Overview

Norm Farrar, a longtime Amazon seller, recently shared a set of off‑platform tactics that can give a new product a strong start on Amazon. By generating traffic and sales before the Amazon listing goes live, sellers can feed Amazon’s ranking algorithm with early momentum. The approach centers on a Google Business Profile, a Walmart Marketplace launch, targeted press releases, and a pre‑launch community.

Key Points

• Google Business Profile — A free Google Business listing can appear in local search results and direct organic clicks straight to an Amazon product page.
• Walmart Marketplace — Listing a new SKU on Walmart opens a separate buyer pool and supplies real‑world sales data that can be leveraged for the Amazon launch.
• Press Release Strategy — Distributing a concise, niche‑focused press release creates backlinks and media buzz, which lift Google SERP rankings and reinforce brand credibility.
• Pre‑Launch Community Building — Private groups, email lists, and early‑access offers cultivate demand, turning interested shoppers into first‑day buyers on Amazon.
• Amazon’s Preference for Early Velocity — The platform’s algorithm rewards listings that show strong initial sales and engagement, making pre‑launch activity a direct driver of organic rank.

How the Strategies Work

1. Create a Google Business Profile — Register the brand name on Google, complete every field (address, phone, website link to the Amazon listing), and upload high‑resolution images. Example: An eco‑friendly water‑bottle brand added a profile, which began appearing in the “Local Pack” for searches such as “reusable water bottle.” Within a week, the profile generated dozens of clicks that landed on the Amazon product page, boosting early traffic without any ad spend.

2. List the Product on Walmart Marketplace — Open a seller account on Walmart, upload the product’s title, description, images, and pricing, then enable the “Buy Box” option. Example: A kitchen‑gadget startup launched its new spiralizer on Walmart first, achieving 150 orders in the first two weeks. The sales figures allowed the team to fine‑tune pricing and inventory levels before the Amazon go‑live date, reducing the risk of stockouts.