How to Launch a Unique Product on Amazon?

Launching a product on Amazon is already a challenge but launching something entirely new, with no direct competitors and no existing search volume, is a whole new level of adventure. If you succeed with such a product, you might as well start preparing for Shark Tank. Because launching something that doesn’t exist in the market and making it work means you’ve unlocked a formula that could generate millions across multiple products.

But let’s be honest: it’s not going to be easy. That’s why you need the right advertising strategy to make it happen. Below are the Amazon advertising tactics I recommend for this kind of bold move:

1. Target Similar Product Detail Pages

Even if your product is unique, you can still find related customer interest in similar product categories. For example, if you're selling a brand-new type of fruit tea, you can start by placing ads on existing fruit tea product pages.

💡 Ad Types to Use:

Sponsored Products – Manual (Product Targeting)

Sponsored Display – Product Targeting

Research the top selling ASINs in the most relevant category, and set up product-targeting ads to "shadow" those listings and redirect potential buyers to your new product.

2. Use Audience Targeting to Explore Interests

No competitors? No problem. Use Audience Targeting to explore what your potential customers are interested in. Target users with “In-Market” and “Lifestyle” segments.

💡 Pro Tip:

In this stage, CTR (Click Through Rate) becomes a crucial metric. If users are clicking on your ad for a brand-new product, it shows interest and curiosity. In other words, even if conversions are low at first, high CTR signals which audiences are worth focusing on.

3. Create Scroll-Stopping Video Ads

Video ads are a game-changer especially for products no one has ever seen before. With Sponsored Brands Video, you can leverage the power of "scroll stopper" content to catch the shopper’s attention.

🌀 Think guerrilla marketing:

A creative, curiosity-sparking product video can work wonders. Just like Scrub Daddy did go look up their marketing journey.

Even a 15 second video explaining the product clearly can build awareness and drive traffic to your page.

4. Don’t Skip Broad & Category Based Campaigns

Yes, everyone starts with broad match keywords and category-based Sponsored Product campaigns. But for your case, the goal isn’t immediate sales it’s visibility, awareness, and most importantly: data.

🧠 Data is everything.

Your job here is to learn what works, which search terms spark curiosity, and how shoppers are reacting. These early campaigns are your research lab.

Final Thoughts:

Launching a never-before-seen product on Amazon is not for the faint-hearted. But if done right, it can be a game-changer not just for one product, but for your entire brand.

🎯 Remember: The first few milliseconds of attention are incredibly valuable. That’s when shoppers decide whether to scroll past or stop and look. Use that moment wisely.

If you found this helpful, keep testing, stay patient, and have a good ROI day!

How to Launch a Completely Unique Product on Amazon: Advertising Tactics That Actually Work