Overview

Amazon has widened the financial incentive for brand‑registered sellers who introduce brand‑new products through Fulfillment by Amazon (FBA). Starting April 2024, the FBA New Selection program now grants an average 10 % rebate on combined referral and fulfillment fees for qualifying new parent ASINs. Sellers who rely on tight margins during a product launch should act quickly to capture the discount.

Key Points

• 10 % average fee rebate — Brand‑registered sellers see a roughly 10 % cut on the sum of referral and FBA fees for each qualifying new ASIN.
• Standard‑size allowance — Up to 100 units per new parent ASIN receive the rebate over a 120‑day window, translating to about $0.80 saved per $8‑fee unit.
• Oversize allowance — Up to 30 units per new parent ASIN qualify for the same 10 % discount across a 90‑day window, with potential savings of $1.50‑$2.00 per $15‑$20‑fee unit.
• Automatic enrollment — Sellers only need an active Brand Registry account; no extra opt‑in steps are required.
• Eligibility tied to truly new selections — The rebate applies only to parent ASINs that have never been stocked in Amazon’s fulfillment network before the launch date.

How the Rebates Work

1. Eligibility verification — Amazon checks whether the seller’s account is enrolled in Brand Registry and confirms that the parent ASIN is a brand‑new selection. Example: A seller who registers “EcoPure” as a trademark and creates a fresh parent ASIN for a biodegradable water bottle will meet both criteria.
2. Rebate calculation — For each qualifying unit shipped to an Amazon fulfillment center, the system automatically reduces the combined referral and fulfillment fee by 10 %. Example: A standard‑size kitchen gadget with $8 total fees will have $0.80 deducted, so the seller pays $7.20 per unit.
3. Unit cap enforcement — The platform tracks the number of rebated units per ASIN. Once the 100‑unit (standard) or 30‑unit (oversize) ceiling is reached, subsequent shipments revert to regular fees.