A Data-Driven Approach to a Successful Amazon Product Launch

Traditionally, launching a product on Amazon meant starting with conversion-based ads and slowly scaling spend as sales increased. That model is becoming outdated.

To successfully launch a new product on the Amazon platform, adopt a new framework that aligns creative, advertising, and operations from Day 1.

In this article, we introduce the 90-Day Flywheel Framework, Blue Wheel’s data-backed approach to product launch built on Amazon’s vast data. Our new solution challenges outdated thinking and redefines how to launch a product on Amazon for scale and sustained performance.

Watch our webinar, Personalization and Perfecting the Art of Product Launches, today.

Amazon Product Launch: Why Awareness Needs to Come First

If you’re wondering how to launch a new product on Amazon, know that most brands begin with a conversion-focused mindset. They usually start with Sponsored Products ads and work upward. Yet, this approach ignores how Amazon’s A10 algorithm works holistically and how customers move through the funnel.

The catalyst for our new 90-Day Flywheel Framework has been how we scale ad spending and allocate resources during the first 3 months of product launches. Traditionally, when launching products on Amazon, we have followed Amazon's guidance, which recommends starting with low-funnel conversion spending for new items. As these products began to gain traction, we allocated more of the budget toward high-funnel spending.

Amazon's data science team used insights from over 10,000 ASINs and discovered that brands launching new products can significantly improve their sales performance by reversing their advertising spend allocation. 

Those brands that invested heavily in product awareness during the first 60 days saw growth rates twice as fast as those that followed a traditional product launch spending strategy on Amazon. In other words, visibility leads to velocity. 

Our new framework inverts the traditional strategy: front-loading awareness spend to drive the flywheel faster.

How to Launch a Product on Amazon: Blue Wheel’s 90-Day Flywheel Framework

The 90-day Flywheel Framework is a structured, 3-phased strategy for your next Amazon product launch. It prioritizes awareness first, followed by consideration and conversion, with key tactics tailored to each phase.

The New Amazon Product Launch Method

We recommend observing your ad budget for a new product launch as a dedicated “bucket of money” for the 90 days. In the critical first 30-60 days, you should prioritize getting customers to know your newly launched product.

Increasing sales for a new product begins with generating impressions through your ads. It's important to allocate more funds to building awareness initially. After that, the focus shifts to driving clicks and attracting traffic to the product detail pages (PDPs). This is why you need to allocate more budget toward consideration strategies within a 30-day to 60-day timeframe. As the clicks begin converting into actual sales and lead to more branded searches, direct more of your funds toward low-funnel conversion tactics and retargeting efforts.

Days 1-30: Setup + Awareness

In the first 30 days of your Amazon product launch, focus on laying the foundation for visibility, data collection, and product credibility. Your goal in this phase is not conversion but maximum product awareness. 

Amazon’s algorithm favors listings with early traffic and engagement. Without visibility in the first 30 days, your product may fall into a no-data loop. Simply put, if your Amazon product launch in the first month isn’t supported with traffic, data, and optimization, it will result in poor performance.

Key Tactics for Amazon Product Launch:

1. Create a Product Detail Page (PDP)

• Create ASINs and a detailed product description
• Include optimized title, bullet points, and product description
• Use software tools to research what competitors do in the same categories
• Focus on mobile-first design, as more conversions now come from mobile users 
• Use 6+ images, including lifestyle visuals and comparison charts
• Add a product video to your Brand Store
• Design A+ Content and Brand Story
• Utilize A+ Content for enhanced conversion potential
  

Blue Wheel Expert Tip: Include educational content in carousel overlays and videos for high-consideration categories (like supplements or cosmetics).

2. Leverage Amazon Vine

• Enroll to get around 30 honest reviews
• Helps mitigate early negative feedback
• Amazon prefers Vine over external review programs for transparency

Amazon Vine is a program where you send out free inventory to certified reviewers on Amazon who are obligated to write honest reviews of your product. Enroll in Amazon Vine to gain visibility and initial product reviews, which are crucial for your new Amazon product launch. Also, you can use some external coupon and promotion sites.

