Launch Plan
Timeline
Set up
- Brand Registry and Seller Central permissions
- A+ content and main image badge
- Listings, ad plan and price signed off
- Profit tracking connected
- Inventory sent to Amazon's warehouses (FBA)
Go live
- Four listings go live
- 10% launch coupon turned on
- Ads turned on
- Launch email to your customers
Build momentum
- Review requests sent on every order
- Daily ad checks, weekly bid changes
- New keywords found and added
- Weekly update to you
Grow
- Launch coupon removed
- Ads managed to a TACOS target
- Sponsored Brands and video ads
- Real seasonal deals (Prime Day, holidays)
Your action items and sign-offs
- 1
Give Bender Brands permissions for Brand Registry
Your actionAdd jeremy@backbaybrand.com as a user in Amazon Brand Registry. This is a separate permission from the Seller Central access you already gave Jeremy. - 2
Give Alp permissions in Amazon Seller Central
Your actionAlp from the Bender Brands team already has a Seller Central invite. Now add his permissions: go to Settings, then User Permissions, and find Alp. Give Alp the same permissions as Jeremy. You can copy them from Jeremy's permissions. - 3
Choose who designs the A+ content
Your decisionA+ content is the image section lower on the Amazon product page. Your team can design it, or the Bender Brands team can. - 4
Agree on the main image badge
Your decisionPick your unique selling point to show as a badge on the main image to make your product stand out. Our suggestion: "Made with real Hatch green chile". - 5
Plan a launch email to your list
Your decisionAn email to your customers on launch day brings the first sales, which help Amazon rank a new listing. The email can link to Amazon. It cannot ask for reviews. - 6
Agree on the ad budget
Your decisionPick a daily ad budget for launch. It runs until organic sales start. After that, we manage ads to a TACOS target. See the Amazon Advertising Plan - 7
Approve the listing copy
Your sign-offRead the four listings and approve them as written, or edit them first. Open Listing Review - 8
Approve the advertising plan
Your sign-offApprove the campaign plan and budget. See the Amazon Advertising Plan - 9
Connect profit tracking software
Your actionShare access to your Triple Whale dashboard and connect your Amazon account to it, so we can track profit. Or sign up for Scale Insights ($78 a month). - 10
Tell us your shipping cost
Your answerWhat does it cost you on average to ship one 3-pack to a customer? We use it to compare your website margin with your Amazon margin. - 11
Set the Amazon price
Your answerTell us the price for each 3-pack. We recommend the same price as your website, plus a 10% launch coupon that we remove after the first 6 weeks. If you want to be aggressive, we should beat 505 Southwestern's 3-pack price of $28.29. - 12
Set up shipping systems
Your actionConnect Amazon as a storefront in your shipping software (i.e. Shipstation) so that tracking numbers get passed back to Amazon once you ship out an order
Market Landscape
Who sells Hatch green chile on Amazon today, and what shoppers search for.
