Overview

Amazon is moving up its 2026 European fee‑reduction schedule, making the new rates effective on January 5, 2026 instead of February 1. The accelerated changes lower referral percentages, extend low‑price FBA discounts, and trim promotional fee caps across the UK and EU marketplaces. Sellers with high‑volume, low‑priced inventories stand to see noticeable cost savings immediately.

Key Points

• Referral fee cut for sub‑£20/€20 items — Categories that previously charged 15 % will now charge 8 % on products priced at £20/€20 or less, and 5 % on items under £10/€10.
• Further drop for already low‑fee categories — Segments that were already at an 8 % rate will see that rate fall to 5 % for any SKU priced below £10/€10.
• Extended low‑price FBA rates — The reduced fulfillment fee that once applied only to the cheapest SKUs now covers any product priced up to £20/€20, delivering roughly £0.40/€0.45 less per unit on average.
• Reduced caps on deal fees — Variable fees for Lightning Deals and similar promotions shrink to £200 in the UK, €300 in a leading EU market, and €100 in several other European stores.
• Earlier start date adds a month of savings — By shifting the rollout forward by nearly a month, sellers gain an extra 30 days of lower costs before the original February deadline.

How the Fee Reductions Work

1. Referral fee recalculation — When a seller lists a product priced at £9/€9 in the “Home & Kitchen” category, the platform now applies a 5 % referral fee instead of the previous 15 %. For a £9 sale, the fee drops from £1.35 to £0.45, instantly improving margin.
2. Low‑price FBA eligibility expansion — A seller shipping a £18/€18 toy through FBA will now qualify for the discounted fulfillment tier that was once limited to items under £10. The per‑unit fulfillment charge falls from £1.20 to about £0.80, saving roughly £0.40 per unit.
3. Deal fee cap adjustment — If a merchant runs a Lightning Deal in Germany with a projected fee of €350 under the old cap, the new €300 ceiling reduces the payable fee by €50, making the promotion more financially viable.