The small suborbital rocket they’ve already flown a few times.
I guess since they are not launching from a NASA facility, they don't need a NASA Man Rating.
https://en.wikipedia.org/wiki/New_Shepard#New_Shepard_3 New Shepard vehicles 2018+
New Shepard 4 (NS4)—the fourth propulsion module to be built—will be the first one to actually carry passengers. As of September 2017, Blue Origin projected that it would attempt to carry out the first human flight in 2018.[5]
Additional vehicles are under construction. An initial build order of six vehicles was planned, each one taking 9 to 12 months to construct. After the initial build, and after completing an extensive test flight program, Blue Origin intends to "let the demand for space tourism and research determine how many additional vehicles may be needed."[7]
The New Shepard is launched vertically from West Texas and then performs a powered flight for about 110 s and to an altitude of 40 km (130,000 ft). The craft's momentum carries it upward in unpowered flight as the vehicle slows, culminating at an altitude of about 100 km (330,000 ft). After reaching apogee the vehicle would perform a descent and restart its main engines a few tens of seconds before vertical landing, close to its launch site.[40] The total mission duration is planned to be 10 minutes.