C1 Launching a new product — the 90-day plan
A launch is run as a lifecycle, not a campaign. The first two months buy visibility, rank and reviews on the most relevant keywords; the third month shifts to scale and profit.
Read this flowchart as text
- Pre-launch (T-14 → T-0)
- Listing: keyword-tiered copy · 7-slot image set · A+ · video
- Price: launch price at/below category median; coupon ready
- Inventory: ≥ 60 days cover at forecast velocity
- Reviews: Vine enrolment · insert card (compliant)
- Campaign build: auto · exact (10–20 core terms) · branded · SB video creative ready
- Days 1–14 · Index & ignite
- Aggressive bids on 10–20 core exact terms; TOS modifier +50–100%
- Auto + broad discovery with daily negatives
- Coupon / strike-through live for CTR
- KPI: indexed on all primary terms · CTR ≥ category · first 5–10 reviews
- Days 15–60 · Rank & learn
- Graduate converting search terms weekly (B14)
- Ranking campaigns: target keywords at rank 10–30 to push to page 1
- Add SB video · product targeting on weaker competitors
- KPI: page-1 rank on 5–10 core terms · CVR ≥ 10% · ACoS trending down
- Days 61–90 · Scale or tighten
- Taper bids on terms ranked top-3 organically
- Scale budget +10–20%/wk where ACoS ≤ target
- Price test upward if CVR holds
- KPI: TACoS ≤ 15–20% and falling · PPC-to-organic ratio improving
What you get: a launch with clear exit criteria for each stage — and an honest view of why launch ACoS is high on purpose.
| Stage | Target ACoS | Expected TACoS | Primary KPI |
|---|---|---|---|
| Days 1–14 | 60–100%+ (investment) | 40–60% | Indexing, CTR, first reviews |
| Days 15–60 | 40–60% | 25–40% | Page-1 rank on core terms, CVR |
| Days 61–90 | 25–40% | 15–25% | TACoS falling, organic share rising |
| Month 4+ | ≤ break-even × profit goal | 8–15% | Profit per unit |
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Guides that use this process.
Strategy & growth
Amazon Product Launch Playbook: The First 90 Days
A stage-by-stage Amazon launch plan: what to have ready before day one, what to do in days 1–30, 31–60 and 61–90, and the exit criteria for each stage.
12 min read · Sep 25, 2026Amazon PPC
Amazon PPC for Product Launches: Structure, Budget and Timing
Launch campaigns run a high ACoS on purpose, for a fixed period, on a short list of terms. How to structure them, budget them and when to switch to profit mode.
6 min read · Sep 25, 2026