Key Takeaways
- A well-structured ecommerce press release includes a headline, dateline, lead paragraph, body, boilerplate, and contact info.
- Ecommerce product launches, major partnerships, funding rounds, and milestone announcements are the events that actually move the needle with journalists.
- The lead paragraph is the most critical section and must answer who, what, when, where, and why within the first 40 words, or journalists will stop reading.
- When distributed correctly, ecommerce press releases can generate backlinks and brand mentions that improve your store’s search visibility.
- AmpiFire’s AmpCast AI provides a more effective way to amplify your ecommerce brand’s reach by automatically transforming your core message into 8 distinct content formats that are then optimized and distributed across hundreds of networks for multi-channel reach.
Ecommerce Press Releases That Actually Get Picked Up
Most press releases get ignored. The ones that don’t share three things in common: they’re newsworthy, they’re formatted correctly, and they respect the journalist’s time.
A standard press release and an ecommerce press release share the same bones, but their contexts differ. Ecommerce announcements need to connect a product or business update to a broader market trend or consumer need to be considered genuinely newsworthy.
Not every update warrants a press release, but product launches, funding announcements, and major partnerships almost always do.
This guide discusses how to craft an ecommerce press release that gets picked up, including templates and examples to guide you.
Why Press Releases Don’t Work Anymore
Smart Businesses Are Moving Beyond Traditional PR
• The Problem: Press releases reach one audience through one channel, while your customers are everywhere online. Most get buried within days with poor ROI.
• The Solution: AmpiFire’s AmpCast creates 8 content formats (news articles, blog posts, interview podcasts, longer informational videos, reels/shorts, infographics, flipbooks/slideshows, and social posts) from a single topic and distributes them across 300+ high-authority sites, including Fox affiliates, Spotify, and YouTube.
What You’ll Learn on PR Zen:
✓ Why multi-channel content delivers 10x better results than press releases
✓ How to amplify your PR efforts across multiple platforms
✓ Real case studies of businesses dominating search, social, video, and podcasts
✓ Cost-effective alternative to expensive PR agencies
Ready to Replace Press Releases? Learn the AmpiFire Method →
The Standard Ecommerce Press Release Format
Every press release that gets taken seriously follows a predictable structure. Here’s what every ecommerce press release needs to include, in order.
Headline & Subheadline
Your headline is doing the heaviest lifting. It needs to communicate the news in one punchy sentence using an active verb and a specific detail. A subheadline sits directly below it and adds a supporting layer of context, usually one sentence that expands on the “so what” of the announcement.
Dateline & Lead Paragraph
The dateline appears at the very start of the first paragraph. It lists the city of origin and the release date in a specific format. The lead paragraph must answer the five W’s (who, what, when, where, and why) in two to three sentences.
Body Paragraphs
The body expands on the lead with supporting details and context, and includes at least one direct quote from a company spokesperson or founder.
Supporting data, product specifics, pricing, availability, and market context all belong in the body section, ordered from most to least important.
Boilerplate & Contact Information
The boilerplate is a short “About” paragraph placed at the very end of the press release, just before the contact details. It describes your company in three to five sentences. This section stays consistent across every press release you send.
Contact information follows the boilerplate and includes a media contact name, email address, phone number, and your website URL.
How to Write Each Section of an Ecommerce Press Release
The sections below break down each component with specific guidance for ecommerce businesses.
Write a Headline Journalists Cannot Ignore
Your headline needs one active verb, one specific detail, and zero fluff. Avoid starting with your brand name. Lead with the news instead; aim for 60 to 100 characters, and always use title case.
Nail the Lead Paragraph With the 5 W’s
Start with your dateline, then go straight into the news. Your first two sentences need to cover who is making the announcement, what is being announced, when it’s happening, where the business operates or where the product is available, and why it matters right now.
Build the Body With Quotes & Supporting Facts
The body of your press release is where you layer in the details that make your announcement credible and interesting. Include product specifics like price points, SKU count, shipping availability, and launch dates.
Back up your claims with data, market research, customer survey results, or sales figures from your own store. Then add a quote from your founder or CEO that offers a genuine perspective on why this matters.
Close With a Strong Boilerplate About Your Store
Your boilerplate is your company’s permanent one-paragraph bio. Write it once and reuse it on every press release you send. It should cover what your ecommerce store sells, who your target customer is, when you were founded, and where you’re headquartered or where you ship. Keep it to three to five sentences maximum.
Ready-to-Use Ecommerce Press Release Template
Use this template as the foundation for any new product announcement. Swap out every bracketed item with your real business details before sending it anywhere.
FOR IMMEDIATE RELEASE
[Your Brand Name] Launches [Product Name] on [Platform], Available [Date]
[One sentence expanding on the headline — add a key detail like price, unique feature, or market context]
[CITY, STATE, Date] — [Your Brand Name], a [brief company description, e.g., “Chicago-based home goods brand founded in 2021”], today announced the launch of [Product Name], now available at [website URL]. [Product Name] is designed for [target customer] and features [two to three key product details: materials, size, price, availability].
The launch comes as [relevant market trend or consumer need that makes this timely]. [Add one sentence of supporting context, such as a stat, a seasonal angle, or a gap in the market your product fills].
