Launchpad On Amazon Paused (Now What Do You Do)?
In the rapidly evolving world of e-commerce, Amazon has established itself as the juggernaut of online retail. It is on the cutting edge of helping brands to reach millions of customers worldwide. Amazon Launchpad is just one more effort to empower sellers, boost visibility, and ultimately drive success on the Amazon platform.
However, there is a new twist…
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UPDATE: Amazon Launchpad is on Pause
That’s right, sadly Amazon Launchpad program is currently suspending new applications for enrollment.
However…
Do not fret, you still have many options to Unlock Amazon for your products.
What Was Amazon Launchpad?
Launchpad launched in 2015 and was been backed by leading crowdfunding sites, venture capitalists, and startup accelerators.
It was launched as part of Amazon’s goal to find innovative products and keep the platform cutting-edge. The launchpad program gave startups an extra visibility on the platform with the hope to gain a retail advantage in new and emerging markets.
Now What?
Unveiling Amazon Launchpad Alternatives: Your New Gateway to Success
Amazon Launchpad was a program specifically designed to support brand owners and entrepreneurs in launching and growing their innovative products on Amazon. Since its inception in 2016, the program was been a game-changer, providing unique benefits to participants willing to invest a little extra in exchange for enhanced opportunities.
Let’s uncover the advantages that the Amazon Launchpad program provided participants and what you can still do without Launchpad…
Enhanced Product Placement
Imagine having your product showcased not only on regular detail pages but also in a dedicated Amazon Launchpad store and featured on the Amazon Launchpad Category Page. With Amazon Launchpad, your products would have received additional exposure, allowing you to capture the attention of potential customers in a highly targeted manner.
You still have an alternative to the Amazon Launchpad store available for you.
Launchpad Alternative: Amazon Brand Storefront
Amazon Brand Storefront is a section of Amazon where businesses, particularly small to medium enterprises, can set up their own online store within the Amazon platform. It allows brand owners to showcase and sell their products directly to customers, at the same time, promoting their brand to a wider audience.
The Amazon Brand Storefront provides a number of features such as creating customized product displays, adding editorial content, and providing a unique URL for each storefront.
Through the use of the Amazon Brand Storefront, businesses can leverage Amazon’s global reach and reputation, making it easier to connect with potential customers and drive sales.
Ultimately, it is a great opportunity for large and small businesses (as well as startups) to strengthen their brand through increased visibility and online presence, while also allowing them to take advantage of Amazon’s powerful e-commerce infrastructure.
Check out this article on how to increase visibility and boost sales with this unique tool: https://ecomoptimization.com/amazon-branded-storefront/
Strategic Email Campaigns
Getting your product in front of the right audience was crucial for success. Through Amazon Launchpad program, you could have gained access to specialized email campaigns conducted by Amazon on your behalf.
Leveraging their deep understanding of customer interests, these campaigns can help you effectively reach potential buyers, driving conversions and increasing sales.
Launchpad Alternative: Amazon Email Automation Tools
Amazon customer email automation tools have become increasingly popular in recent years, as more and more sellers are looking for ways to automate the process of communication with their customers.
One such tool is SellerLabs, which offers a comprehensive suite of solutions for Amazon sellers. With SellerLabs, sellers can create custom email sequences that can be triggered by events such as product shipment, delivery confirmation, and feedback.
These emails can include personalized messages, special promotions, and requests for customer feedback. Overall, SellerLabs provides sellers with the ability to automate their communications with customers, saving them time and allowing them to focus on other aspects of their business.
Check out: Seller Labs
Launchpad Alternative: Amazon DSP for Off-Amazon targeting of your Amazon Store
Another alternative is this next powerful Amazon Tool. Amazon DSP (Demand-Side Platform) is a powerful tool that can help you reach potential customers outside of the Amazon platform.
With DSP, you can target consumers on multiple websites and apps across the web, using Amazon’s rich data and targeting capabilities to deliver relevant ads to your target audience.
By creating an Amazon DSP campaign, you can choose to drive traffic to your Amazon store, increase brand awareness, and ultimately generate more sales.
This is an excellent way to introduce quality products, expand your reach and drive more sales from customers who may not have found you organically on Amazon. DSP for Off-Amazon targeting is an efficient and effective way to promote your products and grow your business.
Read our in-depth article on Amazon DSP
Flexibility (But With A Commitment)
Amazon Launchpad operates on a 12-month contract basis. During this period, you would have had the opportunity to evaluate the program’s effectiveness for your business. If it aligned with your goals and delivered the desired outcomes, you could have continued renewing the program.
All of the Launchpad Alternatives mentioned above can be had much more quickly, with the help of an experienced Amazon Account Management Agency
Consider The Amazon Launchpad Cost
Participation in the Amazon Launchpad program did have a serious downside. If accepted you would have incurred a slightly higher fee compared to traditional category fees (ie. referral fees and Logistics fees). The program costs approximately 5% more during the first 12 months. Then, if your sales exceed one million dollars within that period, the fee reduces to 3%.
However, this fee was still in addition to the normal Amazon fees.
You can simply enroll your products in Amazon FBA and enjoy the benefits listed above while avoiding the 3-5% extra fee above Amazon’s logistics and referral fee.
Check out our article on: Amazon FBA
This pricing structure ensures that you can capitalize on the program’s advantages without compromising your bottom line.
Eligibility and Entry
Now that we’ve explored the benefits, you may be wondering what did it take to gain access to this powerful program. To be eligible for the Amazon Launchpad program, your product had to meet certain criteria:
Product Rating: Your product must have had a minimum rating of 3.5 stars, reflecting customer satisfaction and quality.
Review Threshold: To build credibility, a minimum of five reviews were required for your product listing. Thankfully, platforms like Amazon Vine can assist in generating these reviews quickly.
Fulfillment by Amazon (FBA): Utilizing FBA ensures efficient and reliable order fulfillment, which was a prerequisite for participating in the Launchpad program.
Launchpad Alternative: Scale On Amazon Regardless Of Low Or No Star Ratings
If you have low star ratings or no star ratings, it doesn’t mean that you can’t scale your product on Amazon. There are several ways to overcome this challenge and attract more customers to your product.
Firstly, Amazon SEO can help your product is visible and ranks higher on Amazon search results. By optimizing your product descriptions and titles, you can improve your ranking and drive more traffic to your listings. Check out our deep dive on Amazon SEO
Secondly, Amazon PPC can help you target the right audience and generate more sales. Through targeted advertising, you can reach potential customers and increase product visibility. Moreover, by using relevant keywords and optimizing your ad campaigns, you can attract high-converting traffic to your listings. Check out our epic guide to Amazon PPC for Brands
Finally, Amazon Posts act as a social media platform on Amazon that allows businesses to post their content. This feature allows businesses to create visual posts, showcasing their products and promotions, which can help in driving more sales and traffic to their listings for free. Check out our article on Amazon Posts
The bottom line, with the right strategy and a commitment to excellence, you can overcome low ratings and build a successful business on Amazon, even without Launchpad to help you.
The Rapid Demise of Amazon Launchpad
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Launchpad Program Participant Complaints
Despite the program’s promise, there have been numerous complaints about Amazon’s lack of marketing support for Launchpad companies. Many Amazon sellers enrolled in the Launchpad program reported difficulty in getting their products noticed on Amazon’s website, as well as a lack of communication from Launchpad representatives or Amazon support consultant.
In addition, there have been cases where Amazon has failed to fulfill orders or adequately promote Launchpad offerings. This lack of support was terribly disappointing for startups who were promised unique access to Amazon’s resources and customer base to grow their businesses.
While it is possible that Amazon could revive the program, there is no need for brands to wait.
Using all of the tools available right now, any brand has equal (or better) marketing power available than any of the Launchpad candidates ever enjoyed.
FAQ
Q: What Is Amazon Brand Gating?
Normally a user can sell something from an online retailer to the site. Launchpad members could stop any illegal sale of your products by removing them. That’s a serious branding and supply chain strategy. Brand gating is typically limited to Amazon Project Zero. These products must be serialized in order that they are eligible for the program. That said, Amazon Brand Registry was designed to give brands real power in controlling how their products are represented and sold on the platform. Nearly all the benefits of Brand Gating are now available inside of Brand Registry.
Q: What kind of products were accepted onto Launchpad?
Pretty much any product was open to becoming Launchpad products. The top launchpad products were typically new and innovative products in the Home, Groceries, Toys, Kitchen, Electronics, Sports Equipment, Clothing and accessories categories.
Take the Next Step Toward Unlocking The Power Of Amazon
If you’re looking to unlock Amazon for a brand you own or manage, you don’t need a clunky program like Amazon Launchpad. Amazon Account Management by experts who know Amazon inside and out will work so much more than relying on Amazon to be your champion (as all those Launchpad participants found out).
Daily management means optimization of your ad campaigns, decreasing your advertising cost of sales (ACoS), and boost Sales Conversions, all while taking advantage of Amazon’s highly-effective Enhanced Marketing to grow Organic Attraction.
In other words, if you sell on Amazon (or want to) you can’t afford to not be leveraging the experience of our Account managers to your benefit.
ECOM OPTIMIZATION Amazon Account Management can help you to build an effective strategy that aligns with your unique brand needs.
Using a hands-on, human-led approach, we’ll help you get more from your Amazon sales channel, so you can enjoy more growth for your business in less time.
Ecom Optimization Amazon Account Management is here to Help
Ecom Optimization is a full-service Amazon Account Management Agency. Our team consists of specialists in all areas of Amazon optimization and management.
When you look at the many ways that Ecom Optimization Account Management can help you grow your brand on Amazon, you’ll see why selling on Amazon becomes headache-free with Ecom Optimization:
Strategic Growth Planning
Amazon Copywriting Optimization
Amazon Image Optimization
Paid Advertising Management
Seller Support Management
Amazon Enhanced Marketing
Brand Reputation Management
Amazon Posts
Full-Service Amazon Account Management
