Reduced 2026 fees = bigger margins. See what you saveReduced 2026 fees = bigger margins. See what you saveOn this site, we use cookies and similar tools (collectively, "cookies") to provide and improve services to you and to show ads. To learn more about how Amazon uses cookies, please read the Amazon Cookies Notice.
Get over £42,000 off referral fees
Enjoy automatic referral-fee waivers for your first year—lower fees from your very first sale.
£25 (excl. VAT) per month + selling fees
New Seller Incentives
£25 (excl. VAT) per month + selling fees
As a new-to-Amazon brand, you can automatically receive referral-fee waivers that reduce your costs when margins matter most. Referral fees are the percentage or minimum amount Amazon charges on each sale—and we're reducing yours. You’ll also get other incentives for fulfillment, advertising, and more.
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.
Exemption from low inventory cost coverage fee (PANEU)
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.
Exemption from storage utilization surcharges
Send eligible products into the Amazon fulfilment network. Exemption expires after 1 year after the first FBA inventory-received date. Learn more.
Advertising benefits
£37 in credit when you spend £37
£150 in credit when you spend £150
£750 in credit when you spend £750
Launch your first Sponsored Products campaign within 90 days of listing your first buyable ASIN. Within the first 30 days of launching your campaign, if you spend £37 you receive £37 in Ad Credits, if £150 then you receive £150 in Ad Credits, or if £750 then you receive £750 in Ad Credits. These free Ad Credits of the corresponding value will be delivered to your account within 14 business days and will be valid for 30 days. Note that credits cannot be applied to your initial qualifying spend and are available once per advertising ID in eligible marketplaces. 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.
Frequently Asked Questions
Which are the incentives that Amazon offers to help you adopt New Seller Guide services
To help New Sellers launch and grow on Amazon, we offer over £42,000 in potential incentives, including up to 10% back on your branded sales and credits to try Amazon's New Seller Guide services as Fulfilment by Amazon, Sponsored Products, Vouchers and Vine. 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 Registry benefits, Fulfillment 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.
- Fulfillment by Amazon (FBA) benefits: New sellers who create and send their first Fulfillment 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 vouchers 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.
- Fulfillment by Amazon (FBA) benefits: New sellers who create and send their first Fulfillment 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 vouchers within 90 days of listing their offer qualify for the benefits.
How can I claim incentives as an Amazon 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 program. You can find detailed information for each here.
Get over £42,000 in incentives
New sellers can save thousands with credits, bonuses, and exclusive benefits.
A Professional selling account is £25 (excl. VAT) per month + selling fees. Learn more
