If you have a product ranking on page 1 for your main keyword and organic sales are steady, but a supplier approaches you with the same product at 35% lower cost and you would have to switch to a new ASIN, would you:
A) Stick with the established ASIN and accept the margin squeeze
B) Launch the new ASIN and build ranking from scratch
C) Do something else entirely?
C. I’d usually keep the winning ASIN and improve margin another way first. A page 1 ranked ASIN is an asset. Starting over can cost more in PPC, reviews, and lost momentum than the 35% savings.
If the quality is truly identical, I’d test the new supplier quietly on the same ASIN if possible instead of launching a new one from scratch.
That’s exactly how I had play it. Swapping suppliers on the same ASIN is almost always smarter than starting over, just order a small test batch first and check unit consistency before going full PO.
Do a comparison plan, estimate sales and investments for both products and decide.
Good call @masud530. Just make sure the comparison includes PPC cost to rebuild rank and review gap, those two kill more “cheaper supplier” deals than people realize.
C) Keep old ASIN for ranking. Test new ASIN slowly. If quality is same, shift traffic step by step without risking sales.
C. Keep the old ASIN to protect your ranking and reviews. Launch the new ASIN at a lower price to capture a different segment. Use PPC to accelerate its growth. Once it gains traction, gradually shift focus. It’s about balancing short-term gains with long-term stability.