Bestsellers
Ortega$1.67
BSR #8,838#3 · Canned & Jarred Green Chilis12 yrs, 3 mosVery Strong
Ortega Fire Roasted Diced Green Chiles, Mild, 4 oz
#2
Zia Hatch Chile Company$14.45
BSR #12,347*#2 · Canned & Jarred Green Chilis8 yrs, 12 mosVery Strong
Original New Mexico Hatch Green Chile By Zia Green Chile Company - Delicious Flame-Roasted, Peeled & Diced Southwestern Certified Green Peppers For Salsas, Stews & More, Vegan & Gluten-Free - 16oz
#3
505 Southwestern$28.29
BSR #12,516#4 · Canned & Jarred Green Chilis12 yrs, 4 mosVery Strong
505 Southwestern Flame-Roasted Hatch Valley Green Chile, Medium, 16 oz — Authentic New Mexico Green Chile, Non-GMO, Gluten-Free & Vegan, Just 3 Ingredients, No Water Added (3 Pack)
#4
Old El Paso$1.50
BSR #27,643#6 · Canned & Jarred Green Chilis2 yrs, 10 mosWeak
Old El Paso Mild Chopped Green Chiles, 4 oz | Pre-Peeled & Chopped, Ready to Use, Mild Heat Level, Mix Into Eggs, Salsa, Soups or Casseroles for Added Flavor
#5
505 Southwestern$33.49
BSR #28,122#44 · Snack Food Salsas2 yrs, 6 mosStrong
505 Southwestern Green Hatch Chile Foodservice 72 Ounce Bulk - Flame Roasted, Restaurant Salsa, Salsa Verde, and Green Chile Sauce (Flame Roasted Green Chile (Medium))
#6
Santa Fe Seasons$14.88
BSR #32,796#7 · Canned & Jarred Green Chilis5 yrs, 11 mosVery Strong
Santa Fe Seasons Flame Roasted Hatch Green Chile Medium 16 Ounce
#7
Ortega$2.99
BSR #34,955#20 · Canned & Jarred Green Chilis8 yrs, 5 mosStrong
Ortega Diced Hot Green Chiles, 4 oz
#8
505 Southwestern$38.48
BSR #37,915#10 · Canned & Jarred Green Chilis8 yrs, 11 mosStrong
505 Southwestern Flame-Roasted Hatch Valley Green Chile, Medium, 40 oz Jar — Authentic New Mexico Green Chile, Bulk Family Size, Non-GMO, Gluten-Free & Vegan, No Water Added (2 Pak)
#9
Zia Hatch Chile Company$18.49
BSR #48,422#13 · Canned & Jarred Green Chilis9 yrs, 1 moVery Strong
Zia Green Chile Company Roasted Hatch Green Chile - Hot, 16 OZ
#10
Sadie's$13.48
BSR #73,322#134 · Snack Food Salsas7 yrs, 8 mosVery Weak
Sadie's of New Mexico Roasted Green Chile Hot Salsa 16oz (1)
#11
Ol' Gringo Chile Company$24.48
BSR #84,588#208 · Chili Sauces4 yrs, 11 mosWeak
Ol' Gringo Chile Company Premium Hatch Green Chile Sauce Hot 35 Ounce Bottle
#12
La Costeña$21.36
BSR #99,083#33 · Canned & Jarred Green Chilis12 yrs, 7 mosVery Weak
La Costeña Whole Serrano Pepper & Sliced Carrots - Spicy Green Chiles for Mexican Food, Pico de Gallo, Taco Seasoning, Salsa Verde & Guacamole - Hot Pickled Vegetables - 12oz, 12 Pack Cans
#13
El Pinto$43.65
BSR #101,438#34 · Canned & Jarred Green Chilis13 yrs, 3 mosStrong
El Pinto - Medium Roast Chopped Green Chile (16 oz, 6 Pack) New Mexico Hatch Chile
#14
Kent Rollins$24.98
BSR #104,496#37 · Canned & Jarred Green Chilis2 yrs, 2 mosVery Weak
Kent Rollins Hatch Green Chile – Fire Roasted Chopped Green Chiles from New Mexico – Ready-to-Use for Enchiladas, Eggs, Burgers & More – Mild Heat – 16 oz
#15
Hatch Farms$13.51
BSR n/a14 yrs, 12 mosStrong
Hatch Chile Company Hatch Whole Green Chilies, 27-Ounce (Pack Of 1)
Keyword Clusters
Monthly Amazon searches, grouped by theme. Click a label to see its keywords.
Top Clusters by Total Search Volume
Top Clusters by Number of Keywords
Branded Search: You vs. Competitors
Attribute & Format Clusters
Branded Search Volume
Shoppers already search for your brand by name.
