What is Amazon Launchpad? An Overview of the Program for Sellers
Selling on Amazon as a new brand can be overwhelming, but specialized programs can make the journey smoother. Amazon Launchpad is one such program, created to help startups and emerging businesses scale quickly. It acts as a growth accelerator, providing sellers with extra support and tools to help them navigate the competitive marketplace.
In this guide, we’ll take a closer look at Amazon Launchpad’s benefits and potential drawbacks, and share proven strategies to maximize your success on Amazon.
Table of contents
- What is Amazon Launchpad
- Who is Eligible for Amazon Launchpad Program
- Where is Amazon Launchpad Available
- What are the Benefits of the Amazon Launchpad Program
- How to Enroll in Amazon Launchpad
- How Much Does Participating in Amazon Launchpad Cost
- Is Amazon Launchpad Worth it
- How Brands Can Boost Sales on Amazon: Smart Strategies for Growth
- Other Amazon Programs
What is Amazon Launchpad?
Amazon Launchpad is a program designed to support startups and emerging brands by providing specialized tools, marketing support, and resources to enhance product visibility and boost sales. Sellers can utilize the program for 12 to 36 months, which gives them ample time to establish themselves on Amazon. With enhanced exposure and tailored resources, brand owners can scale their businesses more effectively in a competitive marketplace.
Who is Eligible for Amazon Launchpad Program?
Now that you’ve had a quick overview of Amazon Launchpad, let's go over the requirements for participation. While some specific criteria may vary by country and marketplace, here are the key eligibility requirements for the U.S.:
Professional Seller Account: You must have a Professional selling plan on Amazon (which costs $39.99/month).
Newer products: Your products must have been available in Amazon’s U.S. store for less than two years.
Brand strength: Qualifying brands typically have a strong social media presence, financial backing, and a demonstrated commitment to growth. Additionally, you need to have a registered brand.
Product ratings: Listings must maintain a minimum 4-star rating (unless they are new ASINs with no reviews yet).
Fulfillment by Amazon (FBA): Sellers must use Amazon’s FBA program.
Inventory requirements: A minimum of five units must be maintained in stock at all times.
Location: You need to be based in a country where Amazon Launchpad is available in order to participate.
Based on these criteria, Amazon Launchpad will determine a seller’s eligibility and decide whether they meet the requirements. If you believe your brand may be a good fit, see below to find out how you can apply to join the program.
However, if you're not eligible, don’t worry! There are still plenty of ways to boost your Amazon sales and help your brand grow. For more info, click here.
Where is Amazon Launchpad Available?
Amazon Launchpad is available in several countries, including the following marketplaces:
U.S.
U.K.
France
Germany
Spain
Italy
Netherlands
China
Mexico
Canada
India
Japan
Since Amazon is continuously expanding its reach, it's important to check the program's official website for the latest updates on newly added marketplaces.
What are the Benefits of the Amazon Launchpad Program?
Joining the Amazon Launchpad program offers a range of exclusive benefits designed to help innovative brands thrive. Here’s how it can give your products a competitive edge:
Enhanced visibility: Your products gain premium placement on Amazon Launchpad’s home and category pages, as well as in the ‘New Releases’ section. Amazon also promotes Launchpad selections through targeted emails and marketplace events, increasing exposure to potential customers.
Exclusive access to Amazon tools: You'll benefit from access to powerful analytics, including Performance Metric Analytics, to track and optimize your success. Plus, take advantage of A+ Premium Content, which enables you to create advanced, visually rich product pages that enhance conversions.
Stronger brand presence: As an Amazon Launchpad seller, you can create a dedicated storefront that’s tailored to your brand. Customize it with logos, colors, and engaging visuals to provide a compelling shopping experience while showcasing your brand’s story and special offers.
Brand protection: Amazon protects your brand through brand gating, which blocks unauthorized sellers from reselling your products. This feature eliminates the need for legal concerns, since you can contact Amazon for support, while your brand remains secure and under your control.
By leveraging these advantages, brands on Amazon Launchpad can boost sales, strengthen their market presence, and stand out in a competitive marketplace.
How to Enroll in Amazon Launchpad
Enrolling in the Amazon Launchpad program depends on the country in which you apply. In some regions, like the U.S., participation is by invitation only—Amazon determines whether you will be invited.
