Launching a new ecommerce product is exciting but making sure people notice is the real challenge. You can build a brilliant product, invest months of development, create stunning campaigns, and still struggle for visibility if the market doesn’t hear about it at the right time.
A press release changes that.
It is one of the most reliable ways to announce an ecommerce product launch, get media attention, build authority, and reach potential customers through credible, trusted third-party coverage.
In this guide, you’ll learn exactly how to announce an ecommerce product launch with a press release, including structure, messaging, storytelling, examples, and distribution.
Key Highlights:
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Press releases remain a powerful tool to break through digital noise and earn attention for your ecommerce launch.
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A compelling headline and a clear lead paragraph ensure journalists and customers immediately understand your product’s value.
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Showcasing benefits, differentiators, and real quotes builds credibility and tells a story beyond features.
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High-quality visuals, a strong call-to-action, and a professional boilerplate enhance shareability and media pickup.
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Strategic distribution, tracking coverage, and following up maximize reach, SEO impact, and long-term brand visibility.
Why Press Releases Still Matter for Ecommerce Launches?
Press releases are far from outdated, they have simply adapted to the modern digital environment. In a market where consumers skip ads, scroll past promotional posts, and trust earned coverage more than brand claims, press releases play a role that paid marketing can’t replace.
1. Press Releases Break Through Digital Noise
Customers are constantly bombarded with ads, sponsored content, and promotional posts. A well-written ecommerce press release stands out because it feels like news, not advertising. It communicates your product launch in a factual, credible way, giving your announcement a higher chance of being read, shared, and taken seriously.
2. They Build Instant Credibility
When your brand appears in legitimate publications whether niche outlets, industry media, or mainstream news, it signals:
- This launch is real
- This company is serious
- This product is worth attention
3. They Attract Actual Media Coverage
Press releases remain one of the best tools for reaching:
- Tech and retail journalists
- Niche industry blogs
- Review and comparison websites
- Influencers and marketplace analysts
4. They Strengthen SEO & Digital Visibility
A modern product launch press release strategy can contribute to your digital footprint by generating:
- Brand mentions
- Quality backlinks
- Indexing across multiple media platforms
- Keyword relevance for the product and brand
5. One Release Can Support an Entire Launch Strategy
A strong press release gives your team reusable content:
- Quotes for landing pages
- Proof for investor decks
- Talking points for social posts
- Credibility signals for email campaigns
How to Announce an Ecommerce Product Launch with a Press Release? (Step-by-Step)
Whether you're targeting journalists, bloggers, influencers, or online publications, your ecommerce press release needs to be structured clearly and communicate value fast.
Below is a complete step-by-step guide to writing a strong and effective ecommerce product launch press release using real examples, practical writing tips, and simple frameworks.
1. Start with a Clear, Compelling Headline
Your headline is the most important part of your new product announcement. Journalists decide in seconds whether they will keep reading or delete the email. Consumers make the same decision when scanning online listings, blogs, or publications.
A strong ecommerce press release headline should:
- Summarize the news clearly
- Highlight your product’s main benefit or USP
- Use active, energetic verbs
- Stay under 70 characters for readability and PR distribution platforms
- Avoid jargon and buzzwords
What Makes a Great Headline?
A press release headline should answer the reader’s first question: “Why should I care?”
Avoid vague headlines like:
- “Company Announces New Product”
- “Brand Launches Update”
These are generic and unmemorable.
Instead, be specific:
- Name the product
- Highlight the core benefit
- Make it sound like news
Example: “GC Launches Plant-Based Laundry Sheets for Water-Conscious Homes”
Why this works:
- Product name + benefit are clear
- Shows who the product is for
- Reads like news, not an advertisement
If your ecommerce product has multiple angles (eco-friendly, affordable, convenient, technology-driven), pick the strongest one for the headline. You can communicate the rest later in the body.
2. Write a Strong Lead Paragraph (The 5 W’s)
After your headline, the first paragraph must deliver the essential information immediately. Think of this section like your elevator pitch: short, factual, and packed with value.
It should answer the 5 W’s:
- Who is launching
- What the product is
- When it launches
- Where it is available
- Why it matters
No storytelling. Straight to the point.
