Amazon Launchpad New Gadgets from Startups

Amazon Launchpad setup to help startups promote their products

The next hit product is always right around the corner, and if the world’s largest online retailer has its way, you might just be introduced to it through Amazon. com.

With support from Silicon Valley powerhouses like venture capital firm Andreessen Horowitz and accelerator Y Combinator, Amazon this week unveiled Amazon Launchpad, “a new program that makes it easy for startups to launch, market, and distribute their products to hundreds of millions of Amazon customers across the globe.”

Through the Amazon Launchpad store consumers can discover more than 200 products created by upstart companies like Bluesmart, which sells smart carry-on luggage, and Osmo, which makes an iPad gaming system.

According to Amazon Vice President Jim Adkins:

As the pace of innovation continues to increase within the startup community, we want to help customers discover these unique products and learn the inspiration behind them. We also know from talking to startups that bringing a new product to market successfully can be just as challenging as building it.

Amazon Launchpad gives customers access to a dedicated storefront featuring a variety of innovative new products from emerging brands.

Beyond the exposure Amazon promises startups that participate in its new program, the online retail giant offers Amazon Launchpad partners help with brand development and access to its global fulfillment network.

According to Amazon, ”With Amazon Launchpad, startups can overcome many of the challenges associated with launching new products by using Amazon’s retail expertise and infrastructure to create awareness and drive sales.”

Make or break

With the costs developing new physical products decreasing considerably in recent years, a growing number of startups are focusing on creating innovations that consumers can touch and hold.

But bringing a physical product to market still comes with considerable challenges. If Amazon proves capable of helping young companies tap its vast customer base, it could find itself in the enviable position of hit-maker for new products in a variety of important categories such as consumer electronics and beauty.

But despite Amazon’s reach and logistics expertise, there’s no guarantee the online retailer will be able to predict winners or produce them.

Startups participating in Amazon Launchpad, which is billed as the place “where inventions take flight,” will almost certainly find Amazon’s help to be valuable, but they should also remember that Amazon’s marketplace is vast and competitive.

As such, few physical product startups can afford to ignore multiple channels, offline and online, when trying to break through, even if they have the backing of a major retailer.

Amazon Launchpad: New Gadgets from Startups

Amazon’s new platform for startups is emerging as a potential way for South African product innovators and inventors to access global online shopping markets—as long as they have the ability to produce quality product at scale. In the past year, Amazon Launchpad—which partners with over a hundred crowd-funding platforms, VC firms, and accelerators—has assisted more than 1,000 startups launch innovative products in the US, and will soon be rolling out to China, the UK, Germany and France.

Launchpad was introduced in 2015 to make it easy for start-ups to launch, market and distribute their products to hundreds of millions of customers within Amazon’s peerless ecosystem. The program is specifically designed for the needs of start-ups, but also offers “the marketing benefits typically reserved for established Amazon vendors, right from day one.” This includes dedicated product pages, reliable reviews, brand storytelling, and access to the network. The Launchpad team curates a catalog of promising products for the world’s biggest storefront in such a way that customers can discover items that they know to be cutting edge. They can also learn the inspiration behind the development of each product. While VC and crowdfunded startups have been quickly registered, the Launchpad website confirms that “all startup are welcome,” and that products will be evaluated case-by-case.

Despite their often stunningly innovative and globally relevant products, the challenge facing South African start-ups are numerous in terms of accessing global markets. Last year, a survey of 200 South African tech startups by Ventureburn found that only 15% were able to focus on global markets, and only 2% found profitable access to North American markets. In terms of marketing: a remarkable 43% relied either on “word-of-mouth” or personal networks.

Another survey of the top 25 constraints facing South African startups— supported by the South African Venture Capital and Private Equity Association - listed as their third largest problem “limited support for entrepreneurs to access markets via partnerships with corporates, mentors and networks providing ‘soft landing’ opportunities.” Startup products showcased on Launchpad range from the Aura sleep-tracking system – which wakes you at the optimum sleep cycle— to the Bluesmart One smart luggage to the CreoPop Cordless #-D Printing Pen. It has 300 products offered through its Kickstarter Collection alone, from startups including Zivix, Prynt and MudWatt.

