What Is Amazon Launchpad In 2022? (How It Works + FAQs)

Hey there! If you‘re an entrepreneur or brand with an innovative new product, you may be wondering: what is Amazon Launchpad?

In short, Amazon Launchpad is a special program that provides exclusive support, marketing opportunities, and visibility to help launch and grow innovative products on Amazon.

By joining, you can gain a leg up against competitors and maximize your chances of success on the world‘s largest ecommerce marketplace.

In this detailed guide, I‘ll explain everything you need to know about how Amazon Launchpad works and what it offers sellers in 2022. You‘ll learn:

• Who Launchpad is for and what products are eligible
• The step-by-step process to apply and get accepted
• All the key benefits and promotional support you‘ll receive
• Strategies and tips to leverage Launchpad for success
• Examples and success stories from real sellers
• Answers to frequently asked questions

Let‘s get started!

What Is Amazon Launchpad and How Does It Work?

Amazon Launchpad is a marketing program that helps new, innovative products launch and grow sales on Amazon.

According to Amazon, it provides "the marketing support, product page enhancement, and distribution support needed for new brands and products to succeed on Amazon."

The goal is to make it easier forNever Before Seen and Never Been Sold products to get discovered and bought on Amazon.

Amazon handpicks innovative products that are likely to perform well and provides them extra exposure, promotions, and support. This gives sellers a leg up on getting traction quickly in the competitive marketplace.

It‘s designed exclusively for new products in their early launch phase, not existing products already at scale.

Once accepted, sellers receive a custom launchpad storefront on Amazon to showcase their products with enhanced content and visuals.

Amazon also provides marketing support like special product placement, deals, email and social media promotion. This gives your new product boosted visibility to the right shoppers.

You‘ll also get dedicated support and advice from an assigned Amazon Launchpad manager. They‘ll provide 1-on-1 coaching and actionable insights to help you convert and sell more.

After 6-9 months, once your product is established, you‘ll "graduate" from the program with the momentum you need to succeed long-term.

So in summary, Launchpad jumpstarts your new product launch by giving you the tools, support and exposure to go from zero to traction quickly.

Next, let‘s look at who can benefit from Amazon Launchpad.

Who Should Use Amazon Launchpad?

The Amazon Launchpad program is ideal for:

• Startups – Entrepreneurs launching their first products can benefit from Launchpad‘s support and instant credibility with Amazon‘s stamp of approval. One success story is Wyze Labs, which launched its smart home products through Launchpad and now has over 600,000 customers.

• Early stage companies – Emerging brands with promising new products can leverage Amazon‘s marketing muscle to get sales momentum and prove product-market fit. For example, mobile accessories company Anker used Launchpad to launch its popular power banks and chargers.

• Innovative brands – Companies with unique, differentiated products can get in front of Amazon‘s vast audience. Fitbit gained exposure for its novel health trackers through Launchpad back when it was still a small startup.

Specifically, Amazon looks for products that are:

• ✅ Innovative – New, unique, solves a problem differently
• ✅ High quality – Thoughtfully designed and functional
• ✅ Appealing to Amazon shoppers
• ✅ Early stage – Not already widely available

Consumer research shows certain shopper types are most likely to buy from Launchpad. For example:

• The Trendseeker – Loves discovering clever new gadgets and gear that make life more fun and convenient.

• The Bargain Hunter – Appreciates getting great deals on cool, innovative products.

• The Ethical Shopper – Wants to support small businesses and entrepreneurs with purpose.

If your product resonates with these kinds of Amazon buyers, you‘re a good Launchpad candidate.

Requirements to Join Amazon Launchpad

To be eligible for Launchpad, your product should meet these criteria:

• 📌 Recently launched consumer product or launching within 3 months
• 📌 New, innovative, solves a problem differently
• 📌 Production ready with inventory available
• 📌 High quality with positive reviews (4+ stars ideal)
• 📌 Strong sales potential on Amazon
• 📌 Less than $10M annual revenue
• 📌 Not currently widely available on Amazon

According to Amazon, "We look for the highest quality products that are differentiated from competitors and offer unique benefits and features that appeal to customers."

