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Blog · FBA & inventory · October 31, 2026

FBA New Selection Program: How It Works and Who Should Enroll

Launching a new product through Fulfillment by Amazon is expensive in the first few months. You pay full referral fees on low volume, storage on stock that has not started selling, and fees for running low while you learn the demand. The FBA New Selection Program offsets a good part of that cost for new branded products. Here is how it works, what it is worth, and how to decide whether to enroll.

What the program is

The New Selection Program is a set of fee credits and waivers that Amazon gives to brand owners when they send a new branded product into FBA for the first time. It is aimed at the launch window: the first few hundred units and the first few months after inventory arrives. Amazon refreshes the program from time to time. The current version, called New Selection Program 2026, replaced the earlier version in mid 2026.

At the time of writing, Amazon has extended the enrollment window for the 2026 version to March 31, 2027. Enrollment is done once at the account level in Seller Central, and benefits then apply to each eligible new product you launch.

What you get for each eligible product

According to Amazon's Seller Central announcement, eligible new-to-FBA branded products currently receive:

  • Referral fee credits. Referral fees are capped at 10% on the first 100 units sold and 5% on the next 100 units.
  • Free storage, returns processing and liquidations on the first 200 units for 120 days.
  • No low-inventory-level fee and no storage utilization surcharge on the first 200 units for 120 days.
  • $50 in coupon fee credits and $75 in Vine enrollment fee credits, usable within the first 60 days after the product has a buyable offer.

The 120-day clock is generally tied to when your inventory is first received at an Amazon fulfillment center, not to the date you create the listing. That matters for planning, as explained below.

What the benefits are worth in practice

The referral fee cap is usually the largest saving. Take a $35 product in a category with a 15% referral fee. Normally Amazon takes $5.25 per unit. Under the cap, the first 100 units cost $3.50 each and the next 100 cost $1.75 each. Across 200 units that is a saving of roughly $525 on referral fees alone.

Add free storage for four months, free returns processing, and no low-inventory fee while you are still working out reorder points, and a single launch can save several hundred to over a thousand dollars depending on size tier and price. The coupon and Vine credits lower the cost of the two tools most sellers use to get first reviews and first conversions.

Who is eligible

The program is built for brand owners. In general you need:

  • A brand enrolled in Amazon Brand Registry, with the product listed under that brand.
  • A parent ASIN that is new to FBA. Relisting an old product under a new ASIN to qualify again is not what the program is for, and Amazon reviews eligibility.
  • Enrollment in the program in Seller Central before the product launches.

One important rule: New Selection Program benefits cannot be combined with New Seller Incentives. If you are a new seller who already receives New Seller Incentives, check which set of benefits applies to each product before you plan your launch budget.

How to enroll

  1. Confirm your brand is registered and that you are the brand owner on the listing.
  2. Open the FBA New Selection Program page in Seller Central (Amazon links to it from the Seller News announcement and the program help page) and complete enrollment.
  3. Create the new listing under your brand and send inventory to FBA.
  4. Check the program page after inventory is received to confirm the ASIN shows as eligible and the benefit dates are correct.

How to plan a launch around the 120-day window

The benefits are front loaded, so the first four months need to be planned rather than left to chance.

Send a realistic first shipment

The free storage and fee waivers cover the first 200 units. Sending far more than that does not extend the benefit, and the extra units pay normal storage. Sending far fewer means you may run out during the window and lose ranking momentum. For most new products, a first shipment close to 200 units, with a reorder already planned, is a sensible starting point.

Have the listing ready before inventory lands

Because the clock usually starts when stock is received, every day the listing is incomplete wastes part of the window. Images, title, bullet points, A+ content and backend keywords should be finished before the shipment arrives. Our listing optimization team can help here.

Use the coupon and Vine credits early

The $50 coupon credit and $75 Vine credit expire 60 days after the offer becomes buyable. Enroll the product in Vine as soon as it is eligible and run a modest coupon in the first weeks to help early conversion.

Pair it with a launch ad plan

The referral fee savings give you more room to spend on Sponsored Products during launch. Set a launch budget and a target TACoS in advance, then move to profit targets once the product has reviews and organic rank. Our Amazon PPC Guide covers launch campaign structure, and ACoS vs TACoS explains how to judge launch spend.

Common mistakes

  • Forgetting to enroll. Benefits are not applied to brands that never confirmed enrollment.
  • Launching through FBM first. If the product sells merchant fulfilled for a long period before moving to FBA, check eligibility carefully before assuming it qualifies.
  • Ignoring the overlap with New Seller Incentives. Budgets built on the wrong set of credits will be off.
  • Treating the credits as profit. They lower launch cost. They do not fix a product with weak demand or poor margins.

What this means for sellers

If you own a registered brand and plan to launch new products in the coming months, enrolling costs nothing and lowers the cost of every launch. The sellers who get the most from it treat the first 120 days as a planned project: listing complete before stock arrives, first shipment sized to the benefit, Vine and coupons started early, and ad spend set against a clear target.

Planning a product launch?

We can review your launch plan, listing and ad setup before your inventory lands, free of charge.

