diff --git a/Tools/LyTestTools/ly_test_tools/__init__.py b/Tools/LyTestTools/ly_test_tools/__init__.py
index 1c78176b87..febb89b541 100755
--- a/Tools/LyTestTools/ly_test_tools/__init__.py
+++ b/Tools/LyTestTools/ly_test_tools/__init__.py
@@ -17,7 +17,7 @@ logger = logging.getLogger(__name__)
 
 # Supported platforms.
 ALL_PLATFORM_OPTIONS = ['android', 'ios', 'linux', 'mac', 'windows']
-ALL_LAUNCHER_OPTIONS = ['android', 'base', 'mac', 'windows', 'windows_editor', 'windows_dedicated']
+ALL_LAUNCHER_OPTIONS = ['android', 'base', 'mac', 'windows', 'windows_editor', 'windows_dedicated', 'windows_generic']
 ANDROID = False
 IOS = False  # Not implemented - see SPEC-2505
 LINUX = sys.platform.startswith('linux')  # Not implemented - see SPEC-2501
@@ -38,11 +38,13 @@ if WINDOWS:
     HOST_OS_EDITOR = 'windows_editor'
     HOST_OS_DEDICATED_SERVER = 'windows_dedicated'
     import ly_test_tools.mobile.android
-    from ly_test_tools.launchers import AndroidLauncher, WinLauncher, DedicatedWinLauncher, WinEditor
+    from ly_test_tools.launchers import (
+        AndroidLauncher, WinLauncher, DedicatedWinLauncher, WinEditor, WinGenericLauncher)
     ANDROID = ly_test_tools.mobile.android.can_run_android()
     LAUNCHERS['windows'] = WinLauncher
     LAUNCHERS['windows_editor'] = WinEditor
     LAUNCHERS['windows_dedicated'] = DedicatedWinLauncher
+    LAUNCHERS['windows_generic'] = WinGenericLauncher
     LAUNCHERS['android'] = AndroidLauncher
 elif MAC:
     HOST_OS_PLATFORM = 'mac'
diff --git a/Tools/LyTestTools/ly_test_tools/_internal/pytest_plugin/test_tools_fixtures.py b/Tools/LyTestTools/ly_test_tools/_internal/pytest_plugin/test_tools_fixtures.py
index c4249441b0..02b574ddf9 100755
--- a/Tools/LyTestTools/ly_test_tools/_internal/pytest_plugin/test_tools_fixtures.py
+++ b/Tools/LyTestTools/ly_test_tools/_internal/pytest_plugin/test_tools_fixtures.py
@@ -281,6 +281,21 @@ def _dedicated_launcher(request, workspace, launcher_platform, level=""):
 
     return launcher
 
+
+@pytest.fixture(scope="function")
+def generic_launcher(workspace, request, crash_log_watchdog):
+    # type: (...) -> ly_test_tools.launchers.platforms.base.Launcher
+    return _generic_launcher(
+        workspace=workspace,
+                            launcher_platform=get_fixture_argument(request, 'launcher_platform', HOST_OS_PLATFORM),
+                            exe_file_name=get_fixture_argument(request, 'exe_file_name', ''))
+
+
+def _generic_launcher(workspace, launcher_platform, exe_file_name):
+    """Separate implementation to call directly during unit tests"""
+    return ly_test_tools.launchers.launcher_helper.create_generic_launcher(workspace, launcher_platform, exe_file_name)
+
+
 @pytest.fixture
 def automatic_process_killer(request):
     # type: (_pytest.fixtures.SubRequest) -> ly_process_killer
diff --git a/Tools/LyTestTools/ly_test_tools/launchers/launcher_helper.py b/Tools/LyTestTools/ly_test_tools/launchers/launcher_helper.py
index 4ed4c43dee..63b1eac1d3 100755
--- a/Tools/LyTestTools/ly_test_tools/launchers/launcher_helper.py
+++ b/Tools/LyTestTools/ly_test_tools/launchers/launcher_helper.py
@@ -61,3 +61,19 @@ def create_editor(workspace, launcher_platform=ly_test_tools.HOST_OS_EDITOR, arg
     """
     launcher_class = ly_test_tools.LAUNCHERS.get(launcher_platform, ly_test_tools.HOST_OS_EDITOR)
     return launcher_class(workspace, args)
+
+
+def create_generic_launcher(workspace, launcher_platform, exe_file_name, args=None):
+    # type: (ly_test_tools.managers.workspace.WorkspaceManager, str, str, List[str]) -> Launcher
+    """
+    Create a generic launcher compatible with the specified workspace.
+    Allows custom .exe files to serve as the launcher instead of ones listed in the ly_test_tools.LAUNCHERS constant
+
+    :param workspace: lumberyard workspace to use
+    :param launcher_platform: the platform to target for a launcher (i.e. 'windows' for WinLauncher)
+    :param exe_file_name: .exe file name which has to be launched for this launcher (i.e. 'MaterialEditor.exe')
+    :param args: List of arguments to pass to the launcher's 'args' argument during construction
+    :return: Launcher instance.
+    """
+    launcher_class = ly_test_tools.LAUNCHERS.get(launcher_platform, ly_test_tools.HOST_OS_PLATFORM)
+    return launcher_class(workspace, exe_file_name, args)
diff --git a/Tools/LyTestTools/ly_test_tools/launchers/platforms/win/launcher.py b/Tools/LyTestTools/ly_test_tools/launchers/platforms/win/launcher.py
index 800771c9bc..492af0e612 100755
--- a/Tools/LyTestTools/ly_test_tools/launchers/platforms/win/launcher.py
+++ b/Tools/LyTestTools/ly_test_tools/launchers/platforms/win/launcher.py
@@ -203,3 +203,19 @@ class WinEditor(WinLauncher):
         """
         assert self.workspace.project is not None
         return os.path.join(self.workspace.paths.build_directory(), "Editor.exe")
+
+
+class WinGenericLauncher(WinLauncher):
+
+    def __init__(self, build, exe_file_name, args=None):
+        super(WinGenericLauncher, self).__init__(build, args)
+        self.exe_file_name = exe_file_name
+
+    def binary_path(self):
+        """
+        Return full path to the .exe file for this build's configuration and project
+
+        :return: full path to the given exe file
+        """
+        assert self.workspace.project is not None
+        return os.path.join(self.workspace.paths.build_directory(), f"{self.exe_file_name}.exe")