Key Points
- Amazon receives over 400 applications for Launchpad programme within two weeks of launch
- Applications come from small cities including Mehsana, Hubli and Thrissur alongside metros
- Programme partnered with DPIIT under Startup India initiative for entrepreneur onboarding
Amazon received more than 400 applications from startups within two weeks of launching its global entrepreneur support programme in India, the company said. The Amazon Launchpad initiative, which provides participating ventures with a dedicated storefront on the e-commerce platform along with marketing and logistics support, has drawn interest from founders across the country.
According to Amazon India, most applicants are early-stage companies that have been operating for approximately 18 months. The programme offers startups access to Amazon’s distribution network, a system that connects sellers with buyers through the company’s warehouses and delivery infrastructure, alongside promotional support to help new brands gain visibility.
The response has been geographically diverse. While applications have come from major metropolitan areas, Amazon noted significant interest from smaller cities including Mehsana in Gujarat, Hubli in Karnataka and Thrissur in Kerala. This pattern suggests the programme is reaching entrepreneurs in regions where access to national distribution channels has traditionally been limited.
Amazon partnership
The company has partnered with the Department for Promotion of Industry and Internal Trade under the Startup India initiative to streamline the onboarding process for participating ventures. This collaboration with the government programme, which was launched to support early-stage companies with registration benefits and funding access, positions Amazon Launchpad within the broader national framework for entrepreneurship support.
Jason Feldman, director of global innovations at Amazon, said the programme had seen encouraging interest from founders outside major cities. “The creativity and enthusiasm from Indian startups, particularly those outside major cities, has been encouraging,” Feldman said. “This programme offers them access to domestic and international markets that might otherwise be difficult to penetrate.”
International startups have also applied to the programme, with submissions coming from Singapore, the United States, Finland, Ireland and Italy, according to Amazon’s statement.
Attract promising young companies
The launch comes as e-commerce platforms compete to attract promising young companies as sellers on their marketplaces. For Amazon, startups represent potential future growth in categories ranging from consumer goods to electronics, with successful brands often scaling rapidly once they gain access to established distribution networks.
India’s startup ecosystem has expanded significantly in recent years, with ventures increasingly emerging from cities beyond the traditional technology hubs of Bengaluru, Mumbai and Delhi. Government data shows thousands of startups have registered under the Startup India programme since its inception, creating a pipeline of companies seeking distribution and market access.
For participating startups, the Amazon Launchpad programme offers potential access to the company’s customer base across India and, for selected ventures, international markets through Amazon’s global presence. The dedicated storefront model allows new brands to be featured separately from established sellers, providing visibility that can be difficult to achieve on crowded marketplace listings.
Amazon has indicated it will announce the first cohort of selected startups in the coming weeks. The company said it may expand the programme’s capacity if demand continues at current levels, though no specific timeline or target numbers have been announced.
The application volume suggests strong appetite among Indian entrepreneurs for programmes that provide access to established retail infrastructure. With hundreds of applications already received, competition for selection into the initial cohort is likely to be intense.
Your Questions, Answered
What is Amazon Launchpad?
Amazon Launchpad is a global programme that provides startups with a dedicated storefront on Amazon's e-commerce platform, along with marketing and logistics support to help new brands reach customers.
How many applications did Amazon Launchpad receive in India?
Amazon received more than 400 applications from startups within two weeks of launching the programme in India.
Which government body has partnered with Amazon Launchpad?
Amazon has partnered with the Department for Promotion of Industry and Internal Trade under the Startup India initiative to streamline the onboarding process.
Which Indian cities have shown interest in Amazon Launchpad?
Applications have come from small cities including Mehsana in Gujarat, Hubli in Karnataka and Thrissur in Kerala, alongside major metropolitan areas.
