Download - Amazon Launchpad
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
Make Amazon the destination for customers seeking new, unique, and innovative productsProvide startups access to Amazon’s unique services to help them build, launch, & scale their brand.
Why is Amazon doing this?
“Amazon Launchpad revolutionizes the path to market for hardware startups. Through our participation, we have been able to focus on our product knowing that we can access Amazon’s world-class infrastructure for distribution and marketing.”
Tomi PierucciCo-Founder and President, Bluesmart
“Amazon Launchpad allows startups to quickly launch and get results on Amazon. Robust product profiles, marketing support, and sales – at startup speeds.”
Mike Del PonteFounder and CEO, SomaAmazon Confidential
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
LAUNCH FASTERAmazon helps you get to market quickly, from account setup to your first sale.
GET DISCOVEREDWide range of marketing support & PR opportunities to help your products get discovered.
GO GLOBALOpportunity to expand globally*, with access to world-class fulfillment, customer service, and Amazon Prime.
BUILD YOUR BRANDShowcase unique content to tell your story and connect with potential customers.
Amazon Confidential
Amazon Launchpad – Designed for startups
* Global expansion for eligible startups only. Talk with your Amazon Launchpad representative to discuss specific opportunities and support to go global.
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
Who can join Amazon Launchpad?
Amazon Confidential
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
Eligibility requirements1. Received external funding^
• Incubators, Accelerators, Venture Capital, Crowdfunding Platforms OR Government Program Recognition
2. Product is physical• Hardware, Food & Drink, Clothing/Apparel, Accessories, etc.
3. Product is available• Ready to ship OR Manufacturing in process (available within 30
days)
Anki OVERDRIVE Starter KitPetzi Treat Cam Soma Sustainable
PitcherClick & Grow Indoor Smart Herb Garden
Amazon Confidential
Mars Levitation Bluetooth Speaker
^Exceptions may apply; we encourage applications from all startups.
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
2016 Program Update
Amazon Confidential
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
600 Startups launched
Products in store
VCs, incubators, crowdfunding sites in network100
1500
Amazon Confidential
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+
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Our Global Footprint
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
Why Join?
Amazon Confidential
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
Examples of general benefits from AmazonBenefit Description
Amazon search optimizationAmazon invests strategically in efforts including SEO and paid search ads to increase customer traffic and enhance product discoverability.
On-site recommendationsInclusion in automatically generated widgets across Amazon, such as “Customers Who Viewed This Item Also Viewed” or “Recommended Items for You”.
Email generation Automated emails sent to relevant customers.
Today’s Deals (Promotions) Access to run various types of deals to drive discoverability, awareness, and sales.
Amazon Confidential
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
Benefits from Amazon LaunchpadBenefit DescriptionStore presence
Inclusion in the Amazon Launchpad store, our curated one-stop destination to help customers find products from entrepreneurial companies.
Marketing via Amazon Channels
Select startups can benefit from on-site merchandising (including collections such as "New Releases“, exposure on Amazon homepage, and participation in cross-site events such as Prime Day) and from potential exposure via social media, email, and associates.
PRAmazon Launchpad’s program-wide PR efforts can drive program awareness and deliver customer traffic to the store, thereby benefitting startups who are in the program.
Amazon Confidential
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
Benefits from Amazon LaunchpadBenefit Description
Advertising on Amazon
Amazon Launchpad credits (10x the standard Amazon credit) for Sponsored Products, a pay-per-click advertising program that aims to boost your product’s visibility. Reporting includes real-time metrics, providing you the opportunity to monitor and optimize your performance.
Enhanced A+ content
Unique product page experience with enhanced product imagery, video uploads, and full Q/A section allowing you to tell your startup story. Optimized A+ content can help boost performance of your products in Amazon search results and external search engines.
Video in listing
Product video featured in search results, offering opportunities for increased customer engagement with your product and potential conversion.
Affiliate program referrals
Get set up as an Amazon Affiliate to receive a commission for qualified purchases; access to “Buy on Amazon Launchpad” banner to drive traffic to your product page.