There are 8 branded searches, about 2,200 a month combined, for "Fresh Chile Co", "Fresh Chile Company" and "575". No top-15 competitor owns these searches on Amazon. They are your easiest sales from day one.
| Branded search | Searches a month |
|---|---|
| 575 hatch green chilies | 456 |
| fresh chile co | 250 |
| fresh chile company 575 | 250 |
| fresh chile company | 250 |
| fresh chili company | 250 |
| the fresh chile company | 250 |
| fresh chile | 250 |
| the fresh chili company | 250 |
Competitive Takeaways for Launch
Why this market is open to a new brand
Listing Review
Approve the listing copy
Each listing is laid out the way it will look on Amazon. Turn on Highlight keywords to see the search terms written into the copy in yellow. Hover a highlight to see the keyword and how many people search for it each month.
To change the copy, click Edit text on a listing, type your name, make your changes and click Save changes. Everyone with this link sees the saved version. Every change goes into the edit log at the bottom, with who made it, when, and the text before and after.
Fresh Chile Co 575 Hatch Green Chile Sauce, Green Chili Sauce, Pack of 3
Medium heat Hatch green chili sauce made from chopped green chiles and Hatch green chilies, with lime, garlic and cumin
About this item
- THREE 16 OZ JARS - This pack has 3 jars of 575 Hatch Green Chile Sauce. Each jar holds 16 fl oz (454 g), so you get 48 fl oz in total. All 3 jars are Medium heat.
- GROWN IN HATCH, NEW MEXICO - Hatch chilies grow in the Rio Grande valley around the town of Hatch, New Mexico, and the green chile in this sauce comes from there. The name 575 comes from the telephone area code for Hatch and southern New Mexico.
- THICK AND ZESTY - The base is pureed and chopped green chili pepper from Hatch, New Mexico. Lime juice, garlic, onion, cumin, oregano and black pepper make it bright and savory. The recipe uses a vegan chicken-style base, so it has no meat.
- MADE FOR NEW MEXICAN FOOD - Smother burritos with this Hatch chili sauce, stir it into chile con carne, or add it to stews and soups. It is also good on enchiladas, eggs, potatoes and tacos, and it makes a quick chili verde.
- A FAMILY CHILE COMPANY - The Fresh Chile Company is a family business in Las Cruces, New Mexico. It started when the McMillan family gave jars of homemade chile sauce to friends and family at Christmas.
Product description
575 Hatch Green Chile Sauce comes from The Fresh Chile Company, a family business in Las Cruces, New Mexico. The green chile in every jar is grown in Hatch, New Mexico, a small farm town in the Rio Grande valley that is known for its chile. The name 575 comes from the telephone area code for Hatch and the rest of southern New Mexico.
This Hatch green chile sauce is thick and zesty. It starts with pureed and chopped green chiles. Lime juice, minced garlic, minced onion, cumin, oregano, black pepper and salt finish the recipe. A vegan chicken-style base gives it a savory taste without any meat.
Use this green chile sauce the way New Mexico families do. Smother a breakfast burrito, stir it into a pot of chile con carne, or add a few spoons to a stew. It is also good on enchiladas, eggs, potatoes, tacos and burgers.
This pack has 3 jars, all Medium heat. Each jar holds 16 fl oz (454 g). Medium gives you a full chile taste with a balanced heat.
The Fresh Chile Company started when the McMillan family gave jars of homemade chile sauce to friends and family at Christmas. Today the family still makes chile sauces from Hatch chile and ships them across the country.
Backend keywords (hidden from shoppers, still searchable)
chilis chilies chiles chilli chillies chillis verde enchilada smothered burrito stew pepper mexican southwestern spicy roasted condiment jarred gift pantry
Keywords written into this listing
20 of 39 target keywords appear word for word. They cover 48,982 of 60,868 monthly searches (80%).
Fresh Chile Co 575 Hatch Red Chile Sauce, Red Chili Sauce, Pack of 3
Red enchilada sauce in Medium heat; A family recipe Hatch chili sauce made with Hatch chiles, lime, garlic and cumin
About this item
- THREE 16 OZ JARS - This pack has 3 jars of 575 Hatch Red Chile Sauce. Each jar holds 16 fl oz (454 g), so you get 48 fl oz in total. All 3 jars are Medium heat.
