Amazon Launchpad Celebrates Five Years of Empowering Startups, Reveals Top-Selling Categories and Brands


Today, Amazon Launchpad, a program dedicated to empowering startups and other innovative new brands to grow in Amazon’s store, announced the top five product categories and top brands selling in each of the top categories. The data is based on the highest-grossing Launchpad categories in the U.S. over the past twelve months and top-selling U.S.-based startups and small businesses in each of those categories.

Amazon Launchpad, which recently turned five years old, makes it easy for startups and small businesses to launch, market, and distribute their products to hundreds of millions of Amazon customers across the globe. The program has helped startups and small businesses launch tens of thousands of products across 30 categories in the U.S. alone, with nearly 400 U.S.-based startups and small businesses having surpassed $1 million in annual sales in Amazon’s store since the program launched in 2015 – and nearly 40 have surpassed $10 million in annual sales.

Amazon Launchpad is part of a portfolio of programs, tools, and services Amazon offers to help brands grow. There are hundreds of thousands of unique brand owners currently selling in Amazon’s U.S. store. In 2020, Amazon has launched more than 135 new tools and services to help sellers manage and grow their business.

“We know customers are looking for ways to support small businesses, and Launchpad helps them find some of the most innovative, unique products out there,” said Nick Love, Head of Amazon Launchpad. “On the small business and startup side, our main priority is to help brands build quality product detail pages highlighting the uniqueness of the product, tell customers about their brand story, share best practices for selling in Amazon’s store, drive product awareness, and ultimately, increase sales. The Amazon Launchpad program’s 2020 class, fueled by small business and startup companies, has grown sales more than 75 percent year-over-year as of the end of August. This growth allows them to focus on the innovation. We continue to be inspired by the success many startups have seen over the past five years in the Launchpad program and the big ideas that these small brands have brought to customers.”

“Our game’s success is a testament to Amazon Launchpad’s power to develop unexpected entrepreneurs: two working moms who created a game as a side hustle — ascending to a top seller in Toys & Games,” said Maximina Juson, co-creator of Not Parent Approved game. “We made a strategic decision to sell exclusively on Amazon from Day 1 and are now expanding with Amazon Launchpad globally – spreading burps and belly laughs worldwide!”

“Amazon Launchpad has been the largest pivotal factor in the success of our business. In Q4 of 2019, we saw a 500% increase sales which allowed us to scale our production, product RnD, and brand awareness on an exponential level,” said Kevin Meyer, co-founder of The CrunchCup. “The benefits we’ve seen by joining the program have allowed us to retain a lean internal team so we can focus on doing what we love; creating amazing, fun products that make people feel like kids again.”

Top 5 categories for Amazon Launchpad in the U.S. and top brands in each category:

  1. Health & Personal Care
  2. Home
  3. Grocery
  4. Toys
  5. Kitchen

With Amazon Launchpad, startups and other small businesses and new brands can overcome many of the challenges associated with launching new products by leveraging Amazon’s marketing tools, ecommerce expertise, and fulfillment network, while receiving unique merchandising opportunities, curated webinars, content creation tools, AWS credits, and more. Launchpad also helps brands take advantage of all that Amazon offers to help small businesses grow, including new pilot programs, promotions, and events. Launchpad then makes it easier for customers to discover these brands with a dedicated shopping destination.

In addition to programs like Amazon Launchpad, Amazon also offers educational tools and programs to help small businesses and new brands thrive in its store. This week, Amazon is hosting Amazon Accelerate – a three-day virtual summit for U.S. small and medium-sized businesses (SMBs) currently selling or interested in selling in Amazon’s store. Amazon Accelerate is the company’s largest-ever U.S. event focused on guiding new and aspiring SMB sellers about how to capitalize on the opportunities of working with Amazon.

To learn more about the millions of small and medium-sized businesses growing with Amazon, visit:

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