New product announcements on Shopify: keep launch news in your store's feed

A new product gets one launch email and one social post, then the news fades. Shoppers who arrive a week later may never hear about it. A new product announcement that lives on your store, in the feed behind the bell, keeps telling every visitor what is new for as long as it is true.

This guide shows you how to write product launch announcements for your NotiFeed, how to keep them running as an ongoing product news feed, and how to line up a launch-day theme with Theme Launcher. You will also see what one store's feed was credited with, quoted from its case study.

Why product news belongs in the feed

NotiFeed adds a bell to your store header, or floating on the screen, that opens a feed of your messages. The shopper opens it when they choose, so it suits news they can read in their own time: a new product, a bigger size, a new service such as local pickup. Each message can link straight to the product or collection page, where the shopper can buy.

The feed works alongside the launch email, SMS and social posts you already send. Those reach people who are not on your site. The feed reaches people who are, including the ones who never opened the email.

What one store's product news recorded

Ninja Transfers runs NotiFeed only, with no NotiSell, NotiPop or NotiEmail. Its case study describes nine live campaigns, all evergreen with no end date, and calls them "product news, not promotions": new blanks, larger gang sheets, multi-upload, improved search, new heat presses and local pickup.

From 8 July to 5 October 2026, the account shows $92,749 in attributed revenue across 1,539 orders, at a $60 average order value, with no discounts given across that window. Two of its three biggest campaigns are launches: New Heat Presses shows $21,837 and 40 Ft Gang Sheets shows $18,633. These are account totals, not a controlled test, so they show what was credited to feed clicks rather than a lift. The full numbers are on the Ninja Transfers case study.

Write the announcement message

Click Create Campaign in the sidebar, open Promote a sale or launch and click Build your own. On the Setup tab, the Title (up to 120 characters) carries the news and the Description (up to 200) adds one detail that helps the shopper decide.

• Lead with the product. "New: 40 ft gang sheets" says more than "Big news".
• Use one detail. A size, a use, a launch price or who it is for. Cut anything that does not help the shopper choose.
• Show it. Under Choose image, emoji, or none, pick Image for a product launch, because seeing the product does the selling.
• Link where they can buy. Switch on Call to action, write Button text (up to 30 characters) such as "See the new presses" and set Button link to the product or collection page.

The link matters for reporting. After a click to a product, collection or search page, products added to cart within 6 hours are credited to the message. A click to another page on your store, such as the home page, gets 3 hours. The checkout must follow in the same browser within 30 days. The NotiFeed setup guide covers every field.

A worked example: before and after

A print shop adds a new heat press to its range. Its first draft reads:

Before. Title: "Exciting news". Description: "Something new just arrived. Come take a look." Button link: home page.

The shopper cannot tell what is new, and the home page link gives the shortest attribution window. The rewrite:

After. Title: "New: the 16 x 20 heat press is here". Description: "Fits adult shirts and tote bags, ships from our warehouse." Image: the press. Button text: "See the press". Button link: the product page.

The title names the product, the description gives one reason to care, and the link lands on the page where the shopper can add it to the cart.

Keep a running product news feed

A launch is news for weeks, not one day, so give each launch its own message. The bell's badge counts messages a shopper has not yet seen in that browser, and a message counts as seen once they hover over it or tap it.

Editing a message keeps it the same message, so a shopper who has seen it will not see it as new. When you launch the next product, add a new message rather than rewriting the old one, so the badge lights up again.

• On Scale and Enterprise+, campaigns are unlimited and each holds up to six messages. You can keep several launches live at once, as Ninja Transfers does with nine campaigns, and drag message tabs to put the newest first.
• On Starter (free), one NotiFeed campaign can be active, with one message. Replace the announcement when the next launch arrives: pause the current campaign, then save the new one.

Retire a message once the product is no longer new, or once it sells out. For more on this rhythm, see keep your notification feed fresh.

Line up a launch-day theme with Theme Launcher

For a bigger launch, you may want a new home page banner or a launch theme on the day. Theme Launcher, on every plan, publishes a theme from your Shopify theme library at the date and hour you choose, and can switch back to your everyday theme when the event ends.

1. Prepare the launch theme in Shopify under Online Store > Themes. It can stay unpublished.
2. Open it in the theme editor, switch on Atomato under App embeds and save. The embed is saved per theme and Theme Launcher does not check it, so without this step your bell and messages disappear when the launch theme goes live.
3. In Atomato, click Create Campaign, then Schedule a store update under Store tools. Enter a Campaign name, choose the During event theme, and set the Start date and Start time.
4. To switch back, tick Enable theme switching once the event has ended, choose the After event theme and set the End date and End time. Click Save campaign.

On Scale and Enterprise+, set the announcement campaign's start on its Schedule tab to the same hour, so the theme and the message go live together. Both editors use your computer's time zone, not your store's. On Starter, scheduling is locked, so when the theme switches, pause the current announcement and save the new one as Active. Full steps are in schedule a theme switch with Theme Launcher.

What this does not do

• Atomato does not send launch emails or texts. Your email and SMS platform still does that.
• It does not show on Shopify checkout, the thank-you page, POS or headless stores.
• A NotiFeed message does not check stock. Pause or remove it when the product sells out.
• It cannot split traffic between two versions of an announcement. To compare wording, run one version, then the next.
• Theme Launcher only changes which theme is live. It does not edit the theme or turn on the app embed for you.
• A schedule belongs to the whole campaign, not to each message in it.

For a one-off limited release with a signup before launch day, see our plan from teaser to sell-out.

Next step

Pick the newest product you have launched this year and write one announcement for it: the product in the title, one detail in the description, an image and a link to its product page. NotiFeed is on every plan, including the free Starter plan. See NotiFeed and pricing for what each plan includes.

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