Reduced 2026 fees = bigger margins. See what you saveReduced 2026 fees = bigger margins. See what you saveMore than €47,250 in savings on referral fees
Enjoy automatic reductions in referral fees during your first year – lower fees from your first sale.
€39 (excluding VAT) per month plus sales commissions
New Seller Incentives
€39 (excluding VAT) per month plus sales commissions
As a new brand on Amazon, you can automatically receive reductions in referral fees that lower your costs when margins matter the most. Referral fees are the minimum percentage or amount that Amazon charges on each sale — and we're reducing yours. You'll also receive other incentives for Fulfilment by Amazon, advertising and much more.
Amazon Selling Programme
Your incentive
How to get it
Brand Registry incentives
We'll give you 10% back on your brand's first €45,000 in sales and then 5% back for the first year until you reach €900,000.
Enrol your brand in the Amazon Brand Registry within six months of listing your first eligible product. The bonus will expire 12 months after you sign up for the programme (either upon reaching the limit or completing the 1-year eligibility period). Learn more.
€180 credit
Enrol your brand in the Amazon Brand Registry within six months of listing your first eligible product, and then register a product with Vine within the following 90 days and you'll be able to enjoy brand benefits (the latter being after you have completed enrolment in the Brand Registry and listed your first offer). If not used, the credit will expire one year from the date that you qualify for the benefit. Learn more.
Fulfilment by Amazon (FBA) incentives
€90 credit for shipping costs to the Fulfilment by Amazon network
Use the Amazon Partnered Carrier programme to ship eligible products to the Fulfilment by Amazon network within 90 days of listing. The credit will expire one year from the date that you receive your first Fulfilment by Amazon inventory, if not used. Learn more.
€180 credit for fulfilment expenses
Amazon Global Logistics to ship eligible products to the Fulfilment by Amazon network within 90 days of publication. The credit will expire one year from the date that you receive your first Fulfilment by Amazon inventory. Learn more.
Other Fulfilment by Amazon (FBA) programmes
Free storage, liquidations and customer returns with automatic enrolment to the Fulfilment by Amazon New Selection programme
Ship new products to Fulfilment by Amazon that meet the requirements of the Fulfilment by Amazon network within 90 days of listing so that they are automatically enrolled in the Fulfilment by Amazon New Selection programme. Learn more.
Exemption from the low inventory cost coverage fee (Pan-EU)
Professional sellers who are new across the EU will be exempt from the low-inventory-level fee (Pan-EU) for the first year from the first date of onboarding across the EU. Learn more.
Exemption from storage usage charges
Ship eligible products to the Fulfilment by Amazon network. The exemption will expire one year from the date that you receive your first Fulfilment by Amazon inventory. 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
€170 in credits when you spend €170
€850 in credits when you spend €850
Launch your first Sponsored Products campaign within 90 days of posting your first ASIN available for purchase. For the first 30 days after launching your campaign, if you spend €42 you will receive €42 in advertising credits, if you spend €170 you will receive €170 in advertising credits or if you spend €850 you will receive €850 in advertising credits. The free advertising credits of the relevant amount will be credited to your account within 14 business days and will be valid for 30 days. Please note that credits do not apply to the initial spend that provides entitlement to the promotion and can only be redeemed once per advertising ID in eligible markets. Learn more
€45 credit
Create a coupon for an eligible product within 90 days of its listing. The credit will expire one year from the time that the first coupon is created. Learn more.
Frequently Asked Questions
What are the incentives and benefits of Amazon's New Seller Guide services?
Amazon offers incentives for new sellers to help them get started in e-commerce. By registering your brand in the Amazon Brand Registry, you can receive up to 10% back on your branded sales up to €45,000 and then 5% back for the first year until you reach €900,000 in sales.
You can also benefit from credits for advertising and fulfilment. You can see the detailed list of New Seller Incentives here.
You can also benefit from credits for advertising and fulfilment. You can see the detailed list of New Seller Incentives here.
Who is qualified for Amazon's New Seller Incentives Programme?
The New Seller Incentives are divided into brand owner 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 to 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 coupons within 90 days of listing their offer qualify for the 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 coupons within 90 days of listing their offer qualify for the benefits.
How can I claim incentives from Amazon as a 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 one here.
Over €47,250 in incentives to be obtained
New sellers can save thousands of euros with credits, bonuses and exclusive benefits.
A Professional selling account costs €39 (excl. VAT) per month + selling fees. Learn more
On this site, we use cookies and similar tools (collectively, "cookies") to provide and improve our services, as well as to show you ads. For more information on how Amazon uses cookies, read the Amazon Cookies Notice.