So top-notch product design, function, and appeal are key.

Specialized niche products and commoditized offerings are less likely to be approved. The goal is mainstream consumer appeal.

Once you submit an application, Amazon will review and screen your product to decide if it‘s a fit. The approval process takes about 1 week.

Now let‘s look at the step-by-step process to get started…

How to Apply for Amazon Launchpad

Follow these steps to submit your product for consideration:

1. Have an innovative new consumer product ready to launch within 3 months.

2. Login to your Seller Central account.

3. Click "Programs" in the menu bar.

4. Select "Amazon Launchpad" and click "Apply Now".

5. Complete the application questions about your product, company, inventory, etc.

6. Submit your product for consideration.

7. Amazon will review and respond within 5-7 days on your acceptance status.

Once approved, you‘ll gain access to your Launchpad benefits and dedicated program manager.

Time to launch! Let‘s look at all the invaluable support and exposure Amazon provides products in Launchpad…

Amazon Launchpad Benefits and Features

Amazon Launchpad offers a powerful suite of exclusive tools, benefits and opportunities to boost your product‘s launch and success.

Here are the main perks you‘ll gain:

• 📣 A customized Launchpad storefront to showcase your brand and products professionally.

• 💡 Enhanced product pages with expanded content capabilities and media to tell your product‘s story.

• 🚀 Special marketing promotions like deals, giveaways, email campaigns, influencer seeding, and social media exposure.

• 🤝 Dedicated support from an experienced Amazon Launchpad manager for coaching and maximizing benefits.

• 📊 Performance insights and reports to understand metrics and fine-tune strategies.

• 🛒 Product placement in topical Launchpad stores, promotions, and recommendations for visibility.

• 🗣 PR support with opportunities like new release announcements and press releases.

• 💰 Waived referral fees for first 90 days after launch to help with initial costs.

• 🏆 Exclusive access to new features, beta tests, and analytics tools.

As you can see, Amazon provides end-to-end support for everything from enhancing product pages to driving traffic and sales.

The key is proactively working with your Launchpad manager to make the most of these opportunities. Their insider expertise is invaluable.

With the right effort, you can leverage these benefits to successfully establish your product on Amazon.

Now let‘s walk through what the ideal product launch process looks like…

How to Launch a Product on Amazon Launchpad

Follow this step-by-step process to maximize the impact of your Amazon Launchpad launch:

Before Launch:

• 🔬 Complete any final product testing and quality assurance.
• 🏭 Confirm supply chain and inventory is ready for orders.
• 🚚 Get units shipped to Amazon FBA warehouses so they‘re ready to be sold.
• 🖼️ Provide all needed product images, info, and assets to Amazon.
• 💻 Work with your Launchpad manager to build enhanced content and optimize pages.
• 📈 Forecast demand and ensure enough inventory is stocked.
• 👥 Recruit friends, family, and partners to write honest reviews.
• ⏰ Schedule any pre-launch publicity and marketing efforts.

Launch Day:

• 🎉 Announce your product‘s availability on social media and your website.
• 💌 Send launch emails to your existing audience allowing early access.
• 🚨 Activate any Amazon marketing promotions and email campaigns.
• 🕵️‍♂️ Closely monitor sales, reviews, QA, and inventory levels.
• 🤝 Promptly address any customer questions and issues.
• 📈 Optimize pricing and advertising bids based on response and data.

Post-Launch:

• 📊 Review Launchpad analytics to identify opportunities.
• ✅ Obtain additional ratings, reviews, and visual content.
• 🆙 Keep improving product pages and enhancing content.
• 🚀 Experiment with promotions, deals, and marketing campaigns.
• 🤝 Cultivate community and advocates for word-of-mouth buzz.
• 🧑‍💻 Continuously refine product and strategy based on data and feedback.

This launch process allows you to maximize visibility and awareness out the gate while ensuring excellent customer experience.

Next, let‘s look at some real-world examples of startups that found success through Amazon Launchpad.

