BLOG: Retail
5 Min Read | SEPTEMBER 4, 2025 | BY LARS ENOCH
Introduction
A structured launch process is essential for driving visibility and sales on Amazon. Launching new products on Amazon involves more than just going live. Whether it's a new item, an improved version, or a variant, success depends on accurate listings, retail readiness, coordinated media, and early visibility. This blog post outlines key steps and strategies for 1P vendors to execute product launches effectively.
Understanding the Types of Product Launches on Amazon
When brands talk about launching new products on Amazon, it doesn't always mean creating something entirely new. In practice, launches typically fall into three categories, each of which requires a slightly different setup:
NEW PRODUCTS
Innovation
Releasing a product that is either innovative or serves a new market (e.g. New Technology)
NEW Versions
Enhancement
Updating or improving an existing product
(e.g. wit a new formula).
NEW Options
Line Extensions
Adding new variants, such as a new color or scent, to an existing product portfolio.
Setting Up the Product Listing Using Amazon’s NIS Template
Every launch starts with submitting your product using Amazon’s New Item Setup (NIS) template through Vendor Central.
But picking the right template is often harder than it looks. You’ll need to select the correct version based on your product’s type and category. If your category isn’t listed, don’t panic—just try alternate templates until you find the right match.
Once you’ve got the right one, you’ll be prompted to enter key product data like SKU, product type, brand, and item name. Amazon also wants to know your product’s country of origin, if it includes batteries, and whether it falls under any dangerous goods regulations. Some templates even ask for niche data, like melting points or certifications.
The following information is commonly required:
- Vendor SKU
- Product Type
- Item Name
- Brand Name
- Recommended Browse Nodes
- Bullet Points
- Country of Origin
- Are batteries required?
- Dangerous goods regulations
After you submit the NIS, Amazon will send back error messages if anything needs fixing. Address those promptly so you don’t delay your launch timeline.
Remember, the NIS sheet doesn’t guarantee success—but getting it wrong guarantees failure.
You can find it here:
Preparing for Retail Readiness
Listing your product is just the beginning. If you want strong performance from day one, your product needs to be retail-ready.
This means your product detail page (PDP) must look great and be fully optimized. Include high-resolution images, clear titles, and keyword-rich bullet points that highlight features and benefits.
It’s also crucial to have inventory in place. Without enough stock, your launch can stumble out of the gate. That’s where Born to Run (BTR) orders come in handy. You should place BTR orders early, aiming for at least 30 units to qualify. In addition, plan for extra units to cover the first one to two weeks after launch. This ensures sufficient stock for Vine enrollment (which requires 30 units alone) and helps avoid running out at release.
Submit too few and you risk stockouts. Submit too many and you might incur fees.
Next, you need to build trust. That’s where Amazon Vine comes in. Vine allows selected reviewers to try your product and leave honest reviews. You can pay a fee of $1,750 per ASIN, or negotiate credits with Amazon to enroll for free.
Those first 30 reviews? They’re critical. They boost credibility, increase conversions, and help your ad campaigns perform better.
Activating Media and Campaigns
Your product could be amazing—but it won’t matter if no one sees it. That’s why media planning is a must.
Before launch, gather your creative assets: product images, videos, display banners, and your ASIN list. Then update your Amazon Brand Store to include your new product.
Once your content is ready, plan your media strategy.
This should include Sponsored Product ads, Sponsored Brand campaigns, and Sponsored Display to reach shoppers at every stage of the funnel. All of these should go live either right at launch—or even during the pre-sale period if possible.
Want to go further?
Set up dedicated landing pages or collection pages in your Brand Store to capture all traffic in one place. That way, media campaigns feel more cohesive and drive stronger results.
Why Pre-Sale Setups Make a Huge Difference
If you're not doing a pre-sale setup, you're missing a golden opportunity. Making your product detail page visible before the launch date can help you build momentum. Shoppers can view the listing, pre-order the item, and engage with your brand—before the product is even in stock. It also lets your team double-check that all visual assets and content are appearing correctly live on Amazon, not just in Vendor Central.
You can also start advertising during this phase. Yes, you can run campaigns even if the item isn’t shipping yet—so long as the PDP is live.
Want to stack your advantage?
Make some units available early so you can enroll in Vine during pre-sale. By the time the product officially launches, you could already have reviews showing.
One advanced tactic is enrolling ASINs separately into Vine, collecting reviews, and then merging them into one variation post-launch. Since Vine caps at 30 reviews per variation, this approach can help you rack up more total reviews across the product line.
Finally, don’t forget about external traffic. Promote the product on your own website, social channels, and newsletters to give the launch an extra push.
Remember, successful launches are team effort! External and internal alignment is crucial.
Post-Launch Monitoring and Optimization
Once your product is live, your work isn’t over. You need to monitor performance actively, especially during those crucial first weeks.
Use tools like CATAPULT to track traffic, sales, and reviews. If something isn’t performing, whether it’s the images, the copy, or the media, you’ll know quickly and can fix it.
Keep an eye on inventory levels to avoid stockouts. Watch for suppressed ASINs or negative reviews, and always be ready to adjust your ad spend or campaign targeting.
A launch isn't just one day—it's a rolling process that needs continued attention.
Key Takeaway
There’s no such thing as a one-size-fits-all strategy when it comes to launching products on Amazon—especially for 1P vendors. Not every launch is a brand-new innovation. Many are improved versions or simple line extensions, and each type requires a tailored approach.
- If you're launching a completely new product, you'll need the full setup: a retail-ready PDP, Vine enrollment to build early trust, and strong ad campaigns to drive traffic from day one.
- For updated versions of existing products, you have options. You might link the new ASIN to the old one using the New Item Widget to retain visibility, or enroll in Vine—particularly if the original version is being phased out.
- When launching new options like additional sizes or colors, Vine may not be necessary. Instead, add new options to a well-reviewed variation of existing options to inherit credibility and social proof instantly.
Each scenario comes with trade-offs, so your launch strategy should always reflect your product type and business goals.
But a successful launch isn’t just about day one. Think long-term: retail readiness, advertising, and post-launch monitoring are just as important.
Use tools like CATAPULT to track performance, spot issues early, and guide your next steps with data. At FRONT ROW, CATAPULT is the backbone of every product launch and optimization process, helping teams identify opportunities, resolve blockers, and scale faster. Check it out: CATAPULT for Amazon.
Also, consider building pre-sale setups. Making the PDP live before the actual launch lets you start driving traffic, enroll in Vine, and test campaigns before release.
And don’t underestimate the power of review strategy. Whether you’re gathering Vine reviews or linking to high-performing variations, review management can make or break early conversion rates.
About the author
Lars Enoch
Since 2023, Lars Enoch has been part of FRONT ROW and CATAPULT, using our software solution in his daily business. His favorite Hub, the Retail Hub, is essential for helping companies efficiently manage and closely evaluate the performance of new product launches.
READ NEXT...
JOIN OUR NEWSLETTER
Stay up to date with Commerce and Amazon trends, product updates, new blog posts and our latest whitepapers and guides!
newsletter signup
latest news & updates, directly to your inbox!