Why Consistently Launching New Products on Amazon Is Key to Brand Growth—Backed by Amazon’s Own Research

If you’ve ever listed a brand-new product on Amazon and wondered why nobody seemed to notice, you’ve run headfirst into the “cold start” problem. This happens when a fresh listing has zero reviews, minimal clicks, and not enough sales data to convince Amazon’s search algorithm to display it prominently. As a result, your shiny new item can get stuck on page 10—where almost no one ever sees it.

But here’s the surprising truth: frequent product launches can be one of the most powerful ways to ensure your brand thrives on Amazon, thanks in part to a game-changing approach highlighted in an Amazon Science paper on Empirical Bayes. Below, we’ll explore why consistently launching new products not only solves the cold-start dilemma but also helps your brand stay relevant, visible, and profitable in an ever-crowded marketplace.

The “Cold Start” Problem

1. Lack of Early Data
   A new listing has no social proof: no customer ratings, no reviews, and little to no sales history. Traditional ranking systems rely on these signals to figure out which products deserve top placement. Without them, your listing might remain invisible.

2. The Catch-22
   Because your new product doesn’t appear in prime search positions, few shoppers see it. If shoppers don’t see it, they can’t click or buy. No clicks and purchases mean the listing continues to lack the data that would boost it in search results. This vicious cycle often makes brands reluctant to launch new products—they fear investing time and resources into something that might stay invisible.

3. Slow Traction
   Some new items only become visible once they accumulate enough positive signals—like sales and reviews. That can take weeks or even months, especially in competitive categories.

Amazon’s Empirical Bayes Solution

The Amazon Science team suggests using an Empirical Bayes approach to help jump-start new products. Here’s how it works:

1. Use Similar Products to Inform the Baseline
   Rather than waiting for brand-new listings to build data from scratch, Empirical Bayes “borrows” data from similar items. Suppose you’re launching a new yoga mat. Amazon’s system analyzes data from other yoga mats—ones that share similar materials, dimensions, or price ranges—to predict how well your new mat might perform.

2. Refine Predictions with Early Feedback
   The moment your listing gets even a few clicks or the first purchase, the algorithm updates its prediction. It marries the broader “group” data with this tiny bit of fresh info, resulting in a more accurate ranking decision.

3. Fairer Placement in Search Results
   Armed with these improved predictions, Amazon’s search engine is more willing to show your new item in relevant search queries—even if it’s only got a handful of orders so far. This creates a positive feedback loop, where increased visibility can lead to more clicks and purchases, which in turn improves your listing’s ranking further.

Why Brands Should Launch Products Consistently

Amazon’s Empirical Bayes research is a game-changer for new listings, but it works best when brands launch often and strategically:

1. Stay Top of Mind
   Every new product presents an opportunity to make a splash—through email campaigns, social media posts, or Amazon-specific ads. Frequent launches generate constant buzz around your brand, attracting both loyal repeat customers and new shoppers.

2. Leverage Data Across Multiple Products
   The more products you list, the more “comparable items” Amazon can analyze to boost each new launch. If your brand consistently sells fitness gear, for example, then your new running shoe benefits from all the previous data gathered from your yoga mats, water bottles, or resistance bands.

3. Build Brand Authority
   A steady flow of new offerings shows shoppers—and most importantly, Amazon’s algorithm—that your brand is active and on-trend. Consumers often associate frequent updates with innovation, which can lead to heightened brand loyalty and trust over time. By regularly refreshing your product lineup, even small tweaks like rebranding older products with updated years or holiday-specific visuals, you signal to both customers and the algorithm that your brand is worth paying attention to

4. Shorten the Learning Curve
   Each new product gives you fresh insights into which features, price points, and marketing strategies resonate with your audience. This fast-tracks your ability to optimize upcoming product launches.

The Takeaway: Make New Product Launches Your Amazon Growth Engine

Here’s how to turn Amazon’s Empirical Bayes insights into a practical plan:

1. Plan Your Product Roadmap
   Don’t just launch one or two products per year. Instead, create a roadmap for ongoing product releases—whether that’s monthly, quarterly, or seasonally. The more consistent, the better.

2. Optimize Listings from Day One

   • Accurate Categorization
     Make sure Amazon knows exactly where to place you by using the right keywords and categories. When the product is correctly categorized, it’s easier for algorithms to match it with relevant searches—giving you a better chance to show up in front of potential buyers.

   • Compelling Descriptions
     Highlight unique features and benefits that align with what similar products offer (so Empirical Bayes can match them effectively). Remember, your copy is extremely important for Amazon SEO—be sure to optimize around your target keywords to improve discoverability.

   • High-Impact Images
     Product images are crucial for conversion, so pay special attention to your first and second images—these often determine whether a shopper clicks through or scrolls on. Invest in professional-quality photos that showcase your product’s best angles, details, or use cases. Pro Tip: Try adding a keyword into your first photo.

3. Drive Early Engagement

   • Promotional Discounts: Offering a limited-time launch discount (for example, 40% off) can be a highly cost-effective way to trigger those all-important first purchases, rather than pouring extra budget into PPC from the jump. These early sales give Amazon’s algorithm the data it needs to boost your listing’s visibility, all while enticing deal-savvy shoppers.

   • Leverage Email Lists & Social Media: If you’re a DTC brand, don’t hesitate to drive your existing audience to your new Amazon listing via emails, social posts, or newsletters. While some brands worry about losing traffic to Amazon, the conversion rate on Amazon is often multiples higher than most DTC websites—so you may see a better return on your marketing efforts.

   • Influencer Partnerships: A single well-timed mention or review from an influencer can kickstart momentum when your listing is brand-new. You can also tap affiliates to promote your launch, though this can get pricey and is often a strategy best suited for more seasoned brands looking to scale.

4. Monitor & Tweak

   • Watch Sales & Click-Through Rates: If clicks are high but conversions are low, consider improving your images, pricing, or product description to better match shopper expectations. Regularly test and refine these elements to see what resonates. Keep in mind that frequent launches of new items generate fresh performance data, helping you quickly spot what’s working (and what isn’t) so you can optimize faster across your entire portfolio.

   • Gather Feedback: Encourage reviews early. Social proof boosts ranking and reassures future customers. By frequently testing, reviewing, and tweaking, you learn from real-world results and apply those lessons to both current and future listings. This cycle of continuous improvement helps you stay competitive and relevant on Amazon.

5. Repeat the Process
   Once your new product is sailing smoothly, rinse and repeat! Each launch strengthens your overall presence on Amazon—especially if your items relate to each other.

Conclusion

As shown in the Amazon Science paper on Empirical Bayes, the cold-start problem doesn’t have to cripple your new product launches. By consistently rolling out new offerings—and smartly leveraging Amazon’s evolving algorithms—you can sidestep the pain points of invisibility.

Frequent product introductions keep your brand fresh, help gather valuable customer insights, and ultimately enable you to own more digital shelf space on Amazon. If you want your brand to remain competitive, visible, and profitable, don’t be afraid to launch early and launch often. With the right strategy, your cold start can heat up fast—turning mere listings into brand-building successes.