Overview

Amazon is expanding its reduced referral fee program for new-to-Prime products to additional European stores. Sellers who list eligible products that haven't been offered as Prime in the past 12 months can now benefit from a discounted 5% referral fee rate for 120 days, potentially saving significant money on fees during the critical early sales period for new listings.

What's Changing

• Reduced referral fee rate — Eligible new-to-Prime parent ASINs qualify for a 5% referral fee instead of the standard category rate, which typically ranges from 8% to 15% depending on the product category
• 120-day discount window — The reduced fee applies for 120 days from the date your ASIN becomes buyable, giving sellers a meaningful runway to establish sales velocity at lower cost
• Unit caps apply — The benefit covers up to 100 units of standard-size items per parent ASIN, and up to 50 units for oversize items (excluding special oversize) per parent ASIN in each store
• Expanded EU availability — The program is now available across multiple EU Amazon stores, broadening the opportunity for sellers operating in European marketplaces

Eligibility Requirements

To qualify for the reduced referral fee, sellers must list parent ASINs that have not been offered as Prime by any seller in the past 12 months. This means the program specifically targets products that are genuinely new to the Prime catalog rather than items that have simply been relisted. The product must be a Fulfilled by Amazon or Seller Fulfilled Prime offering to qualify, as the program is tied to Prime eligibility.

Sellers should note that the eligibility window is based on the parent ASIN level, not individual child variations. This means if any seller has listed any variation of the parent ASIN as Prime within the past year, the entire product family would be ineligible for the discount. Understanding this distinction is important when evaluating whether your planned listings qualify.

How to Enroll

The enrollment process differs depending on whether you are a new or existing seller on Amazon. New sellers are automatically enrolled in the program once they meet all eligibility criteria, removing any friction from the onboarding process. This automatic enrollment ensures that new marketplace participants can immediately benefit from the reduced fees without navigating additional administrative steps.