learn top strategies for launching a product in the Amazon marketplace at an accelerated rate with our partner eComEngine, LLC. We'll be reviewing the Amazon Born to Run program, different options to manage inventory and tactics to get reviews.

1. Amazon Vendors Product
Launch Acceleration Series
Please hold for our next presentation starting at 10am PT / 1pm ET
ECOMENGINE PRESENTS:
A SMART PRODUCT REVIEW
STRATEGY FOR LAUNCHING NEW
PRODUCTS AS A 3p SELLER
How Brands Can Accelerate Product Launches on the Amazon Marketplace

2. 9 - 9:45 am PT
ECOMENGINE PRESENTS:
A SMART PRODUCT REVIEW STRATEGY
FOR LAUNCHING NEW PRODUCTS
Today’s Timeline
CPC STRATEGY PRESENTS:
THE FIRST STEPS FOR A PROFITABLE
PRODUCT LAUNCH
10 - 10:45 am PT

3. Today’s Logistics
● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Questions!
Persephanie Arellano
Webinar Coordinator

4. Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate •
Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

5. Colleen Quattlebaum
Marketing Manager
Presenter

6. Launching New Products:
A Smart Product
Review Strategy
Presented by

7. About: eComEngine

8. Agenda
● Importance of Product Reviews
● Pre-launch: Tips for Success
● Launch: 4 Tactics to Get Reviews
● Amazon TOS: Do’s and Don’ts
● Questions

9. Product Reviews:
Why They Matter

10. Product Reviews: They Matter!
1P
Hybrid
3P

11. Product Reviews: The Why?
1P VENDORS
● Customer satisfaction
● Social proof
● Brand reputation
● Build trust and loyalty
● Boost conversion and sales
● Product improvements
3P SELLERS
● Customer satisfaction
● Boost conversion and sales
● Inventory decisions
● Kitting and bundling ideas
● Build organic ranking

12. Product Reviews: The Why?
“All you need is 21 reviews to turn the algorithm in your favor.”
- Seller Central rep

13. Monitor Reviews: The Right Way
VENDORS AND SELLERS
● Monitor your ASINs
● Monitor competitors
● Analyze reviews
● Automate monitoring
● Get notifications

14. Respond to Reviews: The Right Way
VENDORS AND SELLERS
● Respond timely
● Comment publicly
● Thank your reviewers
● Be courteous and professional
● Defend your brand
● Learn from your reviews

15. Respond to Reviews: The Right Way
MORE TIPS
● Monitor positive reviews
● Vendor must comment as the
“Manufacturer”
● Monitor customer Q&A
○ Set up notifications in Vendor Central
● Help close the sale!
https://bit.ly/2ZNHyP6

16. Pre Launch:
Tips for Success

17. Pre-Launch: Be Prepared
● Relevant metrics to product launch success
○ Sales (average sales per day, BSR, Best Seller Badge)
○ Keyword rank
○ Average star rating and total number of reviews
● Optimize product listings
○ Enhanced Brand Content
○ Detailed and accurate listings
○ Use photos and videos
○ Conduct market research (poll service: Pick Fu)
● Mitigate risk for negative reviews
○ Monitor reviews on similar products
○ Read negative reviews
○ Invest in the right packaging
○ Analyze reviews regularly

18. Pre-Launch: Reputation Management Strategy
● Email Strategy
○ Set up standardized templates
○ Personalized, SKU specific emails
○ Timing
● Automate
○ Save time
○ Decrease risk for error
○ Exclude refunded orders
● Action plan for dissatisfied buyers
○ Who will respond and how?
○ Train staff on likely scenarios
○ Set up alerts
○ Quick responses often lead to satisfied customers

19. Launch:
4 Tactics to Get Reviews

20. Tactic 1: Amazon Vine Program
● ‘Vine Voices’ invited to review products
● Enrollment fee
● Accelerate reviews on new products
● Increase conversion
● The only approved review program for
vendors

21. Tactic 2: Early Reviewer Program
● Bust or Must?
● Seller Central
● Program Guidelines
○ ASIN must have less than 5 reviews
○ ASIN price must be at least $15
○ Cost is $60 per ASIN
○ ASIN will remain in the program for 1 year,
or until 5 reviews are generated
○ No guarantee that reviews will be positive

22. Tactic 3: Launch on Other Platforms
● Share links to your products or
storefront on Amazon
● Drive customers to your Amazon listing
○ Facebook, shopify, ecommerce sites, etc.
○ Emails to your marketing list (off Amazon, of
course!)
● Be careful
○ Too many unverified purchase reviews can be
bad for your listing.
● Niche influencers who are Amazon
affiliates

23. Tactic 4: Customer Delight
● More likely to leave positive reviews
● Increase return customers
● Provide product instructions
● Surprise buyers with added value
● Embed a gif
● Include a bonus item
● Follow Amazon TOS
● Do NOT offer any incentives!

24. Product Reviews:
Understand the Rules

25. Asking For Reviews: The Wrong Way
Dear Jane,
We hope you liked your Blue Kitchen Widget from
Amazon.
If you have any questions or concerns, please reply to this
email.
If you love the CD and want to tell the world, then leave a
review!
Regards,
The Kitchen Widget Company

26. Asking For Reviews: The Wrong Way
Dear Jane,
We hope you liked your Blue Kitchen Widget from
Amazon.
If you have any questions or concerns, please reply to this
email.
If you love the CD and want to tell the world, then leave a
review!
Regards,
The Kitchen Widget Company

27. Asking For Reviews: The Wrong Way
● Asking for reviews “only from buyers who had a positive
experience in prohibited.”
● Attempting to influence the customer’s review is
prohibited.

28. Asking For Reviews: The Wrong Way
● Asking for reviews from friends and family
● Lowering your prices drastically or offering lots of
promotions and discounts
● “Black Hat” 3rd party services
● Encouraging only positive reviews

29. ✅ Do include your brand name
✅ Do be polite
✅ Do be helpful first
✅ Do be brief
✅ Do write an engaging subject
line
Asking For Reviews: The Right Way

30. Asking For Reviews: The Right Way
● Avoid violating TOS (bookmark and
check back often)
● Avoid sending too many emails
(“one email per intent”)
● Avoid trying to get someone to
change their review
● Use our compliance checklist
https://bit.ly/2ITbSD4

31. Asking For Reviews: The Right Way
Dear Jane,
How did you like your Blue Kitchen Widget?
Would you mind taking two minutes to leave a product
review on Amazon? In doing so, you’ll share your
opinion with millions of fellow Amazon shoppers who
are awaiting your feedback.
We would love to hear from you and are committed to
your total satisfaction.
Regards,
The Kitchen Widget Company

32. Product Review Request: Email Template
Download Template:
https://bit.ly/2Vw8fc0

33. Special Offer
Extended Free Trial on all tools!
Coupon code: CPC19
Contact me at:
info@ecomengine.com

34. Colleen Quattlebaum
Marketing Manager
Q & A