products.
Are Your Listings Optimized Effectively?
If you can’t check off each of the points below, your listing could use some TLC. By making changes to these elements you could improve your rankings and thus your conversions (and may warrant a relaunch of Amazon products).
Do you have relevant keywords targeting your product? Depending on the competition, keywords for your product niche may be highly competitive and harder to reach. If so, you are missing the chance to rank for these top keywords. The opposite side of that is that you have keywords with a low search volume.
Look at the category in which you launched your product. Is this still the best choice? Maybe run your own informal market research and ask a few people (who are not familiar with your product) what category they would seek out to find your product. Additionally, look at your competition. You can easily spot who is at the top of search results. Continuously monitor what they are doing.
Now that customers have found your listing, are you engaging them with text that will lead them to adding your product to their cart? From your bullet points (which is one of the first things a customer will see) to your description, you need to clearly present information about your product. Don’t be too vague or over technical. Make sure that you are addressing common questions (like size, quantity, product features) as well as filling in the void of how this product can help in their life.
If your pictures are low quality you will quickly lose interest and you won’t present yourself as a professional, trusted seller. People are visual. Use your images (and use all of your image slots) to convey the most important aspects about your product. The first slot should be only the product with a plain white background.
Subsequent images can highlight product features, be lifestyle photos, show product dimensions (if that is important to what you are selling) or a size chart (if you are selling apparel). Think about how you can make your customer feel at ease and better understand your product. You may know everything there is to know about your product, but customers don’t. You need to show them with clear and concise images and graphics.
Part of your business plan should include a budget for advertising. Yes, you can get some exposure organically but you won’t go as far as you will when you combine organic efforts with advertising. Amazon offers manual and automatic PPC campaign options. They each come with their own set of pros and cons. However, manual campaigns are more ideal. Automatic campaigns are good for the start of your program to discover your high-ranking keywords as well as those non-converting keywords.
Additionally, PPC campaigns work for large, medium and small scale businesses since you are paying only for the clicks you receive. Amazon offers three main PPC ad types: sponsored product ads, sponsored brand ads and sponsored display ads.
Deciding the best course of action for your advertising program can be intimidating. If you’d like help navigating Amazon’s PPC options, please reach out and our PPC expert will be happy to create and manage a campaign for your business needs.
Your reviews and how well you answer customer inquiries directly affects your sales. Sometimes negative feedback helps us understand an issue like poor quality. Other times we can gain valuable knowledge from customer reviews and questions. If we read between the lines we can identify important product details that may be missing from our content. By adding this information into the bullet points and description it could help to alleviate some frustration and negative reviews. Either way, your customers are important long after they hit ‘add to cart’. Make sure you’re still in tune with how you can assist them, answer questions or improve your product.
Evaluate Your Product
In addition to making sure your product is optimized correctly to gain traction and conversions, you also need to evaluate your product to make sure it’s meeting customer expectations and your own. Do you really want a faulty product stifling your brand's success? It’s better to accept that maybe this product was a dud and evaluate if it is worth improving or ditching it altogether.
Take an honest look at your product. Evaluate if it's worth improving or ditching.
Taking an honest look at your product is hard to do but very important (putting time, energy and money into a mediocre product isn’t going to get you anywhere). You probably already know some of the issues that the product may have if you are keeping up with your customer reviews and questions.
Amazon created a dashboard called Voice of the Customer for Seller Central sellers. This centralized hub is where you can gain valuable feedback from customers. When you are in this dashboard you can view the Customer Experience Health of your offers, read customer comments, identify product and listing issues and act to resolve programs.
Now it’s time to look deeper into the root of the issues:
- Is the manufacturer constructing the product as it was initially discussed?
- Are the materials up to par or do you need to do some research to find better quality options?
- Is the product design still relevant? Look at the shape and size. Is this still what consumers are looking for?
- Does your product branding and packing help customers feel like they made the best choice buying your product? Also, does it protect your product during shipping? Is everything accurate (any text on the packaging, instructions) on your product and packaging?
