Amazon is to help entrepreneurs get their businesses off the ground with a dedicated online store selling products from British start-ups.

The etailer will encourage startups to join Amazon Launchpad, which launches today, and be given support to launch, market and distribute their products to Amazon customers. The area will feature ‘cutting-edge products’ across sectors such as consumer electronics and connected home to kitchen and beauty, health and wellbeing.

UK start-ups in the new Amazon Launchpad shop include the Kano children’s computer kit, the Wileyfox 4G Smartphone and Smarter’s wifi-enabled iKettle.

Christopher North, managing director of, said: “British inventors are responsible for some of the most innovative consumer products in the world, from the lawnmower to the electrical vacuum cleaner to the collapsible baby buggy. Now we are introducing a dedicated store on where our customers can find a range of cutting-edge items from today’s generation of British inventors that we’re helping to cultivate.”

The etailer said it had teamed up with 25 venture capital firms, crowdfunding services and accelerators in order to help the company source new products to sell on Amazon Launchpad. Crowdfunding platforms Crowdcube and Crowdfunder are among a number of organisations that have funded products currently available at its US Launchpad store. 

Amazon will help brands create custom product pages, have access to Amazon’s marketing tools and its fulfilment network and customer service.

Darren Westlake, co-founder and chief executive of Crowdcube, said: “By partnering with Amazon to have the start-ups we’re helping be featured in the Launchpad programme, they will receive access to Amazon’s distribution network and millions of customers, giving budding entrepreneurs an incredible boost in their journey to transform an idea into a reality.”