diff --git a/cmake/Platform/Windows/Packaging/Bootstrapper.wxs b/cmake/Platform/Windows/Packaging/Bootstrapper.wxs
index cb9d86ede8..847fcdad0c 100644
--- a/cmake/Platform/Windows/Packaging/Bootstrapper.wxs
+++ b/cmake/Platform/Windows/Packaging/Bootstrapper.wxs
@@ -17,6 +17,11 @@
             Value="[ProgramFiles64Folder]$(var.CPACK_PACKAGE_INSTALL_DIRECTORY)"
             bal:Overridable="yes"/>
 
+        <!-- special variable name that auto maps to a WixStandardBootstrapperApplication attribute of the same name -->
+        <Variable Name="LaunchTarget"
+            Type="string"
+            Value="[InstallFolder]\bin\Windows\profile\o3de.exe"/>
+
         <PayloadGroup Id="Images">
             <Payload Id="warning.png" SourceFile="$(var.CPACK_RESOURCE_PATH)/warning.png" Compressed="yes"/>
         </PayloadGroup>