“[Direct quote from founder, CEO, or key spokesperson that explains why this product matters and sounds like something a real person would say],” said [Name], [Title] of [Brand Name].
Product Name is available starting [date] at [URL]. Pricing starts at $[X]. [Optional: mention free shipping, limited availability, or a launch promotion.]
[About [Brand Name]
[Brand Name] is a [location]-based ecommerce brand founded in [year] by [founder name]. The brand sells [product category] direct-to-consumer through [platform], shipping to [regions]. [One sentence on brand mission or differentiator.]
Media Contact:
[Contact Name], [Title]
[Email Address]
[Phone Number]
[Website URL]
Ecommerce Press Release Example
The example below is modeled on a realistic ecommerce product launch scenario. It follows the formatting rules covered in this guide and demonstrates how the sections connect to form a cohesive, publication-ready document.
FOR IMMEDIATE RELEASE
New York-Based Skincare Brand Launches Reef-Safe SPF 50 Line on Shopify, Ships Nationwide Starting June 1
BrightLeaf Co. enters the sun care market with a dermatologist-tested, ocean-safe formula priced under $30
NEW YORK, April 15, 2025 — BrightLeaf Co., an independent skincare brand founded in 2022 and headquartered in New York City, today announced the launch of its Ocean Shield SPF 50 sunscreen collection, now available exclusively through its Shopify storefront at brightleafco.com. The three-product line, which includes a daily face lotion, a sport spray, and a tinted moisturizer, is formulated without oxybenzone or octinoxate, two chemicals banned in Hawaii and linked to coral reef damage.
The launch positions BrightLeaf Co. among a growing segment of independent beauty brands responding to rising consumer demand for reef-safe personal care products. All three SKUs are priced between $22 and $28 and ship free to all 50 U.S. states starting June 1, 2025.
“We built Ocean Shield because we couldn’t find a reef-safe sunscreen that actually worked for daily wear without leaving a white cast,” said Maya Chen, founder and CEO of BrightLeaf Co. “Every formula went through 14 months of testing before we put it on the site. This isn’t a trend play; it’s the product we actually wanted to use.”
The collection is available for pre-order now at brightleafco.com/ocean-shield. Press samples and a full media kit are available upon request.
About BrightLeaf Co.
BrightLeaf Co. is a New York-based independent skincare brand founded in 2022 by Maya Chen. The brand sells clean, reef-safe skincare products direct-to-consumer through its Shopify store, shipping to all 50 U.S. states. BrightLeaf Co. is committed to formulating products free of the most common environmental and skin irritants, without compromising performance.
Media Contact:
Jordan Lee, PR Manager
press@brightleafco.com
(212) 555-0192
brightleafco.com
Go Beyond Ecommerce Press Releases with AmpiFire
Even a well-crafted ecommerce press release only reaches a fraction of your potential audience. As such, to truly maximize the impact of your announcement, you need your message to show up across every channel where your audience is already looking. That’s where AmpiFire changes the game.
AmpiFire’s AmpCast AI automatically transforms your core message into 8 content formats, including news articles, blog posts, interview podcasts, longer informational videos, reels/shorts, infographics, flipbooks/slideshows, and social posts. It then automatically optimizes and distributes that content across 300+ high-authority platforms, including Google News, YouTube, Spotify, Pinterest, and major news networks.
This results in more organic traffic, stronger brand trust, and the kind of multi-platform visibility that turns a single ecommerce announcement into lasting commercial momentum.
Ready to Go Multi-Channel? Try AmpCast AI Today
Frequently Asked Questions (FAQs)
How long should an ecommerce press release be?
An ecommerce press release should be between 400 and 600 words. That range is long enough to cover all the essential sections, including the headline, lead paragraph, body with a quote, boilerplate, and contact info, without padding.
Do small ecommerce stores need press releases?
Yes, and in some ways, press releases matter more for small ecommerce stores than for established brands. When you don’t have an existing audience or media relationships, a press release gives you a structured, professional way to announce your news and get it in front of journalists who cover your niche.
However, for small businesses with limited budgets, a single press release reaches only one audience through a single channel. Platforms like AmpiFire’s AmpCast AI allow small ecommerce stores to take that same announcement and distribute it across 300+ platforms in multiple formats. This gives you far greater reach without the cost of a traditional PR agency.
How often should an ecommerce business send press releases?
Send a press release every time you have a genuinely newsworthy event, not on a fixed schedule. Forcing a press release just to maintain a cadence results in weak, uninteresting announcements that damage your credibility with journalists over time.
How does AmpiFire’s AmpCast AI expand the reach of my ecommerce business?
AmpiFire’s AmpCast AI transforms your ecommerce content into eight formats (reels/shorts, news articles, videos, podcasts, and social posts, etc.) and automatically distributes them across 300+ high-authority platforms like Google News, YouTube, and Spotify. Instead of relying on a single placement, your message reaches customers everywhere they research before buying, driving more organic traffic and brand visibility.
*Note:Pricing and/or product availability mentioned in this post are subject to change. Please check the retailer’s website for current pricing and stock information before making a purchase.
