2-Step Amazon Product Launch Process

Shane Catchpole


Embarking on product launches for Amazon FBA has been an enlightening journey for me. In this video and blog post, I'll share invaluable lessons learned from nearly losing $100,000 due to oversights in the launch process. By embracing a two-step approach, I've been able to refine my strategies and enhance the likelihood of success in the competitive Amazon ecosystem.

The Importance of Proper Validation:

When I first started on Amazon, I tested the market with small quantities of products sourced from platforms like AliExpress or Alibaba. I've since realized the significance of investing in a somewhat more thorough validation stage while still protecting my downside. By ordering trial batches below Minimum Order Quantity (MOQ), I'm able to gauge market demand and gather invaluable feedback from customers.

Learning from Mistakes: 

One significant setback I encountered was during the launch of a furniture brand. Despite successful initial testing and quality inspections, I made the decision to switch to a cheaper supplier for subsequent orders. This proved to be a costly mistake, resulting in a $25,000 loss due to compromised product quality. This experience taught me the importance of consistency in product sourcing and avoiding shortcuts post-validation.

Navigating Regulatory Challenges: 

Entering the competitive cosmetics market presented its own set of challenges. Despite ordering a significant quantity of units, regulatory hurdles regarding ingredient imports into the USA caused delays and additional expenses. By splitting the initial order and refining packaging and marketing strategies based on the first batch's feedback, I was able to mitigate some losses. However, I learned firsthand the importance of thorough research and adherence to regulations in such ventures.

The Pitfalls of Overcommitting: 

Another lesson I learned was from a garden decor launch gone wrong. Overcommitting to a large order without proper validation proved disastrous, as the chosen color scheme failed to resonate with customers, leading to stagnant sales and storage fees. This experience served as a stark reminder of the importance of validating product attributes before scaling up production.

The Two-Step Approach: Validation and Scaling:

To avoid repeating costly mistakes, I now advocate for a structured two-step approach: validation and scaling. The validation stage allows for testing and refining products based on market feedback, minimizing risks associated with larger orders. Key strategies include soliciting customer feedback, analyzing conversion rates, and iterating on marketing campaigns. Armed with data from the validation stage, scaling up becomes a calculated decision rather than a gamble.


My journey in navigating Amazon FBA launches has been filled with both challenges and valuable lessons. By embracing a structured approach of validation and scaling, I've been able to mitigate risks and increase the likelihood of success in the competitive e-commerce landscape. Whether you're venturing into furniture, cosmetics, or any other niche, prioritizing market validation before committing to large-scale production is crucial for sustainable growth and profitability on Amazon.