Startups apply by creating an Amazon vendor account and shipping product samples for review. Additional multimedia content can be uploaded to the site. In a quick survey of reviews by SABLE, startups and reviewers have generally found the application and enrollment process with Launchpad to be simple, affordable, and “well worth the effort.” Echoing other reviewers, James Lommer, from cpcstrategy. com, notes that, “With products like portable projectors and universal touchscreen remotes littered across Launchpad’s dedicated storefront, it’s clear the company is gravitating toward the creative side of product innovation. Successful campaigns and projects from these various mediums are then encouraged to join the Amazon Launchpad platform.”

Lommer cautions that member startups must effectively wholesale their products to Amazon. He says that the accumulated benefits—from ad placement to brand exposure— “can be incredibly advantageous for budding startups. Having access to Amazon’s global fulfillment network, fast shipping on products through Amazon Prime, and allowing them to handle customer service needs all assist in increasing a brand’s potential customer reach.” According to a review by smallbiztrends. co, the Launchpad offer is uniquely user-friendly for founders: “Unlike other listings, Launchpad products get in-house advertising, a widget on Amazon’s storefront landing page, and a more user friendly format for potential buyers. The creators of the products also get videos and a larger space to describe their items in detail allowing them the potential for a greater personal connection with customers."

In addition to access to the mega ecommerce platform itself, Launchpad also helps start-ups stand out within its vast offerings, which currently number over 360 million. One surprising benefit start-ups have experienced with Launchpad – given the scale of Amazon – is that products are being launched weeks and been months faster, using its channels. In a recent Q&A interview on Amazon, the head of Launchpad, Sateesh Srinivasan, gave this example of the program’s remarkable speed: “There's a wireless router company called eero. They're dedicated to making sure there are no Wi-Fi dead zones in your home. They sell on their own site and on Amazon through the Amazon Launchpad program. The time it took for us to set them up was about half a day. They said, ‘We're a startup, but we're working slower than you guys!’ In the first six days, customers purchased thousands of eero Home Wi-Fi Systems.”

According to Amazon the platform assists in several ways, including:

Brand development: telling the story of both the product and the inspiration behind it, through custom product pages, interviews with founders, and showcasing via the Amazon Launchpad Store Customer reach: the visibility and credibility generated by Amazon’s suite of marketing tools, including personalized recommendations, merchandized placements and the trust jump-start mechanism of the Amazon Vine reviewing system Market access and expansion: products are not only availed to Amazon’s giant retail network, but Launchpad also offers supply-chain solutions to get products into 10 Amazon marketplaces beyond the US, Distribution: with Amazon’s signature ecosystem

Many independent thought leaders agree that it has indeed streamlined the onboarding process, pointing to the consumer trust engendered by the Amazon Vine reviewing process, and the peerless marketing channel.

At its launch last year, Jim Adkins, Vice President at Amazon, set out the vision this way: “As the pace of innovation continues to increase within the startup community, we want to help customers discover these unique products and learn the inspiration behind them. We also know from talking to startups that bringing a new product to market successfully can be just as challenging as building it. Amazon Launchpad gives customers access to a dedicated storefront featuring a variety of innovative new products from emerging brands. For startups, we handle inventory management, order fulfillment, customer service, and more, allowing them to focus their efforts on the innovation that results in more cool products.”

Amazon’s new Launchpad store offers the latest gadgets from crowdfunding campaigns and startups

- Jul. 28th 2015 10:17 am ET

Crowdfunding campaigns and startups are pushing out some of the coolest gadgets in the market, but getting your hands on them is sometimes tough since these companies don’t have distribution and logistics locked down. Amazon Launchpad is designed to make it easier for these amazing products to get into the hands of consumers faster. Jim Adkins, Amazon’s Vice President, explains:

Amazon Launchpad gives customers access to a dedicated storefront featuring a variety of innovative new products from emerging brands. For startups, we handle inventory management, order fulfillment, customer service, and more, allowing them to focus their efforts on the innovation that results in more cool products.

