B2R

Born to Run (B2R) is an optional Vendor Central program designed to help vendors quickly introduce new products to the Amazon catalog. Instead of waiting for Amazon’s forecasting system to recognize demand, B2R allows vendors to proactively request a one-time initial purchase order for a new ASIN.

Key features of B2R:

• Vendors submit a suggested order quantity for newly launched products
• Amazon can accept the proposal and issue a Purchase Order (PO)
• The vendor takes on the risk: if the products don’t sell within a certain period (typically 10–12 weeks), Amazon may return or keep unsold inventory without reimbursement
• B2R helps generate initial momentum - which can improve organic ranking, eligibility for advertising, and retail readiness

Why B2R matters to vendors:

• Helps accelerate product launches
• Bypasses slow demand signals from Amazon’s internal systems
• Increases inventory availability for new items, making them Prime-eligible faster
• Gives vendors more control in introducing innovation or seasonal items

💡 It’s best used alongside strong advertising support (such as Sponsored Products or DSP) to ensure products move during the trial window.

In short: B2R lets vendors push new products to Amazon faster by requesting a one-time bulk PO - taking on the sales risk to gain visibility and traction.