Brittany Levine from Tinuiti presented strategies for launching new products successfully on Amazon. The presentation covered operational best practices like inventory management and account health. It also discussed pre-launch content optimization tactics, recommended advertising approaches at launch like sponsored products and brands, and post-launch strategies like Amazon posts and attribution programs. A case study was shared of a supplement client that achieved its sales goals through optimized content, reviews/promotions, and layered advertising campaigns.

1. New Product
Launches on
Amazon
Tactics and Strategies for a
Successful Kickoff

2. Today’s Logistics
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3. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$2B #1 800+
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*AdAge Best Places to Work 2019-2021

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speaker
BRITTANY LEVINE
Specialist, Marketplaces

6. Agenda
● Operational Best Practices
● Pre-Launch: Content Strategies
● Launch: Advertising Strategies
● Post-Launch: The Better Together Approach
● Case Study
6

7. Have you launched a new
product on Amazon recently?
● Yes, in the last six months
● Yes, in the last year
● No, but I'm planning to in the next six months
● No, tuning in to learn more!
POLL

8. Operational Best
Practices

9. Building A Solid Foundation
4
2
3
1
DSP
● Retargeting
● In Market
● Lifestyle
Creative
The Amazon Flywheel is powered
by your conversion rate so brands
need to always invest in their
content.
Amazon Ad Console
● Sponsored Products
● Sponsored Brands
● Sponsored Display
Operations
If you don’t have the
systems in place to meet
demand on Amazon, you
won’t be able to scale.

10. Foundational Amazon Operations
10
Staying in stock
Retail readiness
Choosing which
products to list

11. Advanced Amazon Channel Strategy
CATALOG MANAGEMENT
Product Whitespace Analysis
Product Lifecycle Maintenance
Pack Sizes, Bundles, & Variations
ACCOUNT HEALTH
FBA Account Monitoring
Fulfillment Strategy
Amazon Annual Vendor Terms
Negotiation
Pricing Strategy
PLANNING, PO/SHIPMENTS,
OPERATIONAL COMPLIANCE
PO Management & Performance
Notifications
FBA Shipments
Minimizing Chargebacks
11

12. Prelaunch: Phase 1
Content Strategies
12

13. ● MOST important keywords need to be in your
product title
● Bullet Points and Description need to have
relevant and optimized keywords
● Amazon Vine & follow up review program
● Can people find your products via ads
through searches?
● Can we run a small promotion to generate
more clicks?
Discoverability & Buyability
How can consumers find and convert on your products

14. Product Listing
● Concise Titles
● Bullet Points With Top Keywords
● Benefits & Unique Features
Images
● Aesthetically Pleasing
● Easy To Understand
● Information Rich
Leverage Additional Content
● A+ Content
● Storefront
● Videos
Optimized Content
Once you get consumers to the PDP, get them to convert

15. Retail Readiness
● Do we have sufficient
inventory on hand at
Amazon?
● Is supply chain able
to fulfill additional
POs with increase in
sales velocity?
● Are we currently
winning the buy box?
● Are there any
resellers taking over
the buybox?
● Do we anticipate any
changes to the price
or fulfillment of the
product that could
affect this?
● Has the product
been enrolled in the
Vine Program?
● Does the product
have at least 15
reviews?
● Does the product
have an average star
rating of 3.5 or
greater?
● Is the detail page
content clear and
accurate?
● Does the product
have A+ content live?
● Do we have a
storefront?
● Product images, title,
bullet points, product
description
Inventory Buy Box Reviews Content

16. Direct Factors
● Text Match Relevancy
● Availability
● Price
Indirect Factors
● Fulfillment Method
● Reviews
● Images
● EBC/A+ Content
● Advertising
● Promotions
Amazon’s Organic Rank Algorithm
16

17. Launch: Phase 2
Advertising Strategies
17

18. PPC: Cost-per-click Display: CPM (Cost per thousand)
Amazon Ad
Console
Sponsored
Products
Amazon DSP
Amazon
Advertising
Amazon DSP
Amazon Ad
Console
Sponsored
Display
Sponsored
Products
Sponsored
Brands
Amazon
Managed
Service
Enterprise
Self Service

19. ● Auto campaigns allow you to
constantly identify new
converting keywords and ASINs
which should then be harvested
● Manual campaigns give you the
control over harvested
keywords to increase bids or
test into new match types
● Non-Brand keywords have
significantly more traffic than
branded keywords and are the
main driver of new-to-brand
purchases
● Competitor ASIN targeting
allows you to poach customers
from competitor brands
Sponsored Products
Cost-per-click advertising solution that enables you to promote the products you sell with highly visible
ad placements on Amazon.
Sponsored Product Ads
Automatic
Enhanced auto targets
Manual
Converting keywords or ASINs from
search term reports or external
research
Substitutes
Close Match Loose Match
Complements Non-Branded
Keyword
Targeting
Competitor
ASIN Targeting