- HATCH RED CHILE - Hatch chile grows in the Rio Grande valley around the town of Hatch, New Mexico. This sauce blends a sun-dried red chile puree with roasted red chile. The name 575 comes from the telephone area code for Hatch.
- A FAMILY RECIPE - This Hatch chili sauce follows a family recipe with lime juice, garlic, onion, cumin, oregano, black pepper and salt. The recipe uses a vegan chicken-style base, so there is no meat in the jar.
- RED ENCHILADA SAUCE AND MORE - Pour it over enchiladas, cook it into chile con carne, or spoon it onto tacos. It also works as a chile colorado sauce for braised beef or pork, and you can add it to posole or tamales.
- A FAMILY CHILE COMPANY - The Fresh Chile Company is a family business in Las Cruces, New Mexico. It started when the McMillan family gave jars of homemade red chile sauce to friends and family at Christmas.
Product description
575 Hatch Red Chile Sauce comes from The Fresh Chile Company, a family business in Las Cruces, New Mexico. Red chile sauce is where this family started. For years they made it at home and gave the jars to friends and family at Christmas, and the requests for more jars turned into a company.
This Hatch red chile sauce is made from red chile grown in Hatch, New Mexico. The recipe blends a sun-dried red chile puree with roasted red chile, water, lime juice, garlic, onion, cumin, oregano, black pepper and salt. A vegan chicken-style base gives it a savory taste without any meat. The name 575 comes from the telephone area code for Hatch and the rest of southern New Mexico.
Use it as a red enchilada sauce, then pour it over rolled or stacked enchiladas and bake. Cook it into chile con carne, braise beef or pork in it for chile colorado, or stir it into posole. It is also good on tacos, tamales, eggs and burritos.
This pack has 3 jars, all Medium heat. Each jar holds 16 fl oz (454 g). Medium gives you a full chile taste with a balanced heat.
Backend keywords (hidden from shoppers, still searchable)
chili chilli chilis chilies colorado enchiladas posole tamales smothered burrito mexican southwestern spicy pepper roasted condiment jarred gift pantry
Keywords written into this listing
15 of 25 target keywords appear word for word. They cover 36,590 of 46,375 monthly searches (79%).
Fresh Chile Co 575 Hatch Green Chile Salsa, Green Chili Salsa, Pack of 3
Chunky green salsa in Medium heat made from Hatch green chilies, with fire roasted green chiles, tomatoes, onion and garlic
About this item
- THREE 16 OZ JARS - This pack has 3 jars of 575 Hatch Green Chile Salsa. Each jar holds 16 oz, so you get 48 oz in total. All 3 jars are Medium heat. Refrigerate after opening.
- FLAME ROASTED HATCH GREEN CHILE - The salsa starts with flame roasted Hatch green chilies. Hatch chilies grow in the Rio Grande valley around the town of Hatch, New Mexico. The name 575 comes from the telephone area code for Hatch.
- CHUNKY TEXTURE - Tomatoes, onion, lemon juice, garlic and black pepper go into every jar with the roasted green chile. The salsa is chunky, so it stays on a chip. The recipe uses a vegan chicken-style base, so there is no meat in the jar.
- DIP IT OR TOP IT - Serve this green salsa with tortilla chips, spoon it onto tacos and burritos, or pile it on nachos. You can also stir it into rice for a quick green chile rice.
- A FAMILY CHILE COMPANY - The Fresh Chile Company is a family business in Las Cruces, New Mexico. It started when the McMillan family gave jars of homemade chile sauce to friends and family at Christmas.
Product description
575 Hatch Green Chile Salsa comes from The Fresh Chile Company, a family business in Las Cruces, New Mexico. It is a chunky green chile salsa made with flame roasted green chile grown in Hatch, New Mexico. The name 575 comes from the telephone area code for Hatch and the rest of southern New Mexico.
