Common Launch Mistakes to Avoid

When talking about a launch in this respect, we are referring to the creating of voucher codes to give away your product at a steep discount. There are several services out there that were built specifically for this task such as AMZ Tracker, JumpSend and Viral Launch, all of which are excellent at what they do.

1. The coupons are not given out over a long enough period of time

If the coupon codes are all given out on day 1, this causes a brief spike in Amazon's algorithm, but because there is no consistent sales history there, any benefits will be short-lived. It is best to split the coupon code giveaways over a period of 7 days to build up some sales history and to tell Amazon that your product can consistently sell well and that it wasn't just a fluke. Conversely, if you continue to give away products at a discount for longer than a week, you might be doing it for no reason and therefore eating into your profits unnecessarily. If you've consistently given out codes over a period of 7 days, you will have built up enough of a sales history for Amazon to take notice without having to give away too many products at a steep discount.

2. You haven't dished out enough coupon codes

It's not rocket science. To achieve prime position on page 1 with your product, you need to be "selling" the same number as the other page 1 products for that particular keyword. So if the top product on page 1 is selling 20 units per day, then to compete with them for that same spot, you also need to be selling 20 units per day, or rather giving 20 coupon codes per day. If you are giving away too few units at a discount, you may not achieve a page 1 position. Giving away 20 units for one day and then reducing the amount simply won't cut it either. There has to be consistency to compete.

3. The Coupon Codes are Set Up Incorrectly Resulting in Inventory Loss

This is possibly the worst launch mistake that I have seen happen. If the launch isn't created correctly in the first place, you can lose ALL of your inventory in one fell swoop. The reason for this is because late last year, Amazon changed up the way that coupon codes and discounts were created. It meant that customers were able to add as many units as they could to their basket and the coupon code would apply to them all. Sellers were having their inventory wiped out and losing lots of money. However, there is a way to avoid this. There's a box in Seller Central that allows you to set a maximum order quantity. So while you're running a promotion, you can set this number to 1, meaning that each customer can only add 1 item to their basket. You also need to ensure that you've set the coupon up to be a "one-time use" code, so they cannot go in and do another transaction and apply the same code for a second time.

You will get some genuine customers (i.e. those that genuinely want your product and don't have a coupon code) that wanted to purchase 2, but are unable to do so. They'd have to do 2 separate transactions. But that's a small price to pay compared to some unscrupulous people who are aware of the trick and clean you out.

4. The Coupon Codes Don't Work

It takes 4 hours from setting up your coupon codes before they become "active" and ready for use. One mistake taht I myself have made, not just once but twice, is to release the codes before the 4 hour window has passed, only to be bombarded with emails from disgruntled customers, complaining that their coupon codes are not working.

5. The Listing is Not Ready

If you have not fully optimised your listing, and you run a successful launch, you may not be able to maintain the prime position that you have reached if your listing is well, pants. Having this sought after page 1 position is a waste of time if customers can see your listing but are not interested in clicking on it because your title isn't fully optimised or your main image is not very appealing. And if you have indeed done a good job of an appealing title and main image, and you do receive affirming clicks, if the rest of your listing is not optimised, your listing will not covert browsers into buyers. If you are receiving views but no purchases, this will count against you and your listing will begin to sink from page 1 into oblivion. Don't waste the hard work you've put into the launch, make sure your listing is fully optimised before launching.

By Danielle German.

Editor's Note: If you want to learn more about setting up and running your own Amazon business the RIGHT way and avoid a plethora of costly mistakes, we run our own online courses to teach exactly that. Find out more information HERE.