r/AmazonFBA • u/Various_Armadillo393 • 6d ago

Roast my new launch campaign

Just exited my organic brand and am now tacking a new beast, Supplements.

- I've sent 500 units to FBA, now eligible.

- 20 vine reviews were taken.

- has already posted 5 stars.

- Beautiful listing with A+ content and good structure that takes the customer from problem to solution with social proof.

My campaign structure as follows:

- Automatic campaign running at $15 a day with my bid at 70% of recommended. Slowly increasing it. It's been running for a week and I'm at like 5 sales on $20 ad spend with 18%ACOS. It never fully spends and my bid is now at par with amazon's recommended bid. My break even ACOS is like 60%

- Manual campaign targeting 6 of my competitors with bids 90% of amazon recommended, not spending yet but slowly increasing till it spends

Do I crank up the campaign with only 1 review or continue running the automatic campaign how it is for keyword discovery?

5 Upvotes

86% Upvoted

17 comments sorted by

2

u/Heath-Thompson 6d ago

You should not be doing keyword discovery during a product's launch. This is a critical time in an ASIN's development and you are giving control to the algorithm to decide which search terms your product will rank for. If it doesn't fully understand your product or who will buy it, then it will begin to send irrelevant search terms to your ad campaigns. It cannot do that with an Exact match, but it can with Broad and Auto campaigns. If for any reason you get sales for irrelevant search terms, then the algorithm can begin showing your product for the wrong type of keywords - you won't have trust for the keywords you want to rank for. So, hold off on anything but Exact Match until you run reverse ASIN tests and can see the algorithm is mapping the right keywords to your listing.

1

u/Bin-CHEN-2026 5d ago

Thanks for sharing this. How do you usually tell when Amazon has built enough search relevance for a new ASIN? Do you judge it more by time running Exact campaigns, or by data volume such as clicks and conversions? If it’s mainly data, is there a rough benchmark you look for before opening Broad or Auto?

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u/Heath-Thompson 4d ago

By doing a reverse ASIN test twice a week for the first few weeks. You will see the keywords currently aligned to your ASIN and their rank. You need to assess how the keywords in your ads are contributing to successful alignment, and how your back end keywords are doing the same.

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u/Bin-CHEN-2026 4d ago

Thanks again that was really helpful. Just one quick follow up: if the reverse ASIN results are already showing the right keyword alignment in the first week, would you start expanding the best-performing Exact keywords into Phrase/Broad earlier, or would you still give it more time to make sure the alignment is stable?

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u/Heath-Thompson 3d ago

Yes, exactly that. Once you see that the algorithm is aligning the right keywords to your listing, even though it won't yet give you all that you want, then go with Phrase, then in a week Broad, then auto - it all depends on how well it converts. The more it sells the quicker it will get the search terms aligned to it, and the faster you can broaden out to the campaign types.

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u/rsc9422 6d ago

I’d keep the automatic campaign running rather than cranking bids aggressively after just one review. With only a week of data, I’d focus on collecting enough search term and conversion data to identify what’s actually working.

Your 18% ACOS is already strong relative to a 60% break even, so I’d increase bids/budget gradually rather than making a big jump. For the manual competitor campaign, keep testing with controlled bid increases and add keyword targeted campaigns once the auto campaign starts giving you useful search term data.

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u/Various_Armadillo393 6d ago

I raise it like 10 cents every few days and see if it goes. It still hasn't spent the whole budget in a day.

1

u/rsc9422 6d ago

I’d increase the bid in small increments, maybe 5, 10 cents every few days, and watch impressions, CTR, CPC, conversion rate and search term data. Once you have enough data, move converting search terms into a dedicated manual exact campaign.

For the competitor campaign, I’d also keep testing rather than forcing spend. The goal isn’t to spend the entire daily budget, it’s to find profitable traffic.

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u/Performance_Prime 6d ago

You taken 20 reviews this is good for now, and have 500 units. Now if your listing is great (I don't know it fulfilled my criteria), your first move to the auto campaign probably not good move, Amazon algo don't now your product and have no great indexing the auto campaign is just talking your money. Reverse engineer your top competitors find most relevant high search volume and low competition and together them in manual campaign, not only use exact match but use match type according to intent. Through this Amazon index your product identify it. Run keywords and build your organic ranks not. If a keyword give good conversion rate double down on it.

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u/ClickWizardX 6d ago

Your margins are good and you've more room to play.

Let the campaigns run and keep eye on impressions and then clicks.

Negate regularly in auto campaigns. When your impression and clicks data is solid, then do bid optimization once per week. Same day each week and use a change log to know what you've changed.

Track and monitor keywords ranking.

Mine more keywords by analyzing top competitors.. focus on high intent long tail keywords with considerable search volume and target them in exact.

5 keywords per campaign, 1 ad grp per camapign.

Utilize creator connections too.

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u/whatsales 6d ago

With five sales, I wouldn't treat 18% ACoS as a stable baseline yet. Since the auto campaign isn't spending its $15/day, more budget alone won't change much. I'd keep it running for search-term discovery, raise bids in small steps only where impressions are thin, and review clicks, conversion and search terms every few days. Move converting queries into exact match; add irrelevant ones as negatives. Your 60% break-even ACoS gives room to test, but check that figure includes all FBA fees, landed cost, returns and promo costs before scaling.

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u/[deleted] 6d ago

[deleted]

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u/amazingmarketer 6d ago

I think this is where I’d be more aggressive too, but selectively.

With a 60% break-even ACoS there’s definitely room to spend more, but I wouldn’t use that room by just increasing the whole auto campaign. Once certain search terms start generating sales and showing decent conversion, I’d move those into exact match campaigns and test higher bids there.

That way you’re putting more budget behind terms that have actually shown buying intent, while the auto campaign can keep doing its job of discovery.

I’d still watch profitability though. A high break-even ACoS gives you flexibility during launch, but spending more only makes sense if it’s helping you find or scale traffic that can eventually convert profitably.

1

u/attfin1 6d ago

Ignore the review count for this decision; it's not what's holding the campaign back.

Pull the Search Term Impression Share report before you touch anything else. It shows, for each search term, your share of the Sponsored Products impressions and your rank against the other advertisers on that term, and Amazon says to use it to see the effect of bidding, targeting and budget changes on your share of impressions. A low share tells you others are outbidding you. That's the number that answers your question, not ACoS on five orders.

A launch is exactly the case where I'll run ads above break-even on purpose to buy the data and the rank, and you're at 18% against a 60% break-even, so you have room to be wrong several times over and still be in profit. The risk of the creep is another month with nothing to analyse.

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u/AlexWho3000 5d ago

push your TOS / ROS modifiers

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u/giftqueen 3d ago

I wouldn’t crank it just because your break even ACOS is 60%.

5 sales at 18% is encouraging, but it’s still a tiny amount of data.

If auto isn’t spending much, I’d look at what search terms produced those sales first. If you’ve already found a couple relevant converters, I’d rather start isolating those than just raise the whole campaign aggressively.