The Complete Guide to New Product Success

Go from new product to bestseller with Amazon tools already at your fingertips.

As an Amazon seller, you've already taken the first big step in starting your business with Amazon. But the other half of your journey to success is scaling your business and launching new products that thrive. So whether you've recently joined Amazon or you've been a selling partner for years, this guide is designed to help you create and scale your next winning product with Amazon.

First, Amazon helps you create better products by providing access to powerful customer insights that can help identify exactly what products shoppers are looking for.

Second, Amazon is making product launches simpler and more affordable. By offering services that help you launch easily with lower inventory overhead, you can go from concept to launch faster than ever before.

Third, Amazon helps you get signals fast with new ways to gather early customer feedback, meaning you'll know sooner what's working and what isn't.

Finally, once you know what's working, Amazon helps you scale the winners across Amazon—and even beyond—while minimizing losses. When products succeed, Amazon helps you grow quickly. When they don't, it helps you pivot fast with minimal costs.

Once you've gone through the new product success journey, you can do it all over again.

In this guide, you'll find the solutions, benefits, and key actions to take to help your product ideas thrive. It's an experience designed to help you bring your product ideas to life faster, with greater confidence, and with a clearer path to success.

Ready to get started? Let's go!

Before you get started

Create better products

Harness the power of data and AI to create high-quality products that address true consumer needs and stand out among the competition.

In today's saturated retail landscape, success hinges on addressing genuine consumer pain points rather than adding to the noise. Products that solve real problems, fill clear market gaps, and meet unfulfilled consumer needs have the highest chance of breaking through the clutter and achieving sustainable growth. With unique Amazon data, you have a better chance of identifying those products and categories.

Explore tools like Opportunity Explorer and Amazon Brand Analytics.

Identify unmet consumer demand with Opportunity Explorer

Opportunity Explorer provides unprecedented insights into customer demand and shopping behavior when looking for your next winning product to launch in the Amazon store. It analyzes over 4 billion customer interactions, like search behavior and purchase patterns, to identify gaps and profitable product categories. AI features transform these insights into clear, actionable recommendations for untapped product opportunities.

• ? Discover profitable opportunities: Analyze customer and competitor data to reveal in-demand, profitable, and low-competition products.
• ?➡️ Speed up product research: Zero in on product ideas and top product features based on competition, customer demand, search terms, and product reviews.
• ? Gain a competitive edge: Identify untapped (or poorly tapped) product categories where shoppers are looking for products but there isn't enough selection.
• ? Leverage pricing insights: Opportunity Explorer provides pricing recommendations to refine and position your products appropriately within a product category.
• ?✔️ Position products for success: Identify search terms to target in product descriptions to inform your optimization strategy and maximize product listing visibility.

Opportunity Explorer allows tracking of product category performance to identify movers and shakers. The Insights & Trends section enables creation of customizable graphs to analyze demand seasonality, historical prices, competition levels, and product performance over time. It also shares best practices and expert tips.

Get started ➡️

Leverage product-level analytics to discover new opportunities

Amazon Brand Analytics offers deeper insights into your own product data for new product research, building on the broader industry and category insights from Opportunity Explorer. For Brand Owners enrolled in Brand Registry, Brand Analytics provides tools and data to evaluate complementary products within your catalog.

Dashboards available include:

• Search Catalog Performance Dashboard: Understand sales funnel at the product level to resolve conversion issues or drop-off points.
• Search Query Performance Dashboard: Understand top queries relevant to your brand with Brand- and ASIN-level performance.
• Amazon Search Terms Dashboard: See how consumers search for your products and competitors'.
• Market Basket Dashboard: Discover bundling and cross-marketing opportunities by identifying products frequently purchased together.
• Demographics Dashboard: Surface opportunities and gauge marketing campaign effectiveness by understanding your target audience.

Learn how thefitguy used Amazon Brand Analytics to identify a market gap, launch a new product, and drive sales. Read the case study ➡️

Get started ➡️

Launch quickly and affordably

Start selling faster with tools that simplify listing creation and inventory management, while keeping your working capital low. Once product opportunities are identified, the next step is to set up your product for sale with a high-quality listing and best-in-class fulfillment. Amazon solutions and cost-saving benefits enable a powerful, fast, and affordable launch that showcases your brand and offers a preferred shopping and delivery experience.

• Fulfillment by Amazon (FBA) ➡️
• FBA New Selection Program ➡️
• New Seller Incentives ➡️
• A+ Content ➡️

Activate best-in-class delivery with Fulfillment by Amazon

Shoppers choose Amazon not only for product variety and deals but also for the exceptional shopping and fulfillment experience, including fast, reliable delivery, especially for Prime-eligible products. Activating Fulfillment by Amazon (FBA) for new products is therefore important.

