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.