Amazon brings forward EU referral and FBA fee cuts to January 5, 2026
Lower referral fees, extended low-price FBA rates and reduced deal fee caps to benefit UK and European sellers
By ChannelMAX Staff Writer
Dec-2025#16
Amazon has announced early implementation of major fee reductions across its European marketplaces, offering relief to sellers ahead of 2026. The update, titled “EU referral and Fulfilment by Amazon fee reductions to apply January 5”, was officially shared with sellers on Seller Central and brings forward several cost-saving measures that were earlier planned for February.
The changes are part of one of Amazon’s largest-ever fee reduction exercises in Europe and are aimed at supporting seller profitability, especially for low-priced and high-volume products.
Background to the fee reductions
According to the Seller Central update, Amazon had announced on December 2 a broad set of fee reductions across European stores. These moves lowered seller fees by an average of £0.15 or €0.17 per unit sold. Some reductions, including lower referral fees for Clothing and Accessories priced below £20 or €20, came into effect from December 15.
Amazon has now confirmed that a key set of additional changes will apply earlier, starting January 5, 2026, instead of February 1.
Lower referral fees for everyday categories
From January 5, referral fees will be reduced for several commonly sold categories. A new Home Products category will see referral fees drop from 15 percent to 8 percent for items priced at or below £20 or €20.
Pet Clothing and Pet Food will see referral fees fall sharply from 15 percent to 5 percent for products priced up to £10 or €10. Grocery and Gourmet and a new Vitamins, Minerals and Supplements category will also benefit, with referral fees reduced from 8 percent to 5 percent for items priced up to £10 or €10.
These changes are expected to particularly benefit sellers operating in low-margin, fast-moving consumer categories.
Extended low-price FBA rates
Amazon will also extend its reduced Low-price Fulfilment by Amazon rates to cover products priced at or below £20 or €20 across most categories. Newly eligible products under this threshold will see an average FBA fee reduction of £0.40 or €0.45 per unit.
For sellers relying heavily on Fulfilment by Amazon, this extension could significantly lower fulfilment costs and improve competitiveness in price-sensitive segments.
Lower caps on deal fees
To support seller promotions, Amazon is reducing caps on variable fees for Best Deals and Lightning Deals. From January 5, the cap will be £200 in the United Kingdom, €300 in Germany, and €100 in France, Italy and Spain.
This builds on Amazon’s earlier November update, which reduced the variable rate for vouchers and introduced a cap on voucher fees. Together, these changes are designed to make promotions more predictable and affordable for sellers.
Tools to assess impact
Amazon has advised sellers to use tools available on Seller Central to understand how the new fee structure will affect their business. These include the Revenue Calculator, the Fee and Economics Preview report and the Profit Analytics dashboard.
Sellers can use these tools to model pricing strategies, assess margins and plan inventory decisions ahead of the changes.
What remains unchanged
Amazon noted that all remaining fee updates announced on December 2 will still take effect on February 1, 2026. Sellers looking for a complete breakdown can refer to the detailed 2026 EU referral and Fulfilment by Amazon fee overview by category and store on Seller Central.
By advancing these fee reductions to January 5, Amazon is giving UK and EU sellers an earlier opportunity to reduce costs and plan for growth in 2026. For sellers in home, grocery, pet and low-priced product categories, the changes could offer meaningful margin improvements. As competition intensifies across European marketplaces, this update from Amazon may help sellers price more competitively, invest in promotions and scale their businesses with greater confidence.
Also Read: Amazon UK Introduces Virtual Bundles to Help Brand Sellers Boost Sales
Disclaimer:
Amazon is the registered trademark of the e-commerce brand.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.
By ChannelMAX Staff Writer
Dec-2025#16
Amazon has announced early implementation of major fee reductions across its European marketplaces, offering relief to sellers ahead of 2026. The update, titled “EU referral and Fulfilment by Amazon fee reductions to apply January 5”, was officially shared with sellers on Seller Central and brings forward several cost-saving measures that were earlier planned for February.
The changes are part of one of Amazon’s largest-ever fee reduction exercises in Europe and are aimed at supporting seller profitability, especially for low-priced and high-volume products.
Background to the fee reductions
According to the Seller Central update, Amazon had announced on December 2 a broad set of fee reductions across European stores. These moves lowered seller fees by an average of £0.15 or €0.17 per unit sold. Some reductions, including lower referral fees for Clothing and Accessories priced below £20 or €20, came into effect from December 15.
Amazon has now confirmed that a key set of additional changes will apply earlier, starting January 5, 2026, instead of February 1.
Lower referral fees for everyday categories
From January 5, referral fees will be reduced for several commonly sold categories. A new Home Products category will see referral fees drop from 15 percent to 8 percent for items priced at or below £20 or €20.
Pet Clothing and Pet Food will see referral fees fall sharply from 15 percent to 5 percent for products priced up to £10 or €10. Grocery and Gourmet and a new Vitamins, Minerals and Supplements category will also benefit, with referral fees reduced from 8 percent to 5 percent for items priced up to £10 or €10.
These changes are expected to particularly benefit sellers operating in low-margin, fast-moving consumer categories.
Extended low-price FBA rates
Amazon will also extend its reduced Low-price Fulfilment by Amazon rates to cover products priced at or below £20 or €20 across most categories. Newly eligible products under this threshold will see an average FBA fee reduction of £0.40 or €0.45 per unit.
For sellers relying heavily on Fulfilment by Amazon, this extension could significantly lower fulfilment costs and improve competitiveness in price-sensitive segments.
Lower caps on deal fees
To support seller promotions, Amazon is reducing caps on variable fees for Best Deals and Lightning Deals. From January 5, the cap will be £200 in the United Kingdom, €300 in Germany, and €100 in France, Italy and Spain.
This builds on Amazon’s earlier November update, which reduced the variable rate for vouchers and introduced a cap on voucher fees. Together, these changes are designed to make promotions more predictable and affordable for sellers.
Tools to assess impact
Amazon has advised sellers to use tools available on Seller Central to understand how the new fee structure will affect their business. These include the Revenue Calculator, the Fee and Economics Preview report and the Profit Analytics dashboard.
Sellers can use these tools to model pricing strategies, assess margins and plan inventory decisions ahead of the changes.
What remains unchanged
Amazon noted that all remaining fee updates announced on December 2 will still take effect on February 1, 2026. Sellers looking for a complete breakdown can refer to the detailed 2026 EU referral and Fulfilment by Amazon fee overview by category and store on Seller Central.
By advancing these fee reductions to January 5, Amazon is giving UK and EU sellers an earlier opportunity to reduce costs and plan for growth in 2026. For sellers in home, grocery, pet and low-priced product categories, the changes could offer meaningful margin improvements. As competition intensifies across European marketplaces, this update from Amazon may help sellers price more competitively, invest in promotions and scale their businesses with greater confidence.
Also Read: Amazon UK Introduces Virtual Bundles to Help Brand Sellers Boost Sales
Disclaimer:
Amazon is the registered trademark of the e-commerce brand.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.