The Amazon Launchpad Guide for Sellers
Amazon Launchpad helps innovative brands sell new products and grow with unique marketing tools.
If you’re a small business owner or startup with a unique product, Amazon Launchpad could be a great way to reach more customers. The program gives new and innovative businesses extra help to succeed in the marketplace.
Let’s find out what Amazon Launchpad is, how it works, how much it costs, who can join, and whether it’s worth the investment.
What Is Amazon Launchpad?
The Launchpad program is designed for startups and small businesses with unique, innovative products. Amazon Launchpad is a unique platform that serves two purposes:
It’s a marketplace within a marketplace that allows customers to sift through a range of cutting-edge and innovative items produced by startups.
It is an incredibly useful service point for small businesses in need of a helping hand.
Think of Amazon Launchpad as a supplemental program designed to jumpstart and accelerate your Amazon business in ways you never imagined.
It started in 2015 to help brands gain a boost in visibility and support. One of the key benefits is the increased exposure through Amazon Launchpad’s store. In 2021, Launchpad helped over 6.200 startups from over20 countries introduce their products to millions of customers.
Since 66% of consumers trust Amazon for product research, being featured in the Launchpad store can be a game-changer for small businesses looking to gain traction in a competitive market.
How Does Amazon Launchpad Work?
The Amazon Launchpad program offers several tools to help you improve your product listings and reach more customers.
Better Product Pages
Make your product stand out with high-quality photos, videos, and detailed descriptions. This helps attract customers who might be skimming through Amazon’s massive catalog.
For example, a startup called Lumos Helmet, which makes smart helmets for cyclists, gained huge visibility through Launchpad. Their product pages used videos and reviews to explain why their helmets were different, leading to a surge in sales.
Better Promotions
Amazon Launchpad provides brands with additional marketing resources. For example, premium content options, seller support, and increased visibility through Amazon’s special collections.
Launchpad products can be featured in categories like “New & Noteworthy” or “Internet Famous,” which makes it easier for customers to discover them.
Amazon will also feature your offers in their promotional emails and social media campaigns, giving your product more visibility.
Account Management Support
You’ll have access to a dedicated account manager who can help you optimize your listings and guide your marketing strategies. This support is helpful when you’re new to selling on a large ecommerce platform like Amazon.
Shipping and Logistics Support
53% of customers expect their products to be delivered in two days or less, making shipping one of the key aspects any seller should consider.
Amazon Launchpad sellers can take advantage of Amazon FBA, a service that simplifies shipping, returns, and customer service. FBA allows Amazon to store your products in its warehouses, handle shipping logistics, and even manage customer returns.
Customer Insights
Amazon Launchpad also gives sellers detailed performance data so you can see how customers interact with your products. This includes feedback on product quality and sales performance, helping you make adjustments and grow.
Amazon Launchpad Product Listings
Launchpad product listings are user-friendly. This program allows startups to create and customize surrounding their products with the help of larger images, videos and more space to write.
Aside from this, Launchpad vendors also enjoy more opportunities to be highly visible through in-house advertising and a special widget on Amazon’s storefront landing page.
Another exciting thing about Launchpad is that it offers startups with plenty of logistical support via its Services Hub. This is a space where participating vendors seek out help from colleagues and more established service providers in order to boost productivity.
They can ask help from prototyping and manufacturing to funding and sales. Participating service providers are quick to respond to start up queries. They normally respond within seven days.
Benefits of Amazon Launchpad
Amazon Launchpad offers a broad array of benefits, such as:
Presentation
How you present your products matters a lot. Publish unique and attractive content on your detail page through Premium A+. Your start-up story could definitely inspire others!
Discoverability
Amazon Launchpad aims to increase your products’ visibility, and it brings added value such as storefront placements, category focused emails, and more.
Tools and Support
Startups can expect guidance and support from Amazon Launchpad. Assistance on account set up, pre launch set up, and detail page optimization along with other types of customer support.
Who Can Join the Amazon Launchpad Program?
