From the July 30, 2026 Amazon has made its program that discounts new product launches in FBA much more generous. It's one of those pieces of news that go unnoticed because it arrives in the summer, but which actually mean real money on every item you bring into the warehouse.
But there is a date to mark: October 31, 2026. Afterwards, the benefits no longer come by themselves.
I'll explain what the program offers, where the real savings lie, and what you need to do before the window closes.
What does it give, in practice?
The New Selection Program It concerns new ASINs entering Fulfillment by Amazon, and the 2026 version addresses the most important item: the referral fee.
- Commission blocked at 10% on the first 100 units sold of the new ASIN;
- plugged at 5% on the next 100 units;
- Free storage, returns and liquidations on the first 200 units, for 120 days.
Translated for sellers: in a category with a 15% commission, the first hundred units cost you a third less to list, and the next hundred a third of what you would pay. On a product that sells, the cost is immediately visible.
The difference from previous years is that previously, they were token discounts on the initial period. Here, the cap on the commission, combined with the exemption from storage costs, changes the profitability of a launch.
The first 200 units: where the real savings lie
The point that almost everyone gets wrong is which product to use them on.
The first 200 subsidized units are a limited resource, and they're consumed by the first ASIN you enter: even if it's a test, even if it's that product you bought in twenty units to see how it performed. Once they're consumed, they're consumed.
The right way to think is the other way around: you choose the product that is most likely to actually sell and you launch that first, within the 120-day window. The test is done afterwards, or it is done in FBM, where the program has nothing to do with it.
The opposite rule also applies: if the strong product is not ready, missing photos, incomplete data sheet, late stock, it's better to wait. Burning the discount on a card that doesn't convert is the most elegant way to throw away the discount.
Pay attention to the warehouse side too: eligibility depends on the health of your inventory management, so it's worth getting there with your score in order. I wrote about it in FBA in 2026: IPI Score, Space Limits, and Storage Fees.
Coupon and Vine credits
The package includes two additional credits that are very important at launch, as they cover the two levers that are needed in the first few weeks: price visibility e first reviews.
I am a credit on the variable commission of the coupon and a credit towards your membership Vine. The amounts communicated: 50 dollars for coupons and 75 dollars For Vine: they refer to the US market: on Amazon.it the amount must be verified in your account, because the European programs follow their own tables.
The thing to remember is the window: credits must be used in the first 60 days from launch. It's not a coupon that just sits there; if you don't spend it, you lose it. And since Vine requires time to register, send samples, and publish reviews, it must be activated immediately, not at the end of the window: as I explained in Amazon Vine in 2026.
October 31st, and what happens next
Here's the part that can be costly due to distraction.
Those who are already enrolled in the program receive the benefits automatically only for launches until October 31, 2026. For new products released after that date, the benefits apply only if you have confirmed your subscription by accepting the updated terms in Seller Central by October 31st.
It's a click. But it's a click that, if you don't click, will make you pay full fare for all launches in 2027.
The three things to do, in order:
1. Check eligibility now, not in October: you need an ASIN that arrives new in FBA and healthy inventory management.
2. Schedule the launch inside the window. If you have a strong product coming in for Q4, getting it in before October 31st means taking both the benefit and the seasonal peak: keeping in mind, however, that during the peak, warehouse costs rise.
3. Accept the updated terms in Seller Central. Do it today, not when you need it: the deadline is clear and applies not only to the current launch, but to all future ones.
In two lines: Same launch, lower commissions: but only within the window. The first 200 units must be spent on the correct product, the credits must be spent within the first 60 days, and registration confirmation must be provided. by October 31st.
If you're planning a Q4 launch and want to figure out which product to launch first, write to me: it's a one-time choice that's valid for the entire quarter.
Sources
– Amazon gives sellers until October 31 to lock in FBA fee credits: PPC Land
– Amazon expands FBA New Selection Program benefits starting July 30: EcomCrew
– Amazon New Selection Program 2026: rules & Oct 31 deadline, DataDive
– Amazon FBA New Selection: The October 31 Deadline, Nova Analytics
– Amazon FBA New Selection Program 2026: full benefit breakdown, DAM Law Firm
The credit amounts quoted refer to the US marketplace. For Amazon.it, check the terms, amounts, and eligibility in the dedicated section of your Seller Central.