The BIGGEST Amazon Product Launch Window (The Boost Before Lockdown Threat)
Are you looking for an Amazon product launch strategy? You’re in the right place! While most brands plan launches for the beginning of the year (kind of like a New Year’s resolution) and some even plan around seasonality, very few know that Amazon has its own Biggest Amazon Launch Window (some call it. BALoW).
The biggest launch week falls at the end of September each year and requires a 90-day window between July to September to prep for launch week.
This article will cover your Amazon launch window, and give you a Free downloadable Amazon Launch Window Checklist to help you take advantage of this product launch opportunity for your products.
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Why The Tight Launch Window?
SpaceX launches have very specific times when it is not only viable, but also crucial to launch in order to reach an intended target. This is called a launch window. Miss the narrow launch window, and you are waiting a year or more until the next window rolls around.
Similarly, on Amazon there is one big Amazon Launch window each year for several reasons.
Reason #1: The Gravitational Pull Of Q4
Firstly, the Big Amazon launch window conveniently aligns with the holiday feeding frenzy that Amazon enjoys every year. By launching during this time, businesses can leverage increased consumer spending around Q4 to boost sales and gain exposure for their products beyond the normal traction offered by off-season launches.
Reason #2: The Honeymoon Boost
In addition, the launch window also works to supercharge the “Amazon honeymoon” period.
Because Amazon likes to be known as a fresh and exciting marketplace there is an Amazon Honeymoon built into the the A10 algorithm. This is the period immediately after a product’s launch when it receives increased visibility and promotional love from Amazon. By properly aligning your 90-day honeymoon period with the Q4 season, your brand aligns multiple Amazon product launch strategies to generate extra momentum like a rocket escaping Earth’s gravity.
Reason #3: Beating The Amazon-Lockdown Threat
Due to increased logistics and support demands around the Holiday Season, Amazon often forbids new product launches and inventory shipments during Q4. These lockdowns happen without notice, and lock out new product launches until after Christmas. While Lockdowns are not certain, they have become commonplace, and when a lockdown is implemented, it becomes impossible for businesses to launch new products.
By launching within the 90-day window leading up to this Lockdon Period, businesses can ensure that their products are available during the Holiday shopping season and avoid the risk of being locked out by Amazon.
Overall, the 90-day product launch window provides businesses with the best opportunity to capitalize on the holiday season, leverage the Amazon honeymoon period, and avoid the Amazon-lockdown threat.
Amazon product launch strategies that focus on launching within this window, businesses can increase their chances of a successful product launch and ensure that their products are seen by as many potential customers as possible.
What this means for your Amazon product launch strategy…
Since Amazon has a very tight and specific product launch window follow these steps to take maximum advantage of the BALoW:
Hack Holiday Sales For Your Amazon Launch Strategy
Supercharge Your Amazon Honeymoon
Beat The Amazon-Lockdown Threat
Plan Your Amazon Product Launch Window
Following this sequence gives you maximum product launch capabilities with little spare room to plan for any unforeseen delays in Category, Product approval, document submission and the craze of Amazon’s Q4 ramp-up.
Amazon Product Launch Window Checklist
Let me give you a step-by-step framework that will help you navigate the 90-day Amazon product launch window.
Find a downloadable version of this checklist right here.
Say 'Yes' To FBA
Having your products listed in Amazon FBA (Fulfillment by Amazon) offers huge marketing benefits for your business. One of the most significant advantages of FBA is that it opens up your products to Prime shoppers.
With over 150 million Prime members worldwide, being visible to them can significantly boost your sales. Additionally, being in FBA means your products are eligible for Prime’s free two-day shipping, giving your customers more reasons to choose your product over others.
Not being in FBA, on the other hand, can result in your products being invisible to up to 60% of Prime shoppers who have their default search settings set to “same-day delivery.”
This means your products may receive fewer clicks and purchases, affecting your sales and overall business growth.
Therefore, listing your products in Amazon FBA is a smart move that can help you make more sales, reach a wider audience and increase your revenue.
Set Up A Launch-Ready Supply Chain
It’s time to get your inventory ready for shipment into Amazon fulfillment centers. To do this you will need to coordinate transfer from your manufacturer or your warehouses to Amazon.
This will involve creating a listing, at least a temporary listing for the purposes of creating an Amazon inventory SKU. Next, you will need to create a Shipment Plan and coordinate delivery dates, This may also involve planning a freight forwarder and 3rd party inspections of your products.
Amazon Listing Creation
This is a huge subject all by itself because your Amazon listing (Product Page) is the foundation of your Amazon SEO and what the A10 algorithm will use to determine which keywords to rank your products into.
At the most fundamental level, your Amazon product launch will involve creating a Product Page that entices the A10 Algorithm to rank your products alongside the top-selling products on Amazon.
This will include critical back-end product details, pricing, and SEO-Optimized Amazon titles. Emotionally Compelling Copy and High-Performing Amazon Images.
Once you have all these essential elements in place, you are ready for…
Your Amazon Launch Week
Preparing mentally, logistically, and promotionally for your Amazon product launch week is crucial to a successful Amazon launch.
There are several steps you can take to ensure success during this critical time. First and foremost, you should have a solid marketing plan in place well before your launch date (hence, the downloadable Amazon Launch Window Checklist, did you grab that yet?).
This may include Amazon PPC campaigns, responsive optimization of your product listing and ensuring that all product information is accurate and complete based on launch week data.
This will also involve setting up automated emails to follow up with customers and encourage them to leave a review or address any negative reviews promptly and courteously.
With these steps in place, you can maximize your chances of success during your Amazon launch week and beyond.
