Amazon UK Expands New Selection Programme Benefits For New FBA Products From July 30
Seller Central update introduces higher fee credits, expanded FBA incentives, and additional launch support for eligible branded products under the New Selection Programme (2026)
By ChannelMAX Staff Writer
June-2026#29
Launching a new product on Amazon often involves significant upfront costs, making it difficult for brands to gain early traction. To reduce those barriers, Amazon UK is introducing an upgraded version of its New Selection Programme that offers more generous incentives for eligible new-to-FBA branded products. The changes are designed to help sellers lower launch costs, improve profitability during the early stages of a product's lifecycle, and encourage faster business growth.
The update, published on Seller Central, confirms that the New Selection Programme (2026) will take effect on July 30, 2026. Existing participants will automatically receive the enhanced benefits for eligible products launched between July 30 and October 31, 2026, under a limited introductory offer. Sellers who wish to continue receiving these benefits after October 31 will need to confirm their enrolment in the new programme through Seller Central.
Also Read: Amazon Alerts Sellers to New EU Import Duty Rules for Low-Value B2C Shipments From July 1
What Is Changing?
The existing New Selection Programme will officially end on July 30, 2026, and be replaced by the New Selection Programme (2026). The new version significantly expands the financial incentives available for eligible branded products that are new to Fulfilment by Amazon (FBA).
Amazon says the programme is intended to reduce the costs and complexity associated with launching new products while giving sellers additional tools to generate early sales and customer reviews.
Higher Fee Credits For The First 200 Units
One of the biggest improvements is the increase in fee credits available during the launch phase.
For eligible products, Amazon will provide instant credits equivalent to capping referral fees at 10% or the seller's existing referral fee rate, whichever is lower, on the first 100 units sold.
The next 100 units will receive fee credits equivalent to a 5% referral fee cap, or the existing lower referral fee where applicable.
These credits apply toward major selling costs, including referral fees and fulfilment fees, allowing sellers to retain a larger share of their revenue during the critical launch period.
Additional Voucher And Vine Credits
The programme also increases marketing support for new products.
Eligible sellers will receive £40 in voucher variable fee credits, helping reduce the cost of running promotional vouchers during the first 60 days after inventory is received.
Amazon is also offering £60 in Vine enrolment fee credits, applied to the middle Vine tier. This enables sellers to collect trusted customer reviews through the Amazon Vine programme at a lower cost, improving product visibility and buyer confidence.
Expanded FBA Cost Savings
The updated programme includes several operational benefits covering the first 200 units received into Amazon fulfilment centres.
Eligible products will receive:
• Free storage for the first 120 days.
• Free customer returns for the first 200 units during the same period.
• Free inventory liquidations if required.
• No low-inventory-level fee.
• No storage utilization surcharge for the first 120 days.
These benefits can significantly reduce warehousing and inventory management expenses during the product launch phase.
Extra Benefits For Vine Pre-launch Users
Sellers using Amazon's Vine Pre-launch service will receive an additional advantage.
Amazon is extending the duration of the programme's launch benefits by an extra 45 days for eligible products enrolled through the Vine Pre-launch service. This gives sellers a longer period to enjoy fee reductions and operational savings while building reviews before scaling sales.
Who Can Benefit?
The programme is aimed primarily at brand owners introducing new products into Amazon UK's FBA network.
Products generally need to meet Amazon's eligibility requirements, including being new branded ASINs entering FBA for the first time. Sellers should review the eligibility criteria and enrolment requirements on Seller Central to ensure their products qualify.
Businesses launching multiple new products during the year may find the programme particularly valuable because the combined savings across fulfilment, referrals, advertising incentives and review generation can substantially reduce launch expenses.
What Sellers Should Do Now
Existing programme participants do not need to take immediate action for products launched between July 30 and October 31, 2026, because Amazon will automatically apply the new benefits during the introductory period.
However, sellers planning product launches beyond October should confirm their enrolment in the New Selection Programme (2026) through Seller Central before the introductory period ends. They should also review upcoming product launch schedules, inventory plans and Vine participation to maximise the available incentives.
The updated programme reflects Amazon's continued effort to encourage catalogue expansion while making it easier for brands to introduce new products through FBA. For sellers preparing launches later this year, understanding these changes in advance could translate into meaningful savings, stronger early product performance and a more efficient path to long-term growth.
