Amazon Product Launch in India is not easy anymore. Many sellers believe that Amazon PPC will solve everything. They think running ads is enough to get sales, ranking, and profit.
The truth is simple. PPC is not a magic solution. If you want to be profitable with a new product from day one, it will take time. In most cases, it takes months or even years of slow and steady growth.
This blog explains how to launch a product on Amazon, what strategies work in India, and why PPC alone is not enough.
Understanding the Amazon Product Launch Reality
Every Amazon product launch involves three important things:
- Sales volume
- Profit
- Speed
You can only choose two.
If you want fast sales, you will lose money.
If you want profit from the start, sales will be slow.
If you want profitable sales, it will take time.
Most Amazon sellers try to get all three. That is where problems start.
Amazon Product Launch Strategy 1: Profit From Day One
This strategy focuses only on profit.
You keep Amazon PPC spending low and avoid aggressive bidding. You are not chasing fast ranking. You want every order to be profitable.
This strategy works for:
- New Amazon sellers
- Small brands
- Sellers investing ₹10–20 lakh and playing safe
The problem is slow growth. Sales, reviews, and ranking take time. PPC will not suddenly turn this into a ₹50 lakh per month business.
Amazon Product Launch Strategy 2: Break-Even Launch (Recommended)
This is the most practical Amazon product launch strategy.
Here, your goal is to break even in the first few months. You are okay with low or no profit while you build:
- Reviews
- Sales history
- Keyword ranking
This allows you to spend more on Amazon ads and compete on relevant keywords. After 2–3 months, conversion improves and profitability increases.
Most successful Amazon brands in India follow this approach.
Amazon Product Launch Strategy 3: Rank-Focused Launch
This strategy is for established brands.
You spend aggressively on Amazon PPC and promotions to gain ranking fast. This often means selling at a loss in the beginning.
This works only if:
- You already have profitable products
- You have cash flow
- You can afford losses of ₹5–10 lakh per product
For new sellers, this strategy is very risky.
Amazon Honeymoon Period: The Truth
Many sellers believe Amazon gives free traffic to new listings for 30–60 days. This is a myth.
Amazon starts judging your product immediately. Within days, Amazon checks:
- Click-through rate
- Conversion rate
- Sales performance
If your listing does not convert, your ranking drops quickly.
That is why Amazon listing optimization must be done before launching ads.
Importance of Reviews in Amazon Product Launch
Reviews play a big role in Amazon SEO and conversions.
Amazon Vine is one option, but reviews are honest and not always positive. Early low ratings can affect ranking.
Many brands use giveaways or external traffic to get initial sales and reviews. In competitive categories like FMCG, supplements, or personal care, brands sometimes give away 20–50% of expected monthly sales to rank.
If you already have Instagram followers or an email list, you have a big advantage.
Amazon PPC Is Not the First Step
Amazon PPC should not be your first step.
Running ads on:
- Poor product images
- No reviews
- Weak titles and bullets
will only waste money.
Many sellers see 1–2% conversion rate and very high ACoS because they start PPC too early.
First fix your listing. Then run ads.
Amazon PPC Strategy for New Products
When starting Amazon PPC for new products, keep it simple.
- Run brand keyword ads first
Brand searches convert well and cost less. - Target highly relevant keywords
Use long-tail keywords with clear buying intent. - Avoid auto campaigns initially
Amazon does not understand new products yet, which leads to irrelevant traffic. - Use manual campaigns
Manual campaigns give better control and reduce wasted spend.
External Traffic Helps Amazon Ranking
Top Amazon brands in India do not depend only on PPC.
They use:
- Instagram Reels
- Influencers
- Affiliate marketing
External traffic increases branded searches on Amazon, which improves ranking and sales.
Final Thoughts on Amazon Product Launch
There is no shortcut to launching a product on Amazon.
No bidding hack.
No secret PPC strategy.
You must decide:
- How fast you want results
- How much money you can afford to invest
- How patient you are
Amazon PPC cannot fix a bad launch.
But a strong launch makes Amazon PPC work.