These details are covered step-by-step in your Amazon Launch Window Checklist.
Front-Facing Adjustments
Amazon Optimization is not a noun, it is a verb. Just because we launched a new product page with fresh images and creative copy, does not mean this is the perfect combination of marketing collateral that will get the highest conversions or the best SEO.
After the first few sales, it’s time to test and monitor.
Monitor for Suppressed Listings (adjust marketing and resubmit)
Split Test Main Images for higher Click-Through Rates
Split Test Image Stacks for Higher Conversion
Add Video and test for higher Unit Session Percentage
Add A+ Content and Comparison Charts – monitor margins and conversions
Get Your Reviews Early
On Amazon, reviews have a direct impact on conversion rate, rankings, sales, and more.
Here are your review options:
Legitimate methods (officially endorsed by Amazon)
Grey Hat (not against TOS, but not encouraged either)
Black-Hat or illegal methods, such as fake reviews.
While fake and black-hat reviews might seem great, these methods almost always get you banned.
There are many legitimate ways to get reviews:
Use product inserts and drive traffic to a private lander page that you control
Use the “Request a Review” button found in Seller Central, on the details page for each buyer order
Create a Follow-up email sequence that nurtures your new customer and asks for a review
Also, be sure to check your seller feedback in your Brand Registry dashboard, and reply quickly.
Launch Service: Amazon Account Management
Launching a product on Amazon can be a daunting task, especially for brands focused on brick-and-mortar retail, or driving their own e-commerce sales.
However, with the help of launch services, brands can ensure a successful launch and gain traction quickly. Ecom Optimization has helped over 100 brands to launch their products on Amazon successfully.
This Account Management Agency helps with everything from product listings to Amazon PPC campaigns. Ecom Optimization has a team of experts who know the ins and outs of Amazon and have helped brands to increase visibility, sales, and ultimately, profits.
With Ecom Optimization’s launch service, your brand can avoid the common pitfalls of launching a product on Amazon and instead focus on what they do best: creating high-quality products.
Conclusion
The 90-day launch window leading up to Q4 provides businesses with a strategic advantage for launching products on Amazon. By taking advantage of the increased consumer spending and promotional love from Amazon during the “honeymoon” period, businesses can generate extra momentum that can boost their sales beyond the off-season traction.
Plus, launching during this window helps businesses avoid the risk of being locked out by Amazon during Q4. Overall, launching within the Biggest Amazon Launch window gives you the best chance of success and exposure during the holiday season on Amazon.
FAQ
Q: Why is there a specific launch window for Amazon each year?
There is one big Amazon launch window each year to align with the holiday season, leverage the Amazon honeymoon period, and avoid the Amazon-lockdown threat.
Q: What is the Amazon honeymoon period and how does it benefit businesses?
The Amazon honeymoon period is a period immediately after a product’s launch when it receives increased visibility and promotional love from Amazon. Aligning your 90-day honeymoon period with the Q4 season can generate extra momentum for your brand.
Q: Why should businesses choose FBA (Fulfillment by Amazon)?
Being listed in Amazon FBA can significantly boost sales, as it opens up your products to Prime shoppers and makes them eligible for Prime’s free two-day shipping. Not being in FBA can result in your products being invisible to up to 60% of Prime shoppers who have their default search settings set to hide non-FBA listings.
Q: What are the critical elements of an Amazon listing creation?
Critical elements include back-end product details, pricing, SEO-optimized Amazon titles, emotionally compelling copy, and high-performing Amazon images.
Q: What steps should businesses take before launching their product on Amazon?
Businesses should have a solid marketing plan in place well before their launch date, which may include Amazon PPC campaigns, responsive optimization of their product listing, and ensuring that all product information is accurate and complete. They should also set up automated emails to follow up with customers, address any negative reviews promptly and courteously, and monitor for suppressed listings.
Q: How can businesses get reviews on Amazon?
Legitimate methods include using product inserts to drive traffic to a private lander page, using the “Request a Review” button found in Seller Central, creating a follow-up email sequence that nurtures new customers and asks for a review, and checking seller feedback in the Brand Registry dashboard and replying quickly. Fake and black-hat reviews are not encouraged and can get businesses banned.
Take the Next Step Toward Unlocking The Power Of Amazon
If you’re looking to get more money from your Amazon efforts, hiring an expert is your best bet. An Amazon Account Management Agency will work with you on so much more than just launching products.
Daily management covers optimization of your ad campaigns, decreasing your advertising cost of sales (ACoS), and boost Sales Conversions, all while taking advantage of Amazon’s highly-effective Enhanced Marketing to grow Organic Attraction.
In other words, if you sell on Amazon (or want to) you can’t afford to not be leveraging experienced Account managers to your benefit.
ECOM OPTIMIZATION Amazon Account Management can help you to build an effective strategy that aligns with your unique brand needs.
Using a hands-on, human-led approach, we’ll help you get more from your Amazon sales channel, so you can enjoy more growth for your business in less time.
Ecom Optimization Amazon Account Management is here to Help
Ecom Optimization is a full-service Amazon Account Management Agency. Our team consists of specialists in all areas of Amazon optimization and management.
When you look at the many ways that Ecom Optimization Account Management can help you grow your brand on Amazon, you’ll see why selling on Amazon becomes headache-free with Ecom Optimization:
Strategic Growth Planning
Amazon Copywriting Optimization
Amazon Image Optimization
Paid Advertising Management
Seller Support Management
Amazon Enhanced Marketing
Brand Reputation Management
Amazon Posts
Full-Service Amazon Account Management
