From day one, we implemented a structured strategy focused on building credibility, driving conversions, and protecting brand value. Every move was intentional, designed not just to sell quickly, but to set the product up for sustainable growth.
1. Secured trustworthy reviews from day one
We leveraged the Amazon Vine program to build instant credibility through trusted, unbiased reviews. This allowed us to:
- Establish social proof early, even before accumulating high review volume.
- Boost buyer confidence with detailed, verified feedback.
- Avoid risky black-hat tactics, protecting the product’s future ranking and brand reputation.
2. Created early momentum without devaluing the product
We used a “price walk-up” strategy: we launched the product at $50 (on a planned $60 list price) and gradually increased the price over time—$53 → $56 → $59.95. This allowed us to:
- Incentivize early purchases without using steep discounts, signaling long-term value from the start. Instead of making the product feel like a bargain item, we offered a modest discount to show early buyers they were getting something worth paying full price for.
- Build performance data at a discount, then raise prices once momentum kicked in—maintaining visibility in search rankings without sacrificing profitability.
3. Launched advertising the moment we were in stock
We activated sponsored ads from day one, targeting high-intent, relevant keywords. This approach helped us:
- Support organic growth and Vine reviews with strategic, controlled ad spend.
- Drive immediate traffic to a brand-new listing and accelerate early performance.
- Feed Amazon’s algorithm with strong conversion signals, boosting visibility in search results.
4. Optimized every touchpoint for performance
We created content that matched Elgin’s brand identity and clearly communicated value to their target audience. Every element of the listing was optimized to convert:
- Top-ranking keywords were selected based on how real customers search, ensuring the listing spoke directly to buyer intent.
- Benefit-focused copy addressed common objections up front and made the value proposition crystal clear.
- High-quality visuals made the product easy to understand at a glance, building trust and encouraging immediate action.
