What is the Amazon Launchpad Program?
As competition on Amazon continues to expand in 2025, standing out as a new brand or startup has become more challenging than ever. That’s where the Amazon Launchpad Program comes into play, a game changing initiative designed to provide new brands with the tools, support, and visibility needed to grow quickly on the world’s largest ecommerce platform.
Whether you’re a startup founder or a new Amazon seller wondering how to scale, understanding what is Amazon Launchpad and how it can increase your brand’s success is important.
What is Amazon Launchpad?
The Amazon Launchpad program is a structured platform that helps startups, new brands, and small businesses showcase their products to a broader audience on Amazon. Launched in 2015, this initiative provides marketing support, premium product pages, enhanced A+ content options, brand building resources, and access to exclusive promotional tools that regular sellers cannot easily access.
Essentially, the Amazon Launchpad store serves as a trusted space where customers can discover new, cutting edge products. Everything from eco-friendly gadgets to the latest lifestyle devices. It is a launchpad, for companies eager to increase visibility, credibility, and sales on Amazon.
Key Eligibility Requirements for Amazon Launchpad Program
Getting accepted into the Launchpad Amazon Program isn’t automatic. Amazon has specific eligibility requirements to ensure the quality of brands it promotes.
Professional Seller Account
First, applicants must hold a Professional Seller Account. Unlike individual seller accounts, a professional account indicates a serious commitment to scaling on Amazon and meeting FBA standards.
Newer Products
The Amazon Launch pad Program typically favors newer, innovative products. If your ASIN has been live for too long or it is too closely tied to an existing mainstream product, your application may be rejected.
Brand Strength
Brand identity matters. Sellers must demonstrate a unique brand proposition that aligns with Amazon’s emphasis on uniqueness and quality.
Product Ratings
A minimum number of positive customer reviews is preferred, generally maintaining an average of 3.5 stars or higher. Good ratings show that the product resonates well with consumers, a key element for being featured within the Amazon Launchpad Store.
Inventory Requirements
Participants are expected to maintain sufficient inventory levels to ensure fast shipping and prevent stockouts.
Amazon wants products under the Launchpad umbrella to meet Prime delivery standards and offer a seamless buyer experience.
Where is the Amazon Launchpad Program Available?
The Amazon Launchpad Program is available in several major markets, including:
United States, Canada, United Kingdom, Germany, India, Australia, France, Japan.
Each marketplace has slightly different eligibility criteria and benefits, but the overall program remains consistent across regions.
Whether you’re selling in North America or venturing into Europe, Amazon Launchpad offers massive potential for global expansion.
Amazon Launchpad Program Benefits
Joining the AWS Launchpad comes with a suite of valuable perks aimed to propelling new brands to success.
Exclusive Access to Amazon Tools
Participants enjoy access to increased marketing tools such as Premium A+ Content, Vine reviews, and customised brand storefronts, helping sellers build stronger engagement and trust.
Enhanced Visibility
Products under the Launch pad Amazon initiative receive priority placements in special Launchpad storefronts and curated marketing campaigns, significantly boosting exposure.
Stronger Brand Presence
The program offers unique branding opportunities, allowing startups to differentiate themselves in a crowded marketplace through custom content and enhanced listing layouts.
Brand Protection
Amazon Launchpad sellers gain access to strong brand protection programs, helping safeguard their intellectual property and defend against counterfeiters.
How to Enroll in Amazon Launchpad Program
Enrollment into the Amazon Launchpad begins with an online application where sellers submit their brand story, product information, and relevant supporting documents.
Amazon evaluates factors like innovation, product ratings, sales performance, and inventory levels before acceptance. If selected, sellers are onboarded with the Launchpad team for setup, branding assistance, and combining into the Launchpad store.
How Much Does It Cost to Participate in the Amazon Launchpad Program?
Participation in the Amazon Launchpad is not free. Amazon charges an additional 5% premium referral fee on top of the standard category referral fees, this is referred to as the Launchpad Cost.
While it can affect margins slightly, many sellers find the extra exposure, branding advantages, and faster growth justify the additional expense.
Is the Amazon Launchpad Program Worth it?
So, is the Amazon Launchpad Program worth it in 2025?
For brands that meet the criteria, especially startups and appearing brands with high growth potential, the program offers unmatched visibility, credibility, and marketing support.
If you aim to grow rapidly, develop strong brand equity, and access exclusive tools not available to regular Amazon sellers, Launchpad can provide a significant competitive advantage.
However, businesses operating on razor thin margins or without sufficient inventory flexibility may find the additional fees challenging. Choosing between standard selling options and combining the amazing Launchpad eventually, depends on your product type, budget, and long term brand vision.