What is Amazon Launchpad? A Guide for Emerging Brands

Starting a business excites entrepreneurs, but it also presents many challenges. Small businesses and startups often struggle with building brand visibility, attracting customers, and managing operations in competitive markets. Programs like Amazon Launchpad aim to address these challenges by offering tailored support to help businesses grow and succeed.

With tools for marketing, onboarding, and global reach, it simplifies operations and provides resources to scale without any hassle.

In this blog, we’ll discuss how Amazon Launchpad works, its benefits, and why it’s an excellent choice for emerging brands.

What is Amazon Launchpad?

Amazon Launchpad is a program that supports innovative brands and startups selling on Amazon. 

It provides tools and services like onboarding support, marketing consultations, merchandising assistance, account support as well as global expansion opportunities, so that brands can reach a wider audience and maximize their success on Amazon. 

IMPORTANT: In the US, Amazon Launchpad operates as an invite-only program.  For Europe, Australia, and the Indian market, sellers or brands must apply through the application form available on the respective country’s Amazon Launchpad website.

Availability (By Region)  

Amazon Launchpad is available in several countries, primarily focusing on regions where startups can benefit from Amazon’s extensive marketplace. The countries where Amazon Launchpad operates include:

• United States
• India
• Australia
• United Kingdom
• Germany
• France
• Italy
• Spain
• Netherlands

Additionally, it has also been mentioned that the program has a presence in China, Mexico, Canada, and Japan.

Eligibility Criteria  

To qualify for the program, sellers must meet specific criteria set by Amazon. 

For the US

Sellers must have a Professional Selling Plan active on their account.

• The products listed must have been in Amazon’s US store for less than two years.
• The products offered should align with what Amazon customers seek.
• The brand should have strong social media support and capital backing.
• Sellers must show a clear commitment to growing their brand on Amazon.

Note: Amazon retains the right to determine eligibility and extend invitations to selected sellers.

Important Amazon Launchpad Program Terms to Know

These terms explain how the program works and what sellers can expect.

1. Agreement Terms: Participation in Launchpad is governed by the Amazon Services Business Solutions Agreement (BSA). Your Seller Agreement takes precedence unless otherwise stated.
2. Enrollment Process: Invited sellers are automatically enrolled in the program. Sellers can opt-out at any time by opening a support case.
3. Commitment Period: Sellers are advised to participate for at least 12 months but cannot stay longer than 36 months.
4. Marketing Participation: To qualify for Launchpad marketing events, sellers must maintain a 4+ star rating, participate in Fulfilled by Amazon (FBA), and have sufficient inventory.
5. Image Rights: By participating, sellers grant Amazon the right to modify and display their product or brand images for marketing.
6. Termination: Amazon may suspend or end a seller’s participation at its discretion. Sellers who leave cannot rejoin the program.

For Australia

For sellers in Australia, eligibility for the Launchpad program includes the following:

• Sellers must be the brand owner, holding a valid Australian registered trademark.
• Products must be registered in the Amazon Brand Registry.
• The brand’s trailing 12-month gross merchandise sales (total revenue from product sales before deductions) should be less than AUD 10 million.
• Use Fulfillment by Amazon (FBA) for all orders, unless Amazon approves an exception.
• Sellers must maintain a Professional Selling Plan and ensure their account health is in good standing.
• The products must have a unique differentiator that makes them stand out.

For Europe

For sellers in Europe, eligibility for the Launchpad program requirements include:

• Sellers must be the brand owner of the products listed for Amazon Launchpad.
• All products must be registered in the Amazon Brand Registry.
• Orders must be fulfilled using Fulfillment by Amazon (FBA) or Seller Fulfilled Prime.
• Sellers must commit to a minimum 12-month participation period in the program.

For India

Open to startups and emerging brands with market-ready, consumer-facing physical products.

Products must be ready to ship immediately or within 30 days.

Priority is given to brands funded or supported by collaborators like:

• Crowdfunding platforms
• Venture capital firms
• Startup accelerators

Applications from unfunded startups or brands outside these collaborators will be evaluated case-by-case.

Welcomes all entrepreneurs and emerging brand owners with unique products to sell on Amazon.

Benefits of Amazon Launchpad  

Amazon Launchpad provides several benefits. These include:  

Brand Visibility and Protection

• Amazon Freevee Ads: Brands can submit 15-30 second commercials to be featured during TV shows or movies on Amazon Freevee. This opportunity increases exposure to a wide audience.

