Vendor Summit | The Perfect Product Launch

Ryan Craver
Co‑Founder and Chief Strategy & Data Officer, Podean

Overview

This session was recorded as part of the Amazon Vendor Summit on Day 1. In this session, Ryan Craver (Co-Founder and Chief Strategy & Data Officer at Podean) lays out a practical, end-to-end blueprint for executing a successful Amazon 1P product launch at scale. Ryan walks through the critical foundations—pricing parity, profitability readiness, catalogue and variation strategy, supply chain efficiency, and content excellence—before detailing how to build launch momentum through Premium A+, reviews, media activation, and continuous optimisation. He also highlights common launch mistakes that quietly stall growth, shares tactical "launch hacks" vendors can apply immediately, and reinforces that winning on 1P requires ongoing testing, refinement, and disciplined portfolio management long after launch day.

Session Transcript

Paul Sonneveld
Our final expert session before we head to the panel is with Ryan Craver. Ryan is the co-founder and chief strategy and data officer at Podean. Ryan's going to break down for us what a perfect Amazon Vendor product launch looks like, and really how to set up product launches for scale. He's also going to cover some of the common launch missteps and things that quietly kill momentum. And of course, how to avoid them, most importantly. Ryan, it's great to have you here today. The stage is all yours.

Ryan Craver
Paul, great to see you. Thank you for having me. I must say this is a pretty impressive roster you've got. You've got a whole bunch of agencies. We compete in some respects. But it's definitely pretty impressive. However, I am going to pick one bone with you. I was told no branding, and you put me last. How are you going to put me last when we're talking about the perfect product launch? How are you going to do that? 7 a.m. in the morning there in Australia?

Paul Sonneveld
Yeah, 7:10. You know what they say, save the best till last. That's why you're on now.

Ryan Craver
There we go.

Launching on 1P

So let's talk about launching on 1P. The first thing to think about from my perspective is what catalogue you're going to put up and how you're going to set it up. This is the point at which you are going to hopefully be setting up a sustainable program for the foreseeable future. The first thing to think about with that catalogue selection is your list price. The list price ideally is a list price that is in parity to the other channels with which you sell.

Now, sometimes we have clients trying to run a list price higher than other channels because it’s not as profitable as a channel relative to other retailers. However, if you are thinking of building a long-term, sustainable, profitable business, I highly encourage you to try and gain price parity across all the channels with which you sell.

Additional Considerations

  1. Profitability focus: Amazon wouldn't be in this game if they weren't making money. They clearly indicated that they are focused on growing the bottom line. When creating your list prices, ensure they are within range of the net PPM for your relevant categories.

  2. Future considerations: Prepare for future terms increases and associate potential Vine-related costs. Keep some budget for unplanned discounts.

  3. Multiple variations: Ensure you have multiple variations beyond just size and color. Start with a keyword list to optimize your content.

Content Strategy

  • Use every available slot for content. Highlight unique features and ensure brand storytelling through visuals.
  • Include differentiators and address FAQs your competitors might overlook in their descriptions.
  • Consider packaging and design, particularly for supply chain efficiency.

Brand Awareness and Media Strategy

  • Set up brand registry for your product offerings.
  • Mystery shop the competition regularly to understand customer experiences.
  • Design a brand store and ensure consistent presentation across platforms.
  • Utilize media strategies effectively, including sponsored ads and bid optimization tools. Monitor performance regularly and adjust the strategy based on analytics.

Continuous Improvement

  • The product launch is not the end; it requires continual testing and refinement. Monitor sales patterns and competitor performance to keep your offerings relevant.