Overview

Amazon has rolled out a New Seller Incentives program that promises more than £40,000 in combined credits, bonuses, and fee waivers for brand owners launching or expanding on the marketplace. The initiative, effective for sellers who began listing after 1 January 2022 or are entering new European marketplaces, bundles sales rebates, advertising funds, shipping assistance, and FBA perks. Sellers should care because the package directly offsets the high upfront costs of inventory, advertising, and logistics that typically hinder early‑stage growth.

Key Points

• 5 % branded‑sales rebate — Up to £40,000 returned on qualified brand‑registered sales that reach a maximum of £800,000.
• Sponsored Products ad credit — Funds allocated to launch‑phase pay‑per‑click campaigns, allowing a new listing to gain visibility without full out‑of‑pocket spend.
• £160 shipping allowance — Covers part of the expense of sending the first inventory batch to Amazon fulfilment centres.
• Free New Selection FBA benefits — Waives monthly storage, removal, and returns processing fees for newly introduced SKUs, removing the penalty for slow sell‑through.
• £40 promotional credit — Can be applied to deals or coupons in the Amazon Store, enabling early‑stage price incentives.
• Eligibility across six markets — United States, United Kingdom, Germany, France, Italy and Spain, supporting both brand‑new sellers and existing sellers expanding geographically.

How the New Seller Incentives Program Works

1. Eligibility verification — Sellers confirm they listed their first product on or after 1 January 2022 in any of the six supported marketplaces, or they declare intent to launch in a new marketplace within those regions. For example, a UK‑based seller who opened a US storefront in March 2023 would meet the “new marketplace” criterion.
2. Brand Registry enrollment — The seller must be enrolled in Amazon Brand Registry as the verified trademark owner. A US‑based apparel brand that registers its trademark and completes the Brand Registry process unlocks the 5 % sales rebate.