In other countries, you can apply directly by submitting your business and product details. Amazon typically reviews applications and notifies applicants of approval within 10 days.
Please note, you must be prepared to ship your product within 30 days of registration.
How Much Does Participating in Amazon Launchpad Cost?
Joining Amazon Launchpad is free, but there are other associated costs. Sellers must pay an additional commission of 3% or 5% per sale on top of Amazon’s standard referral fee, which is typically 15%. Since participation requires enrollment in Fulfillment by Amazon (FBA), FBA fees also apply. Plus, in order to effectively promote your brand and maximize visibility, investing in advertising is essential, which is an additional expense.
Is Amazon Launchpad Worth it?
Amazon Launchpad can be a valuable platform for growing your brand, provided you have the right strategy in place to secure sales and generate enough revenue to cover Amazon’s fees. However, it’s also important to recognize that there are a few drawbacks to consider:
Costs: Participation in the program is free, but requirements like a registered USPTO brand ($200) and keeping at least five products in stock make it relatively expensive.
Approval process: There’s no guarantee that your product will be accepted into the program.
Termination: If you decide to exit the program, you must mutually agree with Amazon to end your participation.
Time: Building a successful brand takes time. Don’t expect to achieve massive sales within the first year—it’s a long-term strategy for sustainable growth.
Note: Although this is not officially confirmed, many discussions and forums suggest that Amazon tends to favor brands with strong funding or crowdfunding backing, while less-established brands are often declined.
Although Amazon Launchpad can be of great help to brand owners, there are a few other strategies that can boost your performance. We’ll review these below.
How Brands Can Boost Sales on Amazon: Smart Strategies for Growth
While Amazon Launchpad provides valuable support, it’s also important to continue to refine your strategy after the program ends. Here are a few tips from top Amazon sellers that can help you scale your business and boost sales:
Expand Your Product Range
Expanding your product offerings is a powerful way to cater to diverse customer preferences, drive higher revenue, and strengthen your market presence. This will allow you to reduce reliance on a single product, attract more customers, and enhance your brand’s image.
However, adding new products alone won’t suffice. You must also carefully evaluate each product's potential to ensure that it’s worth the investment. The most efficient way to streamline your efforts and save time is by using tools designed specifically for Amazon sellers. One of the best options is AMZScout, which provides a user-friendly interface and delivers accurate, real-time insights into the marketplace.
Here’s how to evaluate whether a product is a good fit for your store:
1. Install the AMZScout PRO AI Extension. Enter your email address to start a free trial.
2. Search for the product. Use Amazon's search bar to find the product you want to evaluate. Open the AMZScout extension by clicking the icon in the top-right corner of your browser.
3. Check niche potential. To see how similar products perform, click on the Niche Score in the upper-right corner. A score above 7 indicates a good combination of demand, competition, and margins.
Tip: Click “Product Score for Private Label” to identify products with the highest potential for your brand.
4. Evaluate product performance. If the niche score is promising, dig deeper by clicking the Product History feature under a product of interest. This will show you trends in pricing and sales over time. A positive or stable trend suggests that the product has strong market potential and isn’t likely to experience significant fluctuations in sales.
Tip: Save promising products to your ‘Favorites’ by clicking the heart icon for easy future reference.
5. Analyze competition. Review the number of product reviews to gauge competition. Fewer than 150 reviews typically means less competition, while more reviews could indicate a saturated market. However, you also need to make sure the product still has good sales volume, as low reviews doesn’t necessarily signal poor performance.
6. Assess product suitability for your store. Click the AI Product Analysis feature (highlighted in purple) to get a detailed overview of the strengths, weaknesses, and risks associated with the top product in the niche. This will help you determine if the product aligns with your brand goals.
7. Evaluate profitability. To estimate potential earnings, use the Profit Calculator under the product to check potential margins, targeting at least a 20% margin to cover Amazon fees and ensure long-term profitability.
8. Make your final selection. Use the Product Comparison tool in the middle of the page to compare your top product picks side-by-side, allowing you to choose the best options for your store.
Note: Utilize the “Product Improvement” feature located under the product, which is part of the AI Product Analysis, to receive AI-generated suggestions for refining your product and gaining a competitive advantage.
By following this approach, you’ll improve your chances of attracting new customers, increase overall revenue, and set your business up for continued success.
