A supplements brand had an Amazon product launch they wanted to promote via off-Amazon email marketing to ~100,000 people to lean into the honeymoon period (the first ~30-90 days) and help boost ranking quickly.
Tactics
Utilized email listto push traffic to their new product
Created an Attribution link to track attribution and leverage Amazon Brand Referral Bonus, which earned them 10% back on every sale
Sent email blast
Conclusion
Commonly, brands struggle with product launches as they need a lot of on-Amazon efforts (such as sponsored brand ads, etc.) to make it successful. By taking advantage of the honeymoon period where Amazon favors newly launched products to index within search terms for the products and leveraging a lead list, we saw a huge spike in not only sales but also ranking, which helped sustain the longevity of their product placement of Amazon.
In specific, the brand went from a BSR of ~19K to 263 in the short-term and sustained at 3200 in the long-term. See callouts above for additional metrics.
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