Amazon Product Launch: $691 to $163K in 60 Days

The situation

The brand had a finished product, inventory in FBA, and a listing that was live but invisible. Sales over the prior period totaled $691. There was no keyword ranking to speak of, no review velocity, and no advertising structure beyond a single auto campaign. The founder needed traction quickly, but also needed the launch to leave the listing in a position it could hold once the launch budget came down.

What we did

1. 1

   Listing first, then ads

   Before spending on traffic, the listing had to convert. I rewrote the title, bullets, and backend search terms around the exact phrases shoppers use in this category, checked the main image at thumbnail scale against the top competitors, and made sure the copy stayed within Amazon's claims rules so nothing would get suppressed mid-launch.

2. 2

   Exact-match campaigns as the ranking lever

   The launch campaign structure put the most important keywords into tightly controlled exact-match campaigns with their own budgets, so the terms we needed to rank for got consistent impressions and conversions from day one. Broad and auto campaigns ran alongside to harvest new search terms, which were then promoted into exact match on a weekly cycle.

3. 3

   Ranking tactics with a weekly review

   Every week I reviewed search term reports, organic rank on the target keywords, conversion rate by placement, and inventory pace. Bids and budgets were adjusted to push the terms that were gaining organic rank and pull back where paid clicks were not turning into sales. As organic rank came in, paid spend on those terms was reduced to protect margin.

The results

Within 60 days the product had generated $163,202 in sales, up from $691, and was producing consistent daily orders rather than spikes. The keywords targeted in the exact-match campaigns held organic positions after launch spend was reduced, which is what turns a launch into a business rather than a burst.