How to Assess Potential New Product Launches on Amazon
Launching a new SKU on Amazon is exciting—but especially in competitive spaces like natural health, supplements, and personal grooming, success takes more than a great product. It requires smart research, thoughtful planning, and an eye on early customer trust. Here’s a straightforward guide to help you evaluate your next product launch.
1. Get Clear on the Competition
Before you commit to inventory or ad budgets, take a good look at what you're up against:
Best Sellers Rank (BSR): This gives you a snapshot of how well products are selling in your target category. A lower BSR usually means higher demand—but also tougher competition.
Listing Quality: Study top-performing listings. What kind of keywords are they using? How do their images and A+ Content look? Pay special attention to listings in natural or health-focused categories, where clarity and trust are key.
Reviews: Read through customer reviews to see what people love—or complain about. Spotting gaps in satisfaction could be your opportunity to offer something better.
Pricing & Promotions: Check how competitors price and promote their products. Are they offering coupons, bundles, or subscription discounts? Understanding the going rate helps you figure out where your product can stand out.
2. Make Sure the Product Idea Fits Amazon
Once you've done some competitor snooping, ask yourself: Is this a product that works well on Amazon?
Keyword Research: Look up relevant search terms—both broad and specific. This helps you understand how people are shopping for similar products and what they’re searching for.
Compliance Ready: Especially for supplements and personal care, make sure your product meets Amazon’s policies. Clean ingredient labels, proper packaging, and relevant certifications go a long way.
Profit Margins: Do the math. Account for your product cost, Amazon fees, shipping, and advertising. Can you still make a decent profit even with early promo pricing?
3. Plan a Strong Launch
Launching a product on Amazon is like making a first impression—you want to get it right.
Optimize Listings: Create a strong title and clear, benefit-driven bullet points. Use top-notch photos, and if you’re eligible, add A+ Content to boost conversions.
Inventory Planning: Have enough stock to meet early demand, but don’t overdo it. Running out or sitting on excess inventory can both hurt your momentum.
Advertising Strategy: Be ready to invest more in ads during the first 4–6 weeks after launch (the so-called honeymoon period). Your goal is to drive sales, collect reviews, and build organic ranking.
4. Build Trust Fast
When it comes to natural and personal care products, shoppers want to feel confident in what they’re buying.
Get Early Reviews: Those first 20–25 reviews can make or break your launch. Aim for honest, high-quality feedback to establish credibility early on.
Automate Follow-Ups: Use Amazon’s tools—or third-party platforms—to follow up with buyers and encourage reviews. Customer photos and videos are a big plus, especially for products that go on your skin or in your body.
Stay Flexible: Watch your metrics closely—conversion rates, CTR, and review trends—and make changes as needed. Whether it's tweaking your pricing, title, or ads, staying agile pays off.
5. Track Results and Keep Improving
Even after launch, your job isn’t done. Keep learning and adjusting as you go.
Monitor Key Metrics: Keep tabs on your sales, ad performance, keyword rankings, and overall profitability. These numbers tell you what’s working—and what’s not.
Adjust Ad Spend: As your product earns more reviews and traction, you can start to refine your ad strategy. Shift from broad awareness to focusing on your best-performing keywords.
Use What You Learn: Every launch teaches you something. Use that insight to improve future products, adjust your formulations, or explore new niches.
Final Thoughts
Launching a new product on Amazon—especially in the natural health, supplement, or grooming space—is all about doing your homework and staying nimble. With smart research, a solid launch plan, and a focus on building trust through great customer experiences, you’ll set your brand up for real, long-term success.