Accelerating Your Amazon Vendor Launch: A Playbook for Born to Run

Nov 6

Empowering small and emerging brands to scale fast via Amazon’s Vendor model

When you’re building a brand and working with Amazon Vendor Central (the 1-P model), one of the toughest obstacles is launching a new product when you have little to no sales history. That’s where the Born to Run (B2R) program can be a game-changer—if used strategically. At BirdDog Media Agency, our mission is to help small and emerging companies launch, build and scale successful brands. In this post, we’ll unpack what B2R is, why it matters, how brands should evaluate it, and best practices — now with hard data to reinforce the case.

1. What is the Born to Run Program?

The Born to Run program is an invite-only initiative by Amazon for its Vendor (1P) partners: it allows the vendor to request that Amazon place a purchase order (PO) for a specified quantity (known as the Launch Buy Quantity, LBQ) based on the vendor’s estimate of how many units they expect to sell in a defined “sell-through” period (typically ~10 weeks).

Rather than waiting for Amazon’s normal demand-based forecasting, B2R lets vendors propose their own forecasted demand and shifts the risk and timing. If Amazon approves, Amazon buys the product up front. For brands, this means accelerated traction, front-loading inventory, and aiming to gain early momentum.

2. Why it matters for small & emerging brands

Here are the key benefits of Born to Run, especially relevant for smaller or scaling brands, now backed with metrics:

Overcoming the launch barrier: One of the biggest challenges for Vendor brands is that Amazon will often place a cautious initial PO for brand-new ASINs until they show proven velocity. With B2R you reverse that: you say how much you expect to sell and Amazon agrees to buy up front.
Stock-out risk mitigation: Running out of inventory early kills momentum (rankings, reviews, conversion). According to a pilot test cited by industry sources, ASINs enrolled in B2R achieved a 1.7 % decrease in out-of-stock rate compared to standard launches.
Boosted sales velocity: The same pilot test revealed enrolled ASINs saw ~1.9× (i.e., 90% higher) sales versus comparable launches without B2R.
Faster to market: That pilot study also found B2R launches went from setup to meaningful sales approximately 3.3× faster than regular launches.
Signal to Amazon: A strong B2R launch sends a positive signal to Amazon’s algorithms and purchasing teams – if you execute well, you may get higher reorder cadence, better planning and potentially increased support.
Synchronising supply and demand: For emerging brands that are planning marketing/affiliate/influencer spend, B2R lets you align your supply (Amazon’s PO) with your demand push (ads + external marketing) — rather than reacting when you’re already behind.

3. Eligibility & Terms — What you need to know

It’s important to recognise the criteria, mechanics and risk of the program.

Eligibility / key criteria

Must be a Vendor (1P) account on Amazon, not a third-party seller.
Invite-only. Amazon assesses vendors on operational history, profitability, inventory, etc.
Typically product must meet certain specs: e.g., unit cost minimum (≈ US$5), product not heavy/bulky/hazardous.
The value of the Launch Buy Quantity (LBQ) cannot exceed a threshold (e.g., US$50,000) at time of submission.

Terms & risk elements

The vendor estimates how many units they foresee selling within a ~10-week sell-through window (the “sell-through period”). Amazon then issues the PO.
If the units do not sell per forecast in the window: two main options:

Option A: Amazon returns any unsold units, vendor refunds 100% of product cost + ~10% shipping/handling.
Option B: Amazon retains unsold units and vendor pays a “retention fee” (commonly ~25% of cost of unsold units) for Amazon to hold them.

The 10-week “sell-through” period often actually begins ~20 days after PO submission (to allow for shipping/receipt) and then runs ~70 more days (total ~90 days).
There’s no guarantee of additional POs beyond the LBQ — although if demand is strong, Amazon may auto-reorder before the window ends.

Bottom line on risk: While B2R offers upside (faster market entry, higher velocity), if you over-estimate demand you bear the cost. At BirdDog we always emphasise modelling conservatively, aligning supply to marketing, and understanding full cost implications.

