What is Born to Run? Born to Run Review

Born to Run is a new program launched by Amazon that helps suppliers launch new products faster. It gives suppliers the opportunity to speed up the launch of new products on Amazon without having to wait for sales to increase and positive reviews to increase. The program began testing in June 2018.

About Born to Run

Vendors participating in Born to Run can choose their initial 10-week inventory level, also known as the “Launch Buy Quantity” (LBQ), in exchange for a few conditions with Amazon:

1. Amazon has the right to return all unsold products in LBQ.

2. Suppliers need to invest 10% of LBQ costs in AMS (Amazon Marketing Services).

Require

1. Suppliers must use AMS for at least 90 days;

2. Products not considered: dangerous goods, heavy or bulky, or products costing less than $5;

The product/unit must be considered “new” by Amazon standards – meaning the item cannot have been in a fulfillment center for more than 30 days.

4. The total product cost of LBQ (the number of units the supplier wants to launch) cannot exceed $50,000.

Calculation method

Assume the speaker sells for $50 per unit and Amazon agrees to purchase 1,000 units (for a total “Launch Buy Quantity” cost of $50,000). In exchange for Amazon agreeing to assume the financial and inventory risk of the new product, the seller is required to invest 10% of the launch buy quantity cost ($5,000) in Amazon Marketing Services (AMS). As part of the program requirements, the seller must also agree to the right to return any unsold inventory from the original LBQ after the 10-cycle period is over.