Every jar starts with roasted Hatch green chiles. Tomatoes, onion, lemon juice, water, garlic and black pepper finish the recipe. A vegan chicken-style base gives it a savory taste without any meat. The texture is chunky, so the salsa stays on a chip.
Open a jar for game day and serve it with tortilla chips. Spoon it onto tacos, burritos and nachos, or stir it into rice for a quick green chile rice. It is also good on eggs, grilled chicken and fish, and it works as a chunky green chili sauce over enchiladas.
This pack has 3 jars, all Medium heat. Each jar holds 16 oz. Medium gives you a full chile taste with a balanced heat. Refrigerate the salsa after you open the jar.
The Fresh Chile Company started when the McMillan family gave jars of homemade chile sauce to friends and family at Christmas. Today the family still makes sauces and salsas from Hatch chile and ships them across the country.
Backend keywords (hidden from shoppers, still searchable)
salsa verde chili chilies chiles chilis roasted chunky dip chips nachos tacos mexican southwestern spicy pepper tomato jarred gift pantry
Keywords written into this listing
11 of 24 target keywords appear word for word. They cover 68,732 of 116,310 monthly searches (59%).
Fresh Chile Co 575 Hatch Green Chili Sauce, Red Chile Sauce, Salsa, 3 Pack
Medium heat variety pack: Hatch green chili sauce, red chili sauce and green salsa made with fire roasted green chiles
About this item
- ONE OF EACH - This variety pack has 3 jars: 575 Hatch Green Chile Sauce, 575 Hatch Red Chile Sauce and 575 Hatch Green Chile Salsa. The 2 sauces hold 16 fl oz (454 g) each and the salsa holds 16 oz. All 3 jars are Medium heat.
- GREEN CHILE SAUCE - The green sauce is thick and zesty. It is made from pureed and chopped Hatch green chilies with lime juice, garlic, onion and cumin. Use it on burritos, in chile con carne and in stews.
- RED CHILE SAUCE - The red sauce is made from sun-dried and roasted Hatch red chile with lime juice, garlic, onion and cumin. It is a classic red enchilada sauce, and it is also good on tacos and in chile con carne.
- GREEN CHILE SALSA - The salsa is chunky and is made with flame roasted Hatch green chile, tomatoes, onion and garlic. Serve it with chips, or spoon it onto tacos, burritos, nachos and rice. Refrigerate it after opening.
- A GIFT FROM NEW MEXICO - The Fresh Chile Company is a family business in Las Cruces, New Mexico. It started when the McMillan family gave jars of homemade chile sauce as Christmas gifts. All 3 recipes use a vegan chicken-style base.
Product description
This variety pack is an easy way to try the 575 line from The Fresh Chile Company, a family business in Las Cruces, New Mexico. You get one jar each of 575 Hatch Green Chile Sauce, 575 Hatch Red Chile Sauce and 575 Hatch Green Chile Salsa. All 3 jars are Medium heat. The name 575 comes from the telephone area code for Hatch and the rest of southern New Mexico.
The green chile sauce is thick and zesty. It is made from pureed and chopped Hatch green chiles with lime juice, garlic, onion, cumin and oregano. Smother a burrito with it, or stir it into chile con carne or a stew.
The red chile sauce blends sun-dried red chile puree with roasted red chile, lime juice, garlic, onion and cumin. Use it as a red enchilada sauce, or braise beef or pork in it for chile colorado.
The green chile salsa is chunky. It is made with flame roasted green chile, tomatoes, onion, lemon juice and garlic. Serve it with tortilla chips, or spoon it onto tacos, nachos and rice. Refrigerate the salsa after you open the jar.
All 3 recipes use a vegan chicken-style base for a savory taste without any meat. The family started the company by giving jars of homemade chile sauce as Christmas gifts, and this pack makes a good gift for anyone who loves New Mexico food.
