Overview

Amazon is rolling out a new incentive that can shave up to €47,250 off referral fees for brand‑registered sellers who launch in its newer European Union marketplaces. The program uses a two‑tier discount that automatically scales as sales grow, removing the need for manual code entry. Sellers aiming to broaden their EU footprint should evaluate the timing and volume targets to capture the full benefit.

Key Points

• Potential discount ceiling — Qualified brand owners can receive a total of €47,250 in referral‑fee reductions across the two tiers.
• First‑tier rate — A 10 % discount applies to the initial €45,000 of eligible sales, translating to a maximum saving of €4,500.
• Second‑tier rate — Once the €45,000 threshold is passed, a 5 % discount covers the next €855,000, delivering up to €42,750 in additional savings.
• Automatic billing — Discounts are calculated and applied during regular invoicing; no promo codes or separate claims are required.
• Brand Registry requirement — Only sellers with active Brand Registry enrollment and designated brand‑representative status are eligible.

How the Two‑Tier Discount Works

1. Launch and earn the first‑tier discount — After listing a product in a qualifying EU store, the seller’s referral fees are reduced by 10 % on every sale until cumulative eligible sales reach €45,000. Example: a seller who generates €30,000 in sales at a 12 % standard referral fee would see the fee drop to 10.8 % on those sales, saving €360.
2. Cross the €45,000 milestone — When total eligible sales exceed €45,000, the program switches to the second tier. All subsequent sales up to €900,000 receive a 5 % fee reduction. Example: a seller reaching €200,000 in sales would have the €45,000 portion taxed at the 10 % reduced rate and the remaining €155,000 taxed at the 5 % reduced rate, resulting in a combined saving of roughly €13,250.
3. Reach the full €900,000 cap — If the seller’s eligible sales climb to €900,000, the cumulative discount hits the program’s maximum of €47,250.