C9 Where each product is in its lifecycle
The same product needs different targets at different ages. We classify every ASIN each quarter and set its ACoS and TACoS bands accordingly.
Read this flowchart as text
- Launch 0–3 months
- Growth 3–9 months
- Maturity 9–24 months
- Defend / Harvest 24+ months
- Goal: index · rank · reviews ACoS 50–100% · TACoS 30–60%
- Goal: scale winners · expand terms ACoS 30–45% · TACoS 15–25%
- Goal: efficiency · organic share ACoS 20–30% · TACoS 8–15%
- Goal: profit · defence · AOV ACoS ≤ break-even · TACoS 5–10%
- Refresh: new images, bundle, variation, price reset → back to Growth
What you get: targets that fit the product's stage — so a launch is not judged like a mature best-seller.
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