Reduced 2026 fees = bigger margins. See what you saveReduced 2026 fees = bigger margins. See what you saveOver
€47,250 in savings on referral fees
Get automatic referral fee discounts for your first year: reduced fees from your very first sale.
€39 (excl. VAT) per month + referral fees
New Seller Incentives
€39 (excl. VAT) per month + referral fees
As a new brand on Amazon, you automatically get discounts on referral fees to lower your costs when margins matter most. Referral fees are the percentage or minimum amount that Amazon takes from each sale — and we're reducing yours. You’ll also enjoy other incentives for FBA, advertising, and more.
Amazon selling programme
Your incentive
How to get it
Brand Registry incentives
10% back on your first €45,000 in branded sales, then 5% back through your first year until you reach €900,000
Enrol your brand in Amazon Brand Registry within six months of listing your first eligible product. The bonus expires 12 months after you graduate (whether by reaching the cap or completing the one-year eligibility period) from the programme. Learn more.
€180 credit
Enrol your brand in Amazon Brand Registry within six months of listing your first eligible product, then enrol a product in Vine within 90 days of becoming eligible for brand benefits (the latter date of when you completed Brand Registry enrolment and listed your first offer). The credit will expire after one year from the date you become eligible for the benefit, if unused. Learn more.
Fulfilment by Amazon (FBA) incentives
€90 credit for shipping fees into the Amazon fulfilment network
Use the Amazon Partnered Carrier programme to send eligible products into the Amazon fulfilment network within 90 days of listing. The credit expires one year after the date on which the first FBA inventory is received, if unused. Learn more.
€180 credit for fulfilment costs
Use Amazon Global Logistics (AGL) to send eligible products into the Amazon fulfilment network within 90 days of listing. The credit expires one year after the date on which the first FBA inventory is received. Learn more.
Other Fulfilment by Amazon (FBA) programmes
Free storage, liquidations and customer returns with auto-enrolment in the FBA New Selection programme
Send eligible new-to-FBA products into the Amazon fulfilment network within 90 days of listing for auto-enrolment in the FBA New Selection programme. Learn more.
Exemption from low inventory cost coverage fee (PANEU)
Professional sellers who are new to Pan-EU will be exempt from low inventory cost coverage fee (PANEU) for the first year following the first Pan-EU active date. Learn more.
Exemption from storage utilisation surcharges
Send eligible products into the Amazon fulfilment network. The exemption expires one year after the date on which the first FBA inventory is received. Learn more.
Advertising incentives
€42 in credits when you spend €42
€170 in credits when you spend €170
€850 in credits when you spend €850
Launch your first Sponsored Products campaign within 90 days of listing your first purchasable ASIN. In the first 30 days of launching your campaign: if you spend €42, you receive €42 in advertising credits; if you spend €170, you receive €170 in advertising credits; and if you spend €850, you receive €850 in advertising credits. These free advertising credits of the corresponding values will be credited to your account within 14 business days and will be valid for 30 days. Note that credits cannot be applied to your initial qualifying spend and are only available once per advertising ID in eligible marketplaces. Learn more
€45 credit
Create a Voucher for an eligible product within 90 days of listing. The credit expires one year after the first voucher is created. Learn more.
Frequently asked questions
What are the incentives and benefits of the Amazon New Seller Guide services?
Amazon offers incentives to New Sellers to help them get into e-commerce. By enrolling in Amazon Brand Registry, you can receive up to 10% back on your first €45,000 in branded sales, then 5% back throughout your first year until you reach €900,000 in sales.
You can also make the most of credit for advertising and fulfilment. You can see the detailed list of New Seller Incentives here.
You can also make the most of credit for advertising and fulfilment. You can see the detailed list of New Seller Incentives here.
Who qualifies for Amazon's New Seller Incentives Programme?
The New Seller Incentives are divided into Brand Registry benefits, Fulfilment by Amazon (FBA) benefits, and Advertising benefits, which are exclusively available to professional sellers and determined based on when you listed your first buyable ASIN. Amazon reserves the right to determine benefit eligibility, and the incentives are subject to applicable Terms and Conditions.
Each selling programme offers unique methods for accessing these benefits:
- Brand owner benefits: New Sellers who complete Brand Registry within six months of listing the first offer and are identified as the first brand owner with Amazon Brand Registry qualify for the benefits.
- Fulfilment by Amazon (FBA) benefits: New Sellers who create and send their first Fulfilment by Amazon (FBA) shipment to an Amazon fulfilment centre within 90 days of listing their offer qualify for the benefits.
- Advertising benefits: New Sellers who use Sponsored Products and Amazon vouchers within 90 days of listing their offer qualify for these benefits.
Each selling programme offers unique methods for accessing these benefits:
- Brand owner benefits: New Sellers who complete Brand Registry within six months of listing the first offer and are identified as the first brand owner with Amazon Brand Registry qualify for the benefits.
- Fulfilment by Amazon (FBA) benefits: New Sellers who create and send their first Fulfilment by Amazon (FBA) shipment to an Amazon fulfilment centre within 90 days of listing their offer qualify for the benefits.
- Advertising benefits: New Sellers who use Sponsored Products and Amazon vouchers within 90 days of listing their offer qualify for these benefits.
How can I claim incentives as an Amazon New Seller?
The benefits from the incentives will be reflected as credits, which you can review on the New Seller Incentives dashboards. The timing of benefit disbursement varies according to the programme. You can find detailed information for each here.
Over
€47,250 in incentives to seize
New sellers can save thousands of euros with exclusive credits, bonuses, and benefits.
A Professional sales account costs €39 (excluding VAT) per month + referral fees. Learn more
On this site, we use cookies and similar tools (known collectively as "cookies") to provide services to you and improve them, and to show ads. To learn more about how Amazon uses cookies, please read the Amazon Cookies Notice.
