Amazon seller news · Fees
Two Amazon programmes that cut fees for new brands and new products. They don't stack — and the credits need care in your books.
Last updated: 19 September 2026
In brief: the New Selection Programme (2026), live from 30 July 2026, reduces fees on the first 200 units of each new branded product sent to FBA in five stores: UK, Germany, France, Italy and Spain. New Seller Incentives give brand owners launching in Amazon's Dutch, Swedish, Polish, Belgian or Irish stores up to £44,000 in referral-fee discounts. Where a product qualifies for both, Amazon applies New Seller Incentives first.
For each eligible new-to-FBA branded product, counted from when your stock is first received:
| Benefit | Detail |
|---|---|
| Fee credits | Equivalent to capping the referral fee at 10% on the first 100 units and 5% on the next 100 (or your current rate if lower); applied across major fees such as referral and fulfilment |
| Promotion credits | £40 of voucher fee credits and £60 of Vine enrolment credits, to use within 60 days |
| Free storage, returns and liquidations | First 200 units, for 120 days |
| No low-inventory fee or storage utilisation surcharge | First 200 units, for 120 days |
| Vine Pre-launch | Extends the benefits above by 45 days |
Sellers already in the previous programme received the new benefits automatically for products launched between 30 July and 31 October 2026. After 31 October you must confirm enrolment to keep receiving them. Each of the five stores counts as a separate region, so a product can qualify in each one.
To qualify you must:
Fee credits aren't sales. Record them against the fee accounts they offset — referral, FBA or promotion fees — so your fee-to-sales percentage stays meaningful. Booking them as income makes both your sales and your fees look bigger than they are.
If Amazon credits a fee that carried UK VAT, the VAT you can reclaim on that fee goes down too. Use the figures on Amazon's fee invoices and credit notes rather than the gross amounts.
For the first 200 units and 120 days, a new product has lower fees and free storage and returns. Don't set long-term prices from launch-period profit — model the product on normal fees too.
Credits with 60- and 120-day windows are easy to lose. Note each product's first-received date so you know when its benefits end.
Fee credits and rebates arrive inside the settlement rather than as a separate bill, so they only show up when you reconcile the settlement line by line — see also Amazon FBA bookkeeping.
TrueBooks posts each fee and credit line in your Amazon settlements to the right account with the right VAT, so incentives reduce your fee costs in Xero instead of inflating your income. See the Amazon Xero integration.
Sources: Amazon Seller Central announcements of 29 June 2026 (New Selection Programme 2026) and 20 November 2025 (New Seller Incentives). TrueBooks is independent and not affiliated with Amazon. General information, not tax advice.
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