Amazon Born to Run: Vendor Initiated Orders

Key Summary

• Amazon Born to Run lets Vendor Central members secure large initial purchase orders for new or existing ASINs to meet early demand.

• Program helps prevent stockouts, boost sales velocity, gain reviews, and accelerate ranking in Amazon search results from day one.

• Vendors can submit up to 50 ASINs per offer with no unit cap, subject to Amazon’s operational and profitability checks.

• Inventory sell-through period is 10 weeks, starting 20 days after submission; vendors choose between returns or paying a 25% retention fee.

• Purchase orders are issued within one business day if approved, requiring vendors to have inventory ready and warehouses capable of fast fulfillment.

• Works for both new product launches and existing products experiencing planned marketing spikes or anticipated demand surges.

• No signup cost, but vendors bear refund or retention fees for unsold units, plus 10% shipping and handling if returned.

• Pairing Born to Run with a strong advertising strategy can amplify demand capture and maximize the program’s sales impact.

You’ve nailed the product, perfected the branding, and lined up your Amazon Advertising campaign, yet one question keeps you up at night: Will I have enough inventory to keep sales rolling once shoppers start clicking “Buy Now”? In the fast-paced world of ecommerce, running out of stock during those critical early days can derail sales velocity, stall sales maturity, and slow your climb in search rankings. That’s where Amazon’s Born to Run comes in. It is a powerful tool in the Amazon Vendor Program that helps sellers maximize their success by providing a unique opportunity to increase inventory levels and improve sales of new or existing products. In this blog, we’ll explore how the Amazon BTR program works, its eligibility, and how you can use it to your advantage.

What is Amazon Born to Run Program, and Why Should I use it?

Amazon Born to Run is a feature in Amazon Vendor Central that lets members of the Amazon Vendor Program request larger initial purchase orders for new products, before sales data exists. This invite-only program helps vendors:

• Launch products with enough inventory to meet early demand.
• Boost sales velocity and gain positive reviews quickly.
• Avoid costly stockouts during critical launch periods.

Born to Run allows you to request purchase orders from Amazon to increase in-stock levels on your products, including during product launches or planned marketing campaigns. Doing so will decrease out-of-stock risk and allow you to capture the full upside of any sales spike.

To maximize the impact of programs like Born to Run, pairing them with a well-structured ad strategy is key. Learn more in our guide to Amazon PPC campaign structure.

How Does Born to Run Work?

The Born to Run program gives vendors a way to show Amazon they believe a new product will perform strongly. Vendors apply for the program, and once Amazon approves the request, it places a larger upfront purchase order. This ensures the item is available from the start and reduces the risk of a slow launch due to limited inventory.

Imagine introducing a high-demand kitchen appliance; you anticipate strong sales, but without sufficient stock, you could miss early momentum. Born to Run helps you avoid that by keeping shelves full from day one, driving the Amazon flywheel faster.

The program is often extended to vendors with a solid sales track record, allowing them to roll out products faster, capture demand immediately, and accelerate growth.

What Are the Eligibility Requirements for Amazon's Born to Run Program?

To participate in Amazon Born to Run Vendor Central, vendors must meet these criteria:

• Be an Amazon Vendor: The Born to Run Amazon is exclusive to Vendor Central members and is not available for Amazon Sellers or Seller Central accounts.
• Launch Buy Quantity under $50,000: The total value of the initial purchase order must be below this limit to qualify.
• ASIN unit cost of at least $5: Each product enrolled must have a minimum per-unit cost of $5 before fees or discounts.
• Non-heavy or hazardous products: Items should not be oversized, bulky, or classified as hazardous for shipping and handling.

Meeting these requirements helps vendors qualify for larger upfront purchase orders and maximize the benefits of a Born to Run launch.

Want direct Amazon support beyond Born to Run? Learn about Amazon Vendor Services in our blog.

What Happens When Products Don't Sell?

With Born to Run, you can request an order quantity you expect to sell within a 10-week sell-through period. This period begins 20 days after your BTR submission date (to allow for transportation time) and continues for 70 days.

