Amazon New Brand FBA ASIN Promotion Starts July 30
Amazon is offering phased referral-fee caps for new-brand FBA ASINs in 2026: 10% for the first 100 units and 5% for the next 100 units.
What are the key facts?
- 110% referral-fee cap for the first 100 new-product units
- 25% referral-fee cap for the next 100 new-product units
- 3Applies to eligible products launched from July 30 through October 31, 2026
- 4Reconfirmation or registration required after October 31
What happened?
Amazon’s New Selection Program (2026) for new-brand FBA ASINs includes phased benefits. Sellers already participating in the program can receive a referral-fee cap of 10% for the first 100 units of newly branded products received into inventory for the first time, followed by a cap of 5% for the next 100 units. If a seller’s existing rate is lower, the lower rate applies. The transition offer covers eligible products launched from July 30 through October 31, 2026. Amazon also stated that sellers seeking to continue receiving the 2026-version benefits after October 31 must reconfirm eligibility or complete the relevant program registration. Sellers with newly launched products, completed Brand Registry, planned FBA testing of new SKUs, or accounts previously auto-enrolled in the old program without reconfirming eligibility are among those most affected. Sellers need to check each ASIN’s first-receipt date, brand eligibility, and program status.
What does this mean for cross-border sellers?
New-brand FBA ASINs can reduce referral-fee costs during initial inventory receipt through a 10% cap on the first 100 units and a 5% cap on the next 100 units; any lower existing rate continues to apply. Sellers must also monitor eligibility continuation after October 31, as failing to reconfirm or register may affect 2026-version benefits.
What should sellers do now?
- 1This week, check the first-receipt date, brand eligibility, and program status for each new-brand SKU planned for FBA testing, and save the results in a tracking sheet; ensure every affected ASIN has a complete verification record and an eligibility conclusion.Profit calculator
- 2This week, use the profit calculator to model the 10% cap for the first 100 units, the 5% cap for the next 100 units, and any lower existing rate for new-brand FBA ASINs; produce a fee-comparison table and inbound decision for each SKU.