You may have guessed it: Launchpad is an invite-only initiative. It’s specifically designed for startups, small businesses, and innovative brands with unique products.
Here’s a closer look at who’s eligible:
Innovative Products. Amazon is looking for products that are new, different, or that solve a unique problem. Your product needs to stand out from the crowd, bring something new to the market. It should be something that’s sought out by customers.
Small Businesses and Startups. This program is primarily designed for smaller companies and startups. It’s geared towards businesses that need help growing and gaining visibility.
Amazon Seller Account. To be eligible, you’ll need to have an active Professional Seller Central account. This means you should already be selling on Amazon, even if your sales are still not optimal for your goals.
Social Impact and Sustainability. Amazon has recently been focusing more on brands that offer sustainable products or have a positive social impact. If your product is environmentally friendly or part of a mission-driven business, you’ll have a better chance of getting accepted.
Freshness. Your products should have a very short sales history; less than two years, according to Amazon.
How to Get on Amazon Launchpad
If you think your product is a good fit for Amazon Launchpad, here’s how you can apply:
Submit an application. Start by visiting the Amazon Launchpad website and filling out an application. You’ll need to provide details about your business, your product, and why you think it’s innovative.
Provide detailed product information. Be ready to explain what makes your product different from others. Highlight any unique features or technologies that make your product stand out.
Approval process. Amazon will review your application and decide if your product qualifies. This process takes about 7-10 business days. Once approved, you can start taking advantage of all the program’s benefits.
Launch your product. Once you’re in, you’ll have access to enhanced listings, marketing tools, and account management to help you grow your business on Amazon.
Create a listing. You don’t need to worry about creating a listing on your own. The Amazon team will help you get through the whole process from opening your own Amazon account, creating new items, updating your detail pages, and many more.
Scale and develop. It is very important to optimize your detail page content and leverage the Amazon platform for running deals, advertising, and more. Please remember that investing in your product is essential to success and help your business grow.
Note, also that, you need to commit to Launchpad for 12 months, from the date of acceptance. Also, you can’t be part of the program for over 36 months.
If you wish to cancel your participation in the Amazon Launchpad Program after the 12-month period, you just need to provide a 30 days written notice.
Please also note that Amazon Launchpad has the sole discretion and reserves the right to transition brands out of the program if they wish to.
How Much Does Amazon Launchpad Cost?
The program charges an extra 5% fee on top of Amazon’s regular selling fees. This fee covers the added services like promotional support, enhanced brand content, and account management.While the 5% fee may seem high, remember that Amazon’s marketplace has 2.5 billion visits, giving you access to a large potential customer base. If you’re a small business that’s looking to scale quickly, this extra cost could be worth it for the additional exposure.
Is Amazon Launchpad Worth It?
While the program’s 5% fee is an added cost, the benefits can be substantial, especially for new brands looking to grow. Startups that have joined the program report higher visibility and faster sales growth.
According to Financial Express, back in 2023 startups and small businesses involved in the Amazon Launchpad program saw a 57% growth in participation, compared to previous years.
For example, a company called Anker, which makes portable phone chargers, saw its revenue skyrocket after joining Amazon Launchpad. Thanks to the program’s enhanced visibility and marketing support, it became one of Amazon’s top-selling electronics brands within a year.
The program is especially helpful if you’re trying to break into the market with a new and innovative product but don’t have a large marketing budget.
On the downside, the additional 5% fee might not be ideal for everyone. If your profit margins are already slim, the extra cost could eat into your profits.
If your product is already well-established or if you are concerned about the extra fees, Amazon Launchpad might not be the best fit.
As a Launchpad vendor, you may be expected to take part in Amazo FBA — this means that you have to risk shipping your wholesale inventory to Amazon before a customer has even had a chance to buy anything.
A vast majority of startups would likely argue this is a small price to pay for the all-encompassing support that Launchpad and Amazon’s global fulfillment network provide.
You’ll have to look at the pros and cons and weigh it. Try to figure out whether Launchpad is right for your startup and come up with a good decision whether to push through this program.
