The Innovation Challenge Prize

Turn your breakthrough idea into reality

The Innovation Challenge Prize rewards forward-thinking SMEs and charities who’ve participated in the Amazon Innovation Accelerator programme – with up to £50,000 and Amazon visibility.

You bring the idea. We bring the backing.

Applications for the Innovation Challenge Prize are closed for 2025.

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What you need to know before you apply

You’ve completed at least 70% of the AIA Innovation Leadership course and learned Amazon’s innovation principles – now it’s time to put that knowledge into action. This prize challenge gives you the platform to apply what you’ve learned to real innovation.

To participate, SMEs must be UK-registered with fewer than 250 employees and annual turnover under £50 million, while charities need to be registered with the Charity Commission or equivalent. You’ll frame your innovation using a PR that clearly defines the customer problem (or beneficiary need for charities) and an FAQ outlining feasibility and alignment with Amazon’s principles. We’re sector-neutral, you can apply to multiple categories with the same innovation, and we evaluate both for-profit and nonprofit applicants using the same framework while allowing you to emphasise different types of impact.

£100,000. Four awards. One goal: backing innovation that delivers.

Prize Categories

£50k for the biggest commercial game-changer. £30k for the brilliant runner-up. £10k for social or environmental impact (for-profits + nonprofits welcome). And another £10k for standout charity-led innovation making waves in communities.

£50,000 - Main Prize

Aimed at transformative business or operational ideas with strong commercial or operational impact. Must be framed using a PR that clearly defines the customer problem and an FAQ that outlines feasibility and alignment with Amazon’s principles.

You must submit a single document, including the following:

A. Press Release (1-2 pages)

Written from the perspective of a journalist announcing your innovation. It must cover:

The core customer problem being solved.
How your solution significantly improves customer outcomes.
The relevance of this innovation to your business’s growth or operational efficiency.
The broader impact of the idea, be it commercial or otherwise
A customer testimonial supporting the innovation.

B. Frequently Asked Questions

This must include:

Feasibility & Budget – A clear explanation of how prize funds will be used (e.g. R&D, marketing, hiring, technology).
Internal FAQs – Answers to anticipated questions from internal stakeholders (e.g. leadership, teams), demonstrating that the idea is viable and thought through.
External FAQs – Answers to potential questions from external stakeholders (e.g. customers, partners), explaining the concept, benefits, practical implementation, and demonstrate how the Amazon Innovation Accelerator benefitted the business.

Submitting a video and other visuals are encouraged but not essential.

£30,000 - Runner-Up

Similar criteria to the Main Prize, recognising the second-strongest innovation. Still judged on originality, viability, and robust Working Backwards thinking but slightly outperformed by the Main ICP winner.

You must submit a single document, including the following:

A. Press Release (1–2 pages)

Written from the perspective of a journalist announcing your innovation. It must cover:

The core customer problem being solved.
How your solution significantly improves customer outcomes.
The relevance of this innovation to your business’s growth or operational efficiency.
The broader impact of the idea, be it commercial or otherwise
A customer testimonial supporting the innovation.

B. Frequently Asked Questions

This must include:

Feasibility & Budget – A clear explanation of how prize funds will be used (e.g. R&D, marketing, hiring, technology).
Internal FAQs – Answers to anticipated questions from internal stakeholders (e.g. leadership, teams), demonstrating that the idea is viable and thought through.
External FAQs – Answers to potential questions from external stakeholders (e.g. customers, partners), explaining the concept, benefits, practical implementation, and demonstrate how the Amazon Innovation Accelerator benefitted the business.

Submitting a video and other visuals are encouraged but not essential.

£30,000 - Runner-Up

You must submit the following two documents:

A. Press Release (1–2 pages)

Written from the perspective of a journalist announcing your innovation. It must cover:

The core customer problem being solved.
How your solution significantly improves customer outcomes.
The relevance of this innovation to your business’s growth or operational efficiency.
The broader impact of the idea, be it commercial or otherwise
A customer testimonial supporting the innovation.

B. FAQ Document

This must include:

Feasibility & Budget – A clear explanation of how prize funds will be used (e.g. R&D, marketing, hiring, technology).
Internal FAQs – Answers to anticipated questions from internal stakeholders (e.g. leadership, teams), demonstrating that the idea is viable and thought through.
External FAQs – Answers to potential questions from external stakeholders (e.g. customers, partners), explaining the concept, benefits, practical implementation, and demonstrate how the Amazon Innovation Accelerator benefitted the business.

