Amazon to cut key seller fees in Europe in 2026
New Seller Central update promises lower referral and FBA costs with a few targeted increases
Amazon has announced a major round of fee changes for its European marketplaces, including some of its largest fee reductions so far for third party sellers. The update, published on Seller Central under the title “2026 updates to European referral and Fulfilment by Amazon fees”, outlines lower referral and Fulfilment by Amazon charges for many product types, along with a few selective increases linked to storage and returns. Overall, Amazon says that from 2026 it will lower fees by an average of £0.15 or €0.17 per unit sold across its European stores. The aim is to better align fees with operating costs and keep prices competitive for shoppers while supporting seller growth.
Lower average fees across European stores
According to the Seller Central announcement, Amazon plans to bring more consistency to its fee structure across regions and programs. In simple terms, most sellers using Fulfilment by Amazon for standard parcels and selling in popular consumer categories will see lower total fees on many items. Amazon says it has been investing in operational efficiency and innovation so that savings inside its network can be passed back to sellers through these fee cuts.
Also Read: Amazon Announces 2026 Fee Changes for Sellers: What You Need to Know
Fee cuts from December 15 2025
The first wave of changes will take effect on December 15 2025 in all European stores, with two big elements.
Fulfilment by Amazon parcel fees in the United Kingdom, Germany, France, Italy and Spain will be cut further, building on the parcel fee decreases already introduced in 2025. The average reduction for these parcels will be about £0.26 or €0.32 per unit in those five countries.
Referral fees for Clothing and Accessories will be reduced in two price bands. For items priced at and up to £15 or €15, the referral rate will drop from 8 percent to 5 percent. For items priced between £15 or €15 and £20 or €20, the rate will fall from 15 percent to 10 percent. This should be especially helpful for fashion brands and small labels selling more affordable items.
Further reductions from February 1 2026
A second set of changes will start from February 1 2026 in all European stores and will reach more categories.
Amazon will introduce a new Home Products category with lower referral fees. For home items priced at and up to £20 or €20, the referral rate will drop from 15 percent to 8 percent. Pet Clothing and Food will see a cut from 15 percent to 5 percent for items up to £10 or €10. Grocery and Gourmet and a new Vitamins, Minerals and Supplements category will also move from 8 percent to 5 percent for items priced up to £10 or €10.
In addition, Amazon will expand its reduced Low price Fulfilment by Amazon rates. These lower FBA rates, which were earlier limited to very low priced products, will now apply to items priced at or below £20 or €20 in most categories. Amazon says this should lower Fulfilment by Amazon fees for newly eligible products by an average of about £0.40 or €0.45 per unit.
For many sellers of everyday essentials, household goods, basic fashion and consumables, this combination of lower referral fees and lower low price FBA fees could provide meaningful savings on each order.
Lower caps on deal fees
Amazon is also making it cheaper to run some promotions in Europe. For Best Deals and Lightning Deals, the company will lower the caps on variable fees that sellers pay to participate. The new caps will be £200 in the United Kingdom, €300 in Germany and €100 in France, Italy and Spain. This change builds on an earlier November update, which already reduced the variable rate and added a cap for voucher promotions. For brands that rely on deals during peak events and seasonal campaigns, lower caps can make it easier to justify promotions while protecting margins.
Targeted increases to storage and other fees
Alongside the reductions, Amazon will make some selective fee increases to keep its logistics network efficient.
The update notes that monthly storage fees will rise in some cases. Fees related to return to seller and liquidation will also go up.
Fulfilment by Amazon fulfilment fees will be adjusted in the Netherlands, Sweden, Belgium, Ireland and Poland. When all the increases and decreases are combined, Amazon expects an average increase of about £0.02 or €0.02 per unit sold via Fulfilment by Amazon from these specific adjustments. In other words, while most fee changes are positive for sellers, those with high storage needs or frequent removals should still review their costs carefully.
Tools to plan for 2026
To help sellers understand how the new European fee structure will affect their business, Amazon is updating several tools with 2026 rates. The Revenue Calculator will allow sellers to compare current and future fees on a per unit basis. The Fee and Economics Preview report will offer a broader view of how fees change across a catalogue. A newer tool called Profit Analytics will help sellers see how margins shift once the 2026 rates are in place. According to the Seller Central notice, these tools will be updated with the new rates by December 15.
For best results, sellers should test a mix of products in different categories and price bands, including their top sellers and any items with tight margins.
What it means for sellers and shoppers
For sellers, the headline is clear. Many common European categories, especially clothing, home products, grocery, vitamins and pet items, will have lower referral and fulfilment costs on lower priced items. Sellers of budget friendly products may be able to pass part of these savings on to customers through sharper pricing while still protecting margins.
For shoppers, lower fees can support more competitive prices, better deals and a wider selection, especially in everyday categories like clothing, food, home essentials and health supplements. If more items qualify for lower low price Fulfilment by Amazon rates, customers may also see more products offered with fast and affordable delivery options.
The latest announcement on Seller Central signals one of Amazon’s largest fee reductions for independent sellers in Europe, even as the company makes a few focused increases in storage and return related areas. On average, sellers stand to benefit from lower per unit fees, particularly in popular categories and at lower price points.
As always, the real impact will vary by category, price band, country and fulfilment strategy. Sellers who take time to run their numbers in the Revenue Calculator, Fee and Economics Preview report and Profit Analytics, and then adjust their pricing and inventory plans, will be best placed to use the new 2026 fee structure as an opportunity to grow sales and offer stronger value to customers across Amazon’s European stores.
Also Read: Amazon highlights Revenue Calculator to help sellers plan for 2026 fees
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 agents 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 day-today business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.
