Starting July 30, 2026, Amazon will replace its current New Selection Program with the enhanced New Selection Program (2026), offering expanded benefits. The program is aimed at sellers who introduce new brand ASINs via Fulfillment by Amazon (FBA) and is designed to reduce entry costs and effort.
Those already enrolled in the existing program will automatically receive the new benefits as an introductory offer for ASINs launched between July 30 and October 31, 2026. To continue after October 31, a new active registration in Seller Central is required. The old program will end on July 30.
The new benefits include capped referral fees, free storage and removals, as well as credits for coupons and Vine registrations within the first 60 days.
What do sellers need to be aware of?
Capped referral fees for the first 200 units: For the first 100 units sold, the referral fee is capped at 10% (or the current rate, if lower); for the next 100 units, it is capped at 5%. Additionally, storage fees, removal fees, liquidation fees, and the low inventory fee surcharge are waived for the first 200 units during the first 120 days.
New registration required by October 31: Current program participants will automatically receive the new benefits only until October 31, 2026. Anyone wishing to continue benefiting after this date must actively re-register for the New Selection Program (2026) in Seller Central under FBA programs. Registration is possible separately per region: Germany, France, Italy, Spain, and the United Kingdom are considered independent regions.
Vine before launch pays off twice: Sellers who use the Vine service before their product launch will receive a 45-day extension of all program benefits. In addition, there is a €70 credit on the Vine registration fee (mid-tier) as well as €45 credit on variable coupon fees, both redeemable within the first 60 days. Important: The benefits cannot be combined with incentives for new sellers; the latter take priority.
