The Brand
A supplements brand launching their first product on Amazon. The founder had experience in DTC but had never sold on the marketplace. Approximately $300K in total business revenue, with Amazon as a new channel.
The Challenge
Launching a new ASIN on Amazon with zero reviews, zero sales history, and no organic ranking. The category was competitive — dominated by established brands with thousands of reviews and aggressive PPC budgets.
The founder had a good product and strong DTC branding, but no marketplace launch playbook. Their instinct was to throw money at PPC on day one and hope for the best. That's a recipe for burning cash with nothing to show for it.
What I Did
Pre-Launch (2 Weeks Before Go-Live)
Built the listing from scratch — keyword research, competitive analysis, title and bullet optimization, A+ Content, and a full image suite (7 images including lifestyle, infographic, and size comparison). Set up the brand story module and enrolled in Amazon Vine for early reviews. Every element was ready before spending a single dollar on ads.
Day 1-3: Launch PPC
Launched PPC campaigns targeting long-tail keywords with lower competition. Used exact match at aggressive bids to establish initial velocity. Set up auto campaigns to discover converting search terms. The goal wasn't profitability yet — it was velocity and data collection.
Day 4-7: Optimize & Shift
Monitored hourly. Adjusted bids based on early conversion data. Shifted budget toward the 3 search terms driving the best conversion rates. Organic rank started climbing on 2 target keywords. Negated 15+ search terms that were burning budget with no conversions.
Day 8-14: Organic Momentum
Organic momentum kicked in. Reduced PPC spend as organic traffic grew. First Vine reviews came in (4.5+ star average). Amazon awarded the Top New Release badge on day 12. By day 14, organic was driving more traffic than paid.
The Results
“Launches aren't about spending the most — they're about sequencing the right moves at the right time. The brands that win on Amazon don't just launch products. They launch systems.”