Amazon FBA New Product Initiative to Upgrade on July 30
Amazon has announced that the 2026 version of its FBA new product initiative will launch on July 30. The new policy will offer higher fee deductions, broader storage fee waivers, and lower commissions for new brand ASINs. Existing sellers will be automatically migrated to the new program, suggesting that brand sellers adjust their new product release rhythm for the third quarter based on this change.
What are the key facts?
- 1Effective date July 30
- 2Includes larger fee deductions
- 3Broader storage fee waivers
What happened?
Amazon Seller Central has issued a notice that the FBA new product initiative will be upgraded on July 30. The update focuses on enhancing incentives for new brand ASINs, including fee deductions and storage fee waivers (capped at 100 units per parent ASIN). Sellers should optimize their new product launch strategies based on this timeline.
What does this mean for cross-border sellers?
The cost of promoting new products will further decrease; sellers should take advantage of the storage fee waiver policy. It is recommended to concentrate on launching new products after July 30 to maximize the use of the platform's incentive subsidies.