If you are questioning your products craftsmanship it’s best to contact your supplier as well as your graphic designer to evaluate your options. Once you know what you can or can’t do, you can better gauge if relaunching or saying goodbye to this product is the right option for your business.
Steps to Relaunch Amazon Products
Now that you’ve determined if your product is worthy of an Amazon relaunch, here’s what you need to do next.
First, you need to understand more about Amazon’s A9 algorithm and metrics because in order to rank you need to sell your product, and if you sell your product you will rank. There is a strategy involved that can further help your product's success on Amazon. Amazon’s search algorithm, A9, places Amazon’s best-selling products, with the best margins, by the most customer-focused sellers in front of customers.
Amazon’s search algorithm, A9, places Amazon’s best-selling products, with the best margins, by the most customer-focused sellers in front of customers.
Amazon isn’t going to release all the specifics that make up this algorithm but these four factors play into your sales success: sales velocity, text match relevancy, price and product availability. All of which are important considerations when considering a product launch or relaunch.
Next, you need to determine the type of relaunch you are going to move forward with: re-rank, new ASIN or rebrand.
Pro: Can be the least expensive
Con: Least effective relaunch option
In order to attempt to re-rank we suggest first evaluating your listing and keywords. Next look at your reviews. Do you have a decent review rating? If you have these components in order, then this option may work to turn your listing around. Be cautious when utilizing this approach. While it can be the least expensive starting out, if you continue this approach for a long period of time with no results it can end up costing you more money.
Pro: If you set up as a variation you can hopefully keep previous reviews (if they are good reviews worth keeping)
This option is more complex as you have to start with a new ASIN. You need to start by removing your old inventory. Then send inventory back in with a new UPC and create a brand new listing or variation.
Pro: New look that fits with the target demographic of your product could encourage uptick in sales
Con: Expensive and time consuming
Sometimes the packaging or branding is not well received. Updating these things can give your product a brand new look and feel for your product. In order to re-brand consider a new logo, colors, packaging, literature/directions - basically anything that is sent along with your product when sold.
Recipe for a Successful Relaunch
For any relaunch of Amazon products to be successful you need to remain diligent in these four areas:
Keywords, Listing Text and Images:
We addressed this earlier in the article but if you do not have your listing fully optimized your products may never see page 1 of search results.
People can’t physically see and touch your product so they rely on reviews to see if the product lives up to the description and will fit their needs. Reviews also play into Amazon’s A9 algorithm and help with your placement in search results. You need reviews!
Advertising is Necessary
Amazon is crowded, so relying solely on organic search results is not going to get you far. Budget for PPC advertising. If you don’t know how much to allocate for your advertising expenses, reach out to our team and we’ll gladly lead you in the right direction.
Exposure Off Amazon
Amazon is huge and has some great tools to help you garner interest in your product but there are more customers out there, you just need to find them and educate them on your brand and product. You can do this through email marketing (if you already have an email database) or through social media and influencers. Utilizing these channels has made it easier than ever for businesses to expand their reach and drive traffic to their Amazon listing or store.
Market Your Relaunch
You’ve made changes to your product one way or another to warrant a relaunch. Now that it’s “new and improved” make sure you are clearly conveying that message to customers. Be sure to highlight how the product's past issues have been resolved. Give customers a fresh perspective to view your product and they will likely give it a second chance.
Give customers a fresh perspective to view your product
and they will likely give it a second chance.
Market your product not only within the confines of Amazon but beyond the eCommerce giant. Utilize social media, influencers and email marketing to further increase your brands exposure and drum up more interest.
You’ve spent a good amount of resources figuring out if your product is worth relaunching and actually conducting the relaunch. Now make sure you are using the right marketing terms and outlets to get you the most bang for your buck.
If you are unsure whether to relaunch Amazon products that are in your catalog, let’s chat. Our team can help access your Amazon business and sales, and together we can create a strategic plan to move forward.