blog-amazon-launchpad1-Getting a product to market can be a tough road to go for many startups. But Amazon thinks it has a better way, creating a new initiative called Amazon Launchpad.

The company is working with some of the top startup programs and investors in the country to source exciting new products, such as GrowlerWerks’ insulated beer growler (pictured).

The new portal allows startups to add their latest inventions to Amazon’s ecommerce platform in a special section called Amazon Launchpad. More than 200 products appeared when the site went live July 28.

“We appreciate that startups have different needs than more established companies,” the company says in its FAQ. “Amazon Launchpad has been designed to meet these needs while giving you the marketing benefits typically reserved for our more established Amazon vendors, right from day one.”

Visit Amazon Launchpad now.