Overview

Amazon has rolled out a major upgrade to its FBA New Selection program, doubling rebate percentages for brand-registered sellers and expanding unit allowances and benefit timelines for all eligible new products. The changes are designed to lower the financial barrier for launching new ASINs through Fulfillment by Amazon, giving sellers more breathing room during the critical early sales period.

For brand owners in particular, the updated program represents a meaningful reduction in effective fulfillment costs during product launches — a phase where margins are typically thinnest and cash flow pressure is highest.

Key Changes

• 10% rebate for brand owners — Up from 5%, brand-registered sellers now receive an average 10% rebate on sales of eligible new parent ASINs
• 100-unit cap for standard-size — Storage, removal, and rebate benefits now cover up to 100 units per parent ASIN, doubled from the previous 50-unit limit
• 120-day benefit window — Standard-size ASINs now receive benefits for 120 days, up from 90 days
• Oversize ASINs eligible — Oversize products qualify for the rebate on up to 30 units over a 90-day period
• Storage and removal benefits expanded — The higher unit thresholds apply across all program benefits, not just the sales rebate

How the Enhanced Rebate Works

The headline change is the doubled rebate for Brand Registry enrollees. When you launch a new-to-FBA parent ASIN, Amazon now provides an average 10% rebate on qualifying sales revenue during your benefit window. For standard-size products, that covers up to 100 units over 120 days. For oversize items, benefits apply to 30 units over 90 days.

The rebate is applied to your account after qualifying transactions occur. To be eligible, your parent ASIN must meet Amazon's criteria for being new to FBA — generally meaning it has not previously been fulfilled through the program. Sellers should confirm the latest eligibility details on the FBA New Selection program page in Seller Central.

More Room for Launch Inventory

The jump from 50 to 100 units is significant for launch planning. Running out of stock during your benefit window effectively wastes part of the incentive, so the higher cap lets sellers maintain deeper inventory positions during early marketing pushes and promotional campaigns without losing program coverage.