The Amazon Launchpad Store already has more than 200 products from various venture capital firms, startup accelerators, and crowd-funding platforms. Some of which have been around for quite some time and others that are brand new.

Many consumers (myself included) are hesitant to back a crowdfunding campaign due to the murky purchase process and vague shipping timelines, but if you can wait until they hit Amazon Launchpad you should have a relatively stress-free experience.

This move by Amazon shouldn’t come as a shock, back in March the online retailer opened a similar store dedicated to selling innovative products from emerging brands.

Here are some of our top picks from Amazon’s new Launchpad store:

Kinsa Smart Thermometer: $29.99 littleBits Electronics Premium Kit: $149 Ube U1000 Smart Wi-Fi Dimmer: $89 Bluesmart Smart Carry-On Luggage: $349 Osmo Gaming System for iPad: $76.99 GrowlerWerks Ukeg 64 Copper Craft Beer Growler: $145

Full press release follows:

Amazon Launchpad makes it easy for startups to launch, market, and distribute their products to hundreds of millions of Amazon customers across the globe

Benefits include a streamlined onboarding experience, custom product pages, a comprehensive marketing package, and access to Amazon’s global fulfillment network

SEATTLE–(BUSINESS WIRE)–Jul. 28, 2015– (NASDAQ: AMZN) – Amazon today announced Amazon Launchpad, a new program that makes it easy for startups to launch, market, and distribute their products to hundreds of millions of Amazon customers across the globe. The program offers a streamlined onboarding experience, custom product pages, a comprehensive marketing package, and access to Amazon’s global fulfillment network, all geared toward helping startups successfully launch their innovations and share their stories. With Amazon Launchpad, startups can overcome many of the challenges associated with launching new products by using Amazon’s retail expertise and infrastructure to create awareness and drive sales.

“As the pace of innovation continues to increase within the startup community, we want to help customers discover these unique products and learn the inspiration behind them. We also know from talking to startups that bringing a new product to market successfully can be just as challenging as building it,” said Jim Adkins, Vice President, Amazon. “Amazon Launchpad gives customers access to a dedicated storefront featuring a variety of innovative new products from emerging brands. For startups, we handle inventory management, order fulfillment, customer service, and more, allowing them to focus their efforts on the innovation that results in more cool products.”

Amazon Launchpad offers participating startups:

Brand Development: Custom product pages help bring products to life through visually-compelling imagery and videos. Founders can tell their story and connect with customers in a personal way with Q&A about the startup. Products from these emerging brands are featured in the new Amazon Launchpad store, which is dedicated to showcasing startups and their innovations. Customer Reach: Amazon’s most powerful marketing tools – including merchandised placements, personalized recommendations, and participation in the Amazon Vine customer reviews program – give products from startups added visibility. Startups also enjoy access to Amazon’s global fulfillment network, fast and free shipping with Amazon Prime, and customer service. Global Expansion: When startups are ready to reach customers outside the U. S., Amazon Launchpad can help them expand globally with cost-effective supply chain solutions and marketing programs in more than 10 Amazon marketplaces around the world.

Amazon is working with more than 25 venture capital firms, startup accelerators, and crowd-funding platforms to bring startups into the Amazon Launchpad program. Andreessen Horowitz, Y Combinator, and Indiegogo are a few of the companies that have funded the more than 200 products currently available in the Amazon Launchpad store – which features everything from Electronics to Kitchen to Beauty items. Products from startups in the program include the Bluesmart Smart Carry-On Luggage, eero Home Wi-Fi System, Cuff DVB Smart Sport Band, Fenugreen FreshPaper Produce Saver Sheets, Electric Objects EO1 Digital Art Panel, Soma Sustainable Pitcher & Plant-Based Water Filter, Thync Mood-Changing Wearable System, and Casper Mattress, among others.

