01Leak
Bidding on everything
Broad and auto campaigns spread a launch budget over hundreds of searches, so no single keyword gets enough sales to rank.
FixA short list of rank keywords, each with its own exact-match campaign.
Product launch & ranking PPC
Amazon product launch PPC, built to win page-one rank
A senior strategist maps the keywords you need to rank for, runs a capped launch budget to win them at the top of search, then steps spend down to profit once organic rank holds.
- For brands spending $10K+/mo
- Month-to-month
- 0% of your ad spend
Part of our Amazon PPC management
Launch trackerSample · Day 60
- 01Pre-launch
- 02Launch
- 03Rank push
- 04Profit
KeywordDay 1NowMoved
“metal dog bowl”#35#4+31
“stainless dog bowl large”#48#7+41
“slow feeder dog bowl”#62#14+48
Organic rankACoS
Page 1 on 6 of 10 keywordsBy day 60
ACoS 64% → 31%Launch to month 3
Trusted by 100+ Amazon brands
- Verified Partner
- Live-Data Audits
- PPC Toolstack
- Market Research
The basics
What is Amazon product launch PPC?
Product launch PPC uses Sponsored Products, Sponsored Brands and Sponsored Display in a new product’s first weeks to win clicks and sales on the keywords that matter most. Amazon ranks products partly on the sales they make for each search, so those early sales help the listing climb organic results. Once organic rank holds, ad spend steps down to profit targets.
- The first 90 daysWhen rank is won or lost
- 10-15 rank keywordsChosen by volume and relevance
- Planned spend, then step-downBudget capped in writing
Launch phases
12 weeksWeeks −2 to 0Pre-launch
Campaigns built, listing checked
Keyword map, budget cap and launch ACoS agreed, and every campaign ready before day one.
Weeks 1-4Launch
Win the first sales
Bids on rank keywords at the top of search bring the first clicks and orders.
Weeks 5-8Rank push
Push rank keywords to page one
Budget moves to the keywords closest to page one; stuck keywords are swapped out.
Weeks 9-12Profit
Step down to profit
Bids come down as organic rank holds, and the product moves to profit targets.
Where the money goes
Where product launches lose rank and money
Most launches we audit make one of these four mistakes. Each one wastes budget or rank, and each one is avoidable with a plan made before day one.
02Leak
Cutting spend at the first high ACoS
Launch ACoS runs high by design. Cutting bids in week two stops the sales that build rank.
FixA launch ACoS and a spend cap agreed before day one.
03Leak
Going after the biggest keywords first
Head terms cost the most and convert least for a brand-new listing, so budget burns with little rank to show.
FixSpecific long-tail terms first, bigger terms once sales build.
04Leak
No plan to step down
Ads keep running at launch bids long after rank is won, so the product never turns a profit.
FixBids lowered keyword by keyword as organic rank holds.
Our method
How we launch and rank a new product
Four steps, from the keywords worth ranking for to a product that sells without launch bids. The plan and the budget cap are agreed with you in writing.
- 01
Keyword map
10-15 rank keywordsChosen from search volume, relevance and what your top rivals rank for.
- 02
Launch budget
Spend cap + launch ACoSA total launch budget and a launch ACoS agreed in writing before day one.
- 03
Rank push
Exact match · top of searchBids pushed on rank keywords at the top of search until the listing reaches page one on its own.
- 04
Step-down
Launch to profitAs organic rank holds, bids come down keyword by keyword to profit targets.
Rank checked every weekOrganic rank on every target keyword, next to spend, sales and ACoS.
Budget capped in writingSpend never goes past the cap you approved without your sign-off.
What we manage
Every lever in your launch
Rank keywords, top-of-search bids, budget, rank tracking, cross-sell and the step-down to profit. Pick one to see how we run it.
01 · Rank keywords
Rank keywords chosen before you spend
We pick 10-15 keywords to rank for from search volume, relevance and what your top rivals rank for, starting with specific terms a new listing can win.
- Volume and relevance checked for every keyword
- Long-tail terms first, head terms later
- Rival rank checked on every target
Keyword map · sample
Managed weekly| Keyword | Searches/mo | Start |
|---|---|---|
| “stainless dog bowl large” | 12k | Week 1 |
| “slow feeder dog bowl” | 41k | Week 3 |
| “dog bowl” | 310k | Week 6 |
02 · Top of search
Bids that win the top of search
Each rank keyword gets its own exact-match campaign with a top-of-search bid increase, so the new listing shows where most clicks and sales happen.
