Driving Success for a New Amazon Product Launch in the US Marketplace
– Marketplace: Amazon US
– Product: Digital Water Boiler Kettle Warmer
– Category: Kitchen & Home Appliances
– Price: $79
– Launch Status: New Product Launch
- Increase Product Visibility: Enhance the product’s exposure to boost its rank in a competitive niche.
- Achieve Higher Sales: Drive both PPC and organic sales to establish a strong foothold in the category.
- Optimize Advertising Spend: Maintain an efficient ACOS (Advertising Cost of Sales) while maximizing Return on Ad Spend (ROAS).
- Establish Positive ROI: Ensure profitability through targeted PPC campaigns and organic growth.
- New Product Launch: As a new product, there was limited brand awareness and no historical sales data, making it difficult to compete against established brands.
- High-Priced Segment: Priced at $79, the product was positioned at a premium price point compared to lower-cost alternatives, necessitating precise targeting of a discerning audience.
- Low Initial Visibility: With low organic rankings, we faced an uphill battle to capture potential buyers’ attention.
- Market Saturation: The Kitchen & Home Appliances category on Amazon is highly competitive, with numerous similar products vying for customer attention.
- Limited Budget: The need to maximize the impact of a constrained advertising budget while keeping ACOS under control.
UNLOCKING SUCCESS WITH THE ZEDMETRICS APPROACH
With a clear understanding of the product’s value proposition and the challenges at hand, we implemented a multi-phased strategy aimed at maximizing visibility, driving sales, and ensuring profitability:
- Launched highly segmented campaigns (Sponsored Products, Sponsored Brands, and Sponsored Display) focusing on these keywords to ensure maximum relevance.
- Leveraged negative keywords to eliminate irrelevant traffic and minimize wasted ad spend.
- Increased bids for top-performing keywords as ROAS improved, ensuring optimal visibility in search results.
- Monitored campaign performance daily, making real-time adjustments to bids, targeting, and budget allocations based on performance data.
- Used A+ Content to boost customer engagement and educate potential buyers, leading to increased conversion rates.
- Employed follow-up email campaigns and targeted requests for reviews from verified buyers.
RESULTS: A TRANSFORMATIVE OUTCOME IN JUST 3 MONTHS
Our efforts resulted in a significant improvement in both advertising efficiency and overall sales performance, driving impressive growth for the client:
- March emerged as the peak sales month, attributed to optimized campaigns and seasonality.
CRAFTING A SUCCESSFUL LAUNCH STRATEGY
Our tailored approach and data-driven strategies empowered the client to navigate the challenges of launching a new product in a crowded category. By maintaining a balance between aggressive advertising and cost management, we successfully established a foundation for long-term growth and profitability.
With increased visibility, higher sales, and a solid PPC performance, the product is now well-positioned to scale further, opening new avenues for expansion in the Amazon US Marketplace.
This case study showcases how leveraging a blend of strategic planning, targeted PPC campaigns, and continuous optimization can drive transformative results, even for new product launches in competitive niches.
