AC2 Sales / Launch
Done correctly the first time, so you are not unwinding somebody’s shortcuts in year two. Here is what the build involves, and what genuinely determines how long it takes.
The brands with the least painful first year on Amazon are the ones who were not on it yet when they started planning. Nothing to unwind, no previous agency’s shortcuts to undo, and no unauthorized sellers already sitting on listings you did not create.
The brands with the worst first year are usually the ones who let the channel start without them — a distributor listed the product, somebody built the page, and by the time the brand pays attention there are six sellers, a broken title and a price nobody controls.
Done in your name, owned by you.
Including what your policy price will be and who will be allowed to sell at it.
Titles, keyword coverage, images, A+ content — built to rank and convert rather than to fill the required fields.
Including the parts that go wrong the first time for everyone.
Four to six weeks is typical. It is not a promise, and the variables are worth understanding before you plan around a date.
| What it depends on | Why it moves the date |
|---|---|
| Catalog size and condition | Twelve clean SKUs is a different project from two hundred with inconsistent naming and missing photography. |
| Inventory readiness | Finished, labeled goods ready to ship. Nothing downstream starts without them. |
| Category gating | Some categories require approval; some products require compliance documentation. Both add time that is not ours to control. |
| Brand Registry status | Most established brands are already registered, in which case this is not a factor. If a trademark application is only now being filed, it becomes the longest pole and can add several weeks. |
You get a dated timeline in the written assessment, after we have seen the catalog — not a number on the first call.
Most of what we do for established brands is undoing decisions made in a rushed launch: listings built by whoever was available, a price set before anyone modeled the fees, and a seller policy that never existed, so there was nothing to enforce when the channel filled up. Fixing that later costs more than building it properly costs now, and some of it cannot be fully fixed at all.
How many resellers you will authorize. Brands routinely approve everyone who asks in the first year, then spend the third year fighting the price erosion that created. Every additional seller carrying identical product is competing for the same finite demand, and the ones who lose end up dumping stock on your listing.
We would rather have that conversation with you now. More on why it matters: unauthorized sellers on Amazon.
Once the channel is built, you either sell us the inventory at wholesale and we carry it as the seller of record, or we run the channel inside your own account for a fee. We will tell you which one the numbers favor, including when the answer is that you do not need us. The launch fee is credited against your first three months either way.
Four to six weeks is typical, covering the audit, catalog build, A+ content, creative review and the first shipment. The real timeline depends on whether Brand Registry approval is already in hand, how large and how clean the catalog is, and how quickly finished inventory is ready to ship into FBA. Gated categories and products needing compliance documentation add time.
For Brand Registry, yes. If the trademark application is only now being filed, that can add several weeks on its own, and it is usually the single biggest variable in the schedule. It is worth starting that before anything else.
Two options, and we will tell you which one fits. Either we buy the inventory from you at wholesale and carry it ourselves, or we run the channel inside your own Seller Central account for a fee. Some brands do both across different parts of the catalog.
A one-time fee scoped to the catalog, credited against your first three months if you continue with a managed engagement.
That is the best time to talk. Tell us about the brand and the catalog, and we will come back with what the build actually involves and a realistic date.
Talk to us about launching