Basic Introduction

The Brand Accelerator Program is designed to allow third-party sellers to become part of the "Amazon family of brands," meaning that sellers selected for the program can use Amazon's brands for promotion, and sellers can promote their own brands under their competitors' listings.

Advantages

1. For sellers

Use Amazon Brands

Using the Vine Reviewer Program

Long-term homepage dominance

Free to participate in flash sales

It is easier to participate in DOTD's store treasure promotions

Fundamentally solve the problem of following sales

2. Regarding the Amazon platform itself

Effective control of the supply chain: Amazon is able to more effectively control the supply chain of purchased inventory through the "Accelerator" program and use the program to obtain higher profit margins. At the same time, third-party sellers or larger brands will face competitive pressure and have to lower prices to remain competitive on Amazon.

Improve brand product quality: Help Amazon improve the quality of its private-label products. Amazon’s exclusive brand portfolio in the apparel category received the lowest customer satisfaction scores compared to the largest U.S. apparel manufacturers, according to a recent report by research firm CFRA.

Attract more customers: It attracts new customers while retaining the existing ones. Hence, this is likely to strengthen the customer base of the company, thereby driving its revenue growth.

3. For platform consumers

Add more new choices: Enable consumers to get more new choices from the platform and buy higher quality products.

Applicable categories

Apparel & Accessories

Automotive

Baby

Beauty

Business & Industrial

Consumer Electronics

Food & Beverages

Health & Wellness

Home & Kitchen

Household & Personal Care

Lawn & Garden

Office Supplies

Pets

Shoes

Sporting & Outdoors

Tools & Home Improvement

Toys

and more.

Application Requirements

1. Equipped with a small single-shot quick response production line.
2. Have certain product design and development capabilities.
3. Work with Amazon to build your brand with an enterprising mindset.

Review time

It takes 4-6 months to complete the review

Review content

Amazon will review the qualifications of relevant sellers, including social responsibility and labor environment review (ISO standards), European safety certification review, and Amazon accounting review. In other words, Amazon is likely to conduct factory inspections.

commission

Amazon said at the conference that the commission for the accelerator program is 10%, but it did not specify whether this is 10% on top of Amazon's existing fees or if the commission for all categories is uniformly 10%.

Development

In November 2019, Amazon India announced the official launch of the Amazon Accelerator program to further expand its own brand business.

References

• 1. Amazon India officially launches brand accelerator program: 100EC [cited on 2019-11-14T16:00:00.000Z]
• 2. Amazon launches the "Accelerator" program, and competition among brand sellers intensifies: Sohu [cited on 2018-10-17T16:00:00.000Z]