- One exact-match campaign per rank keyword
- Top-of-search placement bid increases
- Product pages and rest of search trimmed
Placements · sample
Managed weekly| Placement | Bid increase | Share of sales |
|---|---|---|
| Top of search | +120% | 71% |
| Rest of search | 0% | 18% |
| Product pages | 0% | 11% |
03 · Budget
A launch budget with a cap you approve
We agree a total launch budget and a launch ACoS before day one, then pace spend week by week so the money lasts the whole rank push.
- Total launch spend agreed in writing
- Weekly pacing against the cap
- A higher launch ACoS, for a set time only
Launch budget · sample
Managed weekly| Phase | Budget | Target ACoS |
|---|---|---|
| Weeks 1-4 | $8k | 60% |
| Weeks 5-8 | $7k | 40% |
| Weeks 9-12 | $5k | 28% |
04 · Rank tracking
Organic rank tracked on every target
Every week we check where the listing ranks organically on each target keyword, so budget moves to the terms closest to page one.
- Organic rank per keyword, every week
- Keywords near page one pushed harder
- Keywords stuck after 4 weeks swapped out
Organic rank · sample
Managed weekly| Keyword | Week 1 | Week 8 |
|---|---|---|
| “metal dog bowl” | #35 | #4 |
| “stainless dog bowl large” | #48 | #7 |
| “slow feeder dog bowl” | #62 | #14 |
05 · Cross-sell
Your best sellers help launch the new one
Ads on your own product pages and a Sponsored Brands Product Collection with the new product send shoppers who already buy from you to the launch.
- Product targeting on your own best sellers
- New product added to Sponsored Brands collections
- Brand terms defended from day one
Cross-sell · sample
Managed weekly| Ad | Placed on | Goal |
|---|---|---|
| Sponsored Products | Your best-seller pages | First sales |
| Sponsored Display | Related product pages | Views |
| Sponsored Brands | Your brand searches | Brand shoppers |
06 · Step-down
A planned step-down to profit
Once a keyword holds page one for two to three weeks, its bids come down in steps while we check that organic rank holds.
- Bids lowered keyword by keyword
- Rank checked after every cut
- Handed over to profit targets by week 12
Step-down · sample
Managed weekly| Keyword | Rank | Bid |
|---|---|---|
| “metal dog bowl” | #4 | Lower |
| “stainless dog bowl large” | #7 | Lower |
| “slow feeder dog bowl” | #14 | Hold |
How it works
Your 90-day product launch plan
No guesswork. Your plan and budget cap are agreed before launch, ads go live on day one, and your first report lands in week two.
01
Day 1
Free launch audit
We check your listing, keywords and rivals, and show what a launch needs to reach page one.
- Rank keyword shortlist
- Rival rank and ad activity
- Listing readiness check
You getWritten plan and a flat quote
02
Pre-launch
Campaigns built
Keyword map, budget cap and launch ACoS agreed, and every campaign built before the listing goes live.
- Exact-match rank campaigns
- Brand defence and cross-sell
- Budget cap in writing
You getYour launch plan, in writing
03
Weeks 1-4
Launch
Ads go live on day one and bids push your rank keywords to the top of search.
- Top-of-search bids on rank keywords
- Daily checks in week one
- First Share Report in week two
You getWeekly rank reports
04
Weeks 5-8
Rank push
Budget moves to the keywords closest to page one, and stuck keywords are swapped out.
- Budget moved to near-page-one terms
- Bigger keywords added as sales build
- Replies from your strategist in 24h
You getPage-one rank on target terms
05
Weeks 9-12
Step-down
Bids come down as organic rank holds, and the product moves to profit targets.
- Bids lowered keyword by keyword
- Rank checked after every cut
- Handover to profit ACoS targets
You getA product that sells without launch bids
- Day 1Ads live
- Week 2First report
- 24hStrategist replies
Keywords on page 16 of 10+4
Average organic rank#9from #41
Launch spend$18.4kof $20k cap
ACoS31%from 64%
Organic share of sales48%+22 pts
Reporting
Launch reporting you can act on
Every week you see organic rank on each target keyword, spend against your cap, and what we changed to keep the launch on track.
- Organic rank on every target keyword
- Spend against your launch cap
- ACoS, sales and conversion rate
- What we changed this week, and why
Results
Results from brands we manage
Real accounts, measured on sales and TACoS, not clicks.
How one pet brand grew sales 140% in 90 days
ACoS was 38%. We rebuilt campaigns around buyer intent, cut 312 wasted search terms and moved spend to peak hours.