Seller development
Dedicated point of contact including access to Amazon Launchpad plan designed to help you launch (and grow) your products on Amazon.
Support to go global
For qualifying products and in supported locales, Amazon Launchpad can provide you with support to take your product to new countries.
Amazon Confidential
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
Access to enhanced content on product pages
Amazon Confidential
Information-rich product detail pages including “About the Startup” section to aid in branding and story-telling
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
Tell your story with dedicated video placements
Amazon Confidential
Online retail shoppers are up to 64% more likely to buy after watching a video.
U.S. eMarketer, 2013
64%
Incorporation of high-quality product images and video drives conversion
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
Program Successes & Stories
Amazon Confidential
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
We’re making the news, across the world500+ articles and counting about our launches and startup success stories
Amazon Confidential
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
Amazon Launchpad products - examples from amazon.co.uk
Amazon Confidential
Exploding Kittens#3 seller* in Toys and Games Deal of the Day on Amazon Prime Day (in July 2016)
Singlecue by EyeSightTouch-free smart device for your home. Launched in US, UK, FR, DE.
Sphero BB-8 Droid
#1 Best Seller* in Robot Kits
*As of June 2016
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
Example impact of Amazon Launchpad in US – case study from vendors on amazon.com
Amazon Confidential
Amazon compared over 100 products in Amazon Launchpad with a control group of over 3,000 retail products outside the program, released in the same time frame and category. The Amazon Launchpad group received an average of 46 times more traffic and 37 times more sales than the control group from July through November, 2015.
Amazon internal data
Not on Amazon Launchpa d
On Amazon Launchpa d
Traffic to new products For Amazon.com Vendors
For US vendors on amazon.com, products in Amazon Launchpad saw 46x more traffic than the average new product.
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
How to Get Started
Amazon Confidential
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
Getting started on Amazon Launchpad
Apply to Amazon
Launchpad
Shipinventor
y
Add A+content
(high quality video, images)
Complete product
info
Register as a
seller
Amazon Confidential
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
www.amazon.co.uk/gp/launchpad/signup
www.amazon.de/gp/launchpad/signup www.amazon.fr/gp/launchpad/signup www.amazon.cn/gp/launchpad/signup www.amazon.com/gp/launchpad/signu
p
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
Want to launch on Amazon Launchpad in EU?
If your startup satisfies the eligibility criteria, you will need the below to launch on Amazon Launchpad in UK, Germany and France
• You must be a registered brand owner (either the manufacturer or authorized to represent the brand).
• You will need an EU VAT registration number
• You will need a Credit Card number and bank account number
Amazon Confidential
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
Terms & Fees - UK
In addition to Amazon’s standard terms, the below specifications are unique to Amazon Launchpad:• Amazon Launchpad requires you to participate for a minimum of
one year.
• All sales associated with your participating account are subject to a 5% premium* (in addition to the standard category referral fees).
• For more information regarding the standard terms and category referral fees, click here.
Amazon Confidential* The participation fee and associated terms and conditions may vary by marketplace.
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
Amazon Launchpad Startup Spotlight: BragiThe Story“The Dash” Bluetooth wireless in-ear headphones seek to change the game in wearable audio technology. Enabled with smart biometric tracking to help you keep your ear on performance while running, cycling, or swimming.
Bragi utilized three-dimensional scans of hundreds of ears to finalize four shape designs to provide the ultimate comfort.
Amazon Confidential
Amazon Launchpad SupportAmazon Story video, produced at Bragi’s Munich-based office, was featured on Amazon.de homepage and YouTube page.
Treated as our premier German-based startup; highlighted in external PR, provided access to top German media outlets, and invited to be a keynote speaker at our Berlin launch event.
Launched into four Amazon Launchpad countries, providing them access to Amazon customers worldwide.
AMAZON.COM CONFIDENTIAL© 2015 Amazon.com, Inc. or its affiliates
Amazon Story - Bragi
Amazon Confidential
Click the image to view the video (requires web connectivity)If video player does not work, click here.