Overview

Amazon sellers are increasingly using product relaunches to breathe new life into listings that have plateaued or declined. By timing a relaunch after a major change—such as a new package design, a keyword overhaul, or a price tweak—sellers can reset key performance indicators and regain visibility in the Buy Box. Mastering the step‑by‑step process is essential for avoiding common mistakes and ensuring a strong return on investment.

Key Points

• Trigger Timing — Most high‑performing relaunches are initiated after a 30‑day dip in conversion rate, signaling the algorithm that the listing needs a refresh.
• Listing Refresh Impact — Simultaneously updating the title, bullet points, and backend search terms can generate a 20‑25 % lift in organic traffic within the first fortnight.
• PPC Spike Strategy — Deploying a short‑term, high‑budget Sponsored Products campaign for the first 48 hours can double impression share compared with normal spend levels.
• Stock Safety Net — Keeping a two‑week inventory buffer protects against out‑of‑stock penalties that would otherwise erase the gains from a relaunch.
• Review Optimization — Quickly addressing negative feedback and prompting new verified purchases can improve the overall rating within a month of the relaunch.

How a Product Relaunch Works

1. Pre‑Launch Performance Audit — Review every metric of the current listing to pinpoint weaknesses.

   • Example: A seller of bamboo cutting boards notices a 12 % decline in click‑through rate (CTR) over the last 45 days, indicating the title no longer captures shopper interest.

2. Strategic Refresh Blueprint — Outline the exact elements to be changed, including images, copy, price, and ad strategy.

   • Example: The same seller decides to swap the primary image for a lifestyle shot, rewrite the title to include “eco‑friendly,” and test a price that is 10 % lower than the current listing.