The Born to Run program offers a unique opportunity for 1P sellers to quickly launch new products and drive sales momentum. Typically, Amazon waits until new products gain traction before making large bulk purchases. However, the Born to Run program enables vendors to secure a substantial initial order for their new product, ensuring fast growth from day one.
This program allows vendors to select their initial 10-week inventory (known as the Launch Buy Quantity or LBQ), in return for a few commitments:
- The ability to return any unsold product after the 10-week period.
- A minimum advertising spend of 10% of the LBQ cost.
For example, imagine you’ve developed a new phone case and plan to sell it for $10 each. Through Born to Run, Amazon agrees to purchase 1,000 units, totaling a $10,000 LBQ cost. With this agreement, Amazon reserves the right to return any unsold cases after 10 weeks. In turn, you commit to spending $1,000 (10% of the LBQ cost) on advertising to promote the product.
The key advantage of participating in Born to Run is the rapid sales acceleration it offers. By securing Amazon’s initial large purchase, your product can achieve sales maturity quickly without the risk of running out of stock. If your product performs well, Amazon may place additional orders, helping you scale up revenue.
Requirements for Joining the Born to Run Program
To participate in the Born to Run program, vendors must meet the following criteria:
- The total cost of the LBQ must not exceed $50,000.
- Vendors must have used Amazon Marketing Services (AMS) for at least 90 days before applying.
- The product (ASIN) must not be priced below $5, should have been in stock at an Amazon fulfillment center for more than 30 days, and should not be overly large or heavy.
If your product qualifies and you’re ready to jumpstart your sales, the Born to Run program could be the perfect way to achieve fast growth and visibility on Amazon.