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AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliates

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Make Amazon the destination for customers seeking new, unique, and innovative productsProvide startups access to Amazons unique services to help them build, launch, & scale their brand.Why is Amazon doing this?

Amazon Launchpad revolutionizes the path to market for hardware startups. Through our participation, we have been able to focus on our product knowing that we can access Amazons world-class infrastructure for distribution and marketing.

Tomi PierucciCo-Founder and President, Bluesmart

Amazon Launchpad allows startups to quickly launch and get results on Amazon. Robust product profiles, marketing support, and sales at startup speeds.

Mike Del PonteFounder and CEO, SomaAmazon Confidential

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliates

Amazons core business is satisfying customers. We want to be the first place customers think of when they think of innovation, and we believe helping companies with new products grow is the best way to do that.

PROGRAM IMPACT[if we cant include in actual slide, discuss impact here] Amazon Launchpad products see:46 times more traffic (glance views) on average compared to other new products. 96 times more GVs when you include outliers. Amazon Launchpad startups also get 37 times more sales obviously, a lot of components go into sales such as price, etc. but we are glad to see that the program is driving results.

Average new product is a sample of comparable product categories launched on Amazon as a retail product in a similar time frame as the Amazon Launchpad product. The methodology was to create a test vs. control analysis with 121 Launchpad ASINs which we compared to a control group of 3,272 comparable ASINs. The comparable factors were:the same ITK (category) launched at the same time as the Launchpad ASINhad measurable performance metrics since the program launchedRetail ASIN

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LAUNCH FASTERAmazon helps you get to market quickly, from account setup to your first sale.GET DISCOVEREDWide range of marketing support & PR opportunities to help your products get discovered.GO GLOBALOpportunity to expand globally*, with access to world-class fulfillment, customer service, and Amazon Prime.BUILD YOUR BRANDShowcase unique content to tell your story and connect with potential customers.

Amazon ConfidentialAmazon Launchpad Designed for startups* Global expansion for eligible startups only. Talk with your Amazon Launchpad representative to discuss specific opportunities and support to go global.

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliates

Who can join Amazon Launchpad?Amazon Confidential

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliatesEligibility requirements1. Received external funding^ Incubators, Accelerators, Venture Capital, Crowdfunding Platforms OR Government Program Recognition

2. Product is physicalHardware, Food & Drink, Clothing/Apparel, Accessories, etc.

3. Product is availableReady to ship OR Manufacturing in process (available within 30 days)

Anki OVERDRIVE Starter Kit

Petzi Treat Cam

Soma Sustainable Pitcher

Click & Grow Indoor Smart Herb GardenAmazon Confidential

Mars Levitation Bluetooth Speaker^Exceptions may apply; we encourage applications from all startups.

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliatesNow that you have an understanding of the program, you must wondering how a startup can be a part of Launchpad

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2016 Program UpdateAmazon Confidential

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliates

600Startups launchedProducts in storeVCs, incubators, crowdfunding sites in network

1001500Amazon Confidential+++

Our Global Footprint

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliates

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Why Join?Amazon Confidential

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliates

Examples of general benefits from AmazonBenefitDescriptionAmazon search optimizationAmazon invests strategically in efforts including SEO and paid search ads to increase customer traffic and enhance product discoverability.On-site recommendationsInclusion in automatically generated widgets across Amazon, such as Customers Who Viewed This Item Also Viewed or Recommended Items for You.Email generationAutomated emails sent to relevant customers.Todays Deals (Promotions)Access to run various types of deals to drive discoverability, awareness, and sales.

Amazon Confidential

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliatesAdditional support in 2016: Business insights

See Marketing Support appendix slides for details.9

Benefits from Amazon LaunchpadBenefitDescriptionStore presenceInclusion in the Amazon Launchpad store, our curated one-stop destination to help customers find products from entrepreneurial companies. Marketing via Amazon ChannelsSelect startups can benefit from on-site merchandising (including collections such as "New Releases, exposure on Amazon homepage, and participation in cross-site events such as Prime Day) and from potential exposure via social media, email, and associates.PRAmazon Launchpads program-wide PR efforts can drive program awareness and deliver customer traffic to the store, thereby benefitting startups who are in the program.

Amazon Confidential

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliates

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Benefits from Amazon LaunchpadBenefitDescriptionAdvertising on AmazonAmazon Launchpad credits (10x the standard Amazon credit) for Sponsored Products, a pay-per-click advertising program that aims to boost your products visibility. Reporting includes real-time metrics, providing you the opportunity to monitor and optimize your performance. Enhanced A+ contentUnique product page experience with enhanced product imagery, video uploads, and full Q/A section allowing you to tell your startup story. Optimized A+ content can help boost performance of your products in Amazon search results and external search engines.Video in listingProduct video featured in search results, offering opportunities for increased customer engagement with your product and potential conversion.Affiliate program referralsGet set up as an Amazon Affiliate to receive a commission for qualified purchases; access to Buy on Amazon Launchpad banner to drive traffic to your product page.Seller developmentDedicated point of contact including access to Amazon Launchpad plan designed to help you launch (and grow) your products on Amazon.Support to go globalFor qualifying products and in supported locales, Amazon Launchpad can provide you with support to take your product to new countries.

Amazon Confidential

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliates

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Access to enhanced content on product pagesAmazon ConfidentialInformation-rich product detail pages including About the Startup section to aid in branding and story-telling

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliates

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Tell your story with dedicated video placementsAmazon Confidential

Online retail shoppers are up to 64% more likely to buy after watching a video. U.S. eMarketer, 201364%

Incorporation of high-quality product images and video drives conversion

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliates

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Program Successes & Stories Amazon Confidential

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliatesWere making the news, across the world500+ articles and counting about our launches and startup success stories

Amazon Confidential

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliates

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Amazon Launchpad products - examples from amazon.co.ukAmazon ConfidentialExploding Kittens#3 seller* in Toys and Games Deal of the Day on Amazon Prime Day (in July 2016)

Singlecue by EyeSightTouch-free smart device for your home. Launched in US, UK, FR, DE.Sphero BB-8 Droid#1 Best Seller* in Robot Kits

*As of June 2016

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliates

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Example impact of Amazon Launchpad in US case study from vendors on amazon.comAmazon ConfidentialAmazon compared over 100 products in Amazon Launchpad with a control group of over 3,000 retail products outside the program, released in the same time frame and category. The Amazon Launchpad group received an average of 46 times more traffic and 37 times more sales than the control group from July through November, 2015. Amazon internal dataFor US vendors on amazon.com, products in Amazon Launchpad saw 46x more traffic than the average new product.

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliates

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How to Get StartedAmazon Confidential

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliatesGetting started on Amazon Launchpad

Apply to Amazon LaunchpadShipinventoryAdd A+content(high quality video, images)Complete product info

Register as a seller Amazon Confidential

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliates

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www.amazon.co.uk/gp/launchpad/signupwww.amazon.de/gp/launchpad/signupwww.amazon.fr/gp/launchpad/signupwww.amazon.cn/gp/launchpad/signupwww.amazon.com/gp/launchpad/signup

AMAZON.COM CONFIDENTIAL 2015 Amazon.com, Inc. or its affiliatesWant to launch on Amazon Launchpad in EU?If your startup satisfies the eligibility criteria, you will need the below to launch on Amazon Launchpad in UK, Germany and France