Overview

Amazon has introduced a new incentive that can shave up to €47,250 off referral fees for brand owners who launch products in its newer European marketplaces. The program applies automatically once sellers satisfy a handful of criteria, allowing brands to test additional EU markets with substantially lower upfront costs. Sellers looking to broaden their European footprint should evaluate the eligibility rules to capture the discount.

Key Points

• Maximum discount amount — Brands can receive as much as €47,250 in referral‑fee reductions when they meet the tiered sales thresholds across eligible stores.
• Tiered discount model — The first €45,000 of qualified sales earns a 10 % fee cut (≈ €4,500), while the subsequent €855,000 qualifies for a 5 % cut (up to €42,750).
• Automatic enrollment — No separate application is required; the discount is applied by Amazon once the seller fulfills the qualification checklist.
• Brand‑owner only — The benefit is limited to owners who have registered their brand in Amazon Brand Registry and are the first to list that brand in the targeted marketplaces.
• Six‑month registration window — Brand Registry enrollment must be completed within six months of the first product listing in the new store, otherwise the discount is forfeited.

How the Discount Tiers Work

1. Initial 10 % cut — When a brand records its first €45,000 in eligible sales in a new EU store, Amazon reduces the standard referral fee by 10 %, saving the seller roughly €4,500. For example, a Swedish‑based cosmetics brand that sells €30,000 in its debut month on Amazon.se would see its fee drop from 15 % to 13.5 %.
2. Secondary 5 % cut — After the initial €45,000 threshold is passed, every additional euro of sales up to €855,000 benefits from a 5 % fee reduction. A Polish toy manufacturer that reaches €200,000 in cumulative sales on Amazon.pl would enjoy a €10,000 fee saving compared with the regular rate.
3. Cumulative effect — Across the full €900,000 eligible volume, the combined discounts translate to an average reduction of about 5.25 % on referral fees, effectively improving margins during the critical launch phase.