Launching a product on Amazon in 2026 is fundamentally different from launching in 2020. The marketplace is more competitive, the algorithm is more sophisticated, and the old “giveaway and rank” tactics are either dead or dangerous.

What hasn’t changed is the underlying principle: Amazon rewards products that demonstrate consistent demand signals. Velocity, conversion rate, and relevance still determine where you rank. The difference is how you generate those signals.

This playbook outlines the exact 90-day framework we use to launch products for our clients. It’s the same system that has launched over 500 products across 7 international marketplaces.

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Phase 1: Pre-Launch Foundation (Days 1-30)

The launch doesn’t start when your product goes live. It starts 30 days before.

Listing Optimization

Your listing must be conversion-ready before a single ad dollar is spent. This means keyword-optimized titles that read naturally, benefit-driven bullet points that address the top five customer objections, and a main image that stops the scroll.

Backend search terms should be fully populated with non-duplicate keywords that your title and bullets don’t already cover. Subject matter fields, intended use, and other hidden attributes should be completed. These backend fields influence Amazon’s understanding of your product’s relevance.

A+ Content and Brand Store

A+ Content should be live before launch. The conversion rate lift from well-designed A+ Content (typically 5-15%) compounds with every visitor your launch campaigns send to the listing. Launching without A+ Content means paying full price for traffic while converting at a discount rate.

Your Brand Store should have a dedicated landing page for the new product. Sponsored Brands campaigns during launch will drive traffic here, and a well-structured store page provides the brand context that builds buyer confidence.

Inventory and Pricing Strategy

Ensure at least 90 days of inventory is in FBA before launch. Running out of stock during a launch kills momentum permanently. Amazon’s algorithm penalizes stockouts, and recovering lost rank costs significantly more than maintaining it.

Set your launch price strategically. This isn’t about being the cheapest. It’s about positioning. If your target steady-state price is $29.99, consider launching at $24.99 with a visible coupon to drive initial velocity. The coupon badge also improves click-through rate in search results.

Phase 2: Launch Execution (Days 31-60)

This is where most sellers either win or waste money. The goal during launch is singular: generate enough sales velocity to establish organic rank for your target keywords.

PPC Strategy for Launch

Launch PPC is not the same as steady-state PPC. The objective isn’t profitability. It’s velocity and rank.

Start with aggressive exact match campaigns targeting your top 10-15 keywords. Bids should be above the suggested range. You’re buying position, not optimizing for ACOS. Simultaneously, run auto campaigns and broad match campaigns for keyword discovery. The search terms that convert during launch become your long-term keyword targets.

Sponsored Brands campaigns should run from day one, driving traffic to your Brand Store landing page. These campaigns build brand awareness and capture top-of-search real estate that Sponsored Products alone can’t reach.

Budget allocation during launch should be front-loaded. Spend 60-70% of your 90-day advertising budget in the first 30 days of the launch phase. Early velocity signals carry disproportionate weight in Amazon’s ranking algorithm.

Review Acceleration

Reviews are the social proof that sustains conversion rates after launch advertising scales back. Enroll in Amazon Vine immediately upon launch. Request reviews through Seller Central’s “Request a Review” button for every order. Ensure your product insert encourages (but doesn’t incentivize) honest reviews.

The target is 15-25 reviews within the first 30 days of launch. This threshold provides enough social proof to maintain conversion rates as you transition from launch to steady-state advertising.

Rank Tracking and Adjustment

Track keyword rankings daily during launch. Use the data to make real-time decisions about bid adjustments and budget allocation. If a keyword is moving from page 3 to page 1, increase investment. If a keyword isn’t moving despite significant spend, reallocate budget to keywords showing momentum.

The goal by the end of the launch phase: page 1 organic rankings for your top 5 target keywords.

Phase 3: Optimization and Sustainability (Days 61-90)

The transition from launch to steady-state is where most sellers lose the gains they fought for. The temptation is to cut ad spend dramatically once rankings are established. This is almost always premature.

PPC Transition

Gradually reduce bids over a 2-3 week period, not overnight. Monitor organic rank daily during the transition. If organic rank drops, stabilize bids before reducing further. The goal is to find the minimum ad spend required to maintain your organic position.

Shift budget allocation from exact match ranking campaigns toward efficiency-focused campaigns. Introduce Sponsored Display for retargeting and competitor targeting. Begin testing long-tail keywords that are too niche for the launch phase but profitable at steady-state volumes.

Conversion Rate Optimization

With 30-60 days of data, you now have enough information to optimize. Review your search term reports to identify the highest-converting keywords and ensure they’re prominently featured in your listing. Analyze your A+ Content engagement metrics and adjust modules that aren’t performing.

Split test main images if your category supports it. Even a 1-2% improvement in conversion rate at this stage has a compounding effect on organic rank and profitability.

Profitability Assessment

By day 90, your product should be approaching profitability or have a clear trajectory toward it. Calculate your true unit economics including all costs: COGS, FBA fees, advertising, returns, and overhead allocation.

If the product isn’t on a path to profitability by day 90, it’s time for an honest assessment. Either the product needs repositioning, the market is more competitive than anticipated, or the unit economics don’t work at the current price point. Better to make that decision at day 90 than at day 180.

The Metrics That Matter

Throughout the 90-day launch, track these five metrics weekly.

Sales Velocity measures units sold per day. This is the primary input to Amazon’s ranking algorithm. Increasing velocity is the single most important objective during launch.

Organic Rank for your top 10 target keywords tells you whether your launch investment is translating into sustainable positioning. Track daily during launch, weekly during optimization.

TACoS (Total Advertising Cost of Sale) reveals the relationship between your ad spend and total revenue. A declining TACoS means organic sales are growing relative to paid sales, which is exactly what a successful launch looks like.

Conversion Rate at the ASIN level tells you whether your listing is doing its job. If traffic is high but conversion is low, the problem is the listing, not the advertising.

Review Count and Rating determine your long-term competitive position. A product with 50 reviews at 4.5 stars has a fundamentally different trajectory than one with 10 reviews at 4.0 stars.

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The Bottom Line

Product launches on Amazon are investments, not experiments. They require planning, capital, and disciplined execution over 90 days. The brands that launch successfully aren’t the ones with the biggest budgets. They’re the ones with the clearest strategy and the patience to execute it fully.
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Launching a new product? We’ve launched over 500 products across 7 marketplaces. We know what works, what’s changed, and what most sellers get wrong. Let’s build your launch plan together.

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