What is Amazon Mentor Programme and How Startups and Entrepreneurs can benefit from it

Alan Joseph Alan Joseph
Apr 14, 2021 5 min read
What is Amazon Mentor Programme and How Startups and Entrepreneurs can benefit from it

Amazon.com Inc is an American based multinational technology company. It was founded in the year 1994. The company is located in Washington. It focuses on e-commerce, cloud computing, artificial intelligence and digital streaming. It is one of the big five companies in the U.S IT industry.

Amazon is one of the largest e-commerce companies in India. Letโ€™s look at the below article to understand the new Amazonโ€™s Mentor Programme and the benefit from it.

Amazon Mentor Connect Programme
Aim of the Amazon Mentor Connect programme
What will the Mentor Connect Programme Offer

Amazon Mentor Connect Programme

On 11 April 2021, Amazon India had announced the launch of its Mentor Connect programme. The aim of the Mentor connect programme is to accelerate the growth of startups in the country. It also focuses on accelerating the growth of the emerging brand owners as well.

The brand owners and the emerging startups will have to enroll under the Amazon Launchpad initiative. The Amazon Mentor Connect programme will not just be limited to the startups and the emerging brands. It will also be extended to the winners of the entrepreneurship challenge which is hosted by Amazon called as Amazon Sambhav Summit.

The second edition of the entrepreneurship challenge Amazon Sambhav is said to be hosted from 15 April 2021 to 18 April 2021.

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Aim of the Amazon Mentor Connect programme

The aim of the Amazon Mentor Connect programme is to create a system to support and help the startups. It aims at helping startups in unlocking their potential by providing them with proper guidance and mentorship. This will help them in scaling their business, avoiding blind spots, to learn from the experienced industry leaders, etc.

The programme will focus on opening new doors and will help the startups in identifying and unlocking infinite possibilities which will increase the possibilities for a Digital India said Amazon India director Pranav Bhasin who has experience in the MSME sector and Selling Partner Experience.

He also added on saying that India has a large Startup ecosystem which is the key to disruptive innovation. This ecosystem is expected to accelerate Indiaโ€™s progress towards an Atmanirbhar Bharat.

Pranav Bhasin has said that most of the startups are led by first time entrepreneurs who are driven by the passion to drive a change in the market. But most of them have no much experience to deal with the challenges and hardships they have to face along the way.

 Amazon India Director, Pranav Bhasin said.
Amazon India Director, Pranav Bhasin 

Prayag Mohanty who is the Senior Vice President at Fireside Ventures said that the company has been looking to understand the grassroots level challenges, identifying trends and trying different ways to solve the problems that are faced by the emerging brands and startups.

He also added on saying that other than that Venture Capitalโ€™s like them are always looking for opportunities in order to meet the new and upcoming brands.

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What will the Mentor Connect Programme Offer

The programme will offer startups and emerging brands to gain access to the guidance from Venture Capitalists, industry experts and Amazon leaders. The startups and emerging brands will get a chance to know the expert knowledge by sharing sessions, networking events and 1:1 mentorship sessions.

Amazon has already confirmed that mentors from educational institutions and VC firms like Fireside Ventures, Elevation Capital, Tomorrow Capital and DSG Consumer Partners for contributing to the Indian startup ecosystem.

The startups and emerging brands can get a chance to access guidance from all these mentors through various other ways. This would include one-to-one mentorship with chosen mentors for over a period of three months.

The members of the programme will also get networking opportunities with a wider range of industry experts and can even have knowledge sharing sessions between these experts and other Launchpad brands.

The platform also offers the startup operators to showcase their startups, engage and learn with the Industryโ€™s leading expert in their respective subject matters and also helps them in tackling strategic and functional challenges.

The Amazon launchpad has currently showcased over 2 lakh products which are offered by more than 800 brands that are emerging from across 30 different product categories. The popular sectors that are showcased by these brands include health and personal care, grocery and home products, beauty and grooming, etc.

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What are the four stages of mentoring?

Successful mentoring go through four phases, preparation, negotiating, enabling growth, and closure.

How long should a mentorship program last?

The minimum amount of time a mentoring relationship or program must last is 6 months but there is no maximum.

What are some examples of mentoring goals?

Leadership skills, Confidence skills, Public speaking/presentation skills, and Life/work balance are some examples of mentoring goals.


Amazonโ€™s mentor programme will be a great initiative for the company to grow and develop the startup ecosystem in the country. It will be one of the best platforms for the startups and emerging brands to get the exposure they require to develop their startup.

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