Succeeding on Amazon isn’t just about optimizing product listings or running low ACoS PPC campaigns. You need a complete process for research, launch, optimization and expansion. These 7 steps outline the full process for getting a brand off the ground on Amazon.
- Market Research
- Product Research
- Product Optimization
- Brand Store
Step 1 – Market Research
First things first, you need to develop a strategy. Market research is the first phase, and will underpin your entire approach on Amazon.
Where does the brand fit into the market? Is it an essential or non-essential product? Is it luxury or affordable? What are the key elements of the brand you need to convey to customers?
Who should this brand appeal to? What are the wider trends in this segment’s shopping behavior?
How many are there? How established are they? What is the benchmark pricing? Are they mostly vendors or sellers? Which ones are using paid ads?
Is Prime the standard for your category or are most merchant fulfilled? Could you gain an edge by making products Prime eligible?
The answers to these questions will inform the next steps below, in particular your product optimization, A+ Content and brand store. From this research you may find categories with lower barriers to entry, or customer behavior trends that lead to the repositioning of a product.
Step 2 – Product Research
This step focuses on keywords, benefits, features and friction…