+140%Monthly sales
312Negative keywords
90Days
We've been working with Amplivus for over a year. Sales increased, ACoS improved noticeably, and their experience really shows.
100+Amazon brands managed
$50M+Ad spend managed
20%+Year-over-year sales growth
Launch plans compared
Planned launch vs bidding on everything vs slow launch
Three common ways to launch a product with ads, and what each one does to your budget and your rank.
| Compare | How we run itPlanned launch | Bidding on everything | Slow launch |
|---|---|---|---|
| Keywords | 10-15 rank keywords, exact match | Hundreds of broad and auto terms | A few cheap terms |
| Budget | Capped and paced over 12 weeks | Spent fast with no plan | Too small to move rank |
| Month-1 ACoS | High on purpose, agreed up front | High, with little to show | Low, with few sales |
| Rank by day 90 | Page one on most target terms | Scattered, rarely page one | Still off page one |
| After launch | Bids step down to profit | Spend stays high | The launch drags on for months |
| Main risk | Low: spend capped in writing | Budget gone before rank is won | The launch window is missed |
Pricing
Product launch PPC pricing
Launch PPC is part of our flat monthly fee for Amazon PPC management, set by your ASINs, marketplaces and ad types. Your launch ad budget is separate, agreed with you in writing, and paid to Amazon, not to us.
Flat monthly feeMonth-to-month
$1,000-$5,000per month
Your exact fee is in writing before you sign.
- Senior strategist, 1 per 8 brands
- Sponsored Products, Brands and Display
- Launch plan, budget cap and step-down
- Weekly rank report and 24h replies
- No setup fee, 30 days’ notice
- 0% of your ad spend, ever
1:8strategist to brands
24hreplies from your strategist
0%of your ad spend, ever
4×senior reviews a year
Freewritten audit before you sign
Free · No obligation
Request your free Market Share Audit
Tell us about your account. A senior strategist reviews it and sends you a written audit with a flat monthly quote.
- 01We review your accountSpend, structure and your share against your top 3 rivals.
- 02You get it in writingWasted spend, the fixes and a flat monthly quote. Yours to keep.
- 03Walk through it togetherA short call to go over the findings. No obligation.
- Month-to-month
- 0% of ad spend
- Senior strategist
What is Amazon product launch PPC?
Using Sponsored Products, Brands and Display in a new product’s first weeks to win clicks and sales on the keywords you want to rank for. Those sales help the listing climb organic search, and ad spend steps down once rank holds.
What is the Amazon honeymoon period?
A name sellers use for the first weeks after a listing goes live, when Amazon appears to test where a new product should rank. Amazon does not confirm it, but a strong start in clicks and sales during those weeks tends to make rank easier to win.
How much budget does a product launch need?
It depends on your category, price and how competitive your keywords are. We work it out in the free audit and agree a total launch budget with a cap before day one. The service suits brands spending $10K+ a month on Amazon ads.
How long does it take to rank on page one?
Specific long-tail keywords often reach page one within 4 to 8 weeks. Bigger keywords take longer and depend on your price, reviews and conversion rate. You see rank on every target keyword in your weekly report.
What ACoS should I expect during a launch?
Higher than normal on purpose, often above break-even in the first weeks, because you are paying for rank as well as sales. We agree the launch ACoS and how long it runs before we start, then step down to profit targets.
Which keywords do you target first?
Specific keywords with clear buying intent that a new listing can win, then bigger keywords once the product has sales. Each rank keyword gets its own exact-match campaign.
Do you use giveaways, rebates or search-and-buy tactics?
No. We launch with Amazon ads only, run within Amazon’s policies. Rebate and search-and-buy schemes can put your account at risk.
Will you keep paying for keywords once they rank?
Not at launch bids. Once a keyword holds page one, its bids come down in steps. Some ads stay on to guard the top spots where rivals bid hard. See how PPC and organic rank work together.
Can you relaunch a product that stalled?
Yes. We check why it stalled, whether keywords, price, listing or budget, then run a shorter rank push on the terms it can still win.
Is launch PPC a separate service?
No. It is part of our Amazon PPC management at the same flat monthly fee, month-to-month with 30 days’ notice and no setup fee.
Free Market Share Audit
Plan your launch before you spend a dollar
Your rank keywords, the budget a launch needs, and how fast you can reach page one, in writing, with a flat monthly quote.
- Written, yours to keep
- Flat monthly quote
- No obligation