Amazon Product Launch Strategy Secrets ;D

Launching a product on Amazon can feel overwhelming, especially when you’re entering a market with competitors who have thousands of reviews.

How do you get customers to notice (and buy) your product when your listing is new?

In a recent video on my channel, I sat down with Isaac Gross of IG PPC to talk about this very challenge.

Special offer:

Get FREE PPC Audit From Isaac Here!

We broke down practical steps you can take to launch a product successfully, from using smart pricing strategies to running targeted PPC campaigns.

In this article, I’ll share what Isaac revealed about building a launch strategy that works.

The Core of a Strong Launch

When launching a new product, many sellers focus on creating a great listing and setting up PPC campaigns.

That’s important, but Isaac emphasized that conversion is where the real battle happens.

Think about it: your competitors already have a strong base of reviews.

Even if your listing looks a little nicer, why would a customer choose your product over theirs?

You need to give them a clear incentive; and one of the most effective ways to do that is price.

Using Price as a Lever

According to Isaac, price is one of the strongest levers you can pull during a launch.

If your product is new with few or no reviews, you have to make it irresistible for the customer to take a chance on it.

“Make sure that you come in with a cheaper price,” Isaac said.

“You need to give the customer an incentive to buy your product versus the competitors.”

This pricing strategy does two big things:

1. Drives conversions: A lower price helps convince hesitant buyers to choose your product over more established competitors.

2. Improves organic ranking: When your product starts converting at a high rate, Amazon’s algorithm takes notice. This means your product begins ranking organically for your target keywords.

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-: Gentle Reminder :-

Get FREE PPC Audit From Isaac Here!

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How Much Should You Lower the Price

There’s no magic number here. 

Isaac recommends testing the market:

1. Start with a price around 20% lower than the average in your category.

2. If conversions aren’t where you want them to be, drop the price further, maybe around 30% lower.

3. Keep adjusting until you see good conversion rates.

The goal isn’t to stay at this lower price forever.

Once you’ve built up reviews and steady sales, you can gradually raise the price to your target level without losing momentum.

PPC: Aggressive and Targeted

Price alone isn’t enough, you need traffic.

That’s where aggressive PPC comes in.

Isaac shared that during a launch, they go big on PPC to generate traffic and visibility.

But it’s not just about throwing money at ads; it’s about targeting the right keywords.

Focus on Your Top Keywords

Here’s a common mistake: tracking hundreds of keywords and spreading your budget too thin.

Isaac recommends focusing on your top 5–10 keywords.

These are the ones that will likely drive 60–70% of your sales.

Use a tool like Helium 10 to track these keywords closely.

Watch how your rankings improve as your conversions increase.

Go Granular with Single Keyword Campaigns

If you notice that some of these top keywords aren’t getting enough impressions or clicks in your general campaigns, don’t ignore them.

Instead, Isaac suggests creating single keyword campaigns.

These are hyper-focused PPC campaigns dedicated to just one keyword.

By going more granular, you can:

1. Increase bids specifically for that keyword.

2. Ensure it gets the impressions and clicks it needs.

3. Drive more conversions for your most important search terms.

This approach helps you gain visibility on the keywords that matter most for your product’s success.

To learn how to fine-tune bids like this for every campaign, check out my guide: Amazon PPC Bid Optimization Guide for Beginners and Pros.

Put It All Together

A successful launch combines all these elements:

1. A great listing: Invest in clear, attractive images and well-written copy. Here's a useful video that shows how to do quick listing optimization with AI.

2. Aggressive PPC: Use broad campaigns to generate traffic and single keyword campaigns for critical terms.

3. A competitive price: Start lower than competitors to win conversions and build reviews.

4. Keyword tracking: Monitor your top 5–10 keywords using a tool like f to see how your organic rankings improve.

With these strategies, you can overcome the challenge of being the “new guy” in a competitive market.

Final Thoughts

Launching a product on Amazon doesn’t have to be a guessing game.

By combining a lower introductory price, focused PPC campaigns, and careful keyword tracking, you can create a launch strategy that not only drives sales but also builds long-term visibility.

If you want expert help with your PPC campaigns, Isaac offers a free Amazon PPC audit through IG PPC.

Get FREE PPC Audit From Isaac Here!

It's a great way to get personalized insights into your advertising strategy.

And if you want to hear the full conversation with Isaac (including more detailed tips on keyword tracking and ranking strategies), check out the full video:

Prefer reading instead? Here’s a simple, easy-to-read version with all the insights Isaac revealed: How to Launch a Product on Amazon: Tips from Isaac Gross From IG PPC.

Thanks for reading,

Vova :)