Reduced 2026 fees = bigger margins. See what you saveReduced 2026 fees = bigger margins. See what you saveFBA New Selection Programme
Launch new branded products and get fee credits on eligible new-to-FBA ASIN sales, besides free storage, free liquidations and free customer returns processing.
To get started with the FBA New Selection Programme
What is the FBA New Selection Programme?
The FBA New Selection programme offers fee credits on sales, free storage, free liquidations, free customer returns processing, coupon credits and Vine credits for a limited time for eligible, branded new-to-FBA ASINs. Once you sign up to the programme, you can use these benefits for an unlimited number of new parent ASINs per year. To get the benefits, you must maintain eligibility after enrolment. You may qualify to receive fee credits equivalent to a referral fee of 10% (or your existing rate, whichever is lower) on your first 100 units sold and 5% (or your existing rate, whichever is lower) on the next 100 units sold of eligible new-to-FBA parent ASINs. The United Kingdom and European Union stores (Germany, France, Italy, Spain) are treated as separate regions. You can independently qualify for FBA New Selection programme benefits in each region.
Already enrolled in the existing FBA New Selection programme? You'll automatically receive the updated programme benefits on new branded FBA ASINs starting 30 July. No action is needed during the introductory period (30 July–31 October 2026).
To continue receiving benefits beyond 31 October, you must confirm your enrolment.
"This can reduce some trial-and-error costs. I've found that it also works for seasonal products, as I can clear customs after the peak season and reduce associated costs."
— Fawen Shi
Already enrolled in the existing FBA New Selection programme? You'll automatically receive the updated programme benefits on new branded FBA ASINs starting 30 July. No action is needed during the introductory period (30 July–31 October 2026).
To continue receiving benefits beyond 31 October, you must confirm your enrolment.
"This can reduce some trial-and-error costs. I've found that it also works for seasonal products, as I can clear customs after the peak season and reduce associated costs."
— Fawen Shi
Fee credits on sales of eligible new-to-FBA ASINs, with a referral fee of 10% on your first 100 units sold and 5% on the next 100 units sold within 120 days.
Free storage, no storage utilisation surcharge and no low-inventory-level fee for the first 200 units within 120 days of your first FBA inbound date.
Free customer returns processing and free liquidation for 120 days for the first 200 units. Coupon credits and Vine credits usable within 60 days.
Benefits
(by parent ASIN)
Standard-size and non-standard-size items
Oversized items
Fee credits on sales
200 units/
120 days
120 days
50 units/
120 days
120 days
Free storage
200 units/
120 days
120 days
50 units/
120 days
120 days
Coupon credits and Vine credits
£40 and £60/within 60 days
*Fee credits apply a referral fee of 10% on the first 100 units sold and 5% on the next 100 units sold (or your existing rate, whichever is lower). Credits apply to referral and fulfilment fees on the same order. Storage benefits include no storage utilisation surcharge and no low-inventory-level fee. If your ASIN is enrolled in the Vine pre-launch service, benefit windows extend by 45 days.
Help boost product visibility with Vine credits
Get Vine credits for middle-tier enrolment when enrolling 3 to 10 units per parent ASIN, usable within 60 days of listing a buyable offer. Amazon Vine invites trusted reviewers to share their thoughts on new products, helping you increase recognition, boost sales and keep your customers up to date. If your ASIN is enrolled in the Vine pre-launch service, FBA New Selection programme benefit windows extend by 45 days.
How it works
Step 1
Are you a new selling partner on Amazon? Register as a professional selling partner
Click on Start selling. The Professional selling plan gives you the opportunity to sell an unlimited number of products and pay a €39 (exclusive of VAT) monthly subscription fee.
Step 2
Sign up to the FBA New Selection Programme
To be eligible for the programme benefits, you must be enrolled in the FBA New Selection programme before you send your first shipment to a fulfilment centre. If you are a new FBA seller, you will be auto-enrolled into the programme when your first FBA shipment of a branded new selection is received at a fulfilment centre within 90 days of listing your offer. If you are an existing FBA seller but not currently enrolled, you can enrol at any time.
Step 3
Select the Fulfilment by Amazon option when you list products, or switch your existing listings to FBA
Creating listings for the first time:
Once you have registered as a selling partner and enrolled in FBA New Selection Programme, create your listings in one or more of Amazon’s European marketplaces. Select the Fulfilment by Amazon option when listing your products. We’ll guide you through the process of shipping your products to a fulfilment centre.
Switch your existing listings to FBA:
Visit the Manage Inventory page in your Selling Partner Account, choose the products you want Amazon to fulfil, and click on "Change" in the drop-down menu, and the on "Change to Fulfilled by Amazon".
Once you have registered as a selling partner and enrolled in FBA New Selection Programme, create your listings in one or more of Amazon’s European marketplaces. Select the Fulfilment by Amazon option when listing your products. We’ll guide you through the process of shipping your products to a fulfilment centre.
Switch your existing listings to FBA:
Visit the Manage Inventory page in your Selling Partner Account, choose the products you want Amazon to fulfil, and click on "Change" in the drop-down menu, and the on "Change to Fulfilled by Amazon".
Step 4
Enjoy benefits of the programme, while reaching more customers
After you enrol, we will automatically apply fee credits and waivers for your eligible products, in accordance with the programme terms and conditions. After enrolment, you'll have access to the seller incentive dashboard, which shows your credits and savings with the programme. If you're eligible for both the FBA New Selection programme and New Seller Incentives (NSI), NSI benefits apply first for common benefits such as Vine and coupons.
Benefits unique to the FBA New Selection programme, such as free liquidation, free customer returns processing and storage fee waivers, remain available whilst NSI benefits are active.
Benefits unique to the FBA New Selection programme, such as free liquidation, free customer returns processing and storage fee waivers, remain available whilst NSI benefits are active.
Learn about the other benefits available to new sellers
Selling on Amazon allows you to reach tens of millions of shoppers, whether you're selling one item or millions. Your account configuration is set to sell across Europe.
To get started with the FBA New Selection Programme
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