At the time of ASIN submission, you can decide what you want Amazon to do with any inventory that is unsold after the 10-week sell-through period by choosing between the following preferences:

1. Amazon Returns Unsold Units: Amazon may return unsold units, considering weeks of coverage and sell-through. In case any such unsold units are returned by Amazon, you will refund 100% of the product cost for any units so returned, plus 10% shipping and handling fees.
2. Amazon Retains Unsold Inventory: Amazon keeps the units, and you pay a retention fee equal to 25% of their cost. This fee is deducted automatically via an agreement in the COOP system (viewable under Completed Offers). Standard return terms for defective or damaged units still apply.

Looking to fine-tune your inventory planning post-Born to Run? Explore our comprehensive guide to Mastering Amazon Inventory Management Strategies for smarter forecasting and replenishment.

How Many ASINs/Units Can I Submit Per Offer?

Up to 50 ASINs can be submitted in each offer, with no unit caps. Note that Amazon does impose certain operational, profitability, and other requirements and checks that may limit the ASINs or units that can be accepted in the program.

Nail your product listings and boost Born to Run success by mastering the essentials of barcodes and product IDs. Check out our GTIN vs. UPC vs. EAN vs. ASIN guide to master the key identifiers behind every listing.

How the Amazon Born to Run Program Can Boost Your Business?

If you’re part of Vendor Central, leveraging the Amazon BTR program can give you a competitive edge. Here’s how Born to Run Amazon Vendor Central can help your business grow:

• Increase Sales and Improve Product Ranking: Maintain strong in-stock levels to drive sales velocity, gain positive reviews, and climb Amazon’s search rankings faster.
• No Mandatory Advertising Spend: Participation doesn’t require ad investment, though pairing it with Amazon Advertising can amplify results.
• Reduced Risk of Stockouts: Keep products available during high-demand periods to avoid lost sales and maintain shopper trust.
• Accelerate New Product Launches: Launch with enough inventory to meet demand from day one and fuel the Amazon flywheel.
• Expect More Than Just the Initial Launch Buy PO: Strong early performance can lead to additional purchase orders beyond the Launch Buy Quantity.
• Potential Improvement in Your Relationship with Amazon: Demonstrating confidence in your products can positively influence how Amazon views and supports your business.

Want to keep more of your profits while using programs like Born to Run? Explore our Amazon Vendor Chargeback Recovery Guide and discover how to avoid penalties and recover lost revenue.

Drive Sales Momentum on Amazon with beBOLD Digital

Amazon Born to Run can be a catalyst for growth, helping vendors prevent stockouts, accelerate product launches, and maintain sales momentum. When managed strategically, it ensures you’re ready to meet demand without tying up excessive capital in unsold inventory.

At beBOLD Digital, we specialize in helping brands unlock the full potential of Born to Run. From accurate sales forecasting to inventory planning and marketing integration, our expert team ensures you maximize every opportunity the program offers. We’ll craft strategies tailored to your goals so you can grow confidently on Amazon.

Ready to take your Amazon sales to the next level? Schedule your strategy call with beBOLD Digital today.

Frequently Asked Questions

When should I expect a PO?

If approved, Born to Run POs are sent within 1 business day of ASIN submission. Ensure ample stock and warehouse readiness. You may accept or reject POs, but accepted orders carry the risk of selling through shipped inventory.

Can I create brand new ASINs via Born to Run?

No, ASIN setup needs to be completed in the existing creation workflows (e.g., New Item Set Up, Catalog Feeds).

What will my ship windows be for the Born to Run POs? Can you extend the ship windows on the Born to Run POs?

Ship Windows/ Delivery Windows on BTR POs are set to begin the day after PO transmission, unless selected otherwise during submission. The window length on BTR orders is consistent with your regular replenishment PO window length. These cannot be extended by the Born To Run team.

When will returns for my Born to Run inventory be initiated?

