Planning your Amazon launch? Your first 30 days are make-or-break – here’s what to watch to come out in front…
Lots of brands put lots of effort into the front end of their product launches; the packaging, the listings, the Ads campaign…
But then they don’t stay focused on the right numbers once the product goes live – and here’s the truth: your launch will live or die based on the data you act on.
So, if you want your launch to stick not just spike, here are the key metrics you should be monitoring from day one.
Honeymoon Period Velocity
Your first 30 days or so on Amazon are your best shot at catching the algorithm’s eye – so don’t waste them.
This is a period of elevated visibility, and the speed of your sales during this time will influence where you rank in organic search and give you traction you can continue to build.
What you should be doing:
- Track daily sales momentum.
- Push hard (but stay efficient) on advertising and promotions to fuel early orders.
- Work out which SKUs are moving fastest – and why – and act on those insights.
Conversion Rate (CVR)
High clicks but low conversions? Your listing isn’t landing.
If you’re driving traffic but shoppers aren’t buying, it’s time to act. Your product detail page (PDP) is underperforming, and you need to find out why – and fast.
Fixes to try:
- Test different price points or bundles.
- Reassess your content — does it convey value clearly?
- Check competitor listings for stronger offers or messaging, and tweak your own accordingly.
TACOS over ACOS
Brands often focus on ACOS too early, chasing short-term profitability before they’ve built momentum – but your ads don’t just drive sales; they drive lasting organic growth too.
TACOS shows how your ad spend contributes to total revenue (not just ad revenue).
If it’s too high, your growth isn’t sustainable. If it’s trending down while sales grow, you’re on the right track.
Look for:
- A declining TACOS over time = ads driving organic growth
- A balanced ratio between ad and organic sales
- Signs that paid traffic is boosting organic performance
- Opportunities to reduce spend without slowing momentum
Review Velocity
As our CEO, Andrew Banks, says, “social proof moves the needle”.
You can’t scale trust without reviews – they accelerate conversions, especially in competitive categories.
The faster you can build up credible reviews? The quicker your product becomes conversion-ready.
Quick wins:
- Enrol in Amazon Vine.
- Make sure packaging and instructions deliver on expectations created by your listings.
- Respond to feedback and reflect learnings in your listings.
Organic Rank Movement
Another telltale sign that your launch isn’t landing is if you’re not climbing the search rankings.
This is something you should be watching like a hawk – track your position daily on your most important keywords and remember, your ads can drive short-term traffic but your long-term success will depend on where you rank organically.
Do this:
- Identify your top target keywords and terms.
- Use data tools to monitor shifts in rankings.
- Regularly adjust your content and bid strategies based on your insights.
Repeat Purchase Rate
And remember, the launches that last are the ones built for retention from the off.
Often overlooked but so important to your long-term sales strategies, repeat purchase rate is another post-launch indicator to add to your list – if nobody comes back after buying?
You might have a product or performance issue to address before you scale your spend any further.
Why it matters:
- It shows product quality and satisfaction.
- It helps you better forecast your inventory and revenue assumptions.
- It turns one-off wins into predictable revenue.
The Bottom Line
Early momentum is everything on Amazon, but you need it to lead to long-term gains.
The best performing Amazon brands don’t just launch products – they launch a whole system that then continues to learn, adapt and scale with agility and commercial purpose.
For success? You need to track the numbers that matter, act fast when they dip and optimise everything for sustainable growth, not just immediate visibility.
If you’re launching soon? Our experts can help you plan, monitor and achieve sustainable, commercially focused growth – click here to get in touch today.