Overview

Amazon offers an invitation-only program called Prime Launches that allows eligible brand owners to debut new or special edition products exclusively through Prime channels. The program provides dedicated merchandising placement and marketing support during key shopping periods, but comes with strict exclusivity requirements and terms that sellers must carefully understand before participating.

Key Points / What Sellers Need to Know

• Invitation-only access — Prime Launches is not open to all sellers. Participation requires approval from your Amazon account manager on an ASIN-by-ASIN basis, and Amazon reserves full discretion over who gets in.
• Per-ASIN approval required — Each product (including child ASINs for variations) must be individually submitted and approved. Getting one ASIN accepted does not guarantee future approvals.
• 30-day Prime exclusivity window — Approved products must be sold exclusively to Prime members through Amazon stores for a minimum of 30 days following their launch date.
• Strict confidentiality rules — Sellers cannot publicly disclose their participation in the program or associate their products with Prime Launches branding until Amazon makes the announcement.
• Amazon controls execution — The scope, presentation, timing, and all other aspects of how your product is featured are determined entirely by Amazon.

How the Program Works

Prime Launches is designed to give branded products a high-visibility debut on Amazon's platform. When a seller is accepted into the program, Amazon showcases their new or special edition products through dedicated sections on the website and includes them in targeted marketing campaigns throughout the year. These campaigns often coincide with peak shopping periods such as the holiday season and Prime Day events, giving participating products significant exposure to Amazon's Prime membership base. Sellers work directly with their Amazon account manager to coordinate launch dates and ensure all requirements are met before the product goes live.

Exclusivity and Distribution Requirements

The exclusivity terms in Prime Launches are among the most restrictive Amazon imposes on sellers. Once a product is approved, the seller must release it on Amazon first on the agreed-upon date and cannot make it publicly available for sale anywhere else worldwide before that date. During the 30-day exclusivity window that follows launch, the product must remain available only to Prime members and sold exclusively through Amazon stores. Beyond the exclusivity period, sellers must not sell or distribute the product through any other channel — directly or through third parties — without Amazon's prior written consent. Sellers are also required to use commercially reasonable efforts to prevent any unauthorized distribution of their launched products through other channels. Fulfillment must be handled through Fulfillment by Amazon (FBA) or Seller Fulfilled Prime (SFP).