How To Manage Amazon PPC After Product Launch Ends?

So you’ve launched your Amazon product, fought your way onto page one, and started generating sales and reviews.

The hardest part is over, right?

Not quite.

In my conversation with Isaac Gross from IG PPC, we talked about what happens after the launch phase, and why turning off PPC can be one of the fastest ways to lose your hard-earned ranking.

In this article, I’ll share the key takeaways from that discussion so you can

1. Keep your product profitable,

2. Maintain visibility, and

3. Sustain success for the long haul.

So, let’s dive right in!

Get FREE PPC Audit From Isaac Here!

Why PPC Doesn’t End When the Launch Ends

Years ago, some sellers could run aggressive PPC during their product launch, build up rankings, and then coast without ads.

That’s nearly impossible now.

Amazon’s search results are dominated by ads.

Isaac points out that over 50% of the first page is paid placements.

Above-the-fold visibility often includes:

1. A row of Sponsored Products at the very top.

2. Sponsored Brands banners.

3. Video ads.

4. Additional “Amazon’s Choice” and “Top Rated” widgets (often containing ads).

If you stop running PPC entirely, your visibility drops dramatically.

That means fewer clicks, fewer sales, and eventually, lower organic rankings.

Want a clearer breakdown of whether ongoing PPC pays off? This guide lays it out in simple terms: Is Amazon PPC Worth It? Or Cash Burn?

The Goal After Launch: Maintain Rank and Profitability

Post-launch PPC isn’t about aggressive spending, it’s about maintaining the positions you worked so hard to get.

Isaac says that the key is finding a healthy TACoS (Total Advertising Cost of Sales) that works for your product and margins.

What is TACoS?

TACoS = Total Ad Spend ÷ Total Sales (including both ad-attributed and organic sales).

While ACoS focuses only on ad sales, TACoS shows the bigger picture; how much you’re spending on ads compared to your entire revenue.

Get FREE PPC Audit From Isaac Here!

How to Find Your Healthy TACoS Range

Isaac recommends aiming for a TACoS between 8–15% for most products once they’re past the launch phase:

1. 8–10% is common for products with established ranking and good organic momentum.

2. 12–15% is often needed in competitive niches to maintain page one positions.

Some products with high margins can sustain a TACoS of 20% or more, but for most sellers, that would eat too deeply into profits.

On the flip side, certain categories can run at a TACoS as low as 1–3% because they’ve built strong organic dominance.

However, that’s the exception, not the rule.

Here’s a practical look at how to fine-tune your bids so your ad spend supports the TACoS you’re aiming for: Amazon PPC Bid Optimization Guide for Beginners and Pros

How to Keep TACoS in the Right Range

1. Trim Unprofitable Keywords

• Use your PPC search term reports to cut or pause keywords with poor return on ad spend (ROAS).

• Keep your focus on keywords that drive both paid and organic sales.

2. Defend Your Branded Keywords

• Once you’ve built brand awareness, competitors will try to steal your traffic by bidding on your brand name. Run sponsored ads for your branded terms to protect that space.

3. Invest in High-Impact Placements

• Sponsored Brands and Sponsored Display can help reinforce your brand presence and cross-sell to customers already interested in your category.

4. Balance Auto and Manual Campaigns

• Auto campaigns can help you discover new converting keywords.

• Manual campaigns give you tighter control over bids and targeting.

Balance PPC and Profit

Isaac makes it clear: a “healthy” TACoS isn’t just about hitting a percentage range, it’s about ensuring you’re still making money.

For example, if your TACoS is 10% but your margins are razor-thin, you may still be losing money.

On the other hand, a TACoS of 15% can be perfectly fine if you have strong margins and room for ad investment.

Quick formula to check:

1. Calculate your profit margin per unit after all Amazon fees and COGS.

2. Deduct your TACoS percentage from that margin.

3. If the result is still comfortably positive, you’re in a good spot.

Common Mistakes After Launch

1. Cutting PPC Too Quickly – Leads to ranking drops, which then require even more ad spend to recover.

2. Ignoring Seasonal Changes – Some products need higher TACoS during peak season to capture demand.

3. Not Testing New Ad Types – Sticking only to Sponsored Products can limit growth opportunities.

4. Failing to Track TACoS Over Time – It’s not enough to check your ACoS; TACoS shows the true profitability picture.

Get FREE PPC Audit From Isaac Here!

Isaac’s Post-Launch PPC Mindset

After one or two years on the market, a product can still benefit from steady, well-managed PPC.

In fact, Isaac says most products will always need some level of ad spend to keep ranking strong, especially with how ad-heavy Amazon’s search results have become.

The difference is that instead of “spend big to rank” (launch phase), you shift to “spend smart to maintain.”

Your campaigns become more targeted, your bids more precise, and your profitability more stable.

Take a look at these proven tactics that help sharpen your campaigns and strengthen long-term PPC performance: Best Amazon PPC Tips & Tricks To Improve Your Amazon PPC Ads Results

Final Thoughts

The launch phase might feel like the most intense part of your Amazon journey, but long-term PPC management is what keeps your product profitable and visible.

The key takeaways:

1. Don’t stop PPC entirely after launch.

2. Track and manage your TACoS, aim for 8–15% for most products.

3. Always balance ad spend with your actual profit margins.

4. Use PPC strategically to defend ranking and brand space.

If you treat PPC as an ongoing investment instead of a one-time launch expense, you’ll be better positioned to compete, even years after your product first went live.

I hope this helps guide you in the right direction and gives you something useful to act on.

Until next time, keep learning and keep moving forward.

Best,

Vova :)