FBA allows outsourcing order fulfillment and leveraging Amazon's global network of fulfillment centers. When a customer purchases, Amazon picks, packs, and ships the order. Enrolling a product in FBA automatically makes it eligible for free shipping through Amazon Prime. Amazon also provides customer service and processes returns.

Activating FBA for new products can help you:

• Save on fulfillment costs: Shipping with FBA costs 70% less per unit than comparable premium options from other major US carriers.
• Expand new product reach: Amazon's network of hundreds of fulfillment centers worldwide helps get new products to customers globally.
• Convert shoppers with fast, reliable delivery: FBA delivers orders with speed and reliability, helping increase sales and repeat purchases.
• Increase sales potential with Prime: The Prime badge increases the likelihood of new products becoming a "Featured Offer," leading to greater visibility and sales.
• Free up resources to focus on your business: Amazon handles order processing, customer inquiries, and returns, allowing you to focus on developing new products and delighting customers.

Statistic: 62% of customers expect free shipping orders to arrive in less than three business days. 2

Get started ➡️

Take advantage of FBA incentives and discounts

With a range of discounts for new and existing sellers, you can launch new products quickly and affordably.

FBA New Selection program

This program qualifies you for benefits that accelerate launch and success. Enrollment is required for existing FBA sellers. Eligibility criteria determine qualification for fee waivers.

• 10% rebate on average for sales of eligible ASINs
• 25% discount on Vine enrollment
• Inbound placement service fee exemption
• Free monthly storage for standard-size ASINs
• Free monthly storage for non-standard size ASINs
• Returns processing fee waiver
• Automated global enrollment
• Fee waiver for unlimited number of new-to-FBA parent ASINs

Learn more ➡️

New Seller Incentives program

This program offers more than $50,000 in incentives to help new Professional sellers and brand owners succeed with Amazon.

• Get 10% back on your first $50,000 in branded sales
• Then get 5% back through your first year until you reach $1,000,000
• $200 credit for Vine
• $100 off shipments into the Amazon fulfillment network with Amazon Partnered Carrier program
• $200 credit for fulfillment costs with Amazon Global Logistics
• $400 credit for inbound placement costs with FBA
• Exemption from low-inventory-level charges
• Exemption from storage utilization surcharges
• 10% off fulfillment costs on the first 100 units shipped with MCF
• $50 credit for Sponsored Products
• $50 credit for coupons

Learn more ➡️

Create high-quality listings that convert with A+ Content

A+ Content leverages templates, content modules, and generative AI to quickly launch high-quality listings, optimize brand presence, and integrate new products into your broader brand story. Showcasing your brand and educating shoppers through rich content can inspire conversion and repeat purchases.

Types of A+ Content:

• Basic: Elevates product descriptions and highlights key features with images, customized text placements, and shoppable product-comparison charts.
• Premium: Offers more engaging and informative listings with larger images, videos, interactive hotspots, clickable image/video carousels, Q&A modules, and shoppable product-comparison charts.
• Brand Story: Shares your brand's story, values, and mission across all product listings, helping drive traffic to your Brand Store and other products.

Statistic: Basic and Premium A+ Content can help increase sales by up to 8% and 20%, respectively. 3

Best practices for A+ Content implementation

• Create a connected story: Use Basic A+ Content and Brand Story modules to maximize brand presence. Use banner images to show products in use and add brand content to all new ASINs for a consistent brand experience.

Understand shopper needs and purchase barriers: Address customer concerns to reduce returns and negative reviews by analyzing customer reviews, returns, and communication for similar products.

Update and refresh content: Regularly review and update content to avoid outdated information.

Improve discoverability: Use text fields across modules, limit text embedded in images, and use descriptive alt text for uploaded images.

Communicate product value: Use in-depth explanations with specific words and numbers, especially for new products lacking social proof. Use a helpful, friendly tone, avoiding generalized or "sales-y" text.

Use professional-quality images: High-resolution images highlighting product features or showing products in use increase sales lift. Use generative AI for A+ Content to create lifestyle images. Ensure any text on images is legible on mobile devices.

Use space effectively: Balance text and images. Shoppable comparison charts can help shoppers make decisions and streamline the path to purchase. More than 25% of shoppers who click on these charts add an item to their cart directly. 4

Remember to follow A+ Content guidelines, substantiate claims, avoid marketing buzz words, and do not include guarantee or warranty information.

