This episode reveals Stratably's key findings on successful Amazon product launches, highlighting the strategic advantages of 3P brands, the overlooked potential of Amazon Marketing Cloud (AMC), and critical factors like timing, ad spend, and cross-departmental collaboration. Ecommerce operators will learn how to move beyond generic launch tactics to implement data-driven strategies for faster market entry and sustained sales on Amazon.
Key takeaways
Leverage Amazon Marketing Cloud (AMC) for advanced targeting and audience creation, especially during product launches, as adoption is currently low among most brands.
For seasonal products, plan launches approximately six months in advance of peak season, aligning with Amazon's event calendar for strategic timing.
Prioritize upper-funnel support and allocate higher initial ad spend for new products to accelerate visibility and sales "speed-to-sales" on Amazon.
Foster cross-departmental collaboration and ensure strong leadership buy-in for Amazon initiatives to overcome organizational complexities and execute successful product launches.
Adopt a "test and learn" approach on Amazon for new products, similar to 3P brands, to quickly adapt strategies and optimize performance.
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley. Today we're joined by a friend of the show and a frequent guest: Russ Dieringer of Stratably, a research firm providing unbiased insights on how to do better business with Amazon and its peers. We'll be diving into launching products on Amazon - something many claim to have a secret sauce around, but a topic we haven't seen holistic industry research on. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Russ, and Jordan discuss: 1P vs. 3P Brands on Amazon: The nimbleness and product innovation advantage of 3P brands. 25% of brands use Amazon as a launching pad for new products, adopting a "test and learn" approach. Many launches on Amazon are dictated by timing issues rather than strategy. Tactical aspects like SEO, PDP development, and inventory planning. Emphasis on case studies to demonstrate the impact of well-executed launches. Seasonality and Launch Timing: Insight on launching seasonal products 6 months in advance of peak season. Using Amazon's event calendar for strategic planning. Amazon Marketing Cloud (AMC): low adoption of AMC tools.
Frequently asked about this episode
What does this episode say about amazon strategy?
Leverage Amazon Marketing Cloud (AMC) for advanced targeting and audience creation, especially during product launches, as adoption is currently low among most brands.
What does this episode say about marketplace advertising?
For seasonal products, plan launches approximately six months in advance of peak season, aligning with Amazon's event calendar for strategic timing.
What does this episode say about organizational alignment?
Prioritize upper-funnel support and allocate higher initial ad spend for new products to accelerate visibility and sales "speed-to-sales" on Amazon.
What does this episode say about product launch?
Foster cross-departmental collaboration and ensure strong leadership buy-in for Amazon initiatives to overcome organizational complexities and execute successful product launches.
What does this episode say about amazon strategy?
Adopt a "test and learn" approach on Amazon for new products, similar to 3P brands, to quickly adapt strategies and optimize performance.