What Are Amazon Freevee Ads? Amazon Freevee, previously known as IMDb TV, is an ad-supported streaming service owned by Amazon. It provides free access to TV shows, movies, etc., supported by advertisements. These ads, including 15-30 second commercials, are an excellent way for brands to reach a broad audience. Freevee can be accessed via its standalone app or as a channel within Amazon Prime Video. Note: Amazon has announced plans to shut down Freevee, integrating its content into the Prime Video platform.

• Marketing Opportunities: Brands can participate in curated collections, social media promotions, and influencer collaborations, creating more visibility for their products.
• Dedicated Offer: Brands can exclusively sell certain ASINs as “new” on Amazon, protecting their Amazon product listings from third-party sellers.

Member Savings

• Fee Waivers: Sellers can waive fees for two Lightning Deals or 7-Day Deals weekly and enjoy a 50% discount on coupon redemption fees.
• AWS Credits: Eligible brands can claim up to $25,000 in AWS Activate credits for cloud services, supporting their operational needs.
• Vine Enrollment: Amazon waives Vine enrollment fees (fees for enrolling products into Amazon’s Vine program, which connects brands with trusted reviewers to gather authentic reviews), allowing brands to gain customer reviews from trusted reviewers.

Listing Discoverability

• Premium A+ Content: Brands can use advanced content features to create visually appealing and informative product pages that attract more buyers.
• Optimization Tools: Detailed reports highlight areas to improve product detail pages, ensuring better visibility and higher conversion rates.
• Keyword Recommendations: Sellers receive keyword suggestions to align their listings with popular customer search terms.
• Variation Management: Complimentary support helps sellers create or update variations, such as size or color, on their product listings.

Supply Chain Support

• FBA Account Assistance: New sellers gain access to dedicated FBA account representatives for personalized consultations and tailored recommendations.
• Inventory Guidance: Receive insights to improve inventory health, resolve common FBA issues, and optimize supply chain operations.

Access to Brand Portal

The Brand Portal is a central hub for tools and resources that can be used by brands and sellers selected in the Amazon Launchpad program. 

It provides analytics, custom reports, and marketing tips to help brands grow. Sellers can use fee waivers, vouchers, and pre-activated resources easily. The portal also offers training materials, program updates, and direct support from the Launchpad team, making it simple to manage and grow your brand.

Cost of Amazon Launchpad

The cost of Amazon Launchpad varies by region. 

For the US

Amazon Launchpad does not charge a program-specific fee for participation. However, sellers must maintain a Professional Selling Plan, which costs $39.99 per month.

The total costs depend on several factors:

• Referral Fees: For all sales, Amazon Launchpad sellers are charged a 5% or 3% premium referral fee in addition to the standard category referral fee. For example, if the standard referral fee for Electronics is 7%, Launchpad sellers would pay 12% (7% + 5%).
• Fulfillment Costs: Whether you use Fulfillment by Amazon (FBA) or Fulfillment by Merchant (FBM), you must account for the respective fulfillment fees. FBA includes storage fees, removal order fees, and processing costs, while FBM costs depend on your chosen logistics and packaging methods.
• Marketing Costs: If you promote your products on Amazon through ads or deals, marketing expenses (for example Amazon advertising costs) will also add to your overall cost.

For Australia

Participation in the Amazon Launchpad program in Australia is free. However, sellers must maintain a Professional Selling Plan costing AUD 49.95 per month.

Key costs include:

• Referral Fees: Standard referral fees apply, depending on the product category. There are no additional referral fee premiums for Launchpad sellers in Australia.
• Fulfillment Costs: As discussed above, based on FBA, or FBM,
• Marketing Costs: Optional costs like running Amazon ads (for example Sponsored Product ads) or offering deals can also influence the overall expense.

For Europe

Amazon Launchpad sellers in Europe pay a 5% premium on referral fees, in addition to the standard category referral fees. For example, if a category has a 15% referral fee, Launchpad sellers will pay 20% (15% + 5%).

Other costs include:

• Professional Selling Plan: The plan costs approximately €39.99 per month, depending on the country.
• Fulfillment Costs: Sellers must use Fulfillment by Amazon (FBA) or Seller Fulfilled Prime. FBA fees include fulfillment, storage, and additional service fees like removal orders or labeling costs.
• Marketing Costs: Sellers choosing to market their products through Amazon ads, deals, or other promotions must account for these expenses.

Note: Pricing for Amazon Launchpad in the Indian region, involves an additional fee of 5% or 2% premium on top of the standard Amazon referral fees, based on the gross shipped Gross Merchandise Sales (GMS). This fee applies to all product sales under the enrolled brand name and is calculated alongside the standard referral fees as per the Amazon Services Business Solution Agreement (BSA) and the Selling on Amazon Fee Schedule. Sellers should review these costs carefully to understand their total participation expense.