Learn how Sony uses A+ Content to engage and educate shoppers. Read the case study ➡️

Get started ➡️

Get signals fast

Get your products in front of shoppers faster and gain valuable insights sooner to inform product improvements and business decisions.

Now that your listing is ready, it's time to build momentum among shoppers. These solutions help you get early customer feedback to inform product and business strategies, boost credibility for your new products and brand, and provide shoppers with the social proof they seek, driving early conversion.

• Vine ➡️
• Creator Connections ➡️

Unlock early social proof and customer insights with Vine

Customer reviews play a pivotal role in shaping product perception and are crucial for shoppers' decision-making. They provide authentic, unbiased insights into peer experiences, offering social proof that influences potential buyers. Reviews also increase product discoverability in the Amazon store, building shopper trust and visibility.

With Amazon Vine, you can build a base of reviews even before launch by enrolling early and collecting up to 30 authentic reviews before your listing goes live. On day one, shoppers see the Vine badge on your new product and feel confident they're getting an authentic opinion from a purchaser.

Statistic: ASINs with a Vine review can boost sales up to 30%. 5

Amazon invites highly engaged customers as Vine Voices based on their trust and helpful, unbiased reviews. They are rated by an insightfulness score. Amazon connects your products with Vine Voices who have purchase history and category expertise.

Build product credibility even before launch

Enroll in Vine ➡️

Best practices for Vine implementation

• Enroll early: Enroll in Vine as soon as you have an FBA listing and inbound product into FBA to start collecting reviews before launch. Enroll up to two products for free.
• Spend time on a high-quality listing: Focus on making a strong listing to provide value and increase chances of higher-quality reviews. Include image, item/brand names, size, color, price, and details in bullets.
• Review for accuracy: Before submitting, check details carefully, as product variations or enrolled units cannot be edited post-submission.

Vine is available to professional selling partners and resellers, including those with heavy and bulky ASINs. Learn more about seller and product eligibility ➡️

Enroll in Vine ➡️

Promote new products through Creator Connections

Supercharge product launches with Creator Connections, where authentic creator partnerships drive discovery and sales. These partnerships generate compelling content showcasing products in real-world situations, building social proof and driving qualified traffic. Creators help tell your brand story and expand reach through detailed reviews, demos, or lifestyle content.

Content from Creator Connections provides valuable product feedback from customers, informing product improvements and strategy. Amazon's attribution tools track the impact of creator collaborations.

Who are Amazon Creators?

• Publishers: Gain broad access to diverse, targeted audiences across multiple channels, using expertise in topics and formats (articles, social media) to create impactful, cross-platform connections.
• Influencers: Access engaged, niche audiences to build trust through authentic, relatable content, boosting engagement and visibility, and enabling campaign reach amplification.
• Deal sites and bloggers: Provide visibility to value-seeking audiences, drive targeted traffic, boost conversions through trusted reviews, and offer lasting SEO benefits for brand exposure.

How does it work?

1. Create a campaign with a set budget, commission rate, and time duration.
2. Creators can opt in to your campaign and create content featuring your brand and new products.
3. Compensate creators for qualifying sales driven by their content.
4. Track performance and measure return on ad spend (ROAS).

Go to Amazon Ads ➡️

Scale winners and minimize losses

Scale winning products quickly with marketing and inventory optimizations, while refocusing investment from underperforming products. With valuable customer insights and product feedback, identify which products to focus on and which to discontinue. Leverage Amazon data and traffic solutions to drive discoverability and sales of your new products. For products that don't perform, Amazon can help you exit quickly and minimize losses.

• Sponsored Products ➡️
• Coupons ➡️
• Roadmap to first 30 days ➡️
• Amazon Brand Analytics ➡️
• Product Performance Spotlight ➡️
• FBA New Selection program ➡️

Boost traffic to new listings with Sponsored Products ads

After identifying winning products, the next step is driving shoppers to them. Sponsored Products are cost-per-click ads that promote products, increase sales, and improve brand visibility across Amazon and select premium apps and websites. This is a cost-effective, insight-driven solution to drive early traffic to new products. Campaigns can be created in minutes.

You select products to advertise and choose keywords, or let Amazon's systems target them automatically. You control bids and budgets and can measure ad performance. When shoppers click an ad, they are taken to the product's detail page.

Both product targeting and audience campaigns are effective for newly launched products. Targeting complementary products or engaging audiences who viewed similar products can help interested shoppers discover your new products more quickly.