Example: “GC, an Austin sustainable home-care brand, is launching its new plant-based laundry sheets on July 15, offering homeowners a compact, biodegradable alternative to traditional plastic jug detergents.”
This introduction:
- Provides concrete information
- Sets the context
- Establishes relevance
- Shows what the announcement is about instantly
If a journalist reads only the first paragraph, they should still understand your entire announcement.
3. Explain What Makes the Product Worth Caring About
Once you introduce the product, the next section should prove that it matters. This is where most ecommerce press releases fall short, they list features, but they don’t explain the impact.
Features describe your product. Benefits explain why people should care.
A strong product launch press release talks about:
Problems your product solves
Examples:
- Traditional detergents come in large plastic jugs
- Shoppers want simple, waste-free cleaning
- Most people don’t want harsh chemicals in their home
How your product improves customers’ lives?
- Saves time
- Saves money
- Makes life easier
- Gives better results
- Provides convenience
- Delivers peace of mind
Why your product is different?
This is your differentiation moment.
Examples:
- “First laundry sheet that dissolves instantly, even in cold water.”
- “More compact than any competitor on the market.”
- “Made from fully compostable materials.”
Try to avoid generic phrases:
- “Our product is high-quality.”
- “We are committed to providing the best.”
Instead, show proof:
- Numbers
- Comparisons
- Improvements
- Outcomes
Example wording: “Because each GC sheet is pre-measured and mess-free, homeowners can eliminate spills, reduce plastic waste by 92%, and store detergent in half the space required by traditional containers.”
Specific. Visual. Customer-focused.
4. Add a Quote from Leadership or Product Owners
A quote turns the press release from a document into a story. It adds personality, authority, and human emotion.
Ideal speakers include:
- CEO
- Founder
- Head of product
- Innovation director
- Marketing lead
What should the quote do?
A quote should:
- Clarify the motivation behind the product
- Show the company’s values
- Emphasize what customers gain
- Add insight, not restate what’s already written
Avoid quotes like:
- “We are excited to announce our new product.”
- “This launch is an important milestone.”
Instead: “GC was born from the belief that sustainability shouldn’t require sacrifice. We wanted a solution that makes everyday cleaning faster, cleaner, and dramatically less wasteful and laundry sheets are the next step in that mission,” says John Doe, CEO of GC.
This quote:
- Shows mission
- Shows personality
- Connects with customers
- Sounds natural and meaningful
5. Include High-Quality Visuals
Modern ecommerce press releases perform dramatically better when they include visuals. They make the announcement easier to understand and dramatically more shareable.
Strong visual assets include:
- Product images
- Lifestyle photos
- Before-and-after shots
- Infographics
- Feature comparison graphics
- Short demo videos
- 360° product renders
- GIFs
If possible, also include:
- A downloadable press/media kit
- Google Drive/Dropbox link
- Branded image folder
This helps journalists publish your story faster.
Bloggers and online media love ready-to-use visuals because it saves them production time.
6. End with a Strong Call to Action
Your press release should not end with the story, it should end with direction.
Ask yourself: “What do I want readers to do next?”
Examples:
- Visit the product page
- Sign up for early access
- Join the launch event
- Pre-order before launch
- Request a review unit
- Download a media kit
- Contact the press team
Example CTA: “Visit GC site to explore product features, see the launch video, and order your first box of EcoClean laundry sheets.”
7. Add a Professional Boilerplate
A boilerplate is a short, 3-5 sentence company summary that goes at the bottom of every press release you publish.
It should explain:
- Who the company is
- What it does
- What makes it unique
- What market it serves
- Why it exists
Boilerplate Example:
About GC
GC is a U.S.-based sustainable home-care brand dedicated to reducing plastic waste through innovative, natural cleaning products. Designed for modern families, EcoClean products offer powerful cleaning performance without harmful chemicals or unnecessary packaging. Learn more at GC Website.
8. Include Clear Contact Information
If a journalist wants to cover your announcement but cannot quickly find a contact, they move on.
Always include:
- Full name
- Role or department
- Phone
- Website
Contact Information Example:
Media Contact
Name
Designation Here
Email Address Here
Phone number here
Website address here
9. Measure Results & Follow Up After Distribution
Your product launch doesn’t end once the press release is published. To maximize impact, track performance metrics and follow up with key contacts.
