Overview

Amazon has removed the previous limitation on its Subscribe & Save program, allowing every seller who ships products through Fulfillment by Amazon (FBA) to join. The change, effective immediately, opens a subscription‑based purchasing option to a broader range of merchants, giving them a new channel for recurring sales without the need for extra advertising spend.

Key Points

• All FBA sellers now eligible — The subscription model is no longer restricted to vendors or a select group of accounts; any seller meeting basic FBA criteria can enroll.
• Discounts funded by sellers — Customers receive a standard 10 % off each recurring order, and the discount can rise to 15 % when they subscribe to three or more items in a single transaction.
• Bulk enrollment option — Through the Seller Central dashboard, sellers may add individual SKUs or upload their entire qualifying catalog for Subscribe & Save in one operation.
• Instant activation — There is no waiting list or approval delay; once a product is marked eligible, the subscription button appears on the detail page right away.
• Eligibility still tied to performance — Products must continue to be fulfilled by FBA, maintain steady inventory levels, and meet Amazon’s performance standards to stay in the program.
• Higher impact for repeat‑purchase categories — Items such as personal care, cleaning supplies, pet food, and grocery staples typically see the strongest subscription uptake.

How Subscribe & Save Works

1. Customer selects subscription — A shopper clicks the “Subscribe & Save” button on a product page, chooses a delivery frequency (e.g., every 30 days), and receives the advertised discount. Example: A mother orders a 12‑month supply of baby wipes to be delivered monthly, saving 10 % on each shipment.
2. Amazon creates recurring orders — The platform automatically generates a new order at the chosen interval, pulls inventory from the seller’s FBA stock, and ships it without any further input from the seller.