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The Amazon PPC New Product Launch ROAS Blind Spot
Description
Episode 96 of Performance Marketing with Fexingo dives into a critical blind spot that kills ROAS during new product launches on Amazon. Lucas and Luna break down why the standard 'low ACoS from day one' mindset destroys long-term profitability and how a deliberate launch phase — with higher bids, broad match keywords, and zero ROAS targets — actually builds the organic rank and keyword velocity that makes campaigns profitable later. They discuss the specific data points to watch: click-through rate on day 3, conversion rate by day 7, and when to start tightening spend. With examples from electronics and home goods launches, they explain why the most successful sellers treat the first 30 days as an investment, not a cost center. If you're launching products on Amazon and wondering why your PPC campaigns aren't scaling profitably, this episode reveals the structural mistake most sellers make before they even turn on a campaign.