Submitting a video and visuals are encouraged but not essential.

£10,000 - Social Value Award

Rewards initiatives driving clear social or environmental benefits. Emphasis on measuring community outcomes, sustainability, or broader societal impact. Both for-profit and charities can apply – criteria are flexible enough to accommodate diverse models.

You must submit a single document, including the following:

A. Press Release (1–2 pages)

Written from the perspective of a journalist announcing your innovation. It must cover:

The core customer problem being solved.
How your solution delivers significant, measurable benefits to users or society.
Why it matters for your business and for broader social or environmental outcomes.
The impact of the idea.
A customer or community testimonial.

B. Frequently Asked Questions

This must include:

Feasibility & Budget – A breakdown of how the prize funds will be used.
Internal FAQs – Answers for internal stakeholders, covering why and how the innovation delivers social value.
External FAQs – Answers for external stakeholders, explaining the proposition, benefits, how social impact will be measured and tracked and demonstrate how the Amazon Innovation Accelerator benefitted the business.

Submitting a video and other visuals are encouraged but not essential.

£10,000 - Social Value Award

Rewards initiatives driving clear social or environmental benefits. Emphasis on measuring community outcomes, sustainability, or broader societal impact. Both for-profit and charities can apply – criteria are flexible enough to accommodate diverse models.

You must submit the following two documents:

A. Press Release (1–2 pages)

Written from the perspective of a journalist announcing your innovation. It must cover:

The core customer or societal problem being solved.
How your solution delivers significant, measurable benefits to users or society.
Why it matters for your business and for broader social or environmental outcomes.
The impact of the idea.
A customer or community testimonial.

B. FAQ Document

This must include:

Feasibility & Budget – A breakdown of how the prize funds will be used.
Internal FAQs – Answers for internal stakeholders, covering why and how the innovation delivers social value.
External FAQs – Answers for external stakeholders, explaining the proposition, benefits, how social impact will be measured and tracked and demonstrate how the Amazon Innovation Accelerator benefitted the business.

Submitting a video and visuals are encouraged but not essential.

£10,000 - The Charity Innovation Award

Similar criteria to the Social Value Award, recognising a charity that delivers a positive and measurable impact on society, the environment, or the local community. Still judged on community outcomes, sustainability, or broader societal impact but exclusively for charities.

You must submit a single document, including the following:

A. Press Release (1–2 pages)

Written from the perspective of a journalist announcing your charity innovation. It must cover:

The core customer or societal problem being solved.
How your innovation delivers significant, measurable benefits to users or society.
Why it matters for your charity and for broader social or environmental outcomes.
The impact of the charity innovation.
A customer or community testimonial.

B. Frequently Asked Questions

This must include:

Feasibility & Budget – A breakdown of how the prize funds will be used.
Internal FAQs – Answers for internal stakeholders, covering why and how the innovation delivers social value.
External FAQs – Answers for external stakeholders, explaining the proposition, benefits, how social impact will be measured and tracked and demonstrate how the Amazon Innovation Accelerator benefitted the charity.

Submitting a video and other visuals are encouraged but not essential.

£10,000 - The Charity Innovation Award

You must submit the following two documents:

A. Press Release (1–2 pages)

Written from the perspective of a journalist announcing your charity innovation. It must cover:

The core customer or societal problem being solved.
How your innovation delivers significant, measurable benefits to users or society.
Why it matters for your charity and for broader social or environmental outcomes.
The impact of the charity innovation.
A customer or community testimonial.

B. FAQ Document

This must include:

Feasibility & Budget – A breakdown of how the prize funds will be used.
Internal FAQs – Answers for internal stakeholders, covering why and how the innovation delivers social value.
External FAQs – Answers for external stakeholders, explaining the proposition, benefits, how social impact will be measured and tracked and demonstrate how the Amazon Innovation Accelerator benefitted the charity.

Submitting a video and visuals are encouraged but not essential.

How to Apply

Ready to turn your innovation into reality? Here’s your roadmap to success.

Step 1: Confirm Eligibility

Check you've completed 70%+ of the AIA Innovation Leadership course and meet SME or charity requirements.

Step 2: Draft Your Press Release

1-2 pages written from customer perspective, describing the problem and your innovative solution. Please refer to specifics under each "Prize Category".

Step 3: Develop Your FAQ

Cover feasibility, costs, timeline, success metrics, and references to Amazon's Leadership Principles. Please refer to specifics under each "Prize Category".

Step 4: Create Budget Outline

Show exactly how you'd spend the prize money with realistic financial planning.

