Amazon FBA New Selection Program Upgraded on July 30
Amazon officially launched the 2026 version of the FBA New Selection Program on July 30. The new policy aims to reduce sellers' costs for promoting new products by offering larger fee discounts, broader storage exemptions, and commission incentives for specific new brand ASINs. Existing sellers will be automatically migrated but must confirm to retain benefits after a certain date.
What are the key facts?
- 1Effective date: July 30, 2026
- 2Benefits: Fee discounts, storage exemptions, commission reductions
- 3Applicable to: Eligible new brand ASINs
What happened?
Amazon announced an upgrade to the FBA New Selection Program, focusing on optimizing incentives for new brand ASINs, including more attractive storage fee exemptions and commission discounts, aimed at encouraging sellers to expand their product lines. This policy will take effect on July 30, 2026, and eligible sellers can enjoy more fee discounts, reducing the overall costs of promoting new products.
What does this mean for cross-border sellers?
Sellers should check the new product inbound plan in the backend and timely confirm eligibility for benefits under the new policy to maximize storage and commission reductions. This policy could bring a competitive advantage to new products, which should not be overlooked.