Launch Products with Amazon Born to Run
For Amazon Vendors, introducing a new product isn’t always easy. Gaining early traction and persuading Amazon to purchase sufficient inventory can feel overwhelming.
Unlike third-party sellers who can list and launch products whenever they want, Amazon Vendors must wait for Amazon to issue a purchase order. This process can slow down product launches and limit flexibility.
This is where the Born to Run program becomes valuable. It is an exclusive, invitation-based initiative that enables Vendors to request purchase orders directly from Amazon, helping them accelerate the launch of new products.
What Is the Amazon Born to Run Program?
Amazon’s Born to Run program is designed exclusively for Vendors and allows them to propose a purchase order instead of waiting for Amazon’s automated ordering system. Vendors estimate the number of units they expect to sell within a 10-week period.
This solution is particularly helpful for new product launches that lack historical sales data. Since Amazon typically bases purchase decisions on sales performance, new products may receive conservative forecasts. Through Born to Run, Vendors can submit their projected sales volume for review.
If Amazon approves the proposal, it will purchase the requested quantity and support the product launch accordingly.
What Happens If the Products Don’t Sell?
There is always a risk of overestimating demand during a 10-week launch window. If products fail to sell through within that period, Vendors must decide between two outcomes for the remaining units.
First, Amazon can return the excess inventory. In cases of overstock, Amazon offers a full refund of the product cost plus an additional 10% to cover shipping and handling.
Alternatively, Vendors may allow Amazon to retain the unsold inventory. In this situation, a retention fee equal to 25% of the cost of the unsold units is charged.
Because of these potential financial implications, Vendors should carefully analyze demand forecasts before enrolling in the program.
Requirements for Amazon’s Born to Run Program
To qualify for an invitation, Vendors must meet specific conditions.
You must operate through Amazon Vendor Central. Only first-party Vendors are eligible for participation.
The total launch buy quantity must not exceed $50,000 in value.
Each enrolled ASIN must have a minimum cost of $5.
Additionally, products included in the program must comply with Amazon’s criteria. Items classified as heavy, oversized, or hazardous are not eligible.
How to Apply for the Born to Run Program
Currently, the Born to Run program remains invitation-only. Vendors cannot directly apply.
Amazon has stated that participation depends on operational performance, profitability, and additional internal benchmarks. These criteria continue to evolve to ensure the program delivers optimal results for both Amazon and participating Vendors.
Benefits of the Amazon Born to Run Program
For Vendors who receive an invitation, the program offers several advantages.
Increased Early Sales Momentum
Launching through Born to Run can significantly improve early sales velocity. This often leads to better Best Sellers Rank positioning, stronger review generation, and greater product visibility.
No Mandatory Advertising Spend
Previously, Vendors were required to allocate 10% of the total purchase order value toward advertising. While this requirement has been removed, running ads is still encouraged to maximize performance.
Reduced Risk of Stockouts
By submitting a realistic sales forecast, Vendors can better align inventory levels with anticipated demand. This helps reduce the likelihood of running out of stock during the launch phase.
Faster Product Launches
Since Amazon normally places orders based on proven sales velocity, new listings may receive small initial orders. Born to Run allows Vendors to bypass this limitation and secure a more substantial launch order upfront.
Final Thoughts
The Amazon Born to Run program offers a strategic opportunity for Vendors looking to scale new product launches more efficiently. By enabling direct purchase order requests, it removes a major obstacle faced by first-party sellers.
If you are an Amazon Vendor, maintaining strong operational performance and profitability may increase your chances of receiving an invitation. Preparing accurate sales projections and understanding the financial risks involved will help you make the most of the program when the opportunity arises.