Best practices for a Sponsored Products campaign

• Check if your products display the featured offer: This automated window appears at the top right of a product detail page above the Buy Now button.
• Price products competitively: Shoppers are more motivated to click your ad and purchase if you offer affordable prices.
• Make sure your products are in stock: Availability increases shopper motivation to click and purchase.
• Create a strong product title: An informative, easy-to-read title (around 60 characters) lets shoppers quickly skim key facts.
• Pick products with positive customer reviews: Advertising products with five or more customer reviews and a rating of 3.5 stars or higher is recommended.

• Feature four or more high-quality, zoomable images: Images should show the product from different angles and highlight important details. They must be at least 1,000 pixels in height or width for zoom functionality.
• Include at least three bullet points: Extra details in bullets provide a scannable overview of key features, including contents, uses, dimensions, operational considerations, age-rating, skill level, and country of origin.

Go to Amazon Ads ➡️

Drive discoverability and conversions with coupons

Coupons are a great way to drive discovery and sales of new products. You can set them up to offer shoppers a percentage off or a specific amount off a single product or set of products. Any shopper can take advantage of a coupon, discovering them on the coupons home page, search results, product detail pages, and in carts. Coupons are available for a select amount of time, and you can determine how many times a customer can use them.

Eligibility criteria

• Products with or without reviews
• If a product has 1-4 reviews, it must have an average rating of at least 2.5 stars.
• If a product has 5+ reviews, it must have an average rating of at least 3 stars.
• Orders of products using coupons can be fulfilled by you or through FBA.
• Product must be in new condition.
• No products with offensive, embarrassing, or inappropriate content on the product detail page.
• Some product categories are not eligible. See more details ➡️
• Coupon quality validation rules do not apply to new products.

Create coupons ➡️

Maximize your potential in the first 30 days

Although this guide covers the entire journey of new product success, the actions taken before launch and in the first 30 days are the most important. Key solutions and actions from the end-to-end journey are focused on to improve chances of longer-term success.

Statistic: When used with fast, free shipping, A+ Content, Vine, coupons, and Sponsored Products, early sales likelihood can increase by up to 85%. 6

"When we're launching a new product on Amazon, we refer to that first 30 days as the honeymoon period. It's the period of time that's most important to start generating sales and reviews to really get that flywheel effect going and generate a lot of sales long term."

Kyle Goguen, Pawstruck & CRBN Pickleball

Learn how Kyle Goguen's brands approach this period. Watch the case study ➡️

For more details about specific solutions and actionable steps in the first 30 days, check out the handy checklist.

Get the checklist ➡️

Get actionable performance data with Amazon Brand Analytics

Available to brands enrolled in Brand Registry, Brand Analytics helps you better understand the performance of your new products through aggregated customer search and purchase data. It contains multiple dashboards that can be used to make strategic decisions to optimize products and advertising as you scale.

How to scale your winners with Brand Analytics

1. Get key metrics with the Search Catalog Performance dashboard: Gain insights into how many times products appeared in Amazon search results, including clicks, click rates, median prices, cart adds, purchases, and conversion rates to understand customer engagement.
2. Understand how customers search for your brand's products with the Search Query Performance dashboard: This dashboard lists top queries that led customers to your products and shows your brand's share of performance compared to overall query performance, shedding light on how customers find your brand and similar products.
3. Encourage return buyers with the Repeat Purchase Behavior dashboard: Repeat purchases offer insight into customer engagement and satisfaction, showing how often unique customers place multiple orders of the same product, which helps in deciding which products to focus on.
4. Increase orders with the Market Basket Analysis dashboard: This dashboard displays the top three products customers most frequently purchase with your offered products. This information helps in decisions about inventory, creating virtual bundles, and identifying cross-marketing opportunities.

5. Dive deep into audience trends with Customer Loyalty Analytics: This dashboard offers insight into audience loyalty levels for your brand and how they might be changing over time, based on purchase activity and spend levels, to identify audience trends and engagement strategies.
6. Optimize your shopping experience with Customer Journey Analytics: Get a centralized view of customer behavior metrics (page views, search behavior, conversions) to spot trends and pain points along the customer journey, enabling strategies to optimize the shopping experience and improve conversions.

Get started ➡️

Turn insights into action with Product Performance Spotlight

Product Performance Spotlight is an ASIN-level analytics tool designed to provide insights for smarter decisions about new products and where to focus efforts. It monitors over 20 key metrics (advertising, inventory, pricing, cost, promotion) for newly launched products to understand what drives sales up or down, and how products perform compared to similar ones, identifying growth opportunities.

You get recommendations on actions to take to resolve issues or capitalize on successes. When there's a significant change in a metric, like a drop in sales, the system automatically alerts you. Custom alerts can be set for products and metrics you care about most.