Alternatives to Amazon Launchpad
If you’re not sure whether this is the right fit for you, then you can always partner up with an Amazon consulting business. Such companies usually offer solutions like the AMZ Accelerator Program.
These types of services offer enhanced product exposure, marketing tools, and account management support, at more accessible requirements and prices for Amazon brands.
Additionally, becoming a registered brand on Amazon can also give you access to advanced marketing tools without the extra fees associated with Amazon Launchpad.
Frequently Asked Questions
What is Amazon Launchpad’s mission?
Amazon Launchpad is a supplemental program. It’s designed to jumpstart and accelerate your business. Their mission is to support entrepreneurs by providing tools and resources that will enable them to showcase and deliver innovative products to millions of Amazon customers around the world.
Who is eligible to participate in the Amazon Launchpad program?
All entrepreneurs and brand owners with unique and innovative products are welcome to apply. Evaluation of your application will be done and you’ll receive a response within 7-10 business days.
Can existing sellers participate?
Yes, if you are an existing seller you are eligible to apply and participate in the Amazon Launchpad program.
Sellers with products on Amazon, for under three years and with less than $5 million in gross merchandise sales on Amazon annually, also qualify.
Is there a fee for Amazon Launchpad?
Yes. If you have a ‘Selling on Amazon’ account, a 5% premium will be added to the Referral Fees. This applies to all sales connected with your account. This can be seen on the Selling on Amazon Fee Schedule.
If during your participation in LP, your 12-month gross merchandise sales exceed $1 million, Amazon may have the sole discretion to lower your 5% premium to 3% beginning the following month and as your business accelerates you can have the opportunity to unlock other enhanced services to your own advantage.
Do I have to be an Amazon seller to be part of Amazon Launchpad?
Yes, you must be selling through Amazon Seller Central to join Amazon Launchpad.
Do I need to get a UPC/GTIN/EAN to sell on Amazon?
Yes, you need a UPC, GTIN, or EAN to sell on Amazon.
What type of support can I get from Amazon after leaving the program?
Your products won’t be available anymore. However, administrative support will still be provided by Amazon’s central teams and via support cases filed in your vendor or seller portal.
For continued support on Amazon, you can do the following:
For Seller Central User, you may login to your Seller Account to access Seller University resources for guidance.
You may sign up for weekly webinars to learn more about Amazon Advertising.
If you need help with administrative issues access the Seller Central Contact Us page (login required).
What are the program terms for Amazon Launchpad?
You need to commit for 12-months minimum from the date of acceptance. If you wish to cancel your participation in the Amazon Launchpad Program after the 12 months period you just need to provide a 30 days written notice.
Please also note that Amazon Launchpad has the sole discretion and reserves the right to transition brands out of the program if they wish to.
Final Thoughts
Amazon Launchpad is a powerful tool for small businesses and startups with innovative products. It offers enhanced product pages, promotional opportunities, and valuable insights into customer behavior.
With the help of this program, startups and other small businesses can overcome many of the challenges associated with launching and marketing new products by utilizing and leveraging Amazon’s marketing tools, eCommerce expertise, and fulfillment network.
For many sellers, the extra exposure and support make the program worth the additional cost.
If you’re looking to get your unique product in front of millions of customers and you can manage the 5% extra fee, then the Amazon Launchpad program could be the perfect opportunity to help you grow.
However, it is important to remember that this feature requires a lot of effort on your part. So, be ready to put in the work on your side to make the most out of it.
Do you want to keep learning everything you need to know about selling on Amazon? Start by checking some insights from seasonal experts on the most frequently asked sellers questions.
Authors
Antonella Fleitas is highly adept at creating fact-based, evergreen content about science, language learning, and culture. Her main goal is to build a strong content foundation for her clients, based on meaningful stories that people can learn from.
Duline Theogene is a content writer and strategist with several years’ experience blogging on topics related to ecommerce, marketing, education, travel, and finance. Duline is passionate about traveling, learning languages, and discovering new cultures.
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