Amazon's New Selection Programme (2026) for FBA cuts the referral fee on branded products that are new to FBA: 10% on the first 100 units sold and 5% on the next 100 of each parent ASIN, within 120 days of the first arrival at a fulfilment centre. Over the same period the first 200 units get free storage, customer returns and liquidation, and in the first 60 days after listing you can use €70 of Vine credits and €45 of coupon credits. Enrolment is open until 31 March 2027. On a €25 product with a 15% referral fee, the discount is worth up to €375.
Amazon announced the extension in the Italian seller forum in late October 2026, and the dates do not all match: the post's title says 31 March 2026, its text says 31 March 2027, and the Italian help page still says 31 October 2026. The English version of the page, the one for the UK, checked on 5 November 2026, confirms 31 March 2027.
Who can join
The rules are on the programme's help page. That UK version gives its credits in pounds, £60 and £40, where the EU announcement says €70 and €45:
- Account: a Professional selling plan, FBA enabled for the eligible ASINs and, if you have an assigned IPI score, a maximum trailing 6-month score of 300 or higher
- Product: a branded parent ASIN, listed after 30 July 2026 and new to FBA, meaning no FBA shipment in the past 12 months by any seller. Standard and non-standard sizes both qualify, used items do not
- Excluded: books, DVDs, music, software, computer and video games, videos, video game consoles and accessories, Haul ASINs
- Region: the UK and the EU (Germany, France, Italy and Spain) are separate regions. If you launch in the UK you qualify separately, if you move from one EU country to another you do not
The page asks for a branded product but does not mention Brand Registry: if your brand is not registered yet, ask support before you rely on this. The programme terms, in Italian on Amazon's Italian site, talk about ASINs never sent to a fulfilment centre, which is stricter than the 12 months on the help page: if an old product is returning to FBA after a break, check before you ship.
To check a product, use the New-to-FBA product search and search by ASIN, EAN or UPC. The page warns that results are indicative only.
What you get and when it expires
The benefits run on two separate clocks:
- 120 days from the first arrival at a fulfilment centre: the lower referral fee, free storage, no storage utilisation surcharge, no low-inventory-level fee, free customer returns processing and free liquidation. All on the first 200 units
- 60 days from listing a buyable offer: €70 of Vine credits for the 3 to 10 unit tier and €45 of credits on coupon variable fees
- With the Vine pre-launch service: benefit windows extend by 45 days
The Vine credit fully covers the enrolment fee for that tier, which is €70. Enrolling 1 to 2 units is free, and 11 to 30 units costs €170. The limits apply per parent ASIN, so all the variations of a parent share the same 200 units.
The discount arrives as a credit on the same order, applied straight away to referral and fulfilment fees. Anything unused does not carry over to later orders. If the customer also pays for shipping or gift wrap the discount shrinks slightly: in Amazon's example, a €500 product with €50 shipping saves €20 instead of €25.
If you also have New Seller Incentives, shared benefits (referral fee credits, Vine, coupons) are used from those first, so the two do not add up. The programme's storage, returns and liquidation benefits stay active, and the rest start once the incentives run out or expire.
What it is worth on your product
The discount depends on your category's referral fee, which in Italy sometimes changes with the price (this page is in Italian). The first tier gives you nothing if you already pay 10% or less. Three examples, with 200 units sold:
- 15% referral fee (sports and outdoors, toys and games, pet products, beauty above €10, home above €20): a €25 product saves €125 on the first tier and €250 on the second, €375 in total
- 8% referral fee (home up to €20, beauty up to €10): a €15 home product saves nothing on the first tier and €45 on the second
- 7% referral fee (electronics): a €40 product saves nothing on the first tier and €80 on the second
At 15%, the second tier is worth twice the first, so most of the saving depends on how fast you sell. With the same €25 product, 60 units sold in 120 days bring a €75 discount and 200 units bring €375. Getting there takes fewer than 2 sales a day.
What the programme is worth on one parent ASIN
The price the customer pays.
The rate for your category and price band.
A maximum of 200 per parent ASIN counts.
Estimated saving
- First 100 units, referral fee at 10%
- €125.00
- Next 100 units, referral fee at 5%
- €125.00
- Vine and coupon credits, up to
- €115.00
- Average referral fee discount per unit sold
- €1.67
Rough estimate, with shipping and gift wrap at zero and without the category minimum referral fee. It leaves out free storage, returns and liquidation, which depend on size and stock levels. With New Seller Incentives active, shared benefits are used from those first.
Work out your margin on the full referral fee, because that is what comes back after 200 units or 120 days. Treat the discount as extra budget for the launch, for example for advertising.
How to enrol and where to check your status
- If you were in the old programme: you were enrolled automatically on 30 July 2026, with provisional benefits. To keep them beyond 31 March 2027 you must confirm by accepting the updated terms
- If you are new to FBA: you are enrolled automatically when your first FBA shipment of a branded new selection reaches a fulfilment centre within 90 days of listing your offer
- If you already use FBA and are not enrolled: enrol yourself from the incentives dashboard
You can see your status on the Your incentives page, in the Your incentive programmes table, on the New Selection Programme (2026) row.
There are four statuses:
- INACTIVE: you are not receiving benefits, for example because you do not meet the requirements or have no eligible ASIN yet
- ELIGIBLE: you qualify, click Enrol to unlock the benefits
- PROVISIONAL: your benefits are temporarily active, click Enrol before the deadline
- ACTIVE: you are enrolled and your enrolment does not expire
If you do not confirm by 31 March 2027, you lose the benefits on ASINs listed after that date, while those that already qualified keep them until their windows end. With an ELIGIBLE or PROVISIONAL status and a launch coming up, enrol now.
View details opens the list of benefits. The New Selection Discount on sales card shows both tiers and the units used so far, added up across all the account's eligible parent ASINs. The breakdown by product and order is under View usage report.
On the account we checked, the description of the Vine and coupon credits mentions $75 and $50, while the help page and the announcement say €70 and €45. We have used the euro amounts here. The English interface calls the coupon credit Voucher Fee Credits.
What to prepare before you ship
- A finished listing: the 120 days start when the stock arrives, even if you have not sold anything yet. If you ship with images and copy still to finish, you use up discount days
- Enough stock to keep up: if you run out, the days keep passing, and the second tier is the one worth more
- Vine and coupons in the first weeks: you have 60 days from listing a buyable offer, half the time of the other benefits. Build them into your launch plan from the start
- A check halfway through: after about 60 days, look at the usage report. If you are far from 100 units, there is still time to push sales
This picture is up to date as of 5 November 2026 and comes from Amazon's seller pages. Amazon can change the programme, so check your dashboard before you ship. If you want to plan a launch around these 200 units, let's talk.