Get a free audit Book a free strategy call →

Sources

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ACoS vs TACoS: How to Lower Amazon Ad Costs — Amz Consultors
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Blog · FBA & inventory · October 31, 2026

FBA New Selection Program: How It Works and Who Should Enroll

Launching a new product through Fulfillment by Amazon is expensive in the first few months. You pay full referral fees on low volume, storage on stock that has not started selling, and fees for running low while you learn the demand. The FBA New Selection Program offsets a good part of that cost for new branded products. Here is how it works, what it is worth, and how to decide whether to enroll.

What the program is

The New Selection Program is a set of fee credits and waivers that Amazon gives to brand owners when they send a new branded product into FBA for the first time. It is aimed at the launch window: the first few hundred units and the first few months after inventory arrives. Amazon refreshes the program from time to time. The current version, called New Selection Program 2026, replaced the earlier version in mid 2026.

At the time of writing, Amazon has extended the enrollment window for the 2026 version to March 31, 2027. Enrollment is done once at the account level in Seller Central, and benefits then apply to each eligible new product you launch.

What you get for each eligible product

According to Amazon's Seller Central announcement, eligible new-to-FBA branded products currently receive:

  • Referral fee credits. Referral fees are capped at 10% on the first 100 units sold and 5% on the next 100 units.
  • Free storage, returns processing and liquidations on the first 200 units for 120 days.
  • No low-inventory-level fee and no storage utilization surcharge on the first 200 units for 120 days.
  • $50 in coupon fee credits and $75 in Vine enrollment fee credits, usable within the first 60 days after the product has a buyable offer.

The 120-day clock is generally tied to when your inventory is first received at an Amazon fulfillment center, not to the date you create the listing. That matters for planning, as explained below.

What the benefits are worth in practice

The referral fee cap is usually the largest saving. Take a $35 product in a category with a 15% referral fee. Normally Amazon takes $5.25 per unit. Under the cap, the first 100 units cost $3.50 each and the next 100 cost $1.75 each. Across 200 units that is a saving of roughly $525 on referral fees alone.

Add free storage for four months, free returns processing, and no low-inventory fee while you are still working out reorder points, and a single launch can save several hundred to over a thousand dollars depending on size tier and price. The coupon and Vine credits lower the cost of the two tools most sellers use to get first reviews and first conversions.

Who is eligible

The program is built for brand owners. In general you need:

  • A brand enrolled in Amazon Brand Registry, with the product listed under that brand.
  • A parent ASIN that is new to FBA. Relisting an old product under a new ASIN to qualify again is not what the program is for, and Amazon reviews eligibility.
  • Enrollment in the program in Seller Central before the product launches.

One important rule: New Selection Program benefits cannot be combined with New Seller Incentives. If you are a new seller who already receives New Seller Incentives, check which set of benefits applies to each product before you plan your launch budget.

How to enroll

  1. Confirm your brand is registered and that you are the brand owner on the listing.
  2. Open the FBA New Selection Program page in Seller Central (Amazon links to it from the Seller News announcement and the program help page) and complete enrollment.
  3. Create the new listing under your brand and send inventory to FBA.
  4. Check the program page after inventory is received to confirm the ASIN shows as eligible and the benefit dates are correct.

How to plan a launch around the 120-day window

The benefits are front loaded, so the first four months need to be planned rather than left to chance.

Send a realistic first shipment

The free storage and fee waivers cover the first 200 units. Sending far more than that does not extend the benefit, and the extra units pay normal storage. Sending far fewer means you may run out during the window and lose ranking momentum. For most new products, a first shipment close to 200 units, with a reorder already planned, is a sensible starting point.

Have the listing ready before inventory lands

Because the clock usually starts when stock is received, every day the listing is incomplete wastes part of the window. Images, title, bullet points, A+ content and backend keywords should be finished before the shipment arrives. Our listing optimization team can help here.

Use the coupon and Vine credits early

The $50 coupon credit and $75 Vine credit expire 60 days after the offer becomes buyable. Enroll the product in Vine as soon as it is eligible and run a modest coupon in the first weeks to help early conversion.

Pair it with a launch ad plan

The referral fee savings give you more room to spend on Sponsored Products during launch. Set a launch budget and a target TACoS in advance, then move to profit targets once the product has reviews and organic rank. Our Amazon PPC Guide covers launch campaign structure, and ACoS vs TACoS explains how to judge launch spend.

Common mistakes

  • Forgetting to enroll. Benefits are not applied to brands that never confirmed enrollment.
  • Launching through FBM first. If the product sells merchant fulfilled for a long period before moving to FBA, check eligibility carefully before assuming it qualifies.
  • Ignoring the overlap with New Seller Incentives. Budgets built on the wrong set of credits will be off.
  • Treating the credits as profit. They lower launch cost. They do not fix a product with weak demand or poor margins.

What this means for sellers

If you own a registered brand and plan to launch new products in the coming months, enrolling costs nothing and lowers the cost of every launch. The sellers who get the most from it treat the first 120 days as a planned project: listing complete before stock arrives, first shipment sized to the benefit, Vine and coupons started early, and ad spend set against a clear target.

Planning a product launch?

We can review your launch plan, listing and ad setup before your inventory lands, free of charge.

Get a free audit Book a free strategy call →

Sources

← All articles