Amazon product launches require you to be retail ready. If you aren’t 100% retail ready, you jeopardize the success of your launch. These 7 tips are must-do’s for any Amazon seller or brand preparing to launch a new product on Amazon. Once you’ve nailed the tips shown here, you can achieve peace of mind by using the product launch checklist below.

How to Launch a New Product on Amazon

Resource: Amazon Product Launch Checklist

Remember, Amazon product launches are not the same as product additions, releases, or refreshes. It takes a lot of work to ensure a successful Amazon product launch and not every product needs (or merits) the effort. In order to create the conditions for a successful launch, you need to juggle numerous items to ensure they are under control and optimized.

Use this Amazon new product launch checklist to help you cover all your bases and identify if there are any categories you are lacking in ahead of launch. If you can’t answer “YES” to each question, you may need to re-evaluate your launch plan.

Product Concept

Has the product been validated as something buyers not only want but will seek out and purchase?

Is it fresh and original rather than just another version of an existing product? Does it do or bring something new or better to the marketplace?

Does the product solve a problem or otherwise help or delight a buyer?

Product Logistics

Can it be tested cheaply and easily? Are you prepared to do this to ensure consistent quality?

Is it listed in a non-gated or otherwise non-restricted category? Don’t make it difficult on yourself by having to get pre-approval to sell.

Is it high-quality and durable?

Is it easy to use? Do you include instructions? Have you provided in-package assistance?

Financial Goals and Metrics

Most shoppers are more willing to try a new product priced at $15-$25 rather than taking a chance on one that is significantly more expensive. Is your product priced to buy and is the value clear?

Have you factored your CoGS and calculated your best-case worst-case scenario profit margins? At what point can you consider the launch a success or a failure? At what point do you cut your losses and discontinue?

Have you left wiggle room for pricing? With the Amazon Giveaways program discontinued, have you left room to offer deals and promotions?

Marketplace Assessment

Is your product’s category one that allows space for new entrants?

Does your product transcend seasonality so you’re not reliant on one small window to carry the year? Have you budgeted for that and the inventory and storage issues that come with it?

Is your product on trend without being a flash in the pan? Is it keeping up with current times and tastes, while also being enduring rather than a fad?

Amazon Optimization

Have you fully calculated your Amazon fees, including FBA fulfillment fees, storage fees, and fees you might incur from third-party supply-chain providers?

Literally an inch or an ounce can make a profitable product unprofitable when it comes to fulfillment. Have you optimized the packaged product’s size and weight for shipping purposes?

Is the product you’re launching eligible for Amazon Promotions such as Lightning Deals, coupons, and BoGos?

Inventory Management

Are your manufacturer and importer reliable in terms of quality and speed?

Could you put in a rush order, if need be, without breaking the bank?

Are you solid with customs and logistics?

Your Amazon Account Health and your brand’s reputation rely on high in-stock percentage and low order-defect rate. Do you have both of these metrics locked down?

Advertising and Promotion

Do you have a strong Amazon PPC strategy where you have lots of strong keywords to work with?

Are your Amazon ad-management skills sharp enough to compete with the big players? (If not, hire the Seller Labs Managed Services experts to help with your ads.)

Can you go beyond Sponsored Products Ads and leverage the power of Sponsored Brands Ads, Sponsored Display Ads, and Amazon Stores as well?

Do you have a strategy for advertising and promotions off Amazon (your website, Facebook, Google, etc.) that pushes traffic to Amazon so that you fuel velocity there?

Branding

Is the product in keeping with your brand and your beliefs?

Do you genuinely believe in the product but can let it go if it turns out to be a bust?

Can you offer same-brand complementary add-on products to up the transaction value?

Is your trademark and enrollment in Amazon Brand Registry up to date and in good standing?

Shareability

Does your product encourage repeat purchases?

Is it something that would make a great gift that others would purchase and share?

Have you considered the Amazon Influencer Program. Would an influencer be a good fit for your product?

Is it something that delivers demonstrable results that will encourage buyers to recommend it to others via word of mouth and Amazon product reviews?

Final Word on Retail Readiness and Using Your Amazon Product Launch Checklist

Your product doesn’t have to satisfy all of the criteria in order to be worthy of a launch, but it must be retail ready and check a lot of the boxes. And while this checklist is good for understanding which products are best for Amazon product launches, it can also help you when you’re choosing which products to invest in next.

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