3. Launch Awareness-Focused Campaigns

Use most of your ad budget in this phase on upper funnel ad formats:

• Sponsored Brands
• Sponsored Display
• Sponsored Brands Video Ads
• Demand Side-Platform (Amazon DSP)
  

These brand-building tactics will help you generate impressions and clicks. Remember that immediate sales are not your key focus at this stage.

Tip: If you have repeat-purchase products, enroll in the Subscribe & Save program (once eligible) and create a Subscribe & Save promo calendar.

4. Update Brand Store Homepage

• Feature the new product front and center
• Make it the landing page for sponsored ads campaigns
• Include “New Arrivals” sections to highlight the product
• Optimize for SEO-friendly copy to match high-intent keywords
• Add to Brand Story product grids on existing best-selling PDPs

Blue Wheel Tip: It’s important to highlight your new product on the homepage of your Brand Store. The Brand Store homepage typically generates over 50% of the total Brand Store revenue.

5. Align Off-Amazon Messaging

Coordinate timing and messaging with:

• Your DTC store (if applicable)
• Email/SMS to inform your customers about a new product launch
• Social media discounts and codes

6. Inventory & Logistics Planning

• Estimate sell-through based on competitor analysis and market trends
• Ensure products are available via Seller Central or Vendor Central
• Leverage the Born to Run program if needed (Vendor Central only)
• Establish Brand Protection strategy (MAP and Reseller policies)
• Enroll in the marketplace Brand Protection programs

KPIs to Track:

• Sessions
• Impressions
• Clicks
• CPM
• Early reviews

This initial stage defines how to launch a product on Amazon with momentum. In the first 30 days, focus on gaining attention rather than conversions.

Days 31-60: Consideration + Retargeting

In the second phase, you are over-allocating your 90-day “bucket of money” in days 31-60. This is the time to turn awareness into active interest and consideration. Refine traffic, retarget engaged shoppers, and increase branded search volume. 

Skipping the steps in this stage would lead to wasted spend or stalling performance.

Key Tactics for Amazon Product Launch:

1. Optimize Your PDP

• Optimize ASINs and product description
• Use SEO best practices to optimize the title, bullet points, and product description
• Enhance A+ Content based on initial product reviews and feedback
• Educate customers by addressing product feedback and reasons for return in text overlay.

2. Enhance Brand Store

• Add a dedicated landing page for the product
• Implement lifestyle videos showcasing product use
• A/B tests on images and copy
• Review Brand Store quality score and evaluate insights
• Feature the product in cross-selling opportunities, such as “Frequently Bought Together.”
• Add the “Shop Amazon Live” banner to your homepage.

3. Track Your Inventory

• Monitor sell-through rates
• Ensure products are being repurchased (if Vendor Central)
• Implement replenishment alerts
• Evaluate replenishment strategy: targeting 45-60 Days of Inventory (DOI)
• Monitor the Featured Offer and engage with unauthorized sellers

4. Retarget with DSP

• Retarget visitors who viewed your PDP but didn’t purchase
• Build segments of in-market audiences (e.g., “premium skincare”)
• Retarget customers who searched for your brand in the past 30-60 days
• Monitor reviews to address customer feedback in content/copy

5. Drive Branded Search and Engagement

• Start to build out Conversion campaigns
• Branded search is a leading indicator of product-market fit
• Use Sponsored Brands Video ads to push recognition
• Highlight differentiators in creative (e.g., ingredients, brand mission)
• Communicate with customers using the “Buyer-Seller Messaging Service.”

Tip: Consider launching Amazon Live Demos for your new product.

6. Enable Subscribe & Save

• Ideal for consumables or routine-use products
• Add first-purchase discounts (e.g., 10% off first subscription)
• Educate shoppers on the benefit via image carousel and A+ content

Launching a Subscribe & Save feature has proven crucial for our beauty, health & fitness, and CPG clients. This program provides free recurring revenue, with many brands offering 5% to 10% discounts. It’s important to promote the benefits of subscribing to your customers and add coupons for first-time subscribers.

Tip: Depending on your brand and products, consider investing in creative around subscribing. Establishing recurring revenue from consumable products is vital for profitability and revenue growth.

