It’s fair to say that Amazon is a crowded marketplace. With more than 12 million products all vying for visibility and sales, any tool you can use to get the upper hand is worth serious consideration.
Enter Amazon Launchpad.
Interested in joining Amazon Launchpad? Find out how we can help by contacting us today
If you’re a small or startup business offering innovative products to your customers then Amazon Launchpad could provide the boost you need. It can give you the gift of increased visibility and instant access to premium A+ content, which could make all the difference to your sales.
It’s a no-brainer, right? Well, it certainly sounds good, but there are also a few things you need to consider before you apply.
So, take your seats and buckle up, please, as we get ready to ignite the boosters and tell you everything you need to know about Amazon Launchpad.
What is Amazon Launchpad?
Let’s start with a few of the basics. Amazon Launchpad is a programme that was designed to shine a light on unique products from new sellers.
It’s not particularly new, having been first introduced in 2015, but the programme aims to support startups and small businesses by giving them access to additional tools and increasing their exposure. You also get support from a dedicated Amazon account manager, who can help you create listings, improve your sales pages and optimise your account.
The Amazon Launchpad programme has its own storefront that reaches hundreds of millions of people worldwide. That can bring a huge amount of additional exposure and attract customers who are specifically looking for innovative products.
Are you eligible for Amazon Launchpad?
Before we get into the benefits and potential drawbacks of Amazon Launchpad, it’s worth looking at what type of businesses can become a part of the programme.
If you fancy selling your unique and innovative products on Launchpad, your business must have:
- A professional seller’s account
- Listed products on Amazon for less than four years
- Generated less than $5 million in gross sales
- At least five product reviews
- An average review rating of at least 3.5 stars
Interested retailers should also be eligible for Amazon’s fulfilment service, known as Fulfilment by Amazon (FBA), and the products you want to sell through Launchpad should be eligible and registered in the Amazon Brand Registry.
If you meet those criteria and feel like Launchpad could provide a boost to your business, you can submit an application form which you can find here. Amazon is very selective though, so there are no guarantees you’ll be accepted.
What kind of products can you sell on Amazon Launchpad?
Amazon says that its Launchpad programme is reserved for products that are ‘innovative and unique’. However, it doesn’t provide any more details than that. Generally though, the products it tends to accept are those that solve old problems in new ways. And of course, Amazon’s estimate of your potential sales will be an important factor, because if your products aren’t selling, you won’t be making Amazon money.
The categories on the Launchpad storefronts are:
- Health & personal care
- Sports & outdoors
- Pet supplies
- Clothing & accessories
To give you an idea of the type of products that do well, here’s the Amazon Launchpad bestsellers list.
So, if you have an innovative product that fits into one of those categories, you meet the eligibility criteria and your product(s) have good sales potential, there’s every chance your application will be accepted.
What are the benefits of Amazon Launchpad?
If you’re accepted onto the programme then you’ll receive some powerful benefits, including:
A dedicated Amazon account manager
One of the biggest value adds of the Launchpad programme is getting your own Amazon account manager who’ll help you with the onboarding and provide additional support that’s not available to non-Launchpad sellers. They’ll work with you to improve your product listings, set up your PPC campaigns and give you insider insights into things like Amazon SEO and the A10 Algorithm.
Launchpad sellers can also expect a boost to their product visibility, with their listings advertised through email campaigns, social media, banner ads and a free weekly listing on Amazon’s Deal page, which is one of Amazon’s highest traffic pages. Your products will also be placed on Amazon Launchpad storefronts, which reach hundreds of millions of customers worldwide.
Access to premium A+ Content
Unlike A+ content, which is available to all Amazon sellers, Launchpad sellers can use premium A+ content on their product listings which is usually only available to the biggest brands. That includes more on-page modules, the ability to use the entire width of the screen on your product pages and the option to use animation and embed full-screen video.
The ability to sell internationally
Regardless of the size of your business, being a part of the Launchpad programme lets you market your products to nine other Launchpad marketplaces internationally. You’ll also receive support (including free translation services) to help you launch in each region. Amazon Launchpad operates in the UK, USA, Germany, France, Spain, Italy, the Netherlands, India and Australia.
What does it cost to be a part of Amazon Launchpad?
Amazon didn’t become the fifth most valuable company in the world by giving out freebies, so for all this extra support and exposure, it will want something in return.
Although there’s no upfront fee, a 5% premium is applied to every Launchpad sale on top of the standard 15% Amazon referral fee. This premium may be lowered to 3% once your gross sales top $1 million, although that will be at Amazon’s discretion and there are no guarantees.
As well as putting a dent in your profit margins, you’ll also have to use Fulfilment by Amazon (FBA) and commit to the programme for at least a year. You’ll also be expected to consider Amazon’s suggested price point, with some Launchpad sellers finding that their Buy Boxes are suppressed if they set their prices too high.
How do you leave Amazon Launchpad?
If you decide you want to leave Amazon Launchpad for any reason, you can do so after the initial 12 months have passed by giving 30 days’ notice. Although your products will no longer be featured on the Amazon Launchpad storefront, your premium A+ content will remain. However, if you do want to change the content in any way, you’ll have to revert to the regular A+ content in Vendor Central
Are you thinking of joining Amazon Launchpad?
Amazon Launchpad can be a fantastic way to accelerate your sales and propel your brand. The benefit of premium A+ content alone can make your products stand out and provide a 20% sales lift.
Whatever you decide, our award-winning, Amazon-accredited advertisers, creative designers, rank-building copywriters and account managers can be with you every step of the way. Find out more about our Amazon services, get a free audit and contact us to discuss how we can amplify your sales.