All sellers and brand owners are eligible to apply, as long as they have a new and innovative product. Existing sellers can apply for the Launchpad program, as long as they have been on Amazon for less than three years and have sales below $5 million per year. After you send in your application, someone from Amazon will respond with an approval or rejection.
Since Amazon is mostly oriented towards delivering the best possible customer experience, there is some minimum criteria that products need to meet in order to enter the Launchpad program. Your product needs to have at least five reviews, with an average rating of 3.5 or more, and it needs to be eligible for FBA with the Prime badge. This ensures that customers have access to new and innovative products, combined with the Amazon shopping experience that they already know and love.
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Aside from these conditions, the products you want to launch through Launchpad need to be registered and eligible in the Amazon Brand Registry.