# Long-Horizon Product Evaluation Window (6 Months–2 Years)
A veteran seller's rule for judging whether a new product launch is actually working: give it 6 months to 2 years before declaring it a failure, not the first 2 weeks to 1 month most sellers use.
Rationale: early PPC and organic performance is noisy and shaped by launch mechanics (PPC Honeymoon Period, New-Listing Sales Inflation via PPC & Promotions), not the product's real long-term demand or review trajectory. A 2-week verdict conflates launch-week tactics with product-market fit; a 6-month-to-2-year window lets true review quality (Review-Before-Rank Launch Sequencing) and repeat-purchase signal accumulate before a kill decision is made.
Apply: set the evaluation clock for a new SKU at 6 months minimum before deciding to discontinue it, resisting the urge to judge from the first month's Amazon Product Life Cycle (Launch, Expansion, Harvest) launch phase alone.