📋 Launch Plan

Launch history

Mar–Jul 2026 · Slack + 162 screenshots. Source: factory/exports/slack-launch-phz-glycinate-eu-2026-07-14.md

• SetupFirst market live (~late Mar). Direct FBA to DE, not Pan-EU. Target ~1,000/day on magnesium bisglycinat. Pan-EU local stock later showed DE 1,845 / PL 864 — much of “DE” stock sat in Poland (UPS shipment tracked Bremen → Chojnów).
• GiveawaysFB + German partner: 80+ codes/day, ~50% Amazon redemption → ~40 sales/day. Viral deal groups cleared 80 codes in minutes with no ad spend.
• DealsFirst Lightning Deals only in DE (€8.41). Combined with giveaways drove early volume. SnS grew steadily May 2–15 (DE-led) before ES took over.
• Penalty box~5 days in, all keywords dropped to page 3+ (~rank 32). Team paused giveaways — suspected over-velocity. Inventory screenshots show only 588–1,890 “available” vs 1,250+ customer orders and thousands in FC transfer.
• ListingDeepL label “Hohe Festigkeit” killed CTR. Jun 26: Amazon backend still says Softgel while title says “120 Kapseln / vegane Kapseln” — catalog mismatch. Sleep & energy tag blocked in DE (worked in UK).
• PPC vs organicLighthouse May 31: 570 units but −£1,483 week, £2,720 ad spend. Our CTR 1.75% vs leader natural elements 11.26% at same €9.90. PPC ACOS 180–220% — worst of 4 countries. Ads held rank more than grew it.
• Post-deal cliffDeal end + PPC cut → EU velocity ~500 → 400/day. May 18 dashboard: 35 days supply, low-stock warning despite 13,735 inbound.
• Jun onwardAlternating deal/full-price weeks, SnS, €350/day PPC, ACOS target ~50%. Best EU margin (~32% at €9.90). BSR #44 in Magnesiumpräparate, 4.6★ / 1,405 reviews by late Jun. First profitable week w-28.

Screenshots

Status (w-28 actual)

On track First profitable week after launch ramp. Hold velocity, protect rank on main keywords.

8-week plan (w-29 → w-35)

Strategy

Pricing

• Alternate deal (€8.40, ~15% off) and regular (€9.90) weeks.
• Deal margin ~22%; regular margin ~32% at €9.90.

PPC

• €1,500/week (~€214/day) on SP — keep stable, no cuts while profitable.
• Focus: main keyword magnesium bisglycinat + high-volume relevant terms (20+ keyword sales/mo).

Inventory

• Ship direct to DE at launch (not Pan-EU only) for fast delivery during honeymoon.
• Stock plan: 46k units w-28 → 62k w-29 after inbound.

Actions

• Maintain ~700–1,000 units/week alternating pattern.
• Monitor organic rank vs PPC — cut wasteful targets if rank flat.
• No price change unless deal calendar shifts.

Notes

Launch history

Mar–Jul 2026 · Slack + 162 screenshots. Source: factory/exports/slack-launch-phz-glycinate-eu-2026-07-14.md

• SetupLowest giveaway expectations from day 1. Pan-EU stock: FR 1,230 units local. Wrong label order (“bisglycinate de magnesium” vs competitors). 2-bottle deal suspected to kill conversion.
• GiveawaysFB: many clicks, ~30 codes/day on landing, near-zero Amazon redemptions. Fiverr partner for Dealabs/Radins: 3–7 day moderation, couldn’t run daily codes reliably.
• PPC burst€500/day from 7 Apr — surprise winner. CTR ~2.3%, ACOS ~104%, rank ~#10 by 10 Apr. Team stopped giveaways and ran ads-only while metrics held.
• Apr windowTracker looked smooth for a few days. SnS chart May 2–31: FR grew slowly (blue segment) — never had an ES-style spike. Underlying promo economics never fixed; max ~30 codes/day.
• Price hike€14.90 path destroyed deal margin (~0.6% at €7.61). SnS discount couldn’t stack at high price — subs too slow.
• Deal cliffDeal ended ~9 Jun → sales 59 → 38 → 22 → 6/day. Emergency PPC €300/day; still needed fresh deal.
• Stockout Jun 14Screenshot: 0 available, 19,512 inbound, 1,149 backordered. SnS (~476 subs) may have reserved stock. Rankings lost during OOS.
• Jun onwardGoal: restore top 2–3 on 6 keywords + SnS. Fixed PPC budget, no EU giveaway infra. Still unprofitable w-28 despite 676 units.

Screenshots

Status (w-28 actual)

Needs fix Above unit target but still losing money. Price ramp to €14.90 not sticking — reset to €9.90 deal weeks.

8-week plan (w-29 → w-35)

Strategy

Pricing

• Alternate €9.90 (volume) and €14.90 (margin) weeks.
• Deal margin at €7.61 was ~0.6% — FR needs volume before price hikes.

PPC

• Low spend weeks: €900 (~€129/day). High spend weeks: €2,000 (~€286/day).
• Turn PPC on when deal ends — sales drop fast without ads (seen Jun 9–12).
• FB giveaways + partner deals: target 30–60 promo codes/day where conversion allows.

Inventory

• Direct FR shipment at launch. Pan-EU stock flow to FR has been weak.

Actions

• Priority: fix unit economics before scaling past 800/week.
• Run PPC bursts after deal weeks to hold rank.
• Listing / render check — ensure main image shows bisglycinate not generic magnesium.

