Reduced fees for 2026 = bigger margins. This is how much you can saveReduced fees for 2026 = bigger margins. This is how much you can saveSavings of over €47,250 on referral fees
Enjoy automatic discounts on referral fees in your first year — lower 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'll automatically receive discounts on referral fees that lower your costs when margin matters. Referral fees are the percentage or minimum amount that Amazon charges for every sale — and we'll reduce yours. You'll also receive additional incentives for Fulfilment by Amazon, advertising and more.
Amazon selling programme
Your benefits
How do I get my benefits
Brand registry benefits
10% back on your first €45,000 in branded sales, then 5% back in the 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 complete the programme (either by reaching the cap or completing the one-year eligibility period). Learn more.
€180 credit
Enrol your brand in the Amazon Brand Registry within six months of listing your first eligible product. Then, within 90 days of becoming eligible for brand benefits, register a product on Vine (whichever is later out of completing Brand Registry registration or listing your first offer). Unused credit expires after one year from proof of eligibility. Learn more.
Fulfilment by Amazon benefits
€90 credit for fulfilment fees in the Amazon Fulfilment Network
Use the Amazon Partnered Carrier programme to ship eligible products to the Amazon Fulfilment network within 90 days of listing. Unused credit expires one year after receipt of your first FBA inventory. Learn more.
€180 off fulfilment fees
Use Amazon Global Logistics
to ship eligible products to the Amazon Fulfilment Network within 90 days of listing. Credit expires after one year from the date the FBA inventory was first received. Learn more.
to ship eligible products to the Amazon Fulfilment Network within 90 days of listing. Credit expires after one year from the date the FBA inventory was first received. Learn more.
Other FBA programmes
Free storage, liquidations and customer returns with auto-enrolment in the FBA New Selection programme
Send eligible products that are new to FBA to the Amazon Fulfilment Network within 90 days of listing to automatically enrol in the FBA New Selection programme. Learn more.
Exemption from the low-inventory cost coverage fee (pan-EU)
Professional selling partners who are new to selling in the EU are exempt from the low-inventory cost coverage fee (pan-EU) for the first year after registering for pan-EU. Learn more.
Exemption from the surcharge for warehouse usage
Send eligible products to the Amazon Fulfilment Network. Exemption expires one year after receipt of your first FBA inventory. Learn more.
Advertising benefits
€42 credit when you spend €42
€170 credit when you spend €170
€850 credit when you spend €850
Start your first Sponsored Products campaign within 90 days of listing your first purchasable ASIN. If you spend €42 within the first 30 days of launching your campaign, you'll receive €42 in ad credits. If you spend €170, you'll receive €170 in ad credits, and if you spend €850, you'll receive €850 in ad credits. The free ad credits of the respective amount will be credited to your account within 14 working days and are valid for 30 days. Note that the credit will not be counted towards your initial qualifying spend and is only available once per advertising account in eligible marketplaces. Find out more
€45 credit
Create a coupon for an eligible product within 90 days of listing. Credit expires one year after the first coupon has been created. Learn more.
Frequently Asked Questions
What are the incentives and benefits of the programmes in the Amazon New Seller Guide?
To help new selling partners get started and grow on Amazon, we offer over £42,000 in potential incentives. These include up to 10% cashback on your branded sales and credit to try out Amazon tools and services from the New Seller Guide, such as Fulfilment by Amazon, Sponsored Products, Coupons and Vine. A detailed list of incentives for new selling partners can be found here
Who is eligible for the Amazon New Seller Incentives programme?
Incentives for new selling partners are divided into benefits for Brand Registry, Fulfilment by Amazon and Advertising. These are only available to professional sellers and eligibility is determined by the listing date of the first sellable ASIN. Amazon reserves the right to define eligibility for benefits; incentives are subject to the applicable terms and conditions.
Each selling programme offers unique ways to access these benefits:
- Benefits for brand owners: New selling partners who register their brand within six months of creating their first listing and are identified as the first brand owner in Amazon Brand Registry are eligible for the benefits.
- Benefits of Fulfilment by Amazon (FBA): New selling partners who send their first shipment to an Amazon fulfilment centre using Fulfilment by Amazon (FBA) within 90 days of creating their listing are eligible for the benefits.
- Amazon Ads benefits: New selling partners who use Sponsored Products and Amazon Coupons within 90 days of creating their listing are eligible for the benefits.
Each selling programme offers unique ways to access these benefits:
- Benefits for brand owners: New selling partners who register their brand within six months of creating their first listing and are identified as the first brand owner in Amazon Brand Registry are eligible for the benefits.
- Benefits of Fulfilment by Amazon (FBA): New selling partners who send their first shipment to an Amazon fulfilment centre using Fulfilment by Amazon (FBA) within 90 days of creating their listing are eligible for the benefits.
- Amazon Ads benefits: New selling partners who use Sponsored Products and Amazon Coupons within 90 days of creating their listing are eligible for the benefits.
How can I benefit from incentives as a new selling partner on Amazon?
The benefits of the incentives are shown as credit, which you can check on the dashboards of the New Seller Incentives programme. The timing of the credit payments depends on the programme. You can find detailed information about this here.
Get over €47,250 in incentives
New sellers can save thousands with credits, bonuses and exclusive benefits.
A Professional selling account costs €39 (plus VAT) per month + referral fees. Learn more
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