By ChannelMAX Staff Writer
Dec-2025#02
Amazon has announced a major round of fee changes for its European marketplaces, including some of its largest fee reductions so far for third party sellers. The update, published on Seller Central under the title “2026 updates to European referral and Fulfilment by Amazon fees”, outlines lower referral and Fulfilment by Amazon charges for many product types, along with a few selective increases linked to storage and returns. Overall, Amazon says that from 2026 it will lower fees by an average of £0.15 or €0.17 per unit sold across its European stores. The aim is to better align fees with operating costs and keep prices competitive for shoppers while supporting seller growth.
Lower average fees across European stores
According to the Seller Central announcement, Amazon plans to bring more consistency to its fee structure across regions and programs. In simple terms, most sellers using Fulfilment by Amazon for standard parcels and selling in popular consumer categories will see lower total fees on many items. Amazon says it has been investing in operational efficiency and innovation so that savings inside its network can be passed back to sellers through these fee cuts.
Also Read: Amazon Announces 2026 Fee Changes for Sellers: What You Need to Know
Fee cuts from December 15 2025
The first wave of changes will take effect on December 15 2025 in all European stores, with two big elements.
Fulfilment by Amazon parcel fees in the United Kingdom, Germany, France, Italy and Spain will be cut further, building on the parcel fee decreases already introduced in 2025. The average reduction for these parcels will be about £0.26 or €0.32 per unit in those five countries.
Referral fees for Clothing and Accessories will be reduced in two price bands. For items priced at and up to £15 or €15, the referral rate will drop from 8 percent to 5 percent. For items priced between £15 or €15 and £20 or €20, the rate will fall from 15 percent to 10 percent. This should be especially helpful for fashion brands and small labels selling more affordable items.
Further reductions from February 1 2026
A second set of changes will start from February 1 2026 in all European stores and will reach more categories.
Amazon will introduce a new Home Products category with lower referral fees. For home items priced at and up to £20 or €20, the referral rate will drop from 15 percent to 8 percent. Pet Clothing and Food will see a cut from 15 percent to 5 percent for items up to £10 or €10. Grocery and Gourmet and a new Vitamins, Minerals and Supplements category will also move from 8 percent to 5 percent for items priced up to £10 or €10.
In addition, Amazon will expand its reduced Low price Fulfilment by Amazon rates. These lower FBA rates, which were earlier limited to very low priced products, will now apply to items priced at or below £20 or €20 in most categories. Amazon says this should lower Fulfilment by Amazon fees for newly eligible products by an average of about £0.40 or €0.45 per unit.
For many sellers of everyday essentials, household goods, basic fashion and consumables, this combination of lower referral fees and lower low price FBA fees could provide meaningful savings on each order.
Lower caps on deal fees
Amazon is also making it cheaper to run some promotions in Europe. For Best Deals and Lightning Deals, the company will lower the caps on variable fees that sellers pay to participate. The new caps will be £200 in the United Kingdom, €300 in Germany and €100 in France, Italy and Spain. This change builds on an earlier November update, which already reduced the variable rate and added a cap for voucher promotions. For brands that rely on deals during peak events and seasonal campaigns, lower caps can make it easier to justify promotions while protecting margins.
Targeted increases to storage and other fees
Alongside the reductions, Amazon will make some selective fee increases to keep its logistics network efficient.
The update notes that monthly storage fees will rise in some cases. Fees related to return to seller and liquidation will also go up.
Fulfilment by Amazon fulfilment fees will be adjusted in the Netherlands, Sweden, Belgium, Ireland and Poland. When all the increases and decreases are combined, Amazon expects an average increase of about £0.02 or €0.02 per unit sold via Fulfilment by Amazon from these specific adjustments. In other words, while most fee changes are positive for sellers, those with high storage needs or frequent removals should still review their costs carefully.
Tools to plan for 2026
To help sellers understand how the new European fee structure will affect their business, Amazon is updating several tools with 2026 rates. The Revenue Calculator will allow sellers to compare current and future fees on a per unit basis. The Fee and Economics Preview report will offer a broader view of how fees change across a catalogue. A newer tool called Profit Analytics will help sellers see how margins shift once the 2026 rates are in place. According to the Seller Central notice, these tools will be updated with the new rates by December 15.
For best results, sellers should test a mix of products in different categories and price bands, including their top sellers and any items with tight margins.
What it means for sellers and shoppers
For sellers, the headline is clear. Many common European categories, especially clothing, home products, grocery, vitamins and pet items, will have lower referral and fulfilment costs on lower priced items. Sellers of budget friendly products may be able to pass part of these savings on to customers through sharper pricing while still protecting margins.
For shoppers, lower fees can support more competitive prices, better deals and a wider selection, especially in everyday categories like clothing, food, home essentials and health supplements. If more items qualify for lower low price Fulfilment by Amazon rates, customers may also see more products offered with fast and affordable delivery options.
The latest announcement on Seller Central signals one of Amazon’s largest fee reductions for independent sellers in Europe, even as the company makes a few focused increases in storage and return related areas. On average, sellers stand to benefit from lower per unit fees, particularly in popular categories and at lower price points.
As always, the real impact will vary by category, price band, country and fulfilment strategy. Sellers who take time to run their numbers in the Revenue Calculator, Fee and Economics Preview report and Profit Analytics, and then adjust their pricing and inventory plans, will be best placed to use the new 2026 fee structure as an opportunity to grow sales and offer stronger value to customers across Amazon’s European stores.
Also Read: Amazon highlights Revenue Calculator to help sellers plan for 2026 fees
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 agents 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 day-today business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.