Amazon Product Launch Basics & Strategy: Keyword Research, Conversion Rate, PPC, Honeymoon Period

Launching a product on Amazon is one of the most exciting and challenging parts of selling.

You’re bringing something new into the marketplace, but the real question is: how do you get it seen by customers?

In my conversation with Isaac Gross from IG PPC, we broke down a straightforward but powerful way to launch a product and rank it on the first page.

From keyword research to PPC campaigns to understanding Amazon’s honeymoon period, it’s all about working with Amazon’s algorithm, not against it.

Get FREE PPC Audit From Isaac Here!

The Goal: First Page Visibility

Let’s be real, most shoppers never click past page one of Amazon’s search results.

If you’re selling something like a garlic press, you want your product showing up when someone searches “garlic press,” ideally right at the top.

That’s where traffic and sales happen.

But here’s the catch: you can’t get sales if no one finds your product, and Amazon won’t rank you if you don’t have sales.

This is what Isaac calls the “chicken-and-egg problem” of Amazon ranking.

How Amazon Decides Who Gets Page One

Amazon’s algorithm is complex, but Isaac simplifies it:

1. Amazon wants to give shoppers the best possible buying experience.

2. When someone searches for a product, Amazon looks for the listings that convert the best for that keyword.

3. Conversion rate, the percentage of people who buy after clicking, is one of the strongest ranking signals.

If Amazon sees your listing converting at a high rate for “garlic press,” it will reward you with better placement.

If you don’t convert well, you’ll slip down the rankings.

Get FREE PPC Audit From Isaac Here!

Break Into Page One with PPC

If you’re a brand-new product, you don’t have the organic ranking yet.

You need to buy your way into visibility.

This is where Amazon PPC ads come in.

Learn a Killer Amazon PPC Strategy For Aggressive Amazon Product Launch that drives fast visibility.

Here’s the flow Isaac recommends:

1. Identify your most relevant keywords through keyword research.

2. Run ads for those keywords so customers see your listing even before you rank organically.

3. When shoppers click your ad and buy, Amazon sees your product is converting for that keyword.

4. Over time, this pushes you higher in organic rankings, reducing your reliance on ads.

Think of PPC as a jumpstart for your product’s visibility and sales history.

Take Advantage of the Honeymoon Period

One key concept Isaac highlighted is the Amazon honeymoon period, a window of time right after you launch when Amazon gives your product more ranking flexibility.

During this period (often 2–3 months), Amazon doesn’t expect you to have the same conversion rate as older, review-heavy competitors.

If you get even modest conversions during this time, you can climb rankings faster than usual.

The takeaway?

The first few months are critical.

Plan your PPC campaigns, keyword targeting, and listing optimization before launch so you can make the most of this advantage.

Get expert tips here: Optimize Your Amazon Listings for Success - Pro Seller Insights

Conduct Keyword Research for Launch Success

Before you spend a single dollar on ads, you need to know exactly which keywords matter for your product.

Isaac recommends starting with:

1. Core keywords: The main search terms that clearly describe your product (e.g., “garlic press,” “stainless steel garlic crusher”).

2. Long-tail keywords: More specific searches that may have lower competition but still bring relevant traffic (e.g., “garlic press with silicone peeler”).

3. High-intent keywords: Phrases that buyers use when they’re ready to purchase (e.g., “buy garlic press online,” “best garlic press 2025”).

To find these, combine standard keyword research tools with PPC search term reports.

The PPC data tells you which terms actually drive clicks and sales, which is gold for both advertising and organic ranking.

Consider Conversion Rate as Your Ranking Lever

If Amazon rewards products that convert, your mission is clear: turn as many clicks into purchases as possible.

This means:

1. Great main image – Your first impression on the search results page.

2. Clear title – Communicates the product’s purpose and key features quickly.

3. Benefit-driven bullet points – Show customers why your product is the right choice.

4. Competitive pricing – Especially in the early launch phase, when you’re trying to gain traction.

Every improvement to conversion rate helps your ranking.

If 1 in 10 clicks becomes a sale, work to make it 2 in 10; the algorithm will notice.

Discover my simple trick to boost the percentage of visitors who become your customers: Get a Higher Conversion Rate on Amazon! [SECRET TIP]

Balance Ad Spend and Early Profitability

It’s tempting to chase profitability right out of the gate, but Isaac suggests thinking of your launch phase as an investment period.

That means you might accept lower margins, or even break-even sales, in the short term to build ranking momentum.

Once you’re ranking organically for key terms, you can scale back ad spend and improve profitability.

PPC isn’t just an expense here.

It’s a tool to buy visibility, gather data, and prove your product’s relevance to Amazon.

Get FREE PPC Audit From Isaac Here!

Maximize the Honeymoon Period

The honeymoon period gives you a temporary “boost” in how easily you can rank.

To take full advantage:

1. Have everything ready before launch. Product images, optimized listing copy, keyword research, PPC campaigns.

2. Drive consistent traffic and sales early. Don’t wait weeks to start running ads. The clock starts ticking as soon as your product goes live.

3. Monitor performance daily. Adjust bids, keywords, and images quickly based on data.

4. Gather reviews quickly. Use Amazon’s Vine program or other compliant methods to build credibility fast.
   
   

Think of it like Amazon giving you a head start in a race.

If you stumble out of the gate, it’s hard to catch up later.

Take a tutorial on maximizing your ad spend with the right keyword matches and bidding settings: Amazon PPC Bid Optimization Guide for Beginners and Pros

Wrapping It Up

Ranking on Amazon isn’t about gaming the system, it’s about working in harmony with how the system is designed.

Amazon wants to show customers the products that are most likely to satisfy them.

By focusing on relevant keywords, strong conversion rates, smart PPC strategy, and capitalizing on the honeymoon period, you’re giving both customers and the algorithm exactly what they want.

When you approach your product launch with this strategy, you’re not just hoping to get lucky, you’re building a process that can work again and again.

Until next time,

Vova:)

P.S. If you like the insights in this article, I’m sure you’d love to watch Isaac’s full interview.

Or read: How To Launch A Product On Amazon - With Isaac Gross From IG PPC