NPL

A New Product Launch (NPL) on Amazon is the critical execution phase of bringing a new ASIN live and generating its first wave of sales. It typically follows New Product Development (NPD) and aims to build visibility, sales velocity, and customer trust from day one.

Key components of a successful NPL:

1. Optimized listing - high-converting title, bullet points, images, A+ Content
2. Inventory readiness - ensuring stock is live in FBA or ready for fast MF delivery
3. PPC campaigns - launching Sponsored Products, Sponsored Brands, or DSP
4. Promotions - coupons, Lightning Deals, and launch discounts
5. Review generation - via Amazon Vine, follow-up emails, or influencers
6. External traffic - social media, email lists, TikTok, YouTube, etc.
7. Monitoring performance metrics - CVR, sessions, return rate, NCX, ad efficiency

Why NPL matters:

• Amazon’s algorithm (A9/A10) heavily favors early momentum
• Poor launch performance can cause indexing delays or Buy Box loss
• Successful NPLs lead to higher organic rank, repeat purchases, and category growth

Programs that support NPL on Amazon:

• Born to Run (BTR) - early PO for new ASINs
• LSPL - Large Scale Product Launch for 1P vendors
• Launchpad - curated launch program for innovative brands
• FBA New Selection - fee waivers for first-time FBA items

💡 Example: A supplement brand launches a new collagen powder. They run an NPL campaign including Vine reviews, aggressive PPC, and a 20% off coupon to boost early conversions.

In short:
NPL (New Product Launch) is the strategic roll-out of a new ASIN on Amazon - focused on maximizing early sales momentum through ads, promotions, and optimized listings to secure long-term success.