How soon should I start PPC on a new Amazon product?

Start PPC on the day your listing goes live, or at most within the first few days. Early sales data is valuable for both ranking signals and conversion history. Waiting until you have reviews before starting ads delays the organic ranking progress that PPC-generated sales support. A modest auto campaign and a broad match manual campaign on day one gives you data faster than waiting.

How much should I spend on PPC for a new Amazon product?

A common starting point is between 30 and 60 pounds or dollars per day across your launch campaigns, adjusted for your category's average CPC. Enough to win meaningful impressions on relevant searches, but not so much that you exhaust budget before gathering conversion data. Scale spending up after you identify which search terms are converting at acceptable ACoS.

Should I use automatic or manual campaigns to launch a new product?

Use both simultaneously. Automatic campaigns discover unexpected converting search terms without requiring you to guess the right keywords in advance. Manual broad match campaigns let you bid specifically on the terms you identified through keyword research before launch. Running both from day one gives you better coverage and faster data than either campaign type alone.

How do I launch PPC for a new Amazon product?

Launching PPC for a new Amazon product means starting with structured discovery campaigns to find which search terms actually convert, then building focused manual campaigns around those terms. The goal is to generate early sales velocity and conversion data that supports organic ranking growth, not simply to buy impressions. Start with two campaigns running simultaneously. The first is an automatic campaign, which lets Amazon decide which searches to show your ad for and costs little effort to set up. This campaign discovers search terms you may not have anticipated and provides real data about what shoppers are actually searching for in your category. The second is a broad match manual campaign built around your most relevant target keywords, identified through keyword research before launch. Keep the daily budget on both campaigns modest, typically 20 to 30 pounds or dollars per day each depending on your category's average CPC. Overspending before you have any conversion data means burning money on clicks that may not convert on a listing with no reviews and limited ranking history. New products often need to bid at or near the suggested bid shown in Seller Central to win auction positions, because they lack the conversion history that would otherwise allow a lower bid to compete. Use dynamic bids with down only to avoid overpaying in auctions where your listing has no established performance data. After two to three weeks, adjust bids based on what is actually converting. Lower bids on search terms with many clicks but no sales. Raise bids incrementally on search terms generating sales at an acceptable ACoS. This data-driven approach replaces guesswork with evidence as the campaign matures. After 10 to 14 days, open the search term report for both campaigns. Look for search terms that have generated two or more sales at an ACoS close to or below your target. Copy each of these terms into a new exact match campaign with a dedicated bid. This gives you precise control over your best performers and prevents their budget from being shared with lower-quality search terms. At the same time, add the search terms that generated many clicks but zero sales as negative exact keywords. This prevents continued spend on queries that have already shown they do not convert for your listing. Running this discovery-to-exact cycle every two weeks is the foundation of efficient PPC management from launch onwards. Expect a higher ACoS during the first four to eight weeks than you will target long term. This is normal and, to a degree, intentional. A new listing with no reviews and no organic ranking history needs PPC to generate its first sales. Those sales build conversion history, which Amazon uses to improve the listing's organic ranking. As organic ranking improves, organic sales increase and your TACoS falls even if your campaign ACoS stays relatively stable. Set an ACoS ceiling for the launch phase rather than a tight target. You might decide that anything below 50% is acceptable in the first 60 days, then tighten the target to 30% or below as the listing matures. The transition from a launch mindset to a profitability mindset is gradual and should be guided by organic ranking data alongside campaign data.

Launching PPC for a new Amazon product requires a structured approach to build sales history and ranking without wasting budget on untested keywords.