Also Read: Amazon To Roll Out Passkeys For All Seller Central Accounts Starting July 2026
Disclaimer:
Amazon is the registered trademark of the ecommerce 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
June-2026#29
Launching a new product on Amazon often involves significant upfront costs, making it difficult for brands to gain early traction. To reduce those barriers, Amazon UK is introducing an upgraded version of its New Selection Programme that offers more generous incentives for eligible new-to-FBA branded products. The changes are designed to help sellers lower launch costs, improve profitability during the early stages of a product's lifecycle, and encourage faster business growth.
The update, published on Seller Central, confirms that the New Selection Programme (2026) will take effect on July 30, 2026. Existing participants will automatically receive the enhanced benefits for eligible products launched between July 30 and October 31, 2026, under a limited introductory offer. Sellers who wish to continue receiving these benefits after October 31 will need to confirm their enrolment in the new programme through Seller Central.
Also Read: Amazon Alerts Sellers to New EU Import Duty Rules for Low-Value B2C Shipments From July 1
What Is Changing?
The existing New Selection Programme will officially end on July 30, 2026, and be replaced by the New Selection Programme (2026). The new version significantly expands the financial incentives available for eligible branded products that are new to Fulfilment by Amazon (FBA).
Amazon says the programme is intended to reduce the costs and complexity associated with launching new products while giving sellers additional tools to generate early sales and customer reviews.
Higher Fee Credits For The First 200 Units
One of the biggest improvements is the increase in fee credits available during the launch phase.
For eligible products, Amazon will provide instant credits equivalent to capping referral fees at 10% or the seller's existing referral fee rate, whichever is lower, on the first 100 units sold.
The next 100 units will receive fee credits equivalent to a 5% referral fee cap, or the existing lower referral fee where applicable.
These credits apply toward major selling costs, including referral fees and fulfilment fees, allowing sellers to retain a larger share of their revenue during the critical launch period.
Additional Voucher And Vine Credits
The programme also increases marketing support for new products.
Eligible sellers will receive £40 in voucher variable fee credits, helping reduce the cost of running promotional vouchers during the first 60 days after inventory is received.
Amazon is also offering £60 in Vine enrolment fee credits, applied to the middle Vine tier. This enables sellers to collect trusted customer reviews through the Amazon Vine programme at a lower cost, improving product visibility and buyer confidence.
Expanded FBA Cost Savings
The updated programme includes several operational benefits covering the first 200 units received into Amazon fulfilment centres.
Eligible products will receive:
• Free storage for the first 120 days.
• Free customer returns for the first 200 units during the same period.
• Free inventory liquidations if required.
• No low-inventory-level fee.
• No storage utilization surcharge for the first 120 days.
These benefits can significantly reduce warehousing and inventory management expenses during the product launch phase.
Extra Benefits For Vine Pre-launch Users
Sellers using Amazon's Vine Pre-launch service will receive an additional advantage.
Amazon is extending the duration of the programme's launch benefits by an extra 45 days for eligible products enrolled through the Vine Pre-launch service. This gives sellers a longer period to enjoy fee reductions and operational savings while building reviews before scaling sales.
Who Can Benefit?
The programme is aimed primarily at brand owners introducing new products into Amazon UK's FBA network.
Products generally need to meet Amazon's eligibility requirements, including being new branded ASINs entering FBA for the first time. Sellers should review the eligibility criteria and enrolment requirements on Seller Central to ensure their products qualify.
Businesses launching multiple new products during the year may find the programme particularly valuable because the combined savings across fulfilment, referrals, advertising incentives and review generation can substantially reduce launch expenses.
What Sellers Should Do Now
Existing programme participants do not need to take immediate action for products launched between July 30 and October 31, 2026, because Amazon will automatically apply the new benefits during the introductory period.
However, sellers planning product launches beyond October should confirm their enrolment in the New Selection Programme (2026) through Seller Central before the introductory period ends. They should also review upcoming product launch schedules, inventory plans and Vine participation to maximise the available incentives.
The updated programme reflects Amazon's continued effort to encourage catalogue expansion while making it easier for brands to introduce new products through FBA. For sellers preparing launches later this year, understanding these changes in advance could translate into meaningful savings, stronger early product performance and a more efficient path to long-term growth.
Also Read: Amazon To Roll Out Passkeys For All Seller Central Accounts Starting July 2026
Disclaimer:
Amazon is the registered trademark of the ecommerce 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.