Free download
Amazon product launch checklist.
70 tasks from 8 weeks before launch to day 90. Due dates fill in from your launch date, and a tracker keeps your first 13 weeks of numbers in one place.
| When | Task | Why it matters | Status |
|---|---|---|---|
| 8 weeks out | Check the category is ungated | Avoid a blocked launch | Done |
| 8 weeks out | Register your brand | Unlocks A+, Store and brand ads | Done |
| 6 weeks out | Build a 150+ keyword list | Feeds title, bullets and ads | In progress |
| 4 weeks out | Shoot 7 images and 1 video | Images sell more than copy | To do |
| 3 weeks out | Send inventory to FBA | Check-in can take 2 weeks | To do |
| Launch week | Start auto + exact campaigns | Collect search term data fast | To do |
| Launch week | Enrol in Vine | First reviews in 2 to 3 weeks | To do |
| Day 14 | First negative keyword sweep | Stop early waste | To do |
| Day 30 | Move winners to exact match | Lower CPC, more control | To do |
| Day 60 | Raise price toward target | Launch price was a tool | To do |
Launch your next product without the guesswork.
The checklist we run for client launches. 70 tasks from 8 weeks out to day 90, with due dates that fill in from your launch date and a tracker for your first 13 weeks.
- 01Pre-launch
Brand, compliance, keywords, images and inventory, in the right order.
- 02Launch week
Ads, Vine, coupons and the checks most sellers forget.
- 0390-day tracker
Weekly sessions, conversion, ACoS, TACoS and rank in one place.
The guide
How to launch a product on Amazon.
The short version of the checklist.
Most launches that fail do not fail on launch day. They fail weeks earlier, when a gated category, a missing barcode or slow FBA check-in pushes the launch back and burns the budget.
8 to 6 weeks before: foundations
Check the category is open to you, get compliance documents ready, register your brand and work out your fees and break-even ACoS for every marketplace you plan to sell in. Use the fee and profit calculator for this.
6 to 3 weeks before: the listing
Build a keyword list, write the title and bullets, shoot your images and plan A+ content. Check every field with the listing character counter and every image with the image checker. Ship stock to FBA early because check-in can take weeks.
Launch week: traffic
Turn on Sponsored Products with auto and exact campaigns, enrol in Vine if you can, switch on a launch coupon and check that you are indexed for your main keywords.
Days 1 to 90: tune
Add negatives every week, move winners to exact match, step the coupon down and raise the price toward your target. Track sessions, conversion, ACoS, TACoS and rank weekly. A falling TACoS is the clearest sign the launch is working.
How long does an Amazon product launch take?
Plan for 8 weeks of preparation before launch day and about 90 days of active work after it, until sales and rank settle.
How much should I spend on ads during a launch?
Expect your ACoS to run above break-even for the first 4 to 8 weeks while Amazon learns where to show you. Set a launch budget and a date to bring ACoS back under target.
Does the checklist work outside the US?
Yes. The tasks apply to any Amazon marketplace. Compliance and tax tasks point you to what to check for each country.
What format is the checklist?
An Excel file that also opens in Google Sheets, with a Checklist tab, a 90-Day Tracker and a Keyword Plan.
Is it free?
Yes. Enter your email and we send a private download link to your inbox. It works for 7 days.
More free tools
Keep going.
More calculators, checkers and templates we use on client accounts.
- 01Break-even ACoS calculatorFind the highest ACoS your margins can take, your target ACoS and your TACoS.Calculator
- 02Amazon fee and profit calculatorReal profit per unit in 23 marketplaces, with VAT, referral and FBA fees.Calculator
- 03Listing character and byte counterCheck your title, bullets and search terms against each marketplace limit.Checker
- 04Amazon image checkerTest size, pure white background and product fill before you upload.Checker
- 05Ad waste calculator and finderSee how much ad spend you could win back, then find the exact search terms.Calculator + spreadsheet
- 06Negative keyword list400+ proven negative keywords in 5 languages, with a bulk upload sheet.Spreadsheet
- 07A+ content brief templatePlan every A+ module, with image sizes and a policy checklist built in.Word template
Your next step
Find out where your Amazon sales are leaking.
Send us your store. Within 24 hours you get a 20-point audit and a 90-day plan you can use with or without us.
Prefer to talk first? Book a call with Vaibhav →