4. How brands should evaluate whether Born to Run is right for them

Not every brand or every ASIN is the perfect fit. Here are decision criteria and questions you should ask:

Do you have a strong launch plan & demand driver?
If you enrol in B2R but do not activate advertising, influencers, paid-media or other demand signals — you may struggle to hit your forecast. Use it when you plan to push demand.
Is the ASIN ready in terms of listing quality, creatives, pricing, reviews?
If you launch product via B2R but your listing is weak (poor images, weak copy, little social proof), you may not convert well — which undermines the entire strategy.
Have you modelled realistic sales and backed that up with data?
Use category-benchmarks, comparable SKUs, off-Amazon demand proxies, historical performance, etc. The pilot data shows ~1.9× sales lift, but only when everything lines up.
Is your supply chain ready and cost structure aligned?
You will need to ship inventory per the PO terms, meet Amazon’s receipt windows, ensure lead-times are solid. If you miss shipping/receipt deadlines, you risk reduced inventory or cancelled PO.
What’s your exit/contingency plan if the ASIN doesn’t perform?
Because of the unsold-unit terms, you should plan: if the product performs below expectations, how will you mitigate cost? This is especially important for smaller brands where cash is tight.
Does this ASIN represent a strategic bet (e.g., flagship, seasonal push, influencer-driven)?
B2R makes more sense when you are tying the ASIN to a defined demand event, marketing campaign, or seasonal demand spike — rather than just “let’s throw it out there”.

At BirdDog, we would recommend: if the ASIN meets the above and you’re comfortable with the forecast, then B2R can be a growth accelerator rather than just a tactic.

5. Best Practices for Execution – How to Make Born to Run Work

Here are tactical recommendations — especially for emerging brands — to maximise the impact of B2R and minimise risk:

a. Timing is everything

Align the submission and inventory receipt with a major marketing/demand push (influencers, streaming-TV ads, affiliate campaigns, etc).
Consider seasonality: if you have a seasonal product or time-sensitive campaign (e.g., outdoor gear in spring, gift items in Q4), plan lead time early.
Ensure inventory arrives at Amazon so that the “sell-through clock” truly starts when units are live and in stock (and not stuck in transit).

b. Forecast conservatively (and build contingency)

Don’t simply “hope for big”. Use data. The pilot numbers show strong lift only when targets are realistic and you deliver.
Model scenario plans: what if you only sell 70% of forecast? Factor in cost of unsold units, return/retention fees, freight, etc.

c. Prepare the listing & demand side

Listing needs must be locked: hero image, secondary images, bullet copy, SEO keywords, reviews (or at least early review generation strategy).
Run advertising (Sponsored Products, Sponsored Brands), consider off-Amazon promotions, external traffic. While B2R may relieve the ad-% requirement, advertising is still critical.
Consider pricing/promotions during the 10-week window to accelerate sell-through and boost ranking/visibility.

d. Monitor performance tightly during the 10-week window

Track sell-through vs forecast weekly (if not daily).
Track conversion rate, traffic, ad spend, cost per acquisition. If you’re falling behind, pivot early (increase ad spend, run promo, adjust price).
Work with your Amazon Vendor Manager — if you exceed forecast early, Amazon may reorder additional units inside the window.

e. Leverage success to build future momentum

If you hit or exceed your target during the 10-week period, use that success case to pitch Amazon for bigger reorders or better placement.
Use the launch performance to inform your broader Amazon media/retail-media strategy: ranking improvements, review momentum, top-of-category performance.
Capture the internal case study: what worked, what didn’t, and replicate for subsequent ASINs.

f. Review exit/unsold strategy upfront

Decide the unsold units option: returns vs Amazon keeps + retention fee. Choose the option that aligns best with your cost structure and risk tolerance.
Be cautious: unsold units can tie up cash, generate fees, and complicate your supply chain karma.

6. Case Study Example

Here’s a practical case (publicly described in agency blogs) of how one brand used B2R to their advantage:

A kitchenware brand (unnamed for confidentiality) was one of the early vendors invited into the program. According to their agency partner report:

They submitted a conservative forecast via B2R and sold out within two weeks, significantly earlier than the full 10-week window.
Because of that performance, Amazon issued additional purchase orders beyond the initial LBQ inside the window.
The result: the ASIN achieved much faster velocity, gained reviews quicker, and avoided early stock-out issues that typically delay ranking.

