Amazon Cuts European Seller Fees in 2026: Average Reduction of £0.15/€0.17 Per Unit
Amazon announces one of its largest European fee reductions for 2026, cutting referral and FBA fulfilment fees by an average of £0.15/€0.17 per unit, while making targeted increases to storage and return fees.
Overview
Amazon has announced one of its largest-ever fee reductions for European sellers, lowering fees by an average of £0.15/€0.17 per unit sold across its European stores beginning in 2026. The changes span referral fees, FBA fulfilment fees, and low-price product rates, though some selective increases to storage and return-related fees will partially offset the savings.
Key Changes
- FBA fulfilment fee reductions — Parcel fulfilment fees will drop by an average of £0.26/€0.32 across European stores, building on reductions first introduced in 2025
- Referral fee cuts on key categories — Several product categories will see referral fees reduced from as high as 15% down to 5–10%, particularly for lower-priced items under £15/€15 and £20/€20
- Expanded low-price FBA rates — The reduced low-price FBA tier will extend to products priced at or below £20/€20, cutting fees by an average of £0.40/€0.45 per unit for newly eligible items
- New category additions — At least one new referral fee category is being introduced with a reduced 8% rate for items up to £20/€20
- Selective fee increases — Monthly inventory storage fees, return-to-seller fees, and liquidation fees will see increases to support network efficiency
Referral Fee Reductions in Detail
The referral fee changes roll out in two phases. The first wave, effective around mid-2025, reduces referral fees for certain categories from 8% to 5% on items priced up to £15/€15, and from 15% to 10% for items priced between £15/€15 and £20/€20. These reductions target lower-priced products where tight margins make every percentage point count, giving sellers more room to compete on price without sacrificing profitability.
The second wave arrives on January 1, 2026, bringing deeper cuts across additional categories. A newly created referral fee category will carry an 8% rate for items up to £20/€20, down from the standard 15%. Other categories will see rates slashed from 15% to just 5% for items under £10/€10, and from 8% to 5% in the same price range. For sellers operating in these brackets, the savings could meaningfully improve unit economics on high-volume, low-margin products that are common across European marketplaces.
Analysis & Recommendations
Why This Matters
Fee changes directly impact every European seller's unit economics. The reductions could save high-volume sellers thousands monthly, while storage and return fee increases require inventory strategy adjustments.
Key Takeaways
- Average fee reduction of £0.15/€0.17 per unit sold across European Amazon stores in 2026
- FBA parcel fulfilment fees dropping by £0.26/€0.32 on average, with low-price FBA rates expanding to items up to £20/€20
- Referral fees on lower-priced items cut significantly — some categories dropping from 15% to 5%
- Storage, return-to-seller, and liquidation fees will increase, but net impact is only £0.02/€0.02 per unit
Recommended Actions
- →Review the 2026 fee schedules on Seller Central once updated by mid-January and model the impact on your product lines
- →Evaluate whether products in the £15–£20 range now qualify for low-price FBA rates and consider expanding FBA usage for those items
- →Audit inventory storage efficiency to minimize exposure to increased storage fees — prioritize sell-through rates and remove slow-moving stock
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