Amazon UK offers up to £44,000 to launch in five EU stores
Brand owners can earn referral fee discounts for expanding to the Netherlands, Sweden, Poland, Belgium and Ireland, with benefits applied automatically after eligibility is met
Amazon UK has announced a new incentive on Seller Central to help UK brand owners enter its newest EU stores. The offer promises up to £44,000 in referral fee discounts for eligible sellers who launch in the Netherlands, Sweden, Poland, Belgium and Ireland. The goal is simple: lower the cost of first sales while brands establish a foothold in these markets.
How the incentive works
The programme gives a 10 percent referral fee discount on your first £40,000 in eligible sales, then 5 percent on your next £800,000 in eligible sales. Amazon says benefits are applied automatically once you meet the rules laid out in the Seller Central update.
Who qualifies
i) You must be new to selling in the listed EU stores.
ii) You must enrol your brand in Amazon Brand Registry within six months of listing your first product on or after 23 October 2025.
iii) You must be the first owner of your brand in those stores, with a brand representative role assigned to the brand.
iv) Brand Registry generally requires an active or pending trademark and the brand owner must control the Brand Registry account.
Why Ireland and the other “newest” EU stores matter
Amazon opened Amazon.ie as a dedicated Irish store on 18 March 2025, adding a fresh revenue stream and local euro checkout for customers in Ireland. That makes Ireland a timely addition alongside the Netherlands, Sweden, Poland and Belgium for UK brands looking to grow across Europe.
Also Read: Amazon Announces 2026 Fee Changes for Sellers: What You Need to Know
Fastest way to expand
To speed up entry into these stores, sellers can use European Expansion Accelerator. It automates listings, pricing and shipping settings across EU stores and can complete setup in a few clicks. This can help you meet the programme’s timelines and start accruing the referral fee discounts sooner.
Compliance checklist before you switch on
i) VAT and invoicing: make sure your VAT setup is correct and that you can issue valid VAT invoices for Amazon Business orders in the EU.
ii) EPR rules: packaging, batteries and WEEE obligations are enforced across the EU. Amazon has warned that non-compliant offers in Germany, the Netherlands, Poland, Ireland and Sweden may be deactivated, so upload your producer registration numbers before listing.
iii) Brand roles: confirm the brand representative role in Brand Registry for the seller account that will claim the incentive, as this is part of the eligibility described in the Seller Central update.
What to do next
i) Confirm your trademark and complete Brand Registry.
ii) Choose the target stores and use European Expansion Accelerator to push listings live.
iii) Set VAT numbers and invoicing, and enter EPR registration IDs where required.
iv) Plan your launch pricing and ads so early sales fully benefit from the referral fee discount tranches.
For UK brand owners, this Seller Central offer is a clear nudge to expand into Amazon’s newest EU stores with lower selling costs during the launch phase. If you lock in Brand Registry, get your VAT and EPR house in order, and use Amazon’s expansion tools, the up to £44,000 in referral fee discounts can ease your entry and improve early margins in the Netherlands, Sweden, Poland, Belgium and Ireland.
Note
Amazon stated the announcement on Seller Central. Sellers should confirm final eligibility and any category-specific exclusions inside their own Seller Central accounts.
Also Read: Amazon extends return window for holiday purchases until January 31
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
Nov-2025#15
Amazon UK has announced a new incentive on Seller Central to help UK brand owners enter its newest EU stores. The offer promises up to £44,000 in referral fee discounts for eligible sellers who launch in the Netherlands, Sweden, Poland, Belgium and Ireland. The goal is simple: lower the cost of first sales while brands establish a foothold in these markets.
How the incentive works
The programme gives a 10 percent referral fee discount on your first £40,000 in eligible sales, then 5 percent on your next £800,000 in eligible sales. Amazon says benefits are applied automatically once you meet the rules laid out in the Seller Central update.
Who qualifies
i) You must be new to selling in the listed EU stores.
ii) You must enrol your brand in Amazon Brand Registry within six months of listing your first product on or after 23 October 2025.
iii) You must be the first owner of your brand in those stores, with a brand representative role assigned to the brand.
iv) Brand Registry generally requires an active or pending trademark and the brand owner must control the Brand Registry account.
Why Ireland and the other “newest” EU stores matter
Amazon opened Amazon.ie as a dedicated Irish store on 18 March 2025, adding a fresh revenue stream and local euro checkout for customers in Ireland. That makes Ireland a timely addition alongside the Netherlands, Sweden, Poland and Belgium for UK brands looking to grow across Europe.
Also Read: Amazon Announces 2026 Fee Changes for Sellers: What You Need to Know
Fastest way to expand
To speed up entry into these stores, sellers can use European Expansion Accelerator. It automates listings, pricing and shipping settings across EU stores and can complete setup in a few clicks. This can help you meet the programme’s timelines and start accruing the referral fee discounts sooner.
Compliance checklist before you switch on
i) VAT and invoicing: make sure your VAT setup is correct and that you can issue valid VAT invoices for Amazon Business orders in the EU.
ii) EPR rules: packaging, batteries and WEEE obligations are enforced across the EU. Amazon has warned that non-compliant offers in Germany, the Netherlands, Poland, Ireland and Sweden may be deactivated, so upload your producer registration numbers before listing.
iii) Brand roles: confirm the brand representative role in Brand Registry for the seller account that will claim the incentive, as this is part of the eligibility described in the Seller Central update.
What to do next
i) Confirm your trademark and complete Brand Registry.
ii) Choose the target stores and use European Expansion Accelerator to push listings live.
iii) Set VAT numbers and invoicing, and enter EPR registration IDs where required.
iv) Plan your launch pricing and ads so early sales fully benefit from the referral fee discount tranches.
For UK brand owners, this Seller Central offer is a clear nudge to expand into Amazon’s newest EU stores with lower selling costs during the launch phase. If you lock in Brand Registry, get your VAT and EPR house in order, and use Amazon’s expansion tools, the up to £44,000 in referral fee discounts can ease your entry and improve early margins in the Netherlands, Sweden, Poland, Belgium and Ireland.
Note
Amazon stated the announcement on Seller Central. Sellers should confirm final eligibility and any category-specific exclusions inside their own Seller Central accounts.
Also Read: Amazon extends return window for holiday purchases until January 31
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.