Case Study: New Product to Page One in 60 Days

The Problem

This home and kitchen brand had a new product ready to launch. Strong product. Good margins. Solid reviews on their DTC site. But on Amazon, they were starting from zero. No reviews, no ranking, no sales history.

Their previous launches followed a pattern they wanted to break. List the product. Turn on auto campaigns. Wait months for organic traction. Watch competitors with inferior products outrank them because those competitors had a 12-month head start.

They came to us wanting page one organic ranking within 90 days. We got there in 60.

What We Did

Pre-launch (Week 1). Before the listing went live, we did the keyword research. We pulled competitor data from the top 15 listings in the category. We identified 8 primary keywords and 35 secondary keywords. We mapped every keyword to a specific location in the listing.

Listing build (Week 2). We wrote the title with the primary keyword in position one. Bullets addressed the top 5 buyer objections we found in competitor reviews. We built A+ Content with a comparison chart against the top 3 competitors (without naming them). Backend search terms covered 220 characters of non-duplicate keywords.

Photography direction. We provided a shot list with 7 main images and 4 infographic wireframes. The brand’s photographer delivered assets we approved for compliance and conversion.

Launch PPC (Week 3). We launched with a specific campaign structure designed for new products. Exact match campaigns on the 8 primary keywords with aggressive bids to win Top of Search placements. Product targeting campaigns on the top 5 competitors. A discovery campaign with controlled budget to find keywords we missed.

Vine enrollment (Week 3). We enrolled the product in Amazon Vine to build the initial review base. First reviews came in within 10 days.

Weeks 4-8: Optimization cycle. Every week we harvested converting search terms from the discovery campaign and moved them to exact match. We adjusted bids based on placement data. We pulled back spend on keywords where organic rank was climbing. We increased spend where we needed more velocity.

The Results

By day 60, the product had reached page one for its primary keyword.

• Organic rank reached position 7 for the primary keyword, up from not indexed at launch.
• Page one placement on 5 additional keywords. Secondary keywords climbed as sales velocity increased.
• 19% conversion rate. The optimized listing converted nearly 1 in 5 visitors. Category average was 11%.
• $34K in monthly revenue by month three. The product became the brand’s second-best seller on Amazon.
• 22 Vine reviews with a 4.6-star average provided the social proof needed for organic conversion.

PPC spend during the launch phase was $8,200 per month. By month three, we reduced it to $4,800 as organic ranking carried more of the traffic.

Key Takeaways

New product launches on Amazon aren’t about patience. They’re about precision. The right keywords in the right places. The right ad structure at the right bid levels. The right content that converts the traffic you’re paying for.

This product didn’t rank because we outspent the competition. It ranked because every element worked together. Listing, ads, reviews, and backend optimization all pointed in the same direction.

That’s what full-service management and listing optimization produce when they’re coordinated by one team.