Amazon Launchpad Success Stories

Thousands of startups and new products have leveraged Amazon Launchpad to achieve success on Amazon. Here are some impressive examples:

• Wyze Labs – Launched its smart home cameras and sensors through Launchpad in 2017. They‘ve now sold over 10 million devices and have a passionate customer community.

• Anker – Used Launchpad to launch mobile accessories and quickly became the #1 charging brand on Amazon. Their portable chargers now have over 150,000 reviews.

• Nixplay – A startup that created a wi-fi connected digital photo frame. They leveraged Launchpad‘s marketing support to become the #1 product in their category.

• Nurvv – A running wearables company that gained visibility for their smart insole through an Amazon Launchpad store. They saw a 2X increase in sales.

• Misfit – Partnered with Launchpad in 2015 to launch innovative smartwatches and fitness trackers. Their flagship Ray smartwatch became a top seller.

Key Takeaways:

• 📈 Average 2-3X sales growth during participation in Launchpad.

• 💡 Launch innovative products shoppers are excited about.

• 🤝 Leverage marketing support and Amazon reach.

• 📊 Optimize based on data insights and testing.

As you can see, Launchpad has a proven track record of catapulting unknown startups into top sellers on Amazon.

Now let‘s go over some tips to ensure you find success as well.

Tips to Succeed With Amazon Launchpad

Follow these tips to maximize your results and graduate successfully from the Amazon Launchpad program:

🔥 Launch strong – Time your launch promotions and events to create momentum out the gate. First impressions count!

📝 Improve detail pages – Refine content, media, and messaging to showcase your key features and value proposition.

🎯 Focus on conversions – Optimize listings to persuade visitors to purchase through clear call-to-actions.

⭐ Get reviews – Prompt satisfied customers to leave honest product ratings and reviews to build social proof.

📈Price competitively – Benchmark competitors and price accordingly to find your product‘s sweet spot.

🚀 Experiment with marketing – Test different promotions, deals, advertising and outreach to determine what moves the needle.

🧑‍🏫 Learn and improve – Use Launchpad analytics and your manager‘s advice to continuously refine strategy.

😊 Delight customers – Provide amazing service, build loyalty and inspire customers to recommend you.

Applying these tips throughout your 6-9 months in Launchpad will help you gain a lasting foothold on Amazon.

Now let‘s go over some frequently asked questions about the program:

Amazon Launchpad FAQs

Here are answers to common questions sellers have about Amazon Launchpad:

How much does Amazon Launchpad cost?

There is no cost to apply or participate in Launchpad. However, you pay a supplementary 5% referral fee on each sale during the program.

What is the time commitment?

Plan to spend 5-10 hours per week working on your launch, optimizing listings, and coordinating with your Launchpad manager.

How long do products stay in Launchpad?

Most products remain in Launchpad for 6-9 months. Amazon and the seller mutually determine when your product is ready to graduate.

Can I get help with shipping and inventory?

Yes, your Launchpad manager can provide guidance on preparing inventory and managing distribution through Fulfilled by Amazon.

Do I need professional product images and video?

High quality images, graphics, and videos are highly recommended to showcase your productdigitally to customers.

Can I still use Sponsored Ads?

Yes, you can complement Launchpad benefits by using Amazon Sponsored Ads to further boost product visibility.

Is there a minimum sales requirement?

There are no hard minimums, but Amazon tracks your progress. Strong, steady growth will maximize your benefits.

I hope these FAQs help provide more clarity about participating in Amazon Launchpad!

Final Thoughts

If you have an innovative new consumer product ready to launch, Amazon Launchpad offers a tremendous opportunity to gain visibility and momentum.

The exclusive marketing support, promotions, and seller guidance let you start strong and stand out from competitors.

By showcasing your differentiated product to Amazon‘s vast buyer audience, you can rise above the noise and realize your brand‘s full potential.

For any new product with mainstream appeal and Amazon sales potential, applying for Launchpad is worth considering as part of your go-to-market strategy.

The program can give you the springboard you need to successfully get your entrepreneurial idea off the ground or take your early-stage company to the next level.

I hope this detailed guide provided everything you need to know to decide if Amazon Launchpad is right for launching your innovative new product! Let me know if you have any other questions.

Go get ‘em!