Assuming you have selected the return preference for unsold inventory, Amazon will assess whether to return any unsold inventory at the end of the 10-week sell-through period, depending on inventory health. If they decide to return any unsold inventory to you, the returns can start as soon as the week following the end of the 10-week sell-through period.

How does Amazon determine where my unsold BTR inventory should be sent?

If you are using the return preference for unsold inventory, BTR uses your return address (stored in Vendor Central) to determine where unsold inventory should be sent. If you choose this preference, you will need to make sure you have an accurate return address in Vendor Central to prevent any issues in the return process.

Do returns of unsold BTR inventory follow my other supplier contracts with Amazon?

If you choose the return preference for unsold BTR inventory, it overrides other supplier contracts. You must accept returns after the 10-week sell-through period, and refusal may lead to removal from the Amazon Born to Run program.

Why is my BTR ASIN showing as OOS? I have already shipped the inventory.

This means we are seeing higher demand than what we have on hand and in transit. Your Born to Run ASIN should show as in stock on our systems as soon as we have the units from open POs received in our warehouses.

Can I negotiate offers on unsold inventory after the sell-through period so I don’t get returns or get charged a retention fee?

No, any unsold inventory at the end of the 10-week sell-through period will be subject to the preference you would have selected on submission to the Born to Run program.

I want access to the Born to Run program.

We operate an invite-only program, and we impose certain operational, profitability, and other requirements and checks that we continually iterate on in order to ensure that Born to Run provides the optimal vendor experience and outcomes for us.

Who pays freight for the product being shipped to Amazon? Is it Amazon or the vendor?

In the Amazon Born to Run program, standard Vendor Central shipping terms apply. Depending on your vendor agreement, freight may be Amazon-paid (collect) or vendor-paid (prepaid). Vendors should confirm their freight terms before shipping BTR inventory to Amazon.

Who pays return freight for items going back to the vendor that did not sell?

A 10% shipping/handling fee will be charged on returns of any unsold Born to Run inventory if this is the preference you have chosen.

Is Born to Run only for new product launches?

No, it can also be used for cases where you believe our usual level of PO quantities for an existing ASIN should be higher for reasons such as a planned marketing campaign.

When POs get issued, will they go to only one Amazon warehouse or to multiple Amazon warehouses?

The POs will be issued in compliance with your existing Freight terms.

What are the fees associated with the program?

There’s no extra fee for the Born to Run program. For unsold inventory after the 10-week sell-through period, you either refund 100% plus 10% shipping/handling or pay a 25% retention fee on unsold units.

What is the 10-week "sell-through period"?

In the Born to Run program, the 10-week sell-through period starts 20 days after ASIN submission (for transport time) and lasts 70 days, during which Amazon expects the agreed inventory to sell through.

Will my Born to Run submission be the only POs my ASIN will receive in the 10-week sell-through period?

Not necessarily- if customer demand increases during the sell-through period, Amazon may order additional units during the 10 weeks. The Born to Run Program is simply meant to jumpstart this flywheel and help prevent products in high demand from going out of stock.

Where can I see if my submission was approved? Once it is approved, where can I track sales within the 10-week “sell-through period”?

Once an offer has been submitted, you can see it by searching for offers “Under Review” in the Search area of Born to Run in Vendor Central. We will review the offer at an ASIN level and therefore, we may accept or reject offers for each ASIN submitted. If we have approved an offer for an ASIN, you will see the approved quantity by searching for “Active Offers” and will receive a PO for the submitted quantity of that ASIN. On the Active Offers tab, you can also click “Go to Details” to see the sell-through rate of each of your submitted Born to Run ASINs.

What is the potential con of Amazon Born to Run?

A key drawback of Amazon Born to Run is that Amazon can reclaim all unsold inventory after the 10-week sell-through period, which may result in refunds or retention fees for the vendor.

Boost your Amazon sales with beBOLD Digital’s expert Born to Run guidance. Optimize inventory, amplify marketing, and accelerate growth. Contact us today to get started.