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

Make Amazon the destination for customers seeking new, unique, and innovative productsProvide startups access to Amazon’s 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 Amazon’s 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


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.

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Amazon 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.


Who can join Amazon Launchpad?

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Eligibility requirements1. Received external funding^

• Incubators, Accelerators, Venture Capital, Crowdfunding Platforms OR Government Program Recognition

2. Product is physical• Hardware, Food & Drink, Clothing/Apparel, Accessories, etc.

3. Product is available• Ready to ship OR Manufacturing in process (available within 30

days)

Anki OVERDRIVE Starter KitPetzi Treat Cam Soma Sustainable

PitcherClick & Grow Indoor Smart Herb Garden

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Mars Levitation Bluetooth Speaker

^Exceptions may apply; we encourage applications from all startups.


2016 Program Update

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600 Startups launched

Products in store

VCs, incubators, crowdfunding sites in network100

1500

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+

+

+

Our Global Footprint


Why Join?

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Examples of general benefits from AmazonBenefit Description

Amazon 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 generation Automated emails sent to relevant customers.

Today’s Deals (Promotions) Access to run various types of deals to drive discoverability, awareness, and sales.

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Benefits from Amazon LaunchpadBenefit DescriptionStore presence

Inclusion in the Amazon Launchpad store, our curated one-stop destination to help customers find products from entrepreneurial companies.

Marketing via Amazon Channels

Select 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 Launchpad’s program-wide PR efforts can drive program awareness and deliver customer traffic to the store, thereby benefitting startups who are in the program.

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Benefits from Amazon LaunchpadBenefit Description

Advertising on Amazon

Amazon Launchpad credits (10x the standard Amazon credit) for Sponsored Products, a pay-per-click advertising program that aims to boost your product’s visibility. Reporting includes real-time metrics, providing you the opportunity to monitor and optimize your performance.

Enhanced A+ content

Unique 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 listing

Product video featured in search results, offering opportunities for increased customer engagement with your product and potential conversion.

Affiliate program referrals

Get 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 development

Dedicated point of contact including access to Amazon Launchpad plan designed to help you launch (and grow) your products on Amazon.

Support to go global

For qualifying products and in supported locales, Amazon Launchpad can provide you with support to take your product to new countries.

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Access to enhanced content on product pages

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Information-rich product detail pages including “About the Startup” section to aid in branding and story-telling


Tell your story with dedicated video placements

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Online retail shoppers are up to 64% more likely to buy after watching a video.

U.S. eMarketer, 2013

64%

Incorporation of high-quality product images and video drives conversion


Program Successes & Stories

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We’re making the news, across the world500+ articles and counting about our launches and startup success stories

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Amazon Launchpad products - examples from amazon.co.uk

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Exploding 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


Example impact of Amazon Launchpad in US – case study from vendors on amazon.com

Amazon Confidential

Amazon 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 data

Not on Amazon Launchpa d

On Amazon Launchpa d

Traffic to new products For Amazon.com Vendors

For US vendors on amazon.com, products in Amazon Launchpad saw 46x more traffic than the average new product.


How to Get Started

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Getting started on Amazon Launchpad

Apply to Amazon

Launchpad

Shipinventor

y

Add A+content

(high quality video, images)

Complete product

info

Register as a

seller

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www.amazon.co.uk/gp/launchpad/signup

www.amazon.de/gp/launchpad/signup www.amazon.fr/gp/launchpad/signup www.amazon.cn/gp/launchpad/signup www.amazon.com/gp/launchpad/signu

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http://www.amazon.co.uk/gp/launchpad/signup

http://www.amazon.co.uk/gp/launchpad/signup

http://www.amazon.de/gp/launchpad/signup

http://www.amazon.fr/gp/launchpad/signup

http://www.amazon.cn/gp/launchpad/signup

http://www.amazon.com/gp/launchpad/signup

http://www.amazon.com/gp/launchpad/signup


Want 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

• You must be a registered brand owner (either the manufacturer or authorized to represent the brand).

• You will need an EU VAT registration number

• You will need a Credit Card number and bank account number

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Terms & Fees - UK

In addition to Amazon’s standard terms, the below specifications are unique to Amazon Launchpad:• Amazon Launchpad requires you to participate for a minimum of

one year.

• All sales associated with your participating account are subject to a 5% premium* (in addition to the standard category referral fees).

• For more information regarding the standard terms and category referral fees, click here.

Amazon Confidential* The participation fee and associated terms and conditions may vary by marketplace.

https://services.amazon.co.uk/services/sell-online/pricing.html


Amazon Launchpad Startup Spotlight: BragiThe Story“The Dash” Bluetooth wireless in-ear headphones seek to change the game in wearable audio technology. Enabled with smart biometric tracking to help you keep your ear on performance while running, cycling, or swimming.

Bragi utilized three-dimensional scans of hundreds of ears to finalize four shape designs to provide the ultimate comfort.

Amazon Confidential

Amazon Launchpad SupportAmazon Story video, produced at Bragi’s Munich-based office, was featured on Amazon.de homepage and YouTube page.

Treated as our premier German-based startup; highlighted in external PR, provided access to top German media outlets, and invited to be a keynote speaker at our Berlin launch event.

Launched into four Amazon Launchpad countries, providing them access to Amazon customers worldwide.

https://www.amazon.de/b?ie=UTF8&node=10251059031


Amazon Story - Bragi

Amazon Confidential

Click the image to view the video (requires web connectivity)If video player does not work, click here.

https://www.amazon.de/b?ie=UTF8&node=10251059031

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