Notes

Launch history

Mar–Jul 2026 · Slack + 162 screenshots. Source: factory/exports/slack-launch-phz-glycinate-eu-2026-07-14.md

• Setup2,000 units inbound. Same playbook as DE: FB + partner, target 700/day on magnesio bisglicinato. Pan-EU local stock: IT 1,810. Pre-launch: sustaining 50+/day for weeks seemed unrealistic.
• Giveaways + PPC70–90 FB codes/day, ~50% Amazon conversion. PPC scaled alongside. By 10 Apr: rank ~#8 on main keyword — best early organic after FR.
• ListingHero showed English “magnesium bisglycinate” not Italian — fixed. Apr 1: suppressed for missing food-supplement docs. Parent ASIN lock → FR/IT/ES shared one review on 120-cap.
• SnS & dealsSnS chart: IT (green) grew slowly all May — no ES-style spike. Deal weeks moved volume but rank weak on broad magnesio head terms.
• Price rampJun: step to €14.90 (+€2/week). Failed — SnS blocked at high price, subs too slow. Lighthouse shows £14.90 / 926 FBA units mid-period.
• PPC on main KWLate Jun: magnesio bisglicinato 12% CVR, 0.89% CTR — ads not moving keyword. Most sales became PPC-dependent not organic.
• Deal reset9 Jun: back to €9.90, PPC €200→€500/day. Extra IT inbound prioritized (5 pallets/week, Jun split shipment 8,640 + 11,360 units).
• w-28553 units but −€1,382 profit at €14.90. Reset to €9.90 deal weeks — fix economics before next price push.

Screenshots

Status (w-28 actual)

Watch Slightly above target units but unprofitable at €14.90. Deal reset planned.

8-week plan (w-29 → w-35)

Strategy

Pricing

• Reset deal at €9.90, then alternate with €14.90 weeks (+€2/+€2/+€1 ramp was tried — paused).
• Deal margin ~4.7% at €7.61; regular ~23% at €9.90.

PPC

• €900/week on deal weeks, €2,000/week on full-price weeks (~€200/day baseline).
• FB giveaways: ~90 codes/day target, ~50% Amazon conversion.

Inventory

• Initial inbound: 2,000 units IT. Same Pan-EU + direct ship approach as DE.

Actions

• Deal reset w-29 — do not raise price until unit economics positive.
• Track rank on magnesio bisglicinato — was ~17th organic early launch.
• Verify listing render matches bisglycinate (not generic magnesium).

Notes

Launch history

Mar–Jul 2026 · Slack + 162 screenshots. Source: factory/exports/slack-launch-phz-glycinate-eu-2026-07-14.md

• Setup2,000 units inbound — largest allocation. Promo code page broken days across all markets. Early start: 33 visits → 1 code. Pan-EU local stock: ES 1,110.
• GiveawaysOnce codes worked, ES became best landing-page conversion of all 4. FB traffic effective; Amazon redemption weaker than DE/IT.
• ChollometroDeal-site posts = breakthrough. May 16 dashboard: 894 orders/day, ranks #2–6 on bisglicinato terms, #5 on magnesio. May 29 screenshot: Amazon's Choice on magnesio bisglicinato, 2K+ bought/month.
• SnS explosionMay 16–19: SnS subs 390 → 1,510 in 4 days — almost all ES (red bar in chart). Jun 1: 798 of 1,141 orders were SnS. Deal + 25% SnS stacked to ~€4.93 effective price.
• Volume peakJun 1 Seller Central: €40k / 30d, 5,355 units, BSR #27 Health. Jun 2 hourly chart: 1,000+ units/day, spike to 45 orders at 10:00. Keyword heatmap: Amazon's Choice on 3+ terms.
• PPC€500/day from 10 Apr when FB→Amazon conversion dipped. Deal-site organic only on deal weeks; PPC needed on full-price weeks. Later: competitor ASIN conquesting.
• Image A/BPPC main-image test broke listing 3 days — English images on Spanish page. Amazon case took days.
• Stock & profitFastest stock burn (8,577 on-hand Jun 1). Jun 14 OOS hit all markets (0 available, 19k inbound). Best EU margins (~26% at €9.90). Crowded market — Nutralie 10K+/mo, Zenement AC at €6.85. Star market, profitable w-28.

Screenshots

Status (w-28 actual)

Star market Best volume and profit. Scale aggressively while stock allows.

8-week plan (w-29 → w-35)

Strategy

Pricing

• Alternate €7.50 deal and €9.90 regular weeks.
• Deal margin ~7.8%; regular ~25.8% — best unit economics in EU.

PPC

• Deal weeks: €2,100 (~€300/day). Regular weeks: €1,400 (~€200/day).
• Keep spend — ES responds well to ads + deals together.

Inventory

• Highest unit targets (1,500–2,000/week). Monitor stock — ES consumes fastest.
• 2,000 unit inbound batches aligned with deal weeks.

Actions

• No price change on regular weeks — hold €9.90.
• Scale FB giveaways when deal live.
• Protect #1 rank position — don't starve PPC on deal weeks.

Notes

Screenshots

Stock forecast (Total tab)

Shared rules

• Launch price €9.90 all markets. Deal prices vary by country.
• Direct country shipment at launch; Pan-EU for replenishment.
• Keyword tracking: relevance + 20+ monthly keyword sales minimum.
• SnS coupon where applicable.

Open decisions