Amazon Launchpad vs. Amazon Accelerator  

While we already know what Amazon Launchpad is and how it helps startups and brands, there is another program known as Amazon Accelerator. 

Sellers often get confused between the two, and it’s important to understand their differences to decide which program aligns better with your business goals. 

Here’s a comparison of their features:

Feature	Amazon Launchpad	Amazon Accelerator
Intended for	Startups with innovative and highly marketable products.	Manufacturers and private label brands prepared to sell exclusively on Amazon.
Additional Product Exposure	Dedicated marketplace page within Amazon.	No dedicated page, but products may feature prominently in the “Our Brands” section.
Customer Reviews	Access to Amazon Vine with waived enrollment fees.	Access to Amazon Vine.
Eligibility	Must have a Professional Selling Plan active.	Must generate at least $1M in sales.
	Products must have been in Amazon’s store for less than 2 years.	Must adopt FBA (merchant-fulfilled allowed when inventory runs out).
	Brands must have strong social media support and capital backing.	Commit a minimum of 5% of revenue to paid advertising on Amazon.
	Sellers must show commitment to brand growth on Amazon.
Cost to Sellers	No program fee for participation.	7% premium on referral fees as described on Amazon’s Fee Schedule.
	Standard FBA fees apply for fulfillment, storage, and additional services (e.g., removal or returns fees).
	Brands receive discounts on marketing tools and advertising services.
Support and Tools	Dedicated FBA account representatives for personalized consultations.	Full operational support, including supply chain management, handled by Amazon.
	Access to optimization tools like reports, keyword recommendations, and analytics.
Control	Sellers retain brand control.	Amazon takes full control of the supply chain and operation.
Brand Gating	Yes, Amazon prevents unauthorized sellers from selling the same products.	No similar benefit under Accelerator.
Promotional Opportunities	Access to curated collections, influencer campaigns, and Prime Day events.	Limited promotional tools compared to Launchpad.
Program Duration	Sellers can stay in the program for up to 36 months.	No specific time limit for participation.

How Can Invited and Eligible Members Get Started With Amazon Launchpad?

Getting started with Amazon Launchpad depends on the region and the selection process. Here’s how it works by region:

United States

In the US, Amazon Launchpad operates on an invite-only basis. Sellers who receive an invitation are automatically enrolled in the program. Amazon sends an email confirming enrollment along with details on accessing the program benefits.

Once enrolled, sellers can use the Launchpad Portal, which provides analytics, custom reports, and marketing tools. Sellers also gain access to promotional opportunities and resources to enhance brand visibility. To leave the program, sellers can open a support case through Seller Central.

Australia

In Australia, sellers must apply for the program via the application form available on the Amazon Australia Launchpad website.

If selected, sellers are notified and gain access to the Launchpad Portal. They are required to participate for a minimum of 12 months and can exit the program with a 30-day written notice. Sellers who are not selected are also notified of their rejection.

Europe

In Europe, sellers also need to submit an application form if the meet eligibility requirements and.

The Amazon Launchpad team reviews applications and notifies sellers about their selection or rejection. If accepted, sellers gain access to the portal to utilize marketing tools, resources, and enhanced branding support.

Note: For India, eligible sellers and brands need to apply for the program if they are eligible, just like Europe and Australia, and then the Launchpad team will decide if you can start with the program or not.

How to Add Products in Seller Central for Amazon Launchpad Sellers

Once you are accepted into the Amazon Launchpad program, either by invitation (for the US region) or application acceptance (for Europe, Australia, or India), you must add your products to Seller Central. The process depends on whether your product is new or already listed on Amazon.

Adding Existing Products

1. Locate the ASIN: Find the product’s ASIN from its detail page on Amazon.
2. Search in Seller Central: Use the Catalog > Add Products section to search for the ASIN.

3. Create Your Offer: Enter details like price, SKU, and quantity. Choose your fulfillment method:

• FBA (Fulfilled by Amazon): Send inventory to Amazon warehouses.
• FBM (Fulfilled by Merchant): You manage storage and shipping.
• Note: Fulfillment is pre-determined in Europe and Australia, requiring FBA.

4. Save and Finish: Submit your offer to activate the listing.

Adding New Products

1. Access Add Products: In Catalog, select I’m adding a product not sold on Amazon.

2. Choose Category: Select the most suitable category for your product.

3. Fill in Details: Provide key information like title, description, images, UPC, and price.

4. Set Fulfillment Method: Select FBA or FBM, as applicable.

• Note: Fulfillment choices are available only in the US and India; Europe and Australia require FBA.

