Amazon U.S. Updates New Selection Program 2026 Benefits
Amazon U.S. New Selection Program 2026 will offer selling commission benefits for new products from July 30, with commissions capped at 10% for the first 100 units and 5% for the next 100 units.
What are the key facts?
- 1Program applies from July 30, 2026
- 2Selling commissions capped at 10% for first 100 units
- 3Selling commissions capped at 5% for next 100 units
- 4Benefits apply to eligible new-brand FBA ASINs
What happened?
Amazon U.S. New Selection Program 2026 applies from July 30, 2026, to eligible new-brand FBA ASINs. For products newly entering FBA, the program provides fee credits or discounts, with selling commissions capped at 10% for the first 100 units and 5% for the next 100 units. Actual eligibility depends on the seller account, product brand status, and program terms. The program is mainly aimed at sellers testing new products, launching new colors or sizes, expanding brand assortments, or using FBA for the first time. Benefits are generally calculated from the receipt of the initial inventory shipment and may not be combined with certain new-seller incentives. Sellers must confirm that products truly meet the new-to-FBA condition and check brand registry, the date of first inventory receipt, and program enrollment status. For products with unverified demand or high return rates, the program may reduce the trial cost of the first 200 units, but warehousing, advertising, returns, and long-term storage fees still apply.
What does this mean for cross-border sellers?
Amazon U.S. New Selection Program 2026 can reduce the initial testing cost for eligible new-brand FBA ASINs, with commissions capped at 10% for the first 100 units and 5% for the next 100 units. Sellers must still verify new-to-FBA status, brand registry, first receipt, and enrollment status, while including warehousing, advertising, returns, and long-term storage costs in the assessment.
What should sellers do now?
- 1This week, screen new products, colors, and sizes planned to enter FBA for the first time on Amazon U.S. Check the new-to-FBA condition, brand registry, first receipt date, and enrollment status for each product, and produce a list of eligible ASINs.Profit calculator
- 2Create a calculation sheet for the first 200 units of eligible new-brand FBA ASINs, entering a 10% selling commission cap for the first 100 units and a 5% cap for the next 100 units, and list warehousing, advertising, and return costs separately.Breakeven calculator
- 3Review initial inventory plans for new products on Amazon U.S. Record progress against the first 100 and next 100 units based on the first receipt date, and flag programs that cannot be combined with certain new-seller incentives.Procurement List