PERFECT LAUNCH PLAYBOOK AND NEW SELLER INCENTIVES

Sell more with Amazon

Get started with Perfect Launch and over £42,000 in incentives
£25 (excl. VAT) per month + selling fees
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Perfect launch for Amazon Seller

What is Perfect Launch?

Speed matters in business. For Amazon sellers, the first 90 days are especially critical for establishing marketing, fulfilment, pricing and other practices to accelerate performance beyond launch. Amazon data scientists refer to the use of five selling programmes—Brand Registry, A+ Content, Fulfilment by Amazon, Automated Pricing, and Advertising—within those first 90 days as Perfect Launch. Sellers taking these five steps within that critical timeframe can generate sales more quickly, as many of the most successful sellers already have.

Ready to join them? The playbook is simple:
Enrol your brand in Brand Registry
Enhance your product detail pages with A+ Content
Get set up with Fulfilment by Amazon
Automate pricing on your offers
Create Sponsored Products ad campaigns, Vouchers, and/or Deals
Brand Registry

Register your brand to be eligible for the New Brand Bonus

Brand Registry unlocks a suite of tools designed to help you protect and differentiate your brand, including automated protection and powerful search tools to find and report violations.
More than 500,000 brands are enroled in Brand Registry1
New Professional sellers who enrol a brand in Brand Registry get 10% back on their first £40,000 in branded sales, then 5% back through the first year until they reach £800,000.
A+ Content

Elevate your product page content

Use A+ Content to showcase your brand and product features on Amazon product detail pages. Dive into features with technical specs, comparative product info, and additional rich content including images, videos, or product set-up. Then run A/B tests to optimize for conversion using our Manage Your Experiments tool. Over the last year, thousands of sellers have used both to help maximize product listings.
Adding A+ content to detail pages can help increase sales by an average of 5.6%.2
2Amazon internal data, 2020
Fulfilment by Amazon

Give customers the Prime experience

With Fulfilment by Amazon (FBA), you store your products in our fulfilment centres, and we pick, pack, deliver your orders and provide 24/7 customer support in the local languages of Amazon’s European stores. Eligible offers fulfilled using FBA carry the Prime badge because of the Amazon promise of fast delivery and trusted customer service.
Selling Partners, on average, have seen a sales uplift of 35%* when moving their products to FBA in the UK, as a result of faster delivery that customers love.3
New sellers who sign up for FBA, enrol a product, and send inventory to Amazon get £80 credit for shipping fees into the Amazon fulfilment network and free storage and customer returns with auto-enrolment in the FBA New Selection programme. They can also get a £160 credit towards fulfilment costs when they use Amazon Global Logistics, and they can get exemption for storage utilization surcharge for one year after FBA inventory received date and for low inventory cost coverage fee (PANEU) for the first year after the first Pan-EU active date.
3 This figure is based on a per‐channel analysis of data from Q4‐2019 to Q4‐2020 (excluding Q2‐2020 given the impact of COVID‐19). It is provided only as a general reference point. It does not reflect data updated in real‐time, and is not specific to any ASIN or product category. Actual results may vary based on a wide range of factors, including but not limited to, seasonality, selling price, and existing fulfilment solution. Amazon does not guarantee any particular outcome for your business by using FBA.
Automated pricing

Adjust pricing quickly and automatically

Our free Automate Pricing tool can help you adjust your prices quickly and automatically against your competition to help your chance of becoming the Featured Offer. Choose the listings you want to enrol, set price limits, and let Amazon help keep your prices sharp 24 hours a day, 7 days a week—while you focus on other aspects of your business.
Being selected as the Featured Offer can accelerate sales by up to 50%.4
4Amazon internal data, 2021
Advertising

