You don't have to launch the most anticipated video game of all time to use this
By Martin Heubel · October 29, 2026 · Curated by George's Blog
You don't have to launch the most anticipated video game of all time to use this Amazon trick: Launching new products with a street date (aka pre-order). 👇
It's a feature from the video games category that also works for Hardlines and CPG products.
The key benefit?
Shoppers can pre-order your product before Amazon has any inventory available. This lets you build demand on and off Amazon, directing shoppers to a listing that can convert traffic instead of showing a product as unavailable. Once the product is available, Amazon knows how much inventory to order based on the pre-order volume.
The only catch? Amazon applies a pre-order price guarantee. If the product gets price-matched between the purchase and the product launch date, Amazon will sell it at the lowest displayed price.
It's one of the most overlooked levers to give your new product launches a head start on Amazon.
Have you used street dates for your product launches?