Hello sellers!
Today we will be going over release dates and how they affect your account. Setting accurate release dates is critical for your account health. Missing promised delivery dates will negatively impact your seller account metrics.
There are two essential dates you need to know when launching products:
1. Offer Release Date - When customers can begin pre-ordering your product, but it is not ready to ship yet
2. Merchant Release Date - The first date on which you can deliver a pre-orderable product (one that has never been available prior to this date) to a customer
Let's break down these essential timing elements:
Offer Release Date: Your Sales Green Light 🚦
* Marks when customers can begin pre-ordering your product
* Triggers the actual selling period
* Critical for inventory planning and customer communications
Note: You can set up back-orders and pre-orders on a product when it meets the following criteria:
* It can be shipped within 30 days
* It's not a Fulfillment by HAQM product
* It's not a Music, Video, or DVD product
Merchant Release Date: Your Product's Birthday 🎂
* Represents when the product was first introduced to the market
* Format required: MM-DD-YYYY
* Optional for most products, but critical for:
* New releases
* Limited editions
* Seasonal items
* Collection launches
* Customers can order your items and they are ready to ship immediately
For example:
You sell an item that has been anticipated for a while, such as a new gaming system that has been talked about by the brand for months. The Manufacturer's release date for the product is July 1st. However, you receive the products to sell before the products are released to the public. You cannot sell them before the merchant release date of July 1st, however, you can set up pre-orders. Your Offer Release date can be set for June 1st if you want to take pre-orders, but your Merchant Release date needs to be set for July 1st and you can begin shipping to your customers at this time.
Why These Dates Matter 🎯
Pre-order Management
* Creates anticipation for new products
* Helps gauge demand before launch
* Enables inventory planning
Customer Experience
* Sets clear expectations for availability
* Reduces customer service inquiries
* Builds excitement for product launches
Inventory Control
* Allows better stock planning
* Minimizes stockouts
* Optimizes warehouse operations
Where can you set these dates?
You can add this information to your category specific files or when adding a product under the ‘Offer’ tab.
Best Practices ✨
* Always verify dates are accurate
* Ensure sufficient inventory before setting dates
* Monitor pre-order metrics closely
* Keep communication channels open with suppliers
⚠️ Important: Your accounts metrics will be impacted if you miss promised delivery dates. Only set dates you can confidently meet.
Need Help?
Check out our detailed guide on List a pre-ordered or back-ordered product for step-by-step instructions on setting up pre-orders for your products.
💡 Pro Tip: Use these dates strategically during product launches to build buzz and manage inventory efficiently.
If you have specific questions about your product’s launch dates, you can reach out to Seller Support. Ensure you provide them with your ASIN and the questions you have about. If you still have questions after they have investigated your case, feel free to create a new discussion and select Create and Manage Listings and the relevant tag for your issue type.
Share your pre-order success stories below! How have you used these dates to optimize your launches? 👇
Look forward to hearing from you!
Michelle