5. Save and Activate: Finalize your listing. FBA products go live after inventory reaches Amazon.

Bulk Uploading Products

1. Download Template: Use the Add Products via Upload option to get the required file template.
2. Enter Product Details: Fill in the spreadsheet with accurate information.
3. Upload File: Submit the completed file in Seller Central and address any errors flagged.

How to Fulfill Orders in Amazon Launchpad? 

Fulfillment in Amazon Launchpad depends on both the region you are selling in and guidance provided by the Amazon Launchpad expert team during your selection process. Each region has specific policies and preferences for order fulfillment.

United States

Both FBA (Fulfilled by Amazon) and FBM (Fulfilled by Merchant) are supported for sellers in the US. You can choose the fulfillment method that best suits your business needs.

Europe

In Europe, sellers participating in Amazon Launchpad must fulfill orders through either FBA or Seller Fulfilled Prime (SFP). This ensures customers receive the Prime experience with fast and reliable shipping options.

Australia

In Australia, all orders must be fulfilled using Fulfillment by Amazon (FBA) during your participation in Amazon Launchpad. Any deviations from this requirement must be agreed upon with Amazon to ensure a consistent and high-quality customer experience.

Note: In India, sellers have the flexibility to choose between FBA or FBM, similar to the US. Sellers can opt for the fulfillment method that aligns with their operational capabilities. Always confirm your fulfillment choice with the Amazon Launchpad expert team during the onboarding process. They can provide region-specific advice and guide you on how to meet Amazon’s standards for a seamless customer experience.

Who Handles Customer Service and Refunds in Amazon Launchpad?

The management of customer service and refunds in Amazon Launchpad depends on the region you are operating in.

For example, as we discussed above, in Australia, sellers must use FBA to be eligible for the Launchpad program. This means Amazon will handle all customer service and refunds.

In regions like the US or India, sellers have the flexibility to choose between FBA or FBM, and the method chosen determines who handles customer service and refunds.

But for understanding how customer service, returns are handled in FBA and FBM, we will look at some important details below.

For FBA (Fulfillment by Amazon)

Amazon manages all customer service, returns, and refunds, letting sellers focus on growth. It handles buyer inquiries, applies standard return policies, and promptly issues refunds. Amazon also reimburses for damages caused during fulfillment.

For FBM (Fulfillment by Merchant)

Sellers manage customer service and returns independently. This includes responding to inquiries, processing refunds, and approving return requests. FBM offers flexibility but requires active involvement and adherence to Amazon’s standards.

Challenges Faced by Launchpad Sellers and How to Address Them

Participating in Amazon Launchpad comes with unique challenges. Sellers often face operational and policy-related hurdles. 

Below are common challenges and actionable solutions based on Amazon Launchpad’s guidelines:

1. Coupon Fee Reductions Not Applied

Challenge: Sellers may not see the 50% fee reduction on coupon redemptions.
Solution: The fee reduction is applied at the time of coupon redemption billing. If you don’t see it in your transaction report, submit a Benefit Support case in the Brand Portal for assistance.

2. Other Sellers Listing on ASINs

Challenge: Sellers may notice other sellers listing their ASINs under “Used” conditions despite participating in the Dedicated Offer benefit.
Solution: The Dedicated Offer benefit protects ASINs only under “New,” “NewOEM,” and “NewOpenBox” conditions. Listings under “Used” conditions are not covered. Monitor your listings and report unauthorized activity to Amazon through Seller Central.

3. Issues with Marketing Inclusion

Challenge: Products may not appear in Launchpad’s automated collections, like “Customer’s Most Loved.”
Solution: Ensure products meet Marketing Eligibility Criteria, such as maintaining a 4+ star rating, having Prime Badging, and sufficient inventory. Regularly review these metrics in Seller Central to avoid disqualification.

4. Rejected A+ Content or Freevee Ads

Challenge: Sellers may face rejections for their A+ Content or Freevee Ads submissions.
Solution: Review Amazon’s submission guidelines before uploading. Ensure all required fields are complete and comply with Amazon’s policies. For A+ Content, confirm you are using Premium modules (like video modules) if eligible. Use the A+ Content Manager in Seller Central for creation and troubleshooting.

5. Unclear Program Terms or Eligibility Issues

Challenge: Sellers may encounter confusion about terms, duration, or fees related to Launchpad.
Solution: Check the Terms & Conditions in Seller Central. Remember, Launchpad participation is free for three years, but standard FBA fees apply. You can leave the program at any time if needed.

