Amazon Updates New Selection Program
Amazon has announced an update to its New Selection Program, which will take effect on July 30. Eligible new brand FBA ASINs will receive multiple benefits including reduced logistics costs and return support to help new products gain traction quickly.
What are the key facts?
- 1Effective Date: July 30, 2026
- 2Support Benefits: Logistics cost discounts, return support
What happened?
Amazon has updated the New Selection Program, and the new regulations will take effect on July 30, fully replacing the old program. The new plan offers more attractive logistics cost reductions and return handling support for eligible new brand FBA ASINs, aimed at encouraging sellers to actively promote new products through FBA channels. With these new policies, sellers have the opportunity to lower costs and accelerate market recognition of new products, thereby achieving faster sales growth. Amazon hopes to help sellers effectively enhance product visibility and sales power through this policy.
What does this mean for cross-border sellers?
Sellers should assess their new product stock before July 30 to ensure compliance with the new program's inbound requirements to maximize the benefits of logistics cost subsidies and reduce new product promotion costs. Compliant inbounding will ensure that sellers smoothly enjoy various support benefits under this policy. Top priority action: confirm new shipment plans this week to meet new regulations in a timely manner.