Amazon seller news · Fees · Announced 3 October 2023
Announced by Amazon on 3 October 2023, effective 19 October 2023 — with a 25% New Selection discount added in 2024.
Last updated: 19 September 2026
Historical update: this article covers an Amazon announcement from 3 October 2023. Amazon's fees, rules and programmes may have changed since — check Seller Central for the current position before acting on it.
In brief: the Amazon Vine fee in the UK now comes in three levels. Vine sends new products to trusted reviewers in exchange for honest reviews. From 19 October 2023, UK brands could choose between three enrolment tiers per parent ASIN: £0 for up to 2 units, £60 for up to 10 and the existing £140 for up to 30. The tier can't be changed after enrolment. You pay nothing unless at least three units are enrolled and the first review arrives within 90 days. From 15 September 2024, products in FBA New Selection got 25% off the Vine fee when enrolling 3–10 units.
| Tier | Units per parent ASIN | Reviews (up to) | Fee |
|---|---|---|---|
| New | 2 | 2 | £0 |
| New | 10 | 10 | £60 (£45 with the New Selection discount) |
| Existing | 30 | 30 | £140 |
The usual FBA charges are still due on the units you send, and those units are given to reviewers rather than sold.
A brand launches a new product and enrols 10 units at the £60 tier. The units cost £4 each to make and £2.50 each in FBA fees, so the full cost of the launch is £125 (£60 + 10 × £4 + 10 × £2.50). With the New Selection discount the fee drops to £45, making it £110 in total.
The Vine fee is marketing. Post it as a marketing or advertising cost, not a selling fee.
Units given away are stock written off. Vine units leave your inventory without a sale; their cost usually comes out of stock as a marketing expense — agree the approach with your accountant.
Timing depends on reviews. The fee is charged only once the first review arrives, so it may land in a later settlement than the enrolment.
VAT: take the treatment from Amazon's invoice. Fees billed from 1 August 2024 carry UK VAT — see VAT on Amazon fees.
Where it shows up. Vine charges are settlement deductions, not a separate bill — see reconciling an Amazon settlement.
TrueBooks posts every fee line from your Amazon settlements to Xero with the right UK VAT for its date, so Vine charges can be seen separately from selling fees. See the Amazon Xero integration.
Sources: Amazon Seller Central announcements of 3 October 2023 and 15 October 2024. TrueBooks is independent and not affiliated with Amazon. General information, not tax or legal advice.
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