Your launch strategy must be built around funding it. In 2024, the "honeymoon period" that gives new products an initial visibility boost is real, but it only works if you feed the algorithm sales with a robust advertising strategy. Without a significant budget for PPC, even a great product will likely fail to gain traction and rank. As Freeman Cui explained on the Serious Sellers Podcast, you can no longer rely on old tactics like "search, find, buy" to get to page one. The primary lever you have now is advertising.
A modern Amazon product launch strategy is a multi-month process, not a single event. Dave from The EcomCrew Ecommerce Podcast maps this out as a phased approach, starting with a lower introductory price and aggressive, automatic PPC campaigns to generate sales velocity from day one. The idea is to prove to Amazon's algorithm that your product is converting, which you reinforce by gradually raising the price as you accumulate sales and reviews. The hosts on Seller Sessions constantly come back to the idea that each launch is unique, but the common thread is that your ad strategy is what makes or breaks it.
Your first action should be to rigorously re-evaluate your unit economics. Isabella Ritz made a crucial point on Seller Sessions that focusing on low-cost products can be a trap, because the thin margins leave no room for the advertising spend required for a successful launch. Make sure your profit per unit can actually fund the aggressive PPC needed to compete.
