Amazon has launched the New Selection Program (2026), a richer incentive package for sellers launching new branded products through FBA. It starts July 30, 2026, replaces the previous New Selection Program on the same day, and is built to cut the cost of getting a new ASIN off the ground.
According to the official Seller Central announcement, sellers already enrolled in the old program automatically get the 2026 benefits on new branded FBA ASINs launched from July 30 through October 31, 2026. To keep the benefits after October 31, you must confirm your enrollment.
What exactly is changing?
Instant fee credits: Referral fees are effectively capped at 10% for the first 100 units and 5% for the next 100 units, or your existing rate if it is lower. Credits apply to major fees, including referral and fulfillment fees.
Advertising and Vine credits: $50 in coupon variable fee credits and $75 in Vine enrollment fee credits, usable within the first 60 days.
Free storage, returns and liquidations: On the first 200 units for 120 days.
Fee waivers: No low-inventory-level fee and no storage utilization surcharge on the first 200 units for 120 days.
Vine Pre-launch extension: 45 extra days on these benefits when you use the Vine Pre-launch service.
Benefits apply to eligible new-to-FBA products from the first inventory received date. They do not stack with New Seller Incentives. If you qualify for both, New Seller Incentives apply first.
Why does this matter for sellers?
The first 200 units are where launches bleed money. You are paying full referral fees while discounting, running ads at a loss and waiting for reviews. A 10% and then 5% effective referral rate, plus free storage and waived low-inventory fees, can turn a break-even launch into a profitable one. Brands with a steady pipeline of new ASINs get the most out of it.
What should sellers do now?
Confirm enrollment before October 31: Use the Enroll in New Selection Program (2026) page in Seller Central so benefits continue after the introductory period.
Time your launches: Benefits start from the first inventory received date, so plan inbound shipments and launch marketing together.
Use the Vine credit early: Reviews drive conversion on new listings, and the 60-day window goes quickly.
Track units per ASIN: Know when each product crosses 100 and 200 units so your pricing reflects the real fee rate.
eStore Factory Tip: Treat the first 200 units as a funded test. Use the fee savings to price competitively and push early ads, then scale what converts. Need a launch plan built around the program? Our Amazon Seller Central experts can help.