Show off your products

Help customers find your products by quickly creating Sponsored Products ads that appear in related search results and product pages—pay only when they click your ads. Run deals or offer vouchers to help increase conversion.
Sellers saw an average weekly lift of +40% in units ordered and +54% in glance views within the first year after launching a Sponsored Products campaign.5
Eligible new Professional sellers can get £40 credit toward Sponsored Products ads for up to 90 days after listing, along with £40 credit for Amazon Vouchers to offer customers sales promotions.
5Amazon internal data, WW, 2019
VAT Calculation Service

Enable free automated invoicing

Our VAT Calculation Service is a free of cost tool, which will automatically generate your invoices when you receive orders. This service also unlocks multiple features that can help you attract large orders from more than 5 million businesses who buy on Amazon – including displaying the price of your product without VAT and a “Downloadable Invoice” badge on your eligible products. Click here to get started.
Sellers who activated VAT Calculation Service experience on average a 50% uplift in B2B sales4 in the first month after enrollment.
4Amazon internal data
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New Seller Incentives
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Get started with over £42,000 in incentives

Get up to 10% back on branded sales
We invest in new brands at Amazon. Enrol your brand in Amazon Brand Registry to take advantage of the following:
  • 10% back on your first £40,000 in branded sales, then 5% back through your first year until you reach £800,000
  • £160 credit for Amazon Vine
Advertise, fulfil, and grow with confidence
You’ve put everything into your business—so let’s start your Amazon journey with confidence. All new eligible Professional sellers can take advantage of the following:
See below for a full list of incentives for new sellers and how to qualify. The New Seller Incentives are subject to the applicable Terms and conditions. Visit Seller Central for more details.
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Over £42,000 in incentives

Amazon selling programme

Your incentive

How to get

Brand Registry incentives
10% back on your first £40,000 in branded sales, then 5% back through your first year until you reach £800,000
Enrol your brand in Amazon Brand Registry within 6 months of listing your first eligible product. Bonus expires 12 months after you graduate (whether by reaching the cap or by completing the 1-year eligibility period) from the programme. Learn more.
£160 credit
Enrol your brand in Amazon Brand Registry within 6 months of listing your first eligible product, then enrol a product in Vine within 90 days of becoming eligible for brand benefits (the latter of when you completed Brand Registry enrolment and listed your first offer). Credit will expire after 1 year from when you become eligible for the benefit, if unused. Learn more.
Fulfilment by Amazon (FBA) incentives
£80 credit for shipping fees into the Amazon fulfilment network
Use the Amazon Partnered Carrier programme to send eligible products into the Amazon fulfilment network within 90 days of listing. Credit expires after 1 year from first FBA inventory-received date, if unused. Learn more.



£160 credits for fulfilment costs
Use Amazon Global Logistics to send eligible products into the Amazon fulfilment network within 90 days of listing. Credit expires after 1 year from first FBA inventory-received date. Learn more.
Other Fulfilment by Amazon (FBA) programmes
Free storage, liquidations, and customer returns with auto-enrolment in the FBA New Selection programme
Send eligible new-to-FBA products into the Amazon fulfilment network within 90 days of listing for auto-enrolment in the FBA New Selection programme. Learn more.
Professional sellers who are new to Pan-EU will be exempted from low inventory cost coverage fee (PANEU) for the first year after the first Pan-EU active date. Learn more.
Send eligible products into the Amazon fulfilment network. Exemption expires after 1 year after the first FBA inventory-received date. Learn more.
Advertising benefits
£40 credit
Create a Sponsored Products ad for an eligible product within 90 days of listing. Credit will appear in the Amazon Ads Campaign Manager within two weeks of completing requirements for Sponsored Products. Credit expires after 30 days after they’ve been applied to your account. Learn more.
£40 credit
Create a Voucher for an eligible product within 90 days of listing. Credit expires after 1 year from when you create the first voucher. Learn more.
Amazon Seller app

Manage your online business on the go

The Amazon Seller app allows you to manage online business details remotely by creating listings, tracking sales, fulfilling orders, responding to customers, and more—all from your mobile device.
Click here to download the Amazon Seller app on the Apple App Store
Click here to download the Amazon Seller app on Google Play
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Just have a few items to sell?
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