New products start with no reviews or sales history, so Amazon has little reason to rank them. A launch plan builds momentum.
Before launch
- Listing complete: title, bullets, description, backend terms, images, A+ content if eligible. Draft titles with our product title generator.
- Enough stock for several weeks.
- Competitive launch price.
Weeks 1–4
- Sponsored Products automatic campaign to gather data.
- Manual campaigns on obvious keywords.
- A coupon to improve click-through.
- Amazon Vine or Request a Review for early reviews. Read Amazon Vine.
- Drive outside traffic from Instagram, WhatsApp and your list.
Weeks 5–12
- Move winning search terms to exact match.
- Add negatives.
- Reduce discounts gradually as reviews grow.
- Improve listing based on questions and reviews.
Accept higher launch ACoS
Expect higher ad costs at first. Track ROAS with our ROAS calculator and set a launch budget limit.
Read Amazon PPC for beginners.
Want the full picture? This article is part of Marketplace selling: the complete guide, our in-depth guide with everything in one place.
