Six launches in a year, each one faster than the last

The brand's advantage is speed — it ships six products a year in a category where trends move monthly. Its Amazon launches did not reflect that. Each one started from a blank page: someone wrote copy, someone briefed photography, someone built campaigns, and each of those people made different decisions than the last time.

The cost was measured in weeks. Products took roughly five months to become profitable, by which point the trend that justified them had often moved on. Four of the previous six launches never reached page one at all, and their inventory was still sitting in the warehouse.

We turned a series of improvisations into a repeatable process.

• A launch template used from the factory brief onward — keyword research format, copy structure, image sequence and campaign skeleton defined before the product exists, with the research itself done during production so the listing goes live already indexed.
• A fixed 8-week launch budget with defined bid ladders, rather than a monthly argument about how much to spend.
• A kill rule — clear criteria at week 6 for whether to double down or stop, so a failing launch stops consuming budget.

Time from listing live to profitable fell from 22 weeks to 7, and five of the six launches reached page one — against two of six in the previous year; the sixth was stopped at week six by the kill rule.

Revenue grew 78% on the strength of that cadence: six products compounding instead of two working and four stranded. Launch ACoS in the first eight weeks nearly halved, because the listings now arrive indexed rather than buying their way into relevance from zero.