Overview

Amazon has rolled out two invitation‑only pilots—Apollo and Athena—that reward sellers for moving inventory into regional fulfillment hubs. Launched