Designed with start-ups in mind, it acts as an accelerator programme to help you drive your brand awareness and jumpstart your Amazon business!
Let’s dive right in.
What is the Amazon Launchpad programme?
The Amazon Launchpad programme is designed to support entrepreneurs by enhancing the sales of distinct, inventive, or sustainable products on the Amazon platform by providing premium advantages.
Much like start-up accelerators, it’s designed to assist startups and small to medium-sized brands – that offer a unique value proposition – by providing strategic assistance, customer engagement resources, exposure through marketing initiatives, and facilitates opportunities for global expansion.
Who can participate in the Amazon Launchpad programme?
The Amazon Launchpad programme welcomes entrepreneurs and brand owners with unique and innovative products. Additionally, Climate Pledge Friendly certified products and certified Black-Owned businesses are eligible to apply.
To qualify, if you are a new or existing seller, you should ensure your products are qualified to sell on Amazon for less than four years and have been enrolled in the Amazon Brand Registry for less than four years.
Your brand should have generated less than $10 million in gross merchandise sales in Amazon’s online store annually. Amazon will evaluate applications and respond within 7-10 business days.
This the criteria for enrolling in Amazon Launchpad:
- Products must have at least a 3.5-star rating
- Products must have at least 5 reviews
- Sellers must be enrolled in Fulfilled by Amazon (FBA) with Prime Badging.
This ensures that customers get the best possible experience when browsing Amazon Launchpad products! Please note: the US programme is currently not accepting new participants, but the UK Amazon Launchpad is, and you can enrol here.
What does Amazon Launchpad cost?
Brands participating in Amazon Launchpad pay an incremental 5% referral fee, in addition to the standard category referral fee on each item sold. The additional fee applies to all sales on the account and is charged based on the total sum paid for the item by the customer, including all applicable taxes and customs fees.
Benefits of Amazon Launchpad
The great thing about Amazon Launchpad is that it offers a range of valuable benefits for you, which are mainly designed for growth on the platform.
Some of the key benefits include:
Launchpad brands receive one free deal each week on Lightning Deals and 7-Day Deals. This allows you to showcase your products and attract more customers through limited-time promotions.
Brands in Launchpad enjoy a 50% discount on Coupon/Voucher redemption fees. This helps you incentivize customers with discounts and promotions while minimizing costs.
Vine Program Enrolment
You can fuel growth by obtaining new customer reviews through free enrolment in Amazon’s Vine programme. This facilitates the collection of authentic and credible reviews from verified purchasers.
You can expand internationally with access to free translations in Amazon EU6 stores. This feature helps you reach a wider audience by breaking down language barriers and reaching customers in different regions.
Amazon Advertising Sponsored Ads Click Credits
Launchpad brands receive credits for Sponsored Ads, allowing you to effectively promote products and increase visibility through Amazon Advertising campaigns in the UK and EU.
Enhanced Marketing Package
The Marketing Package provides an opportunity for Launchpad products to be prominently displayed on the Amazon Launchpad Storefront and Amazon Gift Finder. This increased visibility can drive more traffic and sales to your products.
Dedicated Sponsored Ads Specialist
Eligible brands can access support from a dedicated Sponsored Ads Specialist. This expert guidance helps brands optimize their advertising strategies and make the most of their campaigns.
Post Add to Cart Widget
Brands can nominate ASINs for the Post Add to Cart widget. This widget showcases ancillary products to customers, increasing cross-selling opportunities and potentially leading to additional sales.
Premium A+ Content included
Premium A+ Content enhances product detail pages with interactive features, improved image/video quality, and comparison charts. This visually appealing content can help brands effectively communicate their product’s value and benefits to customers.
Access to Amazon Launchpad Storefront
Being part of the Launchpad programme gives brands access to their own dedicated Amazon Launchpad Storefront. This storefront serves as a curated showcase for your brand and products, helping you tell your brand story and engage customers.
Business Insights and Analytics
You have access to valuable business insights and analytics that can help you make informed decisions about product offerings, promotions, and marketing strategies.
Disadvantages of Amazon Launchpad
While there are many great reasons to be on Amazon Launchpad, there are some considerations before you dive straight in:
It’s highly selective, and not all brands that apply are accepted. Amazon evaluates brands based on factors such as innovation, uniqueness, and market readiness – this exclusivity can make it challenging for some brands to gain entry.
While Launchpad offers increased visibility, it also means that your brand will be competing with other curated and innovative products within the programme. Standing out among a select group of brands can still be competitive so that’s something to bare in mind.
Fees and Costs
In addition to the standard 15% Amazon referral fee, Amazon charges an additional 5% premium to be a part of the programme.
At “Amazon’s discretion”, they may lower your referral fees to 3% once your gross sales exceed $1 million but it’s not guaranteed.
You are required to be enrolled in Amazon Launchpad for 12 months and only after the initial 12 months have passed, you can cancel your subscription by giving 30 days’ notice. So, if things are not going well you are tied in for 12 months.
However, if Amazon decides that they no longer want you in the programme, for whatever reason, they can throw you out before the 12 months are up.
While Launchpad can provide a boost in visibility and sales, brands should consider their long-term sustainability and growth strategies beyond the initial exposure offered.
Amazon Launchpad is not a one-size-fits-all approach and it’s important to consider everything before applying. Its effectiveness varies depending on the unique attributes of each business. While Launchpad can yield positive results for some brands, it may not be a cost-effective choice for others.
Being enrolled in Amazon Launchpad doesn’t guarantee effortless success – while it can enhance sales through additional placements and benefit from Amazon’s support, success still requires significant effort and investment.
To determine whether the programme aligns with your brand’s goals and needs, comprehensive research is essential. Analyze both the pros and cons before making a decision.
Need our help?
We have a team of experts at This is Unicorn who can help you make the decision whether to apply for Amazon Launchpad and your application. Just send us a message or give us a call and we will be happy to help and give support during the whole process.
Not ready to speak with us yet? Feel free to join the ranks of our hundreds of subscribers who receive the latest news from Amazon weekly, along with guides designed to help them sparkle on the platform.
Who are we?
This is Unicorn is an Amazon full service marketing agency. Brands come to us to help them launch and/or grow their business on Amazon.
This is Unicorn work with some of the most innovative and recognisable brands. We create their strategy, develop their marketplaces, support their growth, work with their vendors and manage their spend.
We have frequently been referred to by those who work with us and know us best as an extension of their own team. And we love it!