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Home > Ecommerce Brain Trust > Stratably’s Product Launch Research Findings with Russ Dieringer - Episode 358
Podcast: Ecommerce Brain Trust
Episode:

Stratably’s Product Launch Research Findings with Russ Dieringer - Episode 358
Category: Business
Duration: 00:32:01
Publish Date: 2024-09-10 12:10:00
Description:

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley.

Today we’re joined by a friend of the show and a frequent guest: Russ Dieringer of Stratably, a research firm providing unbiased insights on how to do better business with Amazon and its peers. 

We’ll be diving into launching products on Amazon - something many claim to have a secret sauce around, but a topic we haven’t seen holistic industry research on. 

Make sure you tune in to find out more!

 

KEY TAKEAWAYS

In this episode, Julie, Russ, and Jordan discuss:

  • 1P vs. 3P Brands on Amazon: The nimbleness and product innovation advantage of 3P brands.

  • 25% of brands use Amazon as a launching pad for new products, adopting a "test and learn" approach.

  • Many launches on Amazon are dictated by timing issues rather than strategy.

  • Tactical aspects like SEO, PDP development, and inventory planning.

  • Emphasis on case studies to demonstrate the impact of well-executed launches.

  • Seasonality and Launch Timing: Insight on launching seasonal products 6 months in advance of peak season.

  • Using Amazon's event calendar for strategic planning.

  • Amazon Marketing Cloud (AMC): low adoption of AMC tools.

  • Potential benefits like advanced targeting, audience creation, and quicker market entry when AMC is used effectively.

  • The complexity of product launches within large organizations and strategies for better coordination.

  • Insights into the typical timeline for reaching baseline sales post-launch.

  • Media Strategy and Ad Spend: Higher average ad spend for new products and the balance between ad efficiency and speed-to-sales.

  • Importance of upper funnel support for product visibility and sales propulsion.

  • The critical role of leaders in Amazon initiatives and the necessity of cross-department collaboration for successful launches.

 
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