If you’re a brand selling on Amazon, you might have heard whispers about the Born to Run (BTR) programme. It’s a clever way for Amazon to kick-start sales of your products, especially if they’re new or need a boost. But what exactly is it, and is it worth chasing? Let’s break it down in plain English – no jargon, just the facts.
The Basics: How Does Born to Run Work?
Simply put, BTR lets Amazon buy your product upfront. They raise a Purchase Order (PO), giving your item a head start by stocking it themselves. This is brilliant for new launches, as it gets your product in front of customers right away.
The real work begins once the PO has been processed and the goods have arrived. It’s up to you to boost sales. Plan ahead with strategies such as offering discounts or running targeted ad campaigns to reach customers. In one account we managed, every single BTR product sold out – proof that effective marketing can transform Amazon’s investment into your own.
The Magic Moment: Recurring Orders
This is where things get exciting. If your product sells well and takes off, Amazon will take notice. They’ll start placing repeat orders automatically, setting off a proper sales cycle. It’s like lighting a fuse – a strong initial performance leads to steady, ongoing business. Suddenly, you’re not just testing the waters – you’re fully immersed
A Word of Caution: Not Every Product Makes the Cut
Not all items qualify for BTR. Amazon only selects products where there is solid potential for profit and genuine customer demand. If your margins are too narrow or the market outlook is uncertain, they may decline. This is why it’s important to consider each product on its own merits. If you have a few items, it is better to apply for BTR individually rather than grouping them together.
BTR isn’t a golden ticket, but it’s a low-risk way of getting Amazon on your side from the outset. If you’ve tried it or would like to discuss your new product launches, please get in touch – I’d love to hear from you!
