The Launch
When we partnered with this brand, they were entering Amazon with no traction in their category. Within a matter of weeks, we built momentum that would normally take competitors months to achieve. Through a mix of carefully crafted listings, a structured PPC launch strategy, and a phased pricing approach, both of their new products secured the coveted Amazon’s Choice badge. They were pushing into the top 50 of their niches, sales were climbing steadily, and a strong foundation of Vine reviews gave the listings immediate trust with shoppers.
At this stage, the brand was on track for long-term success. The next phase of our plan was clear: gradually increase pricing to secure higher profitability while maintaining velocity, and continuously optimise ads and SEO to protect the rankings we had worked hard to achieve.
The Turning Point
Instead of following through with the strategy, the brand decided that the launch was enough. They assumed Amazon would continue to reward them indefinitely and chose to part ways, believing the heavy lifting was done.
But Amazon does not work that way. The platform rewards consistency, activity, and optimisation. Without that, progress quickly unravels.
The Decline
In less than three weeks, the impact was visible. The BSR fell sharply, undoing the ranking momentum we had built (as shown in the attached graph). With no adjustments to campaigns, PPC spend was almost certainly being wasted on irrelevant clicks or poor keyword matches. The pricing strategy we had mapped out was abandoned, leaving the products stuck at their 3rd tier of launch pricing with no shift toward long-term profitability.
From Amazon’s perspective, the listings were no longer competitive. Momentum stalled, rankings slipped, and the early wins from launch were quickly eroded.
The Lesson
Amazon is not a “set it and leave it” channel. A successful launch is only the beginning. To maintain visibility, rankings, and profitability, brands must keep evolving:
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Ads need weekly refinement to stay efficient and competitive.
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Pricing must be tested and adjusted strategically, especially after launch.
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SEO and content must be updated regularly as competitors shift and shopper behavior changes.
Without ongoing management, even products that hold Amazon’s Choice badges, top-50 rankings, and strong reviews can decline in a matter of weeks.
This case shows what many brands overlook: success on Amazon is a process, not an event.
