Overview

Amazon will lower several referral and Fulfillment by Amazon (FBA) fees across its European marketplaces beginning January 5, 2026, a full month earlier than the originally scheduled February 1 rollout. The adjustments affect low‑price items, expand the range of categories eligible for reduced rates, and tighten caps on promotional‑deal fees. Sellers who rely on EU marketplaces should understand the new cost structure to preserve margins and stay competitive.

Key Points

• Referral fee drop for sub‑£20/€20 items — In newly qualified categories, the fee falls from 15 % to 8 % for products priced at £20/€20 or less.
• Steeper cut for sub‑£10/€10 items — Select groups see the rate shrink from 15 % to 5 % when the selling price is £10/€10 or below.
• 8 % to 5 % shift for low‑price items — Categories that previously charged an 8 % referral fee will now charge 5 % on items priced up to £10/€10.
• Extended low‑price FBA rates — Most products priced at £20/€20 or less qualify for the reduced fulfillment fee, delivering an average saving of about £0.40/€0.45 per unit.
• Reduced caps on Lightning and Best Deals — Maximum variable fees are trimmed to £200 in the UK, €300 in certain EU markets, and €100 in the remaining regions.
• Earlier effective date — The fee changes take effect on January 5, 2026, giving sellers an extra month of lower costs before the new fiscal year.

How the Fee Reductions Work

1. Identify eligible price tier — Determine whether each SKU sells for £20/€20 or less, or for £10/€10 or less.
   • Example: A kitchen gadget listed at €18 automatically qualifies for the new lower referral and FBA rates.
2. Apply revised referral percentages — Replace the old percentage with the new rate based on the product’s category and price tier.
   • Example: A beauty product in a newly eligible category priced at £15 will now incur an 8 % referral fee instead of the previous 15 %.