Launching a new product on Amazon requires a balance of broad visibility and targeted precision. The goal is to gain traction early, earn reviews, and then scale into a more competitive position at auction. Here’s the strategy we recommend for 2025 product launches.
1. Start With a Simple Campaign Structure
When launching, your account shouldn’t be bloated with dozens of campaigns. Instead, focus on broad match discovery, phrase match relevance, and category targeting:
1. Broad Match Campaign (5 keywords)‍
2. Phrase Match Campaign (5 keywords)
3. Category Campaign (1–2 categories)
- Target your product category directly.
- Example: “Insect Repellents” category.
- Allows you to test relevance and compare against competitor listings.
2. Focus on High-Volume, High-Relevance Keywords
The difference between success and wasted spend is relevance.
- Go after high-volume keywords that clearly describe your product.
- Avoid overly broad terms that could waste spend.
Example:
Bad: “bug spray” (too broad, expensive, low conversion for a new listing).
Good: “odorless bug spray” (specific, relevant, aligns with product USP).
*Use tools like Helium 10, Jungle Scout, or Amazon’s own suggestions to refine the list.
3. Monitor and Retest as You Gain Reviews
Early on, performance will be shaky because Amazon prioritizes established products with reviews. That’s why your goal is to drive initial conversions at a breakeven or slight loss to build ranking and credibility.
- As reviews start to roll in, retest keywords that didn’t perform initially.
- Relevance + social proof = better click-through and conversion rates.
- Example: A broad keyword like “natural bug spray” may flop at launch, but after 20 reviews with a 4.7 rating, it could convert profitably.
4. Scale Into Single Keyword Campaigns
Once you’ve identified winners, break them into single-keyword campaigns for maximum control.
Why?
- Easier budget allocation by keyword.
- Clearer performance tracking.
- Ability to aggressively bid on top performers.
Example:
Campaign 1: “odorless bug spray” only.
Campaign 2: “natural bug spray” only.
5. Use Bid Adjustments to Compete at Auction
As competition heats up, you’ll need to outbid established players strategically.
- Adjust bids by placement (top of search, product detail pages).
- Increase bids for keywords showing high conversion rates.
- Lower bids or pause ads on high-spend, low-conversion terms.
💡 Pro Tip: Bid higher on branded competitor terms only after you’ve built credibility. Early on, it’s usually wasted spend.
6. Continuous Optimization Checklist
- Daily: Monitor spend and CTR.
- Weekly: Adjust bids and review keyword performance.
- Monthly: Add new keywords, retest paused ones, and update negatives.
If you want to learn more about how we use Amazon to supercharge ecommerce growth, or are interested in our team doing a thorough audit for your store schedule a call directly using this link. Our agency offers a risk free 15 day trail to ensure perfect alignment.
