Amazon to Increase New Selection Program Commission Discounts from July 30, 2026
Amazon’s 2026 New Selection Program will increase sales commission discounts for the first 200 units of eligible new-brand FBA products from July 30, 2026.
What are the key facts?
- 1Higher upfront cost support for eligible new-brand FBA products
- 2First 100 units charged at the lower of 10% or the existing commission rate
- 3Next 100 units charged at the lower of 5% or the existing commission rate
- 4Applies from July 30, 2026 to new-brand ASINs entering FBA for the first time
What happened?
Amazon announced its 2026 New Selection Program support arrangements, increasing upfront cost support for eligible new-brand FBA products. For new-brand ASINs entering FBA for the first time on or after July 30, 2026, the sales commission for the first 100 units will be calculated at the lower of 10% or the seller’s existing commission rate. The next 100 units will be charged at the lower of 5% or the existing commission rate, with the discount applied as an immediate fee credit. Existing program participants will automatically receive transition benefits for eligible ASINs launched between July 30 and October 31. To continue receiving the benefits after October 31, sellers must confirm enrollment in the 2026 program in Seller Central. The policy mainly concerns new products, brand-registered products, and small-batch test products. The discount cannot be combined with New Seller Incentives, and sellers must verify that their ASINs meet the new-to-FBA and brand eligibility requirements.
What does this mean for cross-border sellers?
After an eligible new-brand ASIN enters FBA for the first time, its first 200 units can receive tiered sales commission discounts, helping reduce the cost of small-batch product testing. Sellers should first verify the brand, ASIN, and new-to-FBA eligibility and note that the discount cannot be combined with New Seller Incentives.
What should sellers do now?
- 1This week, screen new-product ASINs scheduled to enter FBA for the first time from July 30, 2026, verify brand eligibility and new-to-FBA conditions one by one, and create an application list documenting the scope of the first-100-unit and next-100-unit discounts.Profit calculator
- 2Recalculate sales commissions and gross margins for the first 200 units of each listed ASIN, separately recording the lower of 10% or the existing commission rate for the first 100 units and the lower of 5% or the existing commission rate for the next 100 units, then produce a new-product testing budget.
- 3Review eligible ASINs launched by existing program participants between July 30 and October 31, record their transition-benefit status, and confirm in Seller Central the result of enrolling in the 2026 program for continued benefits after October 31.Procurement List