Unpopular opinion: your launch SKU should be allowed to run at a loss. Yep, I sa
By Elizabeth Greene Junglr · November 13, 2026 · Curated by George's Blog
Unpopular opinion: your launch SKU should be allowed to run at a loss.
Yep, I said it.
When we’re trying to rank a new product on Amazon, I don’t expect every campaign to hit target ACoS right away.
Sometimes spending above target IS the strategy.
Here’s why...
When brands try to push ACoS down across the whole account, they usually end up starving the exact products that need more investment.
Meanwhile, the actual waste just keeps hiding inside the blended numbers.
A launch SKU has a different job.
It needs visibility, sales velocity, and ranking momentum.
So yeah, its campaigns might look inefficient for a while.
That’s okay, as long as we’re clear on why we’re spending.
I always tell brands the same thing:
“Hey, that’s for you to worry about. As long as my profitability is where it needs to be and my total sales are growing, we’re in a good spot.”
That’s the bigger picture.
ACoS still matters.
But it shouldn’t be the only number deciding whether a product gets more budget or gets cut.
Figure out what each SKU is supposed to accomplish, then measure it that way.
Some products are there to protect margins
Some are there to grow
Not every product is doing the same job
So stop judging them all by the same ACoS target.
If your ad spend looks good on paper but growth has stalled, let’s take a closer look 👇
Book an Amazon Ads Diagnosis Call Today:
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