diff --git a/browser/app/profile/firefox.js b/browser/app/profile/firefox.js
index b04b127388bdd..a5fe5136876d3 100644
--- a/browser/app/profile/firefox.js
+++ b/browser/app/profile/firefox.js
@@ -322,6 +322,9 @@ pref("browser.startup.couldRestoreSession.count", 0);
 // users as it is not implemented anywhere else.
 #if defined(XP_WIN)
 pref("browser.startup.preXulSkeletonUI", true);
+
+// Whether the checkbox to enable Windows launch on login is shown
+pref("browser.startup.windowsLaunchOnLogin.enabled", false);
 #endif
 
 // Show an upgrade dialog on major upgrades.
diff --git a/browser/components/preferences/main.inc.xhtml b/browser/components/preferences/main.inc.xhtml
index 243182def221a..8485423b384ad 100644
--- a/browser/components/preferences/main.inc.xhtml
+++ b/browser/components/preferences/main.inc.xhtml
@@ -30,7 +30,7 @@
     <checkbox id="browserRestoreSession"
               data-l10n-id="startup-restore-windows-and-tabs"/>
 #ifdef XP_WIN
-    <hbox id="windowsLaunchOnLoginBox" align="center">
+    <hbox id="windowsLaunchOnLoginBox" align="center" hidden="true">
       <checkbox id="windowsLaunchOnLogin"
                 data-l10n-id="windows-launch-on-login"/>
     </hbox>
diff --git a/browser/components/preferences/main.js b/browser/components/preferences/main.js
index fd74f6c1863e8..ed03b96581c8e 100644
--- a/browser/components/preferences/main.js
+++ b/browser/components/preferences/main.js
@@ -13,6 +13,7 @@ ChromeUtils.defineESModuleGetters(this, {
   MigrationUtils: "resource:///modules/MigrationUtils.sys.mjs",
   TranslationsParent: "resource://gre/actors/TranslationsParent.sys.mjs",
   WindowsLaunchOnLogin: "resource://gre/modules/WindowsLaunchOnLogin.sys.mjs",
+  NimbusFeatures: "resource://nimbus/ExperimentAPI.sys.mjs",
 });
 
 // Constants & Enumeration Values
@@ -418,6 +419,12 @@ var gMainPane = {
         "command",
         gMainPane.onWindowsLaunchOnLoginChange
       );
+      NimbusFeatures.windowsLaunchOnLogin.recordExposureEvent({
+        once: true,
+      });
+      if (NimbusFeatures.windowsLaunchOnLogin.getVariable("enabled")) {
+        document.getElementById("windowsLaunchOnLoginBox").hidden = false;
+      }
     }
     gMainPane.updateBrowserStartupUI =
       gMainPane.updateBrowserStartupUI.bind(gMainPane);
diff --git a/browser/components/preferences/tests/browser_windows_launch_on_login.js b/browser/components/preferences/tests/browser_windows_launch_on_login.js
index 13476a2e35047..fb13cb4de4c36 100644
--- a/browser/components/preferences/tests/browser_windows_launch_on_login.js
+++ b/browser/components/preferences/tests/browser_windows_launch_on_login.js
@@ -10,6 +10,13 @@ ChromeUtils.defineESModuleGetters(this, {
   WindowsLaunchOnLogin: "resource://gre/modules/WindowsLaunchOnLogin.sys.mjs",
 });
 
+add_setup(async function () {
+  // Ensure checkbox is enabled before running tests
+  await SpecialPowers.pushPrefEnv({
+    set: [["browser.startup.windowsLaunchOnLogin.enabled", true]],
+  });
+});
+
 add_task(async function test_check_checkbox() {
   await WindowsLaunchOnLogin.withLaunchOnLoginRegistryKey(async wrk => {
     // Open preferences to general pane
@@ -104,6 +111,7 @@ add_task(async function delete_external_regkey() {
 });
 
 registerCleanupFunction(async function () {
+  await SpecialPowers.popPrefEnv();
   await WindowsLaunchOnLogin.withLaunchOnLoginRegistryKey(async wrk => {
     let registryName = WindowsLaunchOnLogin.getLaunchOnLoginRegistryName();
     if (wrk.hasValue(registryName)) {
diff --git a/toolkit/components/nimbus/FeatureManifest.yaml b/toolkit/components/nimbus/FeatureManifest.yaml
index 30798d2ad8ef2..d7d5d1e51f653 100644
--- a/toolkit/components/nimbus/FeatureManifest.yaml
+++ b/toolkit/components/nimbus/FeatureManifest.yaml
@@ -518,6 +518,19 @@ moreFromMozilla:
       fallbackPref: browser.preferences.moreFromMozilla.template
       description: UI template used to display Mozilla products. Possible values simple, advanced. Default is simple.
 
+windowsLaunchOnLogin:
+  description: "New checkbox in about:preferences startup section to start Firefox on Windows login"
+  owner: omc@mozilla.com
+  hasExposure: true
+  exposureDescription: >-
+    Exposure is sent once per browsing session when the about:preferences URL is
+    first accessed.
+  variables:
+    enabled:
+      type: boolean
+      fallbackPref: browser.startup.windowsLaunchOnLogin.enabled
+      description: Should users see the Windows launch on login checkbox.
+
 abouthomecache:
   description: "The startup about:home cache."
   owner: omc@mozilla.com