Amazon Launchpad Program: Benefits, Costs, and Tips
Amazon Launchpad is a program tailored to help emerging brands market and grow their unique products using a range of promotional tools and services.
If you’re a startup or small business offering a one-of-a-kind product, Amazon Launchpad might be the perfect platform to increase your reach. This initiative is designed to support new and inventive businesses as they navigate the competitive Amazon marketplace.
In this guide, we’ll explore what Amazon Launchpad offers, how it operates, what it costs, who qualifies to join, and whether it’s a smart investment for your business.
What Is Amazon Launchpad?
Amazon Launchpad was created to support startups and small businesses that produce innovative products. It serves two primary functions:
First, it acts as a curated section within the larger Amazon marketplace, showcasing unique and forward-thinking products from startups. Second, it offers valuable resources and support to small businesses seeking a boost.
Launched in 2015, the program was introduced to improve visibility and offer additional support to brands. One of its standout advantages is the extra exposure through the Amazon Launchpad storefront. In 2021 alone, it helped over 6,200 startups from more than 20 countries introduce their products to millions of customers.
Given that 66% of consumers rely on Amazon for product discovery, being featured in Launchpad can significantly improve a brand’s visibility and sales potential.
How Does Amazon Launchpad Work?
Amazon Launchpad offers several valuable features designed to improve product visibility and sales performance.
Enhanced Product Listings
Brands can upgrade their product detail pages with professional images, engaging videos, and in-depth descriptions. This helps attract buyers browsing through Amazon’s massive inventory.
A good example is Lumos Helmet, a company that manufactures smart helmets for cyclists. They gained significant exposure through Launchpad by leveraging videos and customer reviews to highlight the benefits of their product, which boosted their sales.
Improved Promotions
The program gives sellers extra marketing opportunities like premium content, promotional campaigns, and special product collections.
Products in Launchpad can be showcased in curated categories such as “New & Noteworthy” or “Internet Famous,” making it easier for shoppers to discover them.
Additionally, Amazon may promote your items through targeted email campaigns and social media, giving your brand extra reach.
Dedicated Account Support
Launchpad participants gain access to account managers who assist with listing optimization and marketing strategies. This level of support is particularly useful for new sellers unfamiliar with Amazon’s complex marketplace.
Shipping and Fulfilment Services
Today’s shoppers expect fast deliveries, with over half expecting products in two days or less.
Launchpad sellers can leverage Amazon’s FBA (Fulfilment by Amazon) program, which handles product storage, shipping, returns, and customer service. This takes much of the logistical pressure off small businesses.
Valuable Customer Insights
Participants receive in-depth performance data, helping them analyze customer behavior, product reviews, and sales trends. This information allows sellers to adjust their strategies and improve their product offerings.
Amazon Launchpad Product Listings
Launchpad listings are specifically designed to give startups more room to present their products. Sellers can include larger images, engaging videos, and extended product descriptions.
Besides improved listing formats, sellers benefit from increased visibility through Launchpad’s in-house promotions and dedicated store placements.
An additional resource within Launchpad is the Services Hub, where participating sellers can connect with service providers for help with prototyping, manufacturing, marketing, and funding. Service providers typically respond within seven days, offering quick assistance.
Benefits of Amazon Launchpad
Amazon Launchpad comes with several notable benefits for startups and small businesses:
Stronger Product Presentation
Launchpad sellers can enhance their product pages with Premium A+ Content, allowing for visually rich, engaging detail pages that include brand storytelling and high-quality visuals.
Higher Discoverability
The program improves product visibility with dedicated storefront placements, inclusion in themed promotional emails, and featured spots in special categories.
Business Tools and Support
Participants receive comprehensive guidance on account setup, product launches, detail page optimization, and ongoing customer support to help them succeed on Amazon.
Who Can Join the Amazon Launchpad Program?
As you might expect, Launchpad isn’t open to everyone. It’s an exclusive, invite-only program designed for startups, small businesses, and unique product brands.
Here’s a closer breakdown of who qualifies:
- Innovative Products: Your product must be original, solve a problem, or offer something new to the market.
- Startups and Small Businesses: The program is designed for smaller brands needing help scaling their business.
- Active Amazon Seller Account: You must hold a Professional Seller Central account and be actively selling on Amazon.
- Sustainability and Social Impact: Amazon increasingly favors brands that produce eco-friendly products or support meaningful causes.
- New Products: Typically, your product should have a sales history of less than two years.
How to Get on Amazon Launchpad
If your product fits the criteria, joining Amazon Launchpad involves a few steps:
- Submit an Application: Visit the Amazon Launchpad website and complete an application form detailing your business and product’s unique qualities.
- Product Details: Clearly explain what makes your product stand out, highlighting innovative features or technology.
- Approval Process: Amazon reviews applications within 7–10 business days to determine eligibility.
- Product Launch: Once accepted, you’ll gain access to enhanced marketing, account management, and other support tools.
- Create Listings: The Amazon team assists with account setup, item creation, and optimizing detail pages.
- Ongoing Growth: Focus on optimizing your content, running promotions, and investing in advertising to maximize the program’s potential.
Keep in mind that joining Launchpad requires a 12-month commitment, with a maximum participation period of 36 months. If you wish to leave after 12 months, a 30-day written notice is needed.
Amazon also reserves the right to remove brands from the program at their discretion.
How Much Does Amazon Launchpad Cost?
Participants in Amazon Launchpad pay an additional 5% fee on top of the standard Amazon selling fees. This extra charge covers the program’s promotional, marketing, and account management services.
Although the 5% fee may feel steep, remember that Amazon attracts 2.5 billion visits monthly. For startups looking to grow quickly, the added exposure could justify the expense.
Is Amazon Launchpad Worth It?
While Launchpad’s extra 5% fee adds to your costs, the program can deliver significant benefits — especially for new businesses eager to increase brand visibility and sales.
According to Financial Express, in 2023, Launchpad participation from startups and small businesses grew by 57% compared to previous years.
Take Anker, for example. This tech accessories brand dramatically increased its revenue after joining Launchpad, using the program’s enhanced marketing and exposure to become one of Amazon’s top electronics sellers in a short time.
The program is particularly useful for startups entering the market with innovative products but limited marketing budgets.
On the downside, the additional fee can reduce your profit margins if they’re already tight. If your product is already well-established or you’re concerned about fees, Launchpad might not be the right choice.
Also, since participation often requires using Amazon FBA, you may need to send your inventory to Amazon before making a sale. For many startups, though, the extensive support and access to Amazon’s global logistics make this trade-off worthwhile.
Ultimately, weigh the benefits and drawbacks to decide if Launchpad is a good fit for your brand’s growth strategy.
Final Thoughts
Amazon Launchpad offers an excellent opportunity for small businesses and startups with unique, market-ready products. With benefits like enhanced product pages, promotional support, and valuable customer insights, it helps brands overcome the typical challenges of launching on Amazon.
By tapping into Amazon’s marketing tools, ecommerce expertise, and global logistics, startups can gain the exposure and operational support they need to thrive.
For many sellers, the program’s added visibility and resources outweigh the additional costs. If your brand can manage the extra 5% fee and is prepared to put in the necessary work, Launchpad could be the launchpad your business needs to reach a wider audience.
