The Honeymoon-Phase in practice.
This phase is a one-off gift – and a one-off risk: if the product sells well in this time, the ranking locks in for good. If it starts badly, the way back up afterwards is far harder. That's why the listing, images, price, stock and campaigns must be readybefore launch, not after.
We'll explain it to you over the phone – no jargon and no sales pressure.
What happens in this phase.
Amazon has an interest in testing new products: it's the only way the algorithm can find out whether a listing converts better than the established results. That's why new ASINs get more visibility for a few weeks than their history would actually justify.
This visibility is an advance – and it gets settled up. If the product sells above average during this time, the position firms up. If the clicks and purchases don't come, the algorithm demotes the listing, and the way back up becomes considerably harder.
How long the phase lasts, Amazon won't say. In practice you should reckon on two to eight weeks, depending on category and sales volume.
What has to be ready before launch.
Title, bullets, description and Backend – no loose ends.
The main image and gallery decide the click rate. Fixing them later costs valuable days.
Which terms should rank? The whole campaign structure follows from that.
Auto and manual campaigns live from day 1, not only after the first week.
Selling out during the Honeymoon-Phase is the most expensive mistake there is.
Vine signed up so the first visitors don't land on zero reviews.
Common mistakes.
Going live and then optimising. The most valuable phase is over before the optimisation kicks in.
Too little ad budget. Without an initial push, the algorithm lacks the data it needs for its assessment.
Stock calculated too tightly. An out-of-stock in week two costs the entire launch opportunity.
Frequently asked questions about the Honeymoon-Phase.
How long does the Honeymoon-Phase last?
Can you repeat it?
What if the launch goes wrong?
Let's talk about your project.
Request your no-obligation callback – we'll discuss your goals and tell you honestly whether and how we can help.
We will get back to you as soon as possible – usually the same working day.