20. ● Use high performing and most relevant
Non Brand keywords and competitor
ASINs from your Sponsored Product
ads
● Leverage custom image creative within
your campaign to represent your brand
and improve CTR
● Highlight specific pages within your
storefront by utilizing Store Spotlight
ads
● Utilize top performing existing ASINs
coupled with your new product ASINs
across both brand and Non Brand
campaigns
● Create SBV campaigns to maximize
space on the SERP & increase CTR
Sponsored Brands
Generate awareness and consideration with customizable ads that link directly to a landing page or a
storefront.
Custom Image
Sponsored Brand Video

21. ● With SD product targeting you can
access DSP inventory, include
custom ad copy, and add a brand
logo
● The SD ads can feature any
coupons, promotions, or deals
● Create a defensive campaign to
cross sell your new product onto
your existing products
● Utilize Views Remarketing to retarget
customers and increase overall
impressions
Sponsored Display
Sponsored Display enables you to reach audiences browsing on and off Amazon.

22. Post Launch: Phase 3
Better Together Approach
22

23. ● Allows for conversion reporting of
both orders and revenue for traffic
driven to Amazon from outside of
the marketplace
● Measures traffic purchased to a
website when then later converts on
Amazon
● Increases visibility around new
product launches and helps build
brand awareness for Amz exclusives
● Tracks the amount of users who
prefer to shop on Amazon over other
channels
Amazon Attribution & Brand Referral Program
Measure the impact of off platform channels on Amazon

24. ● Allows brand registered sellers to share
unique lifestyle images and product
related content through a feed
● Shoppers can explore brand specific
feeds or browse by product category to
discover the latest from the brand
● Free and easy way to drive brand
awareness while differentiating from the
competition
● Able to link posts to product detail
pages and measure metrics such as
impressions, product clicks, and
engagement rates
Amazon Posts
Allow customers to “follow” your brand

25. ● Allows brands to drive engagement with
existing customers and increase
retention via email
● Once you have brand “followers” you
can market to them directly through the
MYCE beta
● Increases visibility around new product
launches and helps build brand
awareness
● Schedule campaigns to be live for a five
day period, upload brand logo, add in
product, and select images
Manage Your Customer Engagement
Build brand loyalty and allow your customers to be the first to know about new product launches

26. The Full Amazon Advertising Funnel
Awareness
Considerati
on
Purchase intent
Purchase
experience
Purchase Purchase
DSP: In-Market & Lifestyle
DSP: Retargeting
Ad Console:
Sponsored Brands
Ad Console: Product
Targeting Ads and
Sponsored Products
Operational
Soundness &
Creative
Awareness
Consideration
Purchase intent
Purchase
experience
Purchase

27. Key Takeaways
27

28. New Product Launch
Launch Strategy Timeline
Month Pre-Launch 1 2
Action
● Set up products & ship in
inventory
● Keyword Research
● Create Storefront & A+
Content
● Launch ASINs
● Set up review program & enroll
in Vine
● Optimize PDP content
● Create Auto & Manual SP
campaigns
● Create SB Campaigns
● Enable 10% - 15% coupon
Month 3 4 5
Action
● Create offensive &
defensive campaigns
● Optimize advertising
campaigns and negate
keywords with lowest
performance
● Notify email list of new
product line - MYCE
● Create Amazon Posts
● Create Sponsored Display
defensive, offensive, and
remarketing campaign
● Drive internal & external Amazon
traffic (Amazon Attribution)
● Creating loyalty campaigns
to target users who haven’t
purchased in last 90 days
(DSP)
● Restock inventory
● Create bundles or new pack
sizes

29. Case study: Supplement Client
● Fulfillment: The client has
been able to maintain buybox
consistently for the last six
months. They have been
utilizing FBA, and have Prime
shipping.
● Content: The client optimized
titles, bullets, product
descriptions and metadata in
order to ensure we would show
up in the SERP for top keywords
organically and through our ads.
They built out a multi- page
storefront, and developed
custom A+ content for the new
products.
Launch Plan
Short Term Goal
After 3 months
$5K
GOALS & RESULTS
12% TACoS
29
Long Term Goal
15% TACoS
Total Product
Sales
$9K
● Reviews & Promotions: Submitted product
to Amazon Vine program to get 30 reviews
right away as well as launched post purchase
review request program. Launched with a 10%
off coupon to entice consumers to consider
purchasing a product with low review count.
● Advertising: Launched Automatic, Manual,
and Competitor targeting campaigns to start
harvesting data which we then put into our
Sponsored Brand campaigns. Currently, we
are working with our Amazon AE to get a
Sponsored Brand video created.
● DSP: Thirty days after launching ads, we
turned on retargeting within the DSP to begin
building our remarketing pool.

30. Schedule Your
Consultation
with an Amazon
Expert

31. Q&A

32. The Future of
the Web is here.
Find out everything around new restrictions,
cookies, IDFA, first-party data, and all things
privacy from our Tinuiti experts.
Learn More >
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33. Thank you!