E102: Amazon Product Launch Strategy for 2018

“Seeing all these things that other people … are doing, especially the black hat sellers, and not being able to beat them by using my white hat tactics–it’s a very brutal position to be in. But the thing is, one day, I want to be left with a chair when the music stops and they won’t.” – Mike Jackness on his long-term Amazon launch strategy

Earlier this year we came upon a chilling situation–more and more sellers are employing black hat tactics to try to win more sales on newly launched products. With so much competition on Amazon it’s very tempting to do the same, even though we all know it’s against Amazon’s TOS and doing so is very much like playing with fire.

And we all know what happens when Amazon finds out. I haven’t been suspended before, but I know what it’s like to suddenly lose so much money overnight because the platform you depend on decided to basically kick you out. I’ve heard of so many dreadful stories of Amazon killing accounts and leaving sellers in the dumpster. I don’t want this to happen to me–I certainly don’t want to be stuck with a million dollar’s worth of gel pens I can’t pay bills with.

So I got to thinking, what does amazon really want? If I need to win in this without risking my account, I need to think of a long-term strategy that plays by Amazon’s rules.

That’s how I came up with the strategy that we’ve been using to launch our newer products. We’ve started to get some real traction, and with this success, we decided we will be using this strategy moving forward to 2018.

In this episode I talk about exactly how we plan to launch products next year, step by step. A word of warning though: this does not involve fast and easy tricks and gimmicks–this strategy takes longer, but is every bit worth it.

Here’s the  breakdown of what I discuss:

  • The why and the how of building an email list off of Amazon
  • Reaching out to customers in a way that is not against Amazon TOS
  • The purpose of contests and giveaways
  • Using ClickFunnels to offer upsells to people who joined the contests (I will email my ClickFunnels landing pages to you for FREE when you sign up through our affiliate link)
  • Using free plus shipping offers
  • Developing a 5-star product
  • How to properly use Amazon PPC when launching a product

If you decide to try out ClickFunnels and want a copy of our landing pages, send us an email to let us know. ClickFunnels has made it really easy to share pages, so sign up here if you haven’t done so.

Resources mentioned:


If you found this episode useful, let us know by leaving a review on iTunes or by leaving a comment below. Thanks so much for listening, and until next episode, happy selling!

EcomCrew Course

Interested in creating your own million dollar brand importing products from China? Mike and Dave will show you exactly how you can do it to with their Importing Kick @#$ Products from China Course. Read more about the course.

You Might Also Like


  • Reply
    December 5, 2017 at 6:48 am

    Awesome info Mike. I have a couple of questions.

    1. You mentioned that you launch everything hard right out of the gate. AMZ PPC, Headline Ads, etc. Are you doing all of this initially with 0 reviews? I assume so since you are saying on day one of launch but I just wanted to clarify.

    2. In the email launch portion you said the email flow starts by offering at an “introductory price” but then you said “even though we’re not going to change the price later”. Do you launch the product with an initial low price and then raise the price as reviews increase and position improves or do you just launch at the price you want to sell at and leave it there assuming it performs where you expect?

    Thanks again. Great content.

    • Reply
      Michael Jackness
      December 5, 2017 at 8:58 am

      Hey Joe!

      1. Yes, we have 0 reviews to start with. There isn’t much we can do about this. We do try to join the early reviewer program and individually reach out to each customer the best we can on social, via email, etc. to try and get those first 10 reviews. Once you get over 10 it seems like you’re over the hump.

      2. We launch the product with a price of at least 80% of what we eventually plan on selling it for. We will inch it up over time to that 100% mark, or even 120% mark. At some point we will get Profit Peak doing its thing. The main point here is that we don’t put it up at some silly low price.

  • Reply
    Kristin Thomas
    December 5, 2017 at 2:57 pm

    Click Funnel seemed like an answer to my needs, but I thought it was disappointing they try to sell you a URL then limit places you can have your own URL registered at before it can be verified. So – Network Solutions, no compatibility. Seems unfortunate they limit their business and try to lure people into having them control their URLs.

    • Reply
      Michael Jackness
      December 5, 2017 at 3:58 pm


      I’m not sure who gave you that information, but that isn’t true. You can use any domain that you want with ClickFunnels. We’ve been using it on ecomcrew.com, coloring.club, colorit.com, tacticl.com, etc. Some sites we are using a subdomain and others we are using the root / main domain.

      • Reply
        Kristin Thomas
        December 6, 2017 at 12:54 pm

        Michael – thanks! I worked all of that out – I found some instructions on the site misleading, but it now works. Excited to give this a try.

    Leave a Reply