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Monitor Coverage: Track which media outlets, blogs, or influencers picked up your announcement.
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Analyze Engagement: Check website traffic, click-throughs, and conversions generated by the release.
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Collect Feedback: Reach out to journalists or influencers for feedback and additional coverage opportunities.
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Refine for Next Launch: Learn what worked (headline, visuals, angle) and what didn’t, so your next press release performs even better.
How to Distribute Your Product Launch Press Release?
Even the best-written press release will not generate results without proper distribution.
Here’s how to get your announcement in front of real stakeholders.
1. Target Journalists and Media That Actually Cover Your Industry
Instead of sending your press release into a public void, focus on:
- Ecommerce bloggers
- Tech or retail publications
- Journalists who have covered similar launches
- Industry newsletters
- Influencers and product reviewers
Relevance = higher pickup rate.
2. Use a Professional Distribution Service
Platforms specializing in ecommerce press releases (like EasyPR) help you:
- Reach established media contacts
- Access niche industry verticals
- Amplify your news across search engines
- Get analytics on your coverage performance
3. Share on Social Media
Repurpose your press release into:
- LinkedIn posts
- Instagram and Facebook announcements
- Threads
- TikTok snippets
- Newsletter features
Use viral-friendly hooks:
- “We’ve been working on something new…”
- “Today we officially launch…”
- “Here’s how we solved this industry problem…”
4. Add a Media Kit
A great media kit may include:
- Photos
- Brand logos
- Lifestyle images
- Product specs
- One-pager
- Review instructions
- Quote snippets
- Company fact sheet
5. Follow Up Professionally
Two to three days after sending your press release:
- Follow up politely
- Share key angles
- Offer interview availability
- Provide additional files if needed
Why PR Works So Well for Ecommerce Launches?
1. More Credibility Than Advertising
People trust third-party coverage far more than ads. A press release published in a reputable outlet functions as:
- Social proof
- A third-party endorsement
- Brand positioning
2. Cost-Effective Growth
Paid ads stop when the budget stops.
Press coverage:
- Ranks in search
- Can be reshared endlessly
- Works long after publication
- Gives you marketing assets for your website, emails, and social media
3. Builds Brand Recognition Over Time
One mention can lead to:
- More media inquiries
- Reviews
- Industry roundups
- Influencer coverage
4. Supports SEO (Quietly but Powerfully)
Press releases can:
- Earn authoritative backlinks
- Improve brand search volume
- Help you rank for product or category keywords
Sample Structure of an Ecommerce Product Launch Press Release
Conclusion: Bring Your Ecommerce Launch to the Spotlight
Launching a new ecommerce product today is more competitive than ever but the brands that win are not always the ones with the biggest budget. They are the ones who communicate smarter, tell a stronger story, and show the world why their launch matters.
A well-written product launch press release does exactly that.
If you follow the framework outlined above: clear headline, strong lead, compelling benefits, real quotes, powerful visuals, a sharp call-to-action, and proper distribution - you’ll give your product the professional introduction it deserves.
Whether you’re launching your first product or your fiftieth, mastering your press release strategy ensures your announcement doesn’t just go live - it gets seen, covered, and remembered.
Frequently Asked Questions
How do I write a press release for an ecommerce product launch?
Start with a strong headline, summarize the 5 W’s in your lead paragraph, explain what makes the product valuable, add authoritative quotes, include visuals, end with a CTA, and finish with a clear boilerplate and contact details.
What should I include to make my press release newsworthy?
Focus on what’s new, different, or useful: innovation, unique features, customer benefits, compelling stats, or a market problem your product solves.
Do I need visuals in my product launch press release?
Yes. High-quality images, lifestyle shots, infographics, or demo videos significantly improve media pickup rates and help journalists tell a better story.
How long should my product launch press release be?
Most effective releases are 400-700 words, long enough to deliver value but short enough to keep journalists engaged.
Should I distribute the press release manually or through a service?
Both work, but using a professional distribution platform can dramatically increase reach, get your release in front of targeted media outlets, and improve authority through earned coverage and backlinks.
