The best 5 Amazon FBA product launch strategies (2021)

Updated: 6 days ago

If you are searching for legit strategies to launch and market your products with Amazon FBA, this is the place to be.


In this full guide, I’ve included all the proven profitable methodologies that allow you to launch your product on Amazon, rank higher for specific keywords and successfully advertise your listings on Amazon Advertising (formerly AMS: Amazon Marketing Services).


As always, all of my marketing strategies are perfectly legit and you won’t find shady cheats or shortcuts that violate Amazon policies.


If you have an Amazon Vendor Central account you won’t be able to exploit all the strategies mentioned in this article, since you might have different options and tools available. Not to mention the different business relationship in place with Amazon itself, since you are the supplier and Amazon is the client.


For laymen, having an Amazon Vendor Central account means you are selling directly to Amazon. The latter is your client and you are its supplier. Having an Amazon Seller Central account means you are using Amazon as a marketplace.


Well, without further ado, let’s begin.



Table of contents

  1. Get your product reviewed before launch with Amazon Vine;

  2. How to get more reviews with Amazon marketing automation;

  3. How to get more reviews with Amazon package inserts;

  4. How to launch and market a product on Amazon with advertising;

  5. How to rank higher in the search with Amazon giveaways.


Amazon product launch formula
Alberto Carniel explains the best proven strategies to launch and market a product on Amazon.




GET YOUR PRODUCT REVIEWED BEFORE LAUNCH WITH AMAZON VINE




The first strategy I want to show you is how to launch a product with Amazon Vine. The objective is to get your listing reviewed before you invest in advertising or other publicity.


While reviews are not necessary to launch a product (read the next chapters to discover why), they surely increase trust and contribute to higher ranking.



What is Amazon Vine?

Amazon Vine is a program that gathers Amazon’s most trusted reviewers and invites them to share their opinion about a new or pre-release product… after they have tested it for free, of course!


Positive Amazon Vine review
Example of positive Amazon Vine review.

Users have to satisfy several criteria before they become Vine voices and the program is invitation-only.


Leaving a review is not mandatory, but Amazon updates the voices pool regularly in order to keep the most active reviewers.


On the other side, businesses must:

  • Be a brand registered in Amazon Brand Registry;

  • Sell the product with the FBA (Fulfilled By Amazon) program;

  • Sell a non “adult product”;

  • Have less than 30 reviews on the product detail page;

  • Have already launched (published) the product at the moment of enrollment;

  • Have available inventory;

  • Have an image and description.


Amazon Vine might charge an enrollment fee depending on the season, product sponsored and other internal marketing criteria.


Usually, it’s pretty much affordable and sometimes there is no fee at all!


There are some limitations, tho.


For example, the quantity of Vines available (the products that you can enroll in) can vary. So, you should be very selective and only enroll your best items.


Amazon Vine's enrollment limits
Amazon Vine's enrollment limits. Selling Partners are allowed a limited number of concurrent active enrollments.

You may also have caps for the amount of units you can give away per each Vine.


Amazon Vine's enrollment details page
Screenshot of Amazon Vine's enrollment details page.

Basically, if your ASIN (Amazon Standard Identification Numbers) is eligible for enrollment, your Vine will be active in 24 hours and you’ll start seeing reviews after15 days (based on Vine’s worldwide reviewer population as of December 2019).



Why you should use Amazon Vine

If you believe in the uniqueness and quality of your product, you have nothing to fear.


In fact, you don’t have any control over Vine reviews and aren’t allowed to contact the voices directly.


So, if your product isn’t up to par, Amazon Vine may become a double-edged sword.


You don’t want to flood your listing with negative reviews even before starting, do ya?


Agreed with this pre-requirement, this method will boost the social proof on your listing.


The higher your social proof is, the higher the likelihood visitors will purchase your product.


Who doesn't read reviews, after all?





HOW TO GET MORE REVIEWS WITH AMAZON MARKETING AUTOMATION




According to Amazon Advertising guidelines, one of the parameters to consider an item retail ready is to attain at least 15 reviews.


So, how can you request more reviews for your listings?


You have two choices:

  1. Manually. You can manually invite buyers to leave a non-biased review by using Amazon’s Request a Review button;

  2. Automatically. You can automate review invites by using a third party marketing automation software for Amazon. There are many tools out there like FeedbackWhiz, Seller Labs Feedback Genius or Helium10 Follow-Up. In this article, I’ll show you how to use Follow-Up, since Helium 10 is an industry standard for Amazon keyword research and on-page optimizations.



How to get more reviews with Amazon’s Request a Review button

This manual method is not scalable, but it can be useful if you are a new Amazon seller with low budget, low sales volume and can’t afford Helium 10.


Manual actions vs marketing automation
But don’t worry, follow my guide, get sales and buy Helium 10! I got you.

The Request a Review button is a free Amazon feature that becomes available in the order details page once the transaction is complete.


From your Amazon Seller Central console, navigate to the Orders section and click on Manage Orders from the drop down menu.


Amazon orders on Seller Central console
In the top menu of your Amazon Seller Central console, select Orders and then click on Manage Orders from the drop down menu.

On this page, you can find the history of your orders. When you see an order with a green badge Payment complete next to it, you can invite the buyer to leave a review.


So, click on the seller order ID link to reach the order details page.


Amazon seller order ID
To access an order details page, click on the seller order ID (I partially hid mine for privacy).

Once you are on the order details page, find the button Request a Review on the right.


Amazon Request a Review button
In an order details page, click on the Request a Review button.

After you click the button, Amazon will remind you that you can request just one review per order. It means that if you use this free feature, you can’t send another notification to the buyer for the same order requesting a review.


This issue can occur when you are already using an Amazon marketing automation software and click on the Request a Review button.


Request just one review per order on Amazon
Amazon warns you to send just one review request. So, if you use Amazon's Request a Review button, you shouldn't iterate the request with other third party marketing tools.

The image below represents what an Amazon email looks like when you request a review to a buyer.


Amazon request a review email
This is an email example that Amazon sends to buyers requesting a product review.


How to automate Amazon product review requests

If you are serious about selling on Amazon, you should set up a marketing automation to request reviews from your buyers.