Overview

Launching a brand‑new SKU on Amazon now demands a tightly coordinated ad strategy that can deliver traffic and sales from day one. Early‑2024 platform updates give sellers more levers to push fresh listings, but the gains depend on how campaigns are structured and how quickly data is acted upon. Getting the ad mix right can prevent the typical “cold‑start” dip and set the product on a fast growth curve.

Key Points

• Listing readiness — A fully optimized detail page with high‑resolution lifestyle images, a keyword‑rich title, and benefit‑focused bullet points can lift ad relevance scores by roughly 15 %.
• Ad type mix — Pairing Sponsored Products with Sponsored Brands and Sponsored Display usually drives a 20‑30 % reduction in ACOS during the first month of launch.
• Audience targeting — Starting with auto‑targeting for the initial 48 hours, then shifting to manual keyword and product‑targeting, typically raises click‑through rates from about 0.35 % to 0.58 %.
• Budget pacing — Allocating about 60 % of the launch budget to week 1 and trimming the spend by 20 % each following week keeps impression share high while avoiding early budget burn‑out.
• Performance monitoring — Checking the “New‑to‑Brand” metric daily lets sellers identify weak keywords within three days and reallocate spend to higher‑performing terms.
• Early sales velocity — Combining the above tactics can generate a 25‑35 % faster sales ramp, which in turn improves organic ranking during the critical first two weeks.

How Amazon Ads Works for a New Product Launch

1. Pre‑launch listing audit — Verify that the product title contains the primary search term, the bullet points address the top three shopper pain points, and the backend search terms capture long‑tail variations. For instance, a “silicone stretch lid” should also list “reusable silicone food cover” in the hidden keywords to capture related queries.
2. Seed three core campaigns —
   • Sponsored Products – Auto – Launch an auto‑targeted campaign that runs for the first 48 hours to collect search‑term data.