Step 5: Submit by Deadline 10 October, 11:59 PM

Upload all documents through the application form.

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What ICP category are you applying for?*

Applications are now closed.
Thank you.

Frequently Asked Questions

Got questions? We’ve got answers. Everything you need to know about the Innovation Challenge Prize.

Still have questions?

Reach out to our team for more information.

Any UK-registered SME or charity that has completed at least 70% of the AIA modules. One lead applicant per organisation; joint submissions by two separate AIA participants are not allowed.

You must reach 70% before the 10 October deadline. If you’re close, devote time to completing modules to become eligible.

For each category you enter, you’ll need a Press Release PR/FAQ document. Review the requirements under each “Prize Category” for further details.

Upload your PR/FAQ via the application form on this ICP page. Submitting a video and other visuals are encouraged but not essential. You’ll receive a confirmation email once your entry is submitted.

Write it from the perspective of the customer/beneficiary. Start with a headline that states the problem and your proposed innovation, followed by a short narrative describing how your solution creates value

Focus on practicalities: cost breakdown, timeline, risk/mitigation strategies, success metrics, and references to Amazon leadership principles. This format shows you’ve truly “worked backwards.”

Provide a simple short table or bullet list that shows exactly how you’d spend the prize (eg., 40% on R&D, 30% on marketing, etc.). Show a realistic and carefully considered financial approach, rather than vague intentions to “improve things”.

Yes, but with boundaries. AWS colleagues can offer general guidance but cannot help write, edit or review your PR/FAQ documents. Growth Studio will also host weekly ICP workshops via the SME hub, which all participants are encouraged to attend at least once.

Yes, but you must submit distinct PR/FAQ sets that clearly emphasise each category’s focus. The same SME cannot submit a single “general” document for multiple categories.

Absolutely. All categories are open to registered charities. Just make sure your entry reflects the type of impact you’re focusing on – whether it’s commercial, community or both.

No. Each organisation must have one lead applicant and one entry per category.

No. A single entity must lead the submission. However, that lead can involve external partners to demonstrate collaboration within the project.

Videos and visuals are encouraged if they help explain your idea – but they are not essential. If you decide to do so, keep the formatting clean and easy to read. Avoid external links that might expire or require access permissions.

That’s fine, as long as the ICP Prize would help accelerate, expand or refine it. Make sure your PR/FAQ makes that clear.

The ICP funds can supplement existing budgets or external capital. Outline how the ICP prize (and any additional funding) fits into your total project costs.

The full grant will be released in a single tranche, giving winners immediate access to the funds they need to get moving.

After the SME Innovation Day on 4 November, we aim to release the funds within 30 days, assuming all usage agreements are signed promptly.

Pivots are fine, provided you clarify the reasons and show how you’ll maintain or adapt your KPIs. Funding is released only if Amazon approves your roadmap changes.

If major red flags arise or you do not comply with check-in requirements, AWS may withhold the disbursement until concerns are resolved. We understand things change. As long as we know what’s happening and the rationale for any roadmap deviations, that’s what matters.

Absolutely not. All intellectual property remains yours. We only request permission to reference and feature your innovation in promotional materials, case studies, and/or press releases.

Limit sensitive details in your public-facing PR if necessary, but ensure the FAQ still shows feasibility. If your solution relies on proprietary know-how, mention it broadly without disclosing trade secrets.

Each submission is reviewed against the weighted scoring rubric. After an internal eligibility check and shortlisting, a panel of Amazon and external judges will assess finalists. If there’s a tie, the Amazon-appointed lead has the deciding vote.

Be clear, practical and customer-focused. Follow the “Working Backwards” format and align with Amazon’s leadership principles. Strong entries are realistic, compelling, and clearly thought through.

Integrate them organically. For instance, if you’re describing how you tested your idea with a pilot group, mention “Customer Obsession.” If you simplified a complex workflow, mention “Invent and Simplify.”

You will not need to present your solution on Innovation Day, but be ready to articulate your proposed solution – there will be a lot of interest from peers, Amazonians, media and potential partners – and this is a chance to showcase your business.

Tax implications vary by organisation type. You’re responsible for consulting your accountant on any relevant taxes or VAT obligations related to receiving the prize.

10 October at 11:59 PM. Late entries are only considered under special documented circumstances

No, personalised feedback will not be provided for unsuccessful entries, while winners will naturally receive some insight as part of their prize notification. Participants can instead attend general webinars and check the SME Hub for guidance and common submission tips.

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