Platform PolicyAmazon Seller Central
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 this means for 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.
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