Improve Your Listing Quality
A great way to increase your listing’s visibility on Amazon is by improving its quality. Optimized listings are more likely to rank higher among search results, which can help to drive more traffic to your products and boost sales.
Here’s how to make your listing stand out:
High-quality visual content: Professional photos and videos showcasing your product in use make your listing more appealing. While Amazon Launchpad provides access to premium A+ Content, you can still continue to leverage Amazon A+ Content after the program ends to enhance your visuals and storytelling. This helps buyers understand your product’s value.
Compelling product title: Your title should be clear, concise, and informative, allowing potential customers to grasp your product’s benefits quickly. Be sure to include relevant keywords.
Clear and detailed description: Your product description should provide all of the information buyers need to make an informed decision. Focus on details that can help set your product apart from competitors, using effective keywords.
Bullet points: Highlight the main features and advantages of your product using bullet points. To make this process easier, consider using AMZScout’s AI Review Analyzer to analyze customer reviews and identify which features are most valued by buyers. You can then emphasize those aspects in your bullet points.
Backend keywords: Unlike the visible keywords in your title, description, and bullet points, backend keywords are not directly seen by shoppers, but they still play a crucial role in ranking your product.
Incorporating relevant keywords into your listing is essential for attracting your ideal audience. However, finding and integrating the right keywords can be time-consuming. To streamline this, you can use AMZScout’s AI Listing Builder. This tool automatically generates optimized text by seamlessly inserting your selected keywords or extracting them from your competitors’ listings.
By optimizing these elements, you’ll improve your chances of converting visitors into buyers. This strategic approach helps you stand out in a competitive marketplace and drives better results for your business.
Optimize Your PPC Ads
Amazon's PPC advertising is a powerful tool for boosting your product’s visibility directly on the platform, and selecting the right keywords is vital to maximizing your return on investment. The key to success lies in finding keywords that align with your product while balancing search volume and cost.
To identify high-performing search phrases, the AMZScout Amazon Keyword Search tool is an excellent resource. It enables you to assess search volume and explore new keyword ideas. Here’s how to use it effectively:
1. Access the Keyword Search tool.
2. Start your search. Type in a product name or relevant keyword. You can also fine-tune your search by adding filters, such as keyword count and search volume.
3. Review the keyword list. After clicking Find Keywords, you’ll receive a list of relevant keywords. The tool will show you search volume trends, average CPC (Cost-Per-Click) for those keywords on Amazon, and the average monthly sales for products ranking on the first page. This helps you understand which keywords are most effective for driving traffic.
Once you’ve identified your keywords, consider filtering out any irrelevant ones by adding them to a negative keyword list. This ensures that your ads don’t target the wrong audience, saving you valuable ad costs.
Tip: To further optimize your keyword strategy, this is a great idea to learn from your competitors. The AMZScout Reverse ASIN Lookup tool can show you the keywords your competitors are using. Just enter their product ASIN, and you’ll get a detailed list of keywords, search volume, and performance statistics, which can help you discover new opportunities for your own ads.
Refining and testing your keywords constantly will help you enhance your ad performance, increase product visibility, and drive more sales—all while staying within your advertising budget.
Other Amazon Programs
Amazon Launchpad is often confused with Amazon Accelerator programs. While Accelerator solutions and Amazon Launchpad may seem similar, they have distinct focuses and offerings. Here’s a quick overview of some of the key programs available through Amazon Accelerator:
IP Accelerator: Connects you with a network of vetted legal service providers, helping you register your brand to fast-track entry into Amazon’s Brand Registry program.
Small Business Accelerator: Provides an array of educational resources, including over 20 courses and 50+ videos, on topics like how to build and grow an online business.
Black Business Accelerator: This program provides black-owned businesses with educational resources, financial support, and mentorship to help them build their own brands on Amazon.
Amazon Ads Accelerator: Focuses on helping businesses master Amazon ads with a range of educational materials and resources.
While these Accelerator programs focus on education and specific business goals, Amazon Launchpad stands out for its action-driven approach, offering businesses greater visibility and support to drive growth.
Conclusion
Amazon Launchpad offers valuable support for sellers, but long-term success ultimately depends on choosing the right products and ensuring strong visibility. Consider using AMZScout to help you identify high-potential products and optimize your listings for maximum traffic. This way, you can boost sales while you’re part of the program and maintain growth even after your enrollment ends.
