The Only 3 Amazon PPC Campaigns You Need to Launch A New Product On Amazon

The first 90 days after you launch a product on Amazon are crucial. During this time, your job is to get high-quality traffic to your listing, turn that traffic into sales, and start collecting reviews. These early actions create the data Amazon needs to decide where your product should show up in search. The key to success is a laser focused ad strategy.

Why the First 90 Days Matter

While there’s no official “honeymoon period” acknowledged by Amazon, what is confirmed is that Amazon’s algorithm places significant weight on conversion rate when determining search rankings. New listings are under intense algorithmic scrutiny early on. Strong performance metrics, especially high conversion rates, help Amazon’s system determine whether to rank your product higher or lower in the organic results.

• Why conversion rate is especially important for new products: New listings with a high conversion rate signal strong buyer relevance, which can positively impact organic rank more quickly.
• Treat the first 90 days as a critical test window: Drive traffic through highly targeted ads and focus on maximizing your product’s ability to convert visitors into buyers.

1.) The Most Important Campaign: Sponsored Product Exact Match Campaign

Goal: Rank for your top 5–10 keywords and prove high conversion potential.

• Use tools like Helium 10 to identify the highest volume, most relevant keywords for your product.
• Pro Tip: Be as specific as possible while maintaining high search volume. Broader terms will have higher search volume, but the more relevant your product is to the search term the higher your conversion rate will be.
• Set up a manual Sponsored Products campaign with exact match targeting.
• Bid aggressively: 10-20% above Amazon’s suggested bid range in order to secure top placements.

 

Budget allocation: Spend 70–80% of your total PPC budget here. This campaign builds your keyword relevance and conversion rate fast.

2.) Sponsored Product Phrase Match Campaign to Expand Reach

Goal: Capture mid and long-tail variations of your core keywords.

• Create a manual campaign using phrase match terms to capture additional more targeted search terms to eventually move to your exact campaign
• Monitor bi-weekly. Promote winners to exact match if they perform well. (Amazon has a 7-14 day ad sales attribution window)

 

Budget allocation: Allocate 10-15% of your budget here. This is a lower priority during the honeymoon phase but can add incremental value.

3.) Support Campaign: Auto Campaign for Discovery

Goal: Find unexpected search terms that are converting.

• Set up an auto campaign with a small daily budget ($10–$25).
• Check the search term report bi-weekly to find keywords with sales.
• Move high-performing search terms into your exact match manual campaign.

 

Budget allocation: Use 5-10% of your PPC budget for this discovery campaign.

Conclusion: Set the Foundation for Long-Term Success

The first 90 days of your product launch on Amazon are a unique opportunity to make a strong impression on both customers and Amazon’s algorithm. By prioritizing exact match campaigns to drive targeted traffic, using auto campaigns to discover new opportunities, and testing phrase match for expansion, you set your product up for long-term organic visibility. Focus your budget where it matters most-on high-converting, relevant keywords-and treat every click as a chance to prove your product’s value. Smart PPC strategy isn’t just about spending; it’s about building momentum that lasts well beyond the launch phase.