Overview

Amazon's 2023 New Seller Incentives program offers a suite of benefits designed to help first-time sellers launch and grow their businesses on the marketplace. Available to Professional sellers who listed their first buyable ASIN on or after January 1, 2023, the program provides credits toward fulfillment, advertising, and other services — potentially worth thousands of dollars in total value. Understanding these incentives is essential for new sellers looking to maximize their early investment on the platform.

Key Points / What Sellers Need to Know

• Eligibility requirement — The program applies exclusively to sellers who listed their first buyable ASIN on or after January 1, 2023, and who are enrolled in a Professional selling plan. Sellers who listed before this date fall under the separate 2022 incentives program.
• Fulfillment credits — New sellers receive a credit on fulfillment fees for shipments through Fulfillment by Amazon (FBA), helping offset the cost of early inventory shipments and reducing the financial barrier to using Amazon's logistics network.
• Advertising credits — The program includes credits for Sponsored Products campaigns, allowing new sellers to drive visibility for their listings without bearing the full upfront cost of pay-per-click advertising.
• Brand Registry bonus — Sellers who enroll in Amazon Brand Registry may qualify for an additional credit bonus, incentivizing trademark registration and brand protection from the start.
• Free storage and returns processing — Eligible sellers can benefit from waived storage fees and free returns processing for a limited period, reducing the carrying costs associated with new inventory.
• Time-limited benefits — Most incentives must be claimed and used within the first year of selling, so new sellers should act promptly to take full advantage of the available credits.

How the Program Works

Once a new Professional seller lists their first buyable ASIN on or after the January 1, 2023 eligibility date, the incentives are automatically made available through their Seller Central account. Sellers do not need to apply separately, but they do need to meet certain conditions to unlock each benefit tier. For example, fulfillment credits typically activate once the seller ships inventory to an FBA fulfillment center, while advertising credits become available when the seller launches their first Sponsored Products campaign. The credits are applied automatically to eligible charges and do not require manual redemption codes.