Amazon partners with startups to sell crowdfunded products

Thomson ReutersA just-delivered Amazon box is seen on a counter in Golden, ColoradoSAN FRANCISCO (Reuters) – Amazon.com Inc launched a new platform on Tuesday that will help startups advertise and distribute their products directly to millions of Amazon customers, filling an important gap for entrepreneurs trying to reach a wider market of consumers. In March, it started Amazon Exclusives where it sell items from “up-and-coming” companies, including toys and sporting goods.

Amazon has a relationship with many startups through its Amazon Web Services cloud computing platform, but this extends those efforts to the company’s giant e-commerce platform. Joining Launchpad is free, Amazon said. Amazon put it would not be carrying out work with Kickstarter in “any endorsed space” due to its training program. The startup launched a Kickstarter campaign last July that raised almost $800,000.

Although manufacturers funded via crowdfunding and venture capitalists are among the most heavily courted – Amazon has partnered with Andreessen Horowitz, Betaworks and Indiegogo, among others – the e-tailer notes on its website that those using other methods are also welcome to apply, as are existing vendors. Each startup will get its own designated product page where it can share information about the company and what it’s selling, a move that will allow consumers to get to know those inventing and selling the products they buy.

Amazon is working with some of the top startup programs and investors in the country on a new initiative called Amazon Launchpad, saying it wants to make it easier for fledgling companies to promote themselves and sell their products on the e-commerce site.