Go to Seller Central ➡️

Minimize your losses with FBA New Selection

Not every product is a winner, but not every flop needs to be a costly endeavor. Solutions used thus far help launch fast and affordably, gaining early signals to identify flops. FBA New Selection offers benefits to reduce costs associated with testing new products and supporting those that don't thrive.

• Test new products with less financial risk: Get a rebate on new product sales to reduce the cost burden from unknown launch risks. Rebate is applicable for eligible parent ASINs new to FBA.
• Set strategic markdowns to move inventory: Set a minimum price, and the automated system tests different price points to find what works, identifying if a slow-moving product has potential at a lower price or if it's time to pivot.
• Reduce returns costs on products that aren't a hit: Get return processing fees waived for up to 20 units of each standard-size parent ASIN. Returned items must be received at a fulfillment center within 180 days of the first inventory-received date.
• Save with free liquidation of unsuccessful ASINs: Benefit from free inventory removal or liquidation services to minimize excess inventory costs on deprioritized products. Number of units depends on ASIN size.

Learn more ➡️

Expand product reach

Translate your success beyond Amazon by offering your new products and the trusted Amazon shopping experience across more channels. True scaling means maximizing winners across all sales channels. Leverage Amazon's ecommerce and fulfillment solutions to expand reach, getting your brand and new products in front of prospective customers wherever they shop, and taking advantage of Amazon's world-class shopping and fulfillment experience.

• Multi-Channel Fulfillment ➡️
• Buy with Prime ➡️

Sell across more channels with Multi-Channel Fulfillment

Amazon Multi-Channel Fulfillment (MCF) is a powerful third-party logistics provider that helps scale fulfillment for your ecommerce business and new products across channels. With MCF, you use your existing FBA inventory and Amazon's fulfillment network to fulfill orders for sales channels beyond Amazon, including your ecommerce site, social stores, and other marketplaces (eBay, Etsy, Walmart, Shein). MCF offers standard three-day delivery across the US and handles picking, packing, and shipping in unbranded packaging at no additional cost.

• Streamline your operations: Leverage a single inventory pool for FBA and MCF to improve turnover rates and reduce stock-out risk.
• Boost traffic and conversions: Display fast delivery speeds at key points in the shopper journey, including your ecommerce site and Google ads, at no extra cost.
• Automate your fulfillment process: Connect MCF with your ecommerce solution providers and sales channels via 100+ apps and integrations.
• Accelerate bottom-line growth: Benefit from simple, predictable pricing for fulfillment and storage, no long-term contracts or hidden fees, and up to a 50% discount on multi-unit orders.

Statistic: Brands that use both Multi-Channel Fulfillment and Fulfillment by Amazon saw a 19% improvement in out-of-stock rates and a 12% improvement in inventory turnover. 7

Get started ➡️

Offer your new products to Prime members beyond Amazon

Similar to MCF, Buy with Prime helps extend new product success beyond Amazon. If you have an ecommerce site, you can offer Prime shopping benefits like fast, free delivery and easy returns directly on your site.

Buy with Prime attracts a key customer base and converts them with a trusted shopping experience. Brands experience an average 16% increase in revenue per visitor using Buy with Prime. 8

Buy with Prime gives you control of order and customer information, including email addresses, enabling direct relationships and customized marketing campaigns. Authentic customer reviews provide shopper trust and brand credibility. With Buy with Prime, you can display hard-earned Amazon reviews on your ecommerce site for new products.

Running an ecommerce business is challenging; Buy with Prime streamlines operations and simplifies fulfillment. You can use your existing Amazon inventory at fulfillment centers to fulfill orders across channels. If you use FBA or MCF, you can add Buy with Prime to your online store in minutes.

Statistic: 9.3% increase in new-to-brand customers.

Learn how Shokz leveraged Buy with Prime to grow its innovative headphone brand beyond Amazon and international borders. Read the case study ➡️

Get started ➡️

Some journeys come to an end. This one keeps going.

At the beginning of this guide, you chose to invest in your Amazon business and embark on a journey toward new product success. Launching in the Amazon store was the first step; to keep growing, the next step is expanding your product catalog. This guide provided a roadmap and key tools and benefits that exist within Amazon.

Equipped with these tools, you've journeyed through the five pillars of this guide, discovering and launching great product ideas, getting early customer feedback, and scaling winners across global Amazon marketplaces and other ecommerce channels.

Now, at the end of this guide and the new product success roadmap, you have what you need to grow your business through products that thrive across Amazon and beyond. The next step? Go back and do it all over again, because success is a journey that keeps going.

Launch. Learn. Realize. Repeat.

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