By Fatima
New Delhi | November 27, 2025
E-commerce strategist Noemi Bolojan says that new Amazon FBA private-label sellers should launch their products with a strong Pay-Per-Click advertising push — without waiting for even the very first customer review. This early phase of advertising, according to Bolojan, is essentially an operational function of your business rather than an optional marketing activity.
“Your business needs sales”, she says, underlining that sellers have to “knock on doors and sell your product” no matter the recognition, rating or stage of launch.
The ‘Purity’ Advantage of Zero-Review Listings
Bolojan insists that one’s biggest mistake is waiting for reviews to start advertising. She explains that those sellers who wait assume their product will receive positive reviews while at the same time limiting visibility at the most critical moment.
Her key insight:
A listing with zero reviews is ‘pure’, or neutral, not positive or negative. At this point, Amazon treats it visually the same as a four-star or five-star listing because no rating is displayed at all.
Launching PPC early on ensures:
- More eyes on the product
- Early traffic to gauge conversion
- Faster identification of any issues with listing, pricing, or product quality
- “Traffic tells you immediately if something is off,” Bolojan says.
- Listing Optimization is non-negotiable.
According to Bolojan, the listing must be prepared to convert before running aggressive PPC campaigns.
She has considered the fundamentals to be:
- A truly good product
- Highly optimized images with clearly visible benefits.
- Complete A+ Content and brand story.
- Competitive pricing
Without these, paid traffic will not convert into sales, no matter the size of your budget.
Budget: The Most Important Question for New Sellers
Bolojan underlines that for new Amazon sellers, the main question is not campaign type but budget capacity.
“Treat the product as a business,” she advises. “The less known your product is, the more marketing budget you need.”
Her firm advises spending at least 30% of the total production cost for advertising and marketing, primarily via Amazon PPC.
Examples she provides include:
A seller who invests $10,000 into production should set aside about $3,000 every month for PPC, which is around $100 a day.
This would allow a seller who can devote $1,000 to spend about $33 per day.
This budget-first approach will determine how aggressively a seller can gather the early data necessary to improve conversions.
Campaign Execution: Data First, Decisions Later
Bolojan advises running campaigns 100% of the time during launch.
Sellers should start off with targeting the top 5–10 most relevant keywords that describe the product clearly.
Early campaigns focus on data acquisition, not profit. The seller needs enough traffic to understand conversion behaviour of their target audience — often requiring at least:
10 clicks to test a 10% conversion rate
Even more clicks if early conversion sits closer to 5%, which is typical for new products
She advocates starting a single automatic campaign for new sellers with the intention of collecting “meaningful data.”
The insights in this early stage determine whether the sellers should expand into:
Exact match campaigns Broad match campaigns Or continue with only auto-campaigns until further data becomes available. A Launch Philosophy of Action, Not Waiting The message is the same: new Amazon sellers can’t afford to wait for reviews, rating or external signals before pushing traffic via PPC.
A product with no reviews is simply untarnished — and every click, conversion, and keyword test helps define how the listing will perform over time. Her approach frames Amazon PPC not as an optional marketing expense but as the engine that drives early sales, learning, and long-term ranking.