7. Insights for Emerging Brands – BirdDog’s Angle

Here are a few additional considerations and angles tailored for small and emerging brands — our speciality:

Use B2R as a signal of brand-maturity
When you enrol in B2R and execute well, you show Amazon that you are credible, deliverable, and growth-oriented. That can help open doors — more favourable terms, bigger reorders, better support.
Integrate with your overall retail & media strategy
If you’re investing in influencer/affiliate campaigns, streaming TV advertising, marketplace promotions (Amazon, Walmart, etc), then your Amazon Vendor launch should be a node in that network. B2R gives you the sample point at Amazon that aligns with your broader flywheel.
Budget wisely
Launching via B2R still requires investment: inventory cost, freight, advertising, and risk of returns/retention fees. For smaller brands, cash-flow matters deeply — align your timing with available capital and cushion for worst-case.
Don’t neglect data and analytics
Track everything: Did you meet sell-through? What’s the review velocity? Did Amazon reorder? What’s your conversion rate? These metrics help you build repeatable processes, demonstrate to Amazon your brand can scale, and provide internal learnings.
Think bigger than the 10 weeks
The real benefit isn’t simply “we got through the first 10 weeks.” The benefit is what you unlock next: improved algorithmic placement, higher reorder cadence, better brand resonance, and scalability. Frame B2R as a stepping-stone to long-term success, not just a one-off launch.

8. Key Risks & What to Avoid

Let’s be candid: B2R isn’t a “magic button.” It can introduce cost and complexity. Some real-world pain points:

Over-estimating demand → large unsold units + return/retention fees. As the pilot data reminds us: even with ~1.9× sales lift, the success isn’t guaranteed — execution matters.
Relying on B2R without a sufficient demand-gen engine (ads, influencers, external traffic) = inventory sits and you pay for it.
Failing to track performance inside the 10-week window = missed opportunities, inability to pivot, risk of under-delivery.
Having weak listing or conversion metrics: no matter how many units Amazon buys, if conversion is low, you still risk poor performance.
Launching too many SKUs at once under B2R without differentiation — dilution of resources and risk spreading too thin.
Ignoring the post-10-week plan: If you “just launch via B2R and then coast,” you won’t maximise the benefit. You must build momentum post-window.

In short: treat B2R as a high-leverage tool with both potential upside and cost. At BirdDog, we coach clients to use it thoughtfully, not recklessly.

9. Actionable Checklist for Brands Considering Born to Run

Here’s a practical checklist you can run through:

Confirm you have Vendor (1P) status and talk to your Amazon Vendor Manager: “Are we eligible for Born to Run?”
Select the ASIN(s) you want to launch via B2R — ideally with: strong differentiator, marketing plan, budget, inventory readiness.
Build your forecast: use similar SKUs, category benchmarks, off-platform demand, and marketing-lift assumptions.
Build your marketing/promotional calendar: include Amazon Advertising, influencer/affiliate activity, external traffic, launch events.
Ensure listing readiness: title, bullets, images, reviews plan, pricing strategy.
Submit B2R: choose your LBQ (Launch Buy Quantity), shipping/lead-time logistics, choose unsold-unit option (returns vs retention).
Ship inventory: ensure your supply chain, logistics, Amazon receipt windows are aligned so inventory is live when the 10-week window begins.
Monitor performance weekly/daily: sell-through vs forecast, conversion rates, ad spend ROI, inventory burn. Adjust if needed.
Post-window review (after ~10 weeks): Did you meet your target? What cost did you incur (unsold units, retention, returns)? What are learnings?
Scale: If successful, use what you learned to expand to further SKUs, bigger launches, broader media mix, and use the momentum to build your Amazon/retail media flywheel.

10. Final Thoughts

For emerging brands aiming to scale on Amazon, the Born to Run program is a strategic opportunity. It shifts the dynamic from “wait until Amazon believes in us” to “we show Amazon we believe in ourselves and here’s the inventory to prove it.” With the backing data (1.9× sales lift, 3.3× faster launch, 1.7% out-of-stock improvement) it isn’t hype — but it is conditional on execution.

At BirdDog Media Agency, we understand the hustle of small and emerging brands. Launching on Amazon isn’t just listing a product — it’s orchestrating supply, demand, marketing, data, and platform relationships. B2R is one of the tools in that orchestra — when used well, it can accelerate your path to scale, but like any powerful tool, it demands preparation, alignment and discipline.

If you’re a brand preparing your next product launch and wondering whether Born to Run is the right fit—or how to prepare your Amazon strategy to make it a success—toggle the strategy with BirdDog. Let’s map your launch together, optimize the flywheel of your growth, and build momentum that lasts beyond the first 10 weeks.

Shaun Brown