KPIs to Track:

• Clicks
• Sessions
• CVR
• CTR
• DPVR (Detail Page View Rate)
• Video completions

Days 61-90: Conversion + Optimization

In the third phase of your Amazon product launch, you want to push bottom-of-funnel conversions and optimize toward sustainable profitability. Prepare to shift to evergreen, ROAS-focused advertising.

Many sellers go “dark” after the first 60 days, but this is when your data starts working for you. Now is the time to harvest the audience you’ve built.

Key Tactics for Amazon Product Launch:

1. Work on PDP and Brand Store Optimizations

• Finalize optimizations for ASINs based on KPI performance in days 31-60.
• Focus on image optimization and text overlay to lower return rates or increase positive review count.
• Refresh product listings based on top-performing keywords from PPC campaigns
• ​​Leverage Amazon's tentpole events 

2. Shift Budget to Conversion Campaigns

Move your ad budget to the Conversion funnel with a small Awareness allocation:

• Sponsored Products, Sponsored Brands, Sponsored Brands Video, Sponsored Display ads, and Purchase Retargeting
• Remarketing campaigns with DSP (cart abandoners, brand searchers)

3. Fine-Tune Creative for Conversion

• Launch text overlays on key carousel images
• Include UGC or testimonials if possible
• Feature product in seasonal campaigns and promotions

Tip: Include as much relevant information as possible in the image carousel to help consumers make better purchasing decisions. 

For example, apparel brands should provide sizing and material details to reduce return rates, while premium skincare and beauty brands can highlight product ingredients.

This information should be in text overlays on images to improve the mobile shopping experience. As mobile shopping has become more vital to Amazon's revenue, brands are focusing on optimizing for mobile purchases.

4. Leverage Reorder & Save Coupons

• Target non-subscribers who bought your product in the past
• Offer 10–20% off for the second purchase
• Reinforces product loyalty without a heavy ad spend

Tip: Offer "Reorder & Save" coupons to your previous customers. You can specifically target those who are not enrolled in Subscribe & Save. Generating recurring organic revenue from these products is a great way to establish a sustainable business model without relying heavily on advertising.

5. Prepare for Evergreen Phase

• Define profitable TACoS thresholds by SKU
• Adjust inventory forecasts based on actual velocity
• Build “retention loops” with Subscribe & Save and reorder campaigns

Blue Wheel Recommendation: Utilize engaging, helpful follow-up messages (within Amazon’s guidelines) to encourage customer feedback.

6. Activate Amazon Posts

• Repurpose content from your Instagram or TikTok
• Add weekly posts featuring the new product
• Posts are free and show up on your listing and competitors’ listings

Tip: Try out Amazon Live Sessions for your newly launched product. It allows you to engage with customers in a live format, answering FAQs and demonstrating how to use the product.

7. Inventory & Brand Protection Planning

• Evaluate inventory planning to support the promo strategy
• Monitor the IPI score to ensure efficient storage
• Enforce MAP and Reseller policies
• Escalate to legal teams or marketplace enforcement programs for repeat offenders.

KPIs to Track:

• Sales
• ROAS (return on ad spend)
• TACoS (total advertising cost of sale)
• Conversion rate
• Reorder rate
• Subscribe & Save retention

The last phase in the 90-Day Flywheel Framework is where you assess sustainability. A successful Amazon product launch moves from paid to profitable during this phase.

Final Thoughts: A Smarter Way to Launch on Amazon

Launching a new product on Amazon goes beyond listing optimization and sponsored ads. It requires detailed media strategy, creative execution, and effective channel synchronization.

We created our 90-day Flywheel Framework to provide you with expert insights into how to launch a new product on Amazon. This new approach is backed by data, powered by our strategy, and aligned with how the algorithm and customers behave.

The 90-Day Flywheel Framework isn’t just theory. It’s built from results across thousands of ASINs and combined with our agency expertise. It is designed to make Amazon product launches faster, more scalable, and more profitable.

Looking for expert Amazon product launch services to help you build your 90-day launch strategy? Contact our team today to learn more about how we can help you launch new products on Amazon.