Backend keywords (hidden from shoppers, still searchable)
sampler gift set assortment chilies chiles chilis chilli verde enchilada colorado burrito tacos dip chips mexican southwestern spicy pepper roasted jarred pantry
Keywords written into this listing
24 of 64 target keywords appear word for word. They cover 102,297 of 171,090 monthly searches (60%).
Edit log
No edits yet. Every saved change will show here, newest first.
Amazon Advertising Plan
How we spend the launch ad budget, and what it buys. All bids are Amazon's own suggested bids.
Campaign structure
| Campaign | Share of budget | What it targets |
|---|---|---|
| 1. Your brand | 5% | Searches for your brand name. Cheap clicks, and it keeps competitors off your name. |
| 2. Sauce and salsa | 35% | The main searches for what you sell: green chile sauce, red chile sauce, green salsa. |
| 3. Hatch | 25% | Hatch searches. Big search volume at a low cost per click. |
| 4. Discovery | 15% | Amazon automatic targeting. It finds new searches; the ones that sell move to campaigns 1 to 3. |
| 5. Competitor pages | 20% | Your ads on similar sauce and salsa product pages, such as 505 Southwestern and El Pinto. |
Launch keywords and bids
| Group | Keyword | Searches a month | Suggested bid |
|---|---|---|---|
| Your brand | fresh chile company | 250 | $0.46 ($0.40 to $0.58) |
| fresh chile co | 250 | $0.79 ($0.59 to $0.99) | |
| 575 hatch green chilies | 456 | $0.52 ($0.41 to $0.77) | |
| Hatch | hatch green chilies | 4,864 | $0.52 ($0.40 to $0.60) |
| hatch green chile | 698 | $0.51 ($0.38 to $0.60) | |
| hatch green chili sauce | 540 | $0.83 ($0.62 to $1.20) | |
| hatch chile | 789 | $3.00 ($2.25 to $3.75) | |
| Sauce and salsa | green salsa | 13,373 | $2.86 ($2.41 to $3.38) |
| green chili sauce | 2,479 | $2.48 ($1.89 to $3.19) | |
| green chile sauce | 790 | $2.60 ($2.03 to $3.37) | |
| red chili sauce | 903 | $1.44 ($1.08 to $1.80) | |
| red chile sauce | 612 | $1.86 ($1.24 to $2.21) | |
| green chili salsa | 250 | $2.85 ($2.02 to $3.75) | |
| chile sauce | 250 | $2.18 ($1.64 to $2.73) |
Phase 1: a set daily budget
From launch until organic sales start. Total for all four listings.
Launch ads buy early sales and reviews. Those lift your organic rank, which brings in sales you do not pay for.
Lean
Brand and Hatch searches, plus part of sauce and salsa.
Recommended
All five campaigns at full launch strength.
Fast
More top-of-search on sauce and salsa, for faster ranking.
Phase 2: manage by TACOS
TACOS = ad spend ÷ total Amazon sales (ad sales plus organic sales). It is the same idea as MER in Triple Whale. The budget then moves with sales, so ads stay a fixed share of revenue.
How we manage it
- Every day: check spend and stop waste.
- Every week: change bids, add new keywords from Discovery, and block searches that do not sell.
- Every week: a short update to you with ad spend, total sales and TACOS.
For your sign-off
Your sign-off also updates the Launch Plan checklist.
Agree on the ad budget
Approve the advertising plan
Amazon Margin Calculator
Your numbers
For one order of 3 jars
Where the money goes
One order of 3 jars
| Amazon price | |
| Coupon discount | |
| Customer pays | |
| Amazon referral fee15% of what the customer pays | |
| Coupon fee2.5% of what the customer pays | |
| ShippingEstimate | |
| Left after Amazon and shipping | |
| Product cost for 3 jars, box and packing | |
| Profit per order |
Add your product cost for 3 jars to see your true profit.
Before ad spend (see Step 4). Grocery items over $15 pay a 15% referral fee, taken from the price after the coupon. The coupon fee is Amazon's 2.5% of each coupon sale after the discount. The discount itself comes out of your price.