Chapter 1 – Launching Emerging vs Established Products
Launching a product on Amazon can take various forms, and the approach will differ depending on whether you have an Emerging or Established brand. Let’s delve into these two broad categories and explore the strategies that can ensure a successful Amazon launch.
Emerging Products: Pioneering the Amazon Channel
If you have a brand-new product designed exclusively for Amazon sales, you fall under the category of emerging products. This scenario often involves manufacturers creating items with the specific intent to sell them solely on the Amazon platform. For an emerging product launch, the focus lies in creating a strong presence on Amazon from scratch.
Established Products: Transitioning to Online Marketplaces
On the other hand, established products have been selling in various channels like brick-and-mortar stores, large retail chains, direct websites, or even farmer’s markets. The brand now seeks to expand its reach and transition its catalog to online marketplaces like Amazon. For established products, the launch involves carefully selecting which items from their existing catalog will be added to Amazon’s platform.
Strategic Selection for Success
Established brands have the advantage of selecting products based on their past performance. Some opt to add their top-selling and evergreen items to Amazon to ensure a strong start in this new marketplace. Others take a diversified approach, offering end-of-season products, exclusive online bundles, unique color variations, or sizes different from what’s available in physical stores.
Test and Expand
For some brands, Amazon may seem like the wild west, but they can explore the platform’s potential by testing it with select items before fully committing. Using Amazon for seasonal products or online-exclusive bundles allows them to evaluate market response without feeling overwhelmed.
Brand Genesis and PSM Strategy
Brand genesis, whether emerging or established, plays a crucial role in shaping your Product Launchpad Marketing. By considering your brand’s uniqueness and market exposure, you can tailor your Amazon launch to maximize success and enhance your overall brand presence in the competitive e-commerce landscape.