Initial feedback from some of the companies in the Amazon Launchpad program includes:

“Launchpad makes Amazon an ideal partner for the most innovative young tech companies,” said Marc Andreessen, Co-Founder and General Partner, Andreessen Horowitz. “It’s yet another way Amazon fosters a real ecosystem of invention and creativity.” “At Y Combinator, our support doesn’t end on Demo Day. With Amazon Launchpad, we are reinforcing our commitment to help bring physical products to a wide audience,” said Luke Iseman, Partner, Y Combinator. “This program will help our hardware startups get in front of more users than ever before.” “Indiegogo empowers campaigners to turn ideas into reality through customer engagement and funding mechanisms. By partnering with Amazon Launchpad, Indiegogo entrepreneurs gain instant access to Amazon’s powerful distribution capabilities and massive audience,” said Slava Rubin, Co-Founder and CEO, Indiegogo. “I’m excited to see how this unique partnership enables startups to accelerate their growth and share their innovative products with the world.” “Amazon recognizes the increasing importance of fast and reliable home Wi-Fi as consumers stream more video and music than ever before and connected devices go mainstream,” said Nick Weaver, Co-Founder and CEO, eero. “We couldn’t ask for a better partner and are honored to be one of the emerging companies in the Amazon Launchpad program. We’re excited to showcase our product on the world’s largest discovery platform.” “Amazon Launchpad is the perfect home for our smart jewelry. This innovative way to shop lets us tell consumers the story and philosophy behind Cuff, and hopefully makes them fall in love with our product,” said Deepa Sood, Founder and CEO, Cuff. “We couldn’t be more thrilled to be a part of this initiative.” “I am an accidental entrepreneur – I never dreamed that FreshPaper, which started as my middle school science project, would one day be in the hands of farmers and families across the globe. But my unlikely story is only possible because of visionary partners like Amazon who believe in our product’s potential to change the way the world eats,” said Kavita Shukla, Inventor and Founder, Fenugreen FreshPaper. “By throwing their considerable weight behind ideas like FreshPaper, Amazon is using its technology and reach to make innovation accessible to all.” “The sheer scale that Amazon Launchpad offers a startup like Electric Objects is unparalleled,” said Jake Levine, Founder and CEO, Electric Objects. “Working closely with their team these last few months, I’ve been consistently impressed with the level of service and access that this program makes available. This partnership could be game-changing for our company, and we’re thrilled to have the opportunity to participate.”

Amazon's new Launchpad shows off stuff from startups

The storefront illustrates Amazon's continued hunt to offer up different products than its competition.

In its push to become the everything store for everybody, Amazon on Tuesday unveiled yet another specialized storefront within its website, offering up a new page focused on showcasing startups' products.

The new Amazon Launchpad page includes about 200 products from startups, including the Sphero remote-controlled robotic ball, a queen-size mattress from Casper, and a $300 Bluetooth speaker that levitates off its base, created by Crazybaby. Amazon teamed up with 25 crowdfunding platforms, venture capital firms and startup accelerators, including Andreessen Horowitz, Y Combinator and Indiegogo, to bring together the set of products. Launchpad also includes assistance for startups to market and distribute their products, with the help of Amazon's global network of warehouses.

"As the pace of innovation continues to increase within the startup community, we want to help customers discover these unique products and learn the inspiration behind them," Jim Adkins, an Amazon vice president, said in a statement.

The new page is another way Amazon can make its online store different from other retailers to ensure customers keep coming back for its unique items. eBay is taking a similar tack, too, but focusing on its traditional fare of collectibles and antiques. Still, Amazon's latest program appears to be fairly close in concept to a page launched in March, called Amazon Exclusives, where the e-commerce giant has pulled together toys, sporting equipment and accessories from "up-and-coming" brands. One key difference between the two digital marketplaces is that an Exclusives product is only available on Amazon and the product maker's website, with no other retailers able to offer the item.

In addition to Launchpad and Exclusives, Amazon has opened an art marketplace and started offering its own line of "Elements" products that have included diapers and baby wipes, though Amazon quickly stopped selling the diapers to make improvements to the design following customer feedback.