6. Missed Communications Due to Outdated Contact Information

Challenge: Sellers may miss critical updates if contact details are not up to date.
Solution: Update your email under Notification Preferences in Seller Central. Ensure the Merchant Default Contact is correct, as only primary account holders can make changes.

You might also like to read: Top 15 Amazon Inventory Management Software for Sellers Amazon Retail Arbitrage: A Guide to Profitable Reselling Amazon Dropshipping for Sellers: An Ultimate Guide

Final Thoughts: Is Amazon Launchpad Worth It? 

Amazon Launchpad provides helpful tools like promotional options, Premium A+ Content, and global expansion support, making it a good choice for startups and innovative brands. 

Its value depends on your region and business needs. In the US and India, sellers can use FBA or FBM, while Europe and Australia require FBA or Seller Fulfilled Prime.

Online, while reading Amazon Launchpad Reviews to understand what sellers think about the program, we found that the views are mixed. 

Some sellers like the visibility and tools, but others find the fees and commitment periods difficult. Moreover, a few sellers mentioned that bigger brands often get more support, which may affect smaller sellers. 

So, in any case, if you wish to apply for the program or are invited, consider the costs, your eligibility, and whether it fits your business goals. Launchpad can be great, but it’s not the same for everyone.

Good luck! 

FAQs

1. What are the benefits of Launchpad?
   

Amazon Launchpad offers benefits like improved product visibility, access to promotional tools, premium A+ content, and fee waivers for deals. It also provides supply chain support through FBA account assistance and inventory optimization tools. 

Sellers can access unique marketing opportunities, including Amazon Freevee Ads and curated collections.

2. What type of products can you find on Launchpad?
   

Launchpad features innovative, unique, and marketable products from emerging brands. These include items in categories like electronics, home goods, beauty, and more. Many products are new to Amazon and cater to specific customer needs.

3. How can I apply for Amazon Launchpad?

In the US, participation is invite-only. For Europe, Australia, and India, sellers must apply via the application form on the respective Amazon Launchpad website for their review. 

Remember, the eligibility criteria varies for each region. 

4. Is Amazon Launchpad worth it?
   

Launchpad is valuable for startups seeking visibility and operational support. However, its worth depends on the region and seller resources. 

Reviews suggest larger brands benefit more, while smaller sellers may find costs and commitments restrictive.

5. How much does Amazon Launchpad cost?
   

In the US, there’s no program-specific fee, but sellers must pay for the Professional Selling Plan ($39.99/month), fulfillment (FBA or FBM), and referral fees, including a 5% premium on some categories. In Europe, a 5% premium applies, with costs for FBA or Seller Fulfilled Prime. Australia has no extra fees but requires a Professional Selling Plan (AUD 49.95/month). Marketing costs for each region, vary depending on seller strategy.

Who can buy from Amazon Launchpad?

Any Amazon customer can buy products listed on Amazon Launchpad. These products are available to shoppers worldwide, depending on the seller’s shipping options and regional availability.

7. How much does the Amazon Accelerator Program cost?

The Amazon Accelerator Program charges a 7% premium on top of the standard referral fees listed in the Amazon Fee Schedule. Referral fees vary by category, typically ranging from 8% to 15%, and the premium applies to all product categories, including Fashion items like Clothing, Shoes, and Accessories. 
Additionally, participants must meet criteria like projected sales of $1 million in the first year and a commitment to spend 5% of revenue on advertising, which can further impact overall costs. Sellers should carefully assess these expenses to determine the program’s profitability.

8. Do I need to reapply if I’m already part of Amazon Launchpad in another country?

Yes, if you are part of the North American stores (Amazon.com, Amazon.ca, Amazon.com.mx), Australian store (Amazon.co.au), or Indian store (Amazon.in), you must reapply to join Amazon Launchpad Europe. 

However, if you join Launchpad on Amazon.co.uk, you will automatically be enrolled in all six European stores (Amazon.co.uk, Amazon.de, Amazon.fr, Amazon.it, Amazon.es, Amazon.nl) without needing to reapply.

9. How will customers discover my products on Amazon Launchpad?

Amazon Launchpad has dedicated storefronts in each region, such as www.amazon.co.uk/launchpad and similar links for European stores. These storefronts feature Launchpad products, enhancing visibility. 

Additionally, Amazon’s account management and marketing teams collaborate with sellers to boost product exposure. Your products will also be discoverable through Amazon’s regular search, just like any other listing.