Amazon speeds up New Brand Bonus payouts for UK sellers, splits UK and EU incentives
Seller Central update enables faster credit access within a week and allows sellers to qualify separately in UK and EU markets
By ChannelMAX Staff Writer
April-2026#08
Amazon has announced a major update to its New Brand Bonus programme for sellers in the UK store, allowing faster access to incentives and expanding earning potential across European marketplaces. According to an official update shared on Seller Central, eligible sellers will now receive credits within one week instead of waiting up to a month, improving early cash flow support for growing brands.
Also Read: Amazon introduces fuel surcharge for EU sellers amid rising logistics costs
Faster access to credits for new brands
The latest update, effective March 26, 2026, significantly reduces the waiting period for incentive credits. Earlier, sellers had to wait monthly to receive benefits under the New Brand Bonus scheme. With the new system, credits are issued within seven days, helping sellers reinvest more quickly into inventory, advertising, and operations.
Separate qualification for UK and EU markets
In a major structural change, Amazon has now separated the UK and European Union regions under its New Seller Incentives programme. This means sellers can independently qualify for benefits in both regions.
For sellers, this opens up a larger opportunity window:
-They can earn up to £42,000 in credits in the UK store
-They can also earn up to €47,250 across EU stores including Germany, France, Italy, and Spain
This separation is expected to encourage cross-border expansion and multi-market brand building.
How the New Brand Bonus works
The credits are applied as referral fee discounts, which directly reduce the fees sellers pay to Amazon. The structure includes:
-10 per cent discount on the first £40,000 in eligible branded sales
-5 per cent discount on the next £760,000 in eligible branded sales
Sellers can use these benefits for up to one year after becoming eligible or until the maximum credit limit is reached.
Eligibility criteria sellers must meet
To qualify for the New Brand Bonus, sellers must meet specific conditions:
i) They must enrol in Amazon Brand Registry before or within six months of creating their first buyable ASIN in the UK store
ii) They must be identified as the first owner of the brand in the Brand Registry
The updated faster payout system applies only to sellers who become eligible on or after March 26, 2026. Those who qualified earlier will continue receiving credits on a monthly basis.
What this means for Amazon sellers
The update is particularly beneficial for new and emerging brands that often face cash flow challenges in their early stages. Faster credits can help sellers scale advertising campaigns, optimise listings, and improve inventory turnover without long waiting periods.
Industry observers note that separating UK and EU incentives aligns with Amazon’s broader strategy to support regional growth while encouraging sellers to expand across multiple marketplaces.
Amazon’s latest Seller Central update marks a strategic shift towards faster support and greater flexibility for sellers building branded businesses. By reducing payout timelines and enabling separate regional benefits, the company is making it easier for sellers to scale efficiently in both the UK and European markets. For new sellers, this could translate into quicker growth, improved margins, and stronger brand visibility in competitive marketplaces.
Also Read: Amazon opens early-bird registration for New Seller Summit 2026
Disclaimer:
Amazon is the registered trademark of the company.
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
April-2026#08
Amazon has announced a major update to its New Brand Bonus programme for sellers in the UK store, allowing faster access to incentives and expanding earning potential across European marketplaces. According to an official update shared on Seller Central, eligible sellers will now receive credits within one week instead of waiting up to a month, improving early cash flow support for growing brands.
Also Read: Amazon introduces fuel surcharge for EU sellers amid rising logistics costs
Faster access to credits for new brands
The latest update, effective March 26, 2026, significantly reduces the waiting period for incentive credits. Earlier, sellers had to wait monthly to receive benefits under the New Brand Bonus scheme. With the new system, credits are issued within seven days, helping sellers reinvest more quickly into inventory, advertising, and operations.
Separate qualification for UK and EU markets
In a major structural change, Amazon has now separated the UK and European Union regions under its New Seller Incentives programme. This means sellers can independently qualify for benefits in both regions.
For sellers, this opens up a larger opportunity window:
-They can earn up to £42,000 in credits in the UK store
-They can also earn up to €47,250 across EU stores including Germany, France, Italy, and Spain
This separation is expected to encourage cross-border expansion and multi-market brand building.
How the New Brand Bonus works
The credits are applied as referral fee discounts, which directly reduce the fees sellers pay to Amazon. The structure includes:
-10 per cent discount on the first £40,000 in eligible branded sales
-5 per cent discount on the next £760,000 in eligible branded sales
Sellers can use these benefits for up to one year after becoming eligible or until the maximum credit limit is reached.
Eligibility criteria sellers must meet
To qualify for the New Brand Bonus, sellers must meet specific conditions:
i) They must enrol in Amazon Brand Registry before or within six months of creating their first buyable ASIN in the UK store
ii) They must be identified as the first owner of the brand in the Brand Registry
The updated faster payout system applies only to sellers who become eligible on or after March 26, 2026. Those who qualified earlier will continue receiving credits on a monthly basis.
What this means for Amazon sellers
The update is particularly beneficial for new and emerging brands that often face cash flow challenges in their early stages. Faster credits can help sellers scale advertising campaigns, optimise listings, and improve inventory turnover without long waiting periods.
Industry observers note that separating UK and EU incentives aligns with Amazon’s broader strategy to support regional growth while encouraging sellers to expand across multiple marketplaces.
Amazon’s latest Seller Central update marks a strategic shift towards faster support and greater flexibility for sellers building branded businesses. By reducing payout timelines and enabling separate regional benefits, the company is making it easier for sellers to scale efficiently in both the UK and European markets. For new sellers, this could translate into quicker growth, improved margins, and stronger brand visibility in competitive marketplaces.
Also Read: Amazon opens early-bird registration for New Seller Summit 2026
Disclaimer:
Amazon is the registered trademark of the company.
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.