Hard to believe it's been 4 years since Amazon announced Launchpad a custom program that helps start-ups “launch, market and distribute” new products on Amazon. The program is really a re-skinned version of Amazon's Vendor Express, but it's goal is to let smaller manufacturers sell directly to Amazon. The reason for the re-branding? Simple - it's cooler and let's them position it as an option for business that were funded by Kickstarter, Circle up, or just an old fashion invention.
Their pitch is that you get to tap into Amazon's massive presence to quickly build your brand leveraging their platform to grow. They are correct - Amazon is the largest online retailer with over 1.4 billion sessions last Christmas. A recent Forrester survey noted that 50% of American's search for product on Amazon regardless of whether or not they're going to buy on the site.
Any Company needs a presence there and Amazon is positioning Launchpad as the way to do it for start-ups. But is it worth it? H