Guide: How to Launch a new Brand in Ultra Competitive Space

Inspired by our latest success story of launching a brand within Amazon’s Luxury Beauty category, we reflected on the factors that contributed to its remarkable success. This reflection allowed us to refine our internal playbook, leverage lessons learned, and share actionable insights with the larger e-commerce community.

While the full case study with specific details about the client will be published soon, we want to provide you with a high-level look at the strategies, collaborations, and takeaways that fueled this successful launch. Whether you’re preparing for your first Amazon launch or looking to optimize your current strategy, these insights will help guide your path.

Setting the Stage for Success

Launching a brand on Amazon isn’t just about listing products—it’s about creating a tailored strategy rooted in data, creativity, and collaboration. For this launch, preparation was everything.

A Clear Path, Backed by Data

Every great strategy starts with a deep understanding of the competitive landscape. We conducted a detailed competitor analysis, uncovering gaps in the market, pricing opportunities, and strategies used by leading players in the Luxury Beauty category.

Using these insights, we crafted a targeted plan that would allow the brand to stand out. This included aligning the product’s unique selling points with key market intelligence and performing keyword research to ensure strong visibility in Amazon’s search ecosystem.

A Unique Advantage: Collaboration with Amazon

The brand’s success was significantly amplified by our collaboration with Amazon’s Premium/Luxury Beauty team. Working closely with their vertical managers, we gained exclusive insights into category-specific trends and customer behaviors. This partnership allowed us to refine the launch strategy to meet the unique expectations of Amazon’s Luxury Beauty audience.

While we often work with the New to Amazon program for emerging brands, this particular launch required the nuanced guidance and resources provided by the Luxury Beauty team. From positioning the brand as a category leader to integrating with premium storefronts, this collaboration proved to be a cornerstone of the brand’s success.

Building the Framework for Visibility and Engagement

With a solid foundation in place, the next step was to create a compelling customer experience that would resonate with Amazon’s audience.

Crafting Content That Converts

For Amazon shoppers, content isn’t just about information—it’s about making their buying journey as intuitive and seamless as possible. From product titles and descriptions to images and bullet points, every detail plays a role in helping customers make confident purchase decisions.

As part of this project, we went beyond optimizing listings for Amazon’s A9 algorithm. We also worked closely with Amazon’s Luxury Beauty team to organize the catalog in a way that made shopping simpler and more intuitive for customers unfamiliar with the product line.

Here’s how we approached it: the brand offered a range of products that varied by type, color, and length. To make navigation easier, we grouped products of the same type under a single “parent” listing and used variations, or “children,” for differences like size or color. For example, the brand’s Classic product line (offered in 18, 20, and 22-inch lengths) was grouped under one parent listing. However, another version of the product, the Classic Thick line (similar but with a distinct thickness), was organized as a separate parent listing.

This approach ensured that customers could quickly find and compare products without confusion, while also maintaining what’s known as “catalog hygiene.” This structure was developed in collaboration with Amazon’s team, leveraging their expertise in consumer behavior and best practices for product listings.

To complement the catalog structure, we created A+ Content to elevate each listing. This included detailed product descriptions, engaging visuals, and educational content to help customers make informed decisions. The result was a highly organized, easy-to-navigate catalog that built trust and drove conversions.

Creating Buzz with Pre-Launch Advertising and PR

To ensure a strong debut, we implemented a pre-launch advertising strategy focused on Amazon’s Sponsored Ads to reach high-value customer segments and build excitement ahead of the launch.

In addition to advertising, we worked closely with the brand and Amazon to coordinate public relations (PR) efforts. This collaboration included press releases and media outreach that highlighted the brand’s entry into Amazon’s Luxury Beauty category. These efforts resulted in a noticeable uplift in traffic, driven both by Amazon’s PR initiatives and the brand’s own promotional campaigns.

By combining targeted advertising with strategic PR coordination, we positioned the brand for immediate visibility, building momentum that carried into a successful launch.

Flawless Execution: Managing the Complexities of a Launch

The launch phase is where preparation meets execution, and every detail matters.

Designing an Immersive Shopping Experience

A crucial part of this launch was creating a standout Amazon Storefront. The store wasn’t just a collection of products—it was a visually captivating, user-friendly space that told the brand’s story.

In addition, we ensured that each Product Detail Page (PDP) was optimized for both mobile and desktop shoppers, incorporating high-quality visuals and compelling copy to drive engagement and sales.

Fulfillment Done Right

Inventory management is critical during a launch. By leveraging Amazon’s Fulfilled by Amazon (FBA) program, we ensured that stock levels met early demand without risking stockouts. We also implemented systems to handle potential surges, ensuring a smooth customer experience from start to finish.

Scaling Beyond the Launch

A successful launch is a significant milestone, but achieving sustained growth requires ongoing strategic efforts and forward planning.

Expanding Advertising Strategies

After the launch, we continued to build on the brand’s momentum by optimizing and expanding its Sponsored Ads campaigns. This included refining targeting strategies, allocating budgets based on high-performing keywords, and continuously analyzing campaign performance to maximize return on ad spend (ROAS).

Looking ahead, we’re preparing to introduce Amazon’s Demand-Side Platform (DSP) to further scale advertising efforts. By leveraging DSP, the brand will gain the ability to retarget shoppers who’ve shown interest, reach new audiences beyond Amazon’s ecosystem, and refine its campaigns with advanced audience insights.

Exploring New Growth Opportunities

As the brand gained traction, we collaborated with Amazon’s vertical managers to explore additional opportunities for expansion. This included preparing for international marketplace entry and developing plans to launch new product variations (SKUs) based on customer feedback and market trends.

By continuously optimizing current strategies while planning for future initiatives like DSP and international growth, the brand is well-positioned for sustained success in the competitive Amazon ecosystem.

Key Takeaways from Our Success

Reflecting on this journey, several key lessons emerged that were pivotal to the brand’s success:

Collaborate with Amazon’s Teams: Strong partnerships with Amazon’s internal teams—whether it’s the Luxury Beauty team or the New to Amazon program—can provide invaluable resources and guidance.
Data Drives Strategy: Competitor analysis, market intelligence, and keyword research are essential to building a winning strategy.
Content Matters: High-quality, optimized content doesn’t just improve visibility—it builds trust with customers.
Pre-Launch Buzz Is Critical: A strategic advertising plan before the launch can set the stage for strong sales momentum.
Scaling Requires Precision: Post-launch, scaling should be data-driven, with a focus on profitability and long-term growth.

Why PointStory’s Approach Works

At PointStory, we believe that launching on Amazon requires more than just technical expertise—it requires collaboration, creativity, and a deep understanding of the platform. Our ability to work closely with Amazon’s teams, combined with our focus on tailored strategies and execution, sets our clients up for success.

The result? A launch that not only achieves immediate goals but also lays the groundwork for sustained growth and profitability.

Your Journey Starts Here

Launching on Amazon is a transformative opportunity, but it’s one that requires a trusted partner. At PointStory, we’re here to guide you through every step of the process, from preparation to scaling.

Are you ready to write your own success story? Contact PointStory today and let’s make it happen.