Amazon Product Launch — Arts, Crafts & Sewing

Challenge

I’ve been working with this client since 2018, so when they launched a new product in the highly competitive Arts, Crafts & Sewing category in 2023, they asked me to take the lead. The goal was ambitious: with just a $3,000 starting budget, I needed to scale the product quickly and aim for both the #1 New Release and Best Seller badges within three months.

Because of the trust we’d built over the years, they gave me full control of the growth strategy. I used everything I knew about their brand and how the Amazon marketplace works to build a custom launch plan. That included a full-funnel ad strategy, smart keyword targeting, and optimizing all the creative assets.

In the end, the launch was a huge success. The product not only hit the #1 New Release badge it also became a Bestseller, all within our three month window.

Our 90-Day Launch Roadmap

Overall Strategy Focus

• Performance-driven approach centered on:

  • Visibility

  • Conversions

  • Customer acquisition

Phase 1: Laying the Foundation (Days 1–30)

Conducted market analysis to understand:

• I began by auditing the niche and analyzing the overall market landscape. My goal was to understand the demand for this type of product and identify the potential opportunity. I gathered data on search volumes, competition, and customer behavior to get a clear picture of the market size.

• From there, I built a hypothesis: How much market share do I need to capture in order to hit our target sales? Once I had a percentage in mind, I reverse engineered the numbers by looking at average CPCs, expected CTR and CVR to estimate how much budget I would need to tap into that market share.

• This approach gave me a data-driven foundation and a clear direction before launching any campaigns

Conducted in-depth keyword research:

• After this, I performed in-depth keyword research using every method possible, combining tools like Helium10, Data Dive, and the Search Query Performance Report (from Brand Analytics). This helped me identify high-opportunity keywords and understand what customers were actually searching for, giving us the insights we needed to build a high-converting campaign structure.

Built a full-funnel ad structure:

• To execute the launch campaigns effectively, I applied a full-funnel advertising strategy, starting from top to bottom: Which includes “Awareness” , “Consideration” , “Purchases” , & “Retention”. This approach allowed us to guide the customer journey, build momentum from day one, and maximize every dollar of the launch budget.

Targeted a mix of high-volume and long-tail keywords:

• Maintained a low average CPC of $0.62

• Focused on building visibility efficiently

Phase 2: Analysis & Optimizations (Days 31–60)

• In this phase, I focused on learning from the initial data. I analyzed campaign performance, identified what was working, and took action accordingly. I optimized campaigns by increasing budgets on top performers, pausing underperforming keywords, and negating irrelevant search terms to cut wasted spend.

• I also launched targeted campaigns on competitor listings to capture more market share and used dayparting to run ads during peak hours for better efficiency. These actions helped drive consistent traffic, boost conversions, and improve organic rankings — all while keeping the spend smart and strategic.

Phase 3: Market Domination (Days 61–90)

In the final stretch of the launch, my focus was on scaling aggressively while protecting everything I had built so far.

I launched defensive campaigns to protect our product detail page from competitor ads. The goal was simple: make sure no one else could steal our traffic or sales.

I also set up retargeting campaigns to bring back shoppers who had shown interest but didn’t convert the first time. This helped drive more efficient conversions from warm audiences.

At the same time, I worked to capture more ad real estate in our category. I pushed both offensive and defensive campaigns to strengthen our presence and it worked.

You can see from the spend data that I was scaling the budget month over month, making sure we stayed competitive and continued growing without losing momentum.

Results:

• Sales: $293,889.48 Achieved within months of launch, driven by consistent ad performance and organic ranking growth.

• Ad Spend: $60,176.85 Monthly budget with strategic scaling during key growth phases.

• ACoS: 20.48% | ROAS: 4.88x Efficient ad performance, every $1 spent returned nearly $5 in sales.

• Orders: 13,569 total Strong and consistent sales volume across the campaign duration.

• New-to-Brand Sales: $59,682.25 90%+ of all sales came from new customers, showing strong brand acquisition.

Achievements:

• #1 Best Seller Badge

• #1 New Release by Amazon within 90 days

Summary:

• Strategic spend produced $293K+ in revenue at a high ROAS.

• The product went from zero visibility to market leader within a few months.

• Over 90% new customers = real growth, not recycled traffic.

• All of this was achieved with a modest ad budget.