Product info:
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FBM, seasonal product (strongest in H1)
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Price point: ~$150
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4 stars across ~50 reviews
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Been out of stock for 6 months due to supplier switch and internal policy changes
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Used to perform well before stockout
Market & competition:
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Most competitors have moved to a newer design (same function, different look)
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My older design isn’t the main style anymore
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Category search conversion ~0.5%, overall ~1%
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Core keywords ABA 400k–600k — slowly waking up but not peak yet
What I’ve tried in 1 week:
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$60/day in ads — 0 conversions
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Started at 0.2% CTR, mostly on product pages. Bids up to push search placement, now ~0.7% CTR
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Cut price twice, 10–20% total — still zero sales
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Ad setup: 3 core exact keyword groups + close auto + competitor ASIN targeting, with negatives to stop overlap
Questions:
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Should I try to save the old listing, or start fresh with a new ASIN to catch the new-product boost?
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If I keep the old one, what should I fix first? Ads? Images? Copy?
Any advice from FBM or high-ticket sellers would be huge.
Answers (4)
Try reviving the old listing with a small, focused budget — like $20/day on your best keywords.
If nothing moves in 3–5 days, pivot to a new ASIN.
Have your new images and listing ready to go so you can launch fast.
Also, since competitors switched designs, that visual shift might matter more than you think — don’t assume it’s just price holding you back.
But after 6 months out of stock, Amazon basically killed your organic rank.
For a $150 FBM seasonal item? I’d launch a new listing with fresh creative and focus all your ads there. Keep the old one live but don’t waste money on it.
Make a new listing with slightly different pictures and wording, throw most of your ad budget at it, and let the old one sit cheap in the background.
Once the new one picks up steam, it can sometimes help pull the old one back up too.
I’ve dealt with this exact situation at both my old FBA job and current FBM role.
FBM gets hit way harder by long stockouts than FBA. From what you’re describing, I’d seriously consider a new listing.
If you do go new, just refresh your images and copy so it’s not identical.
Also check if you can still catch the 2026 season with your new supply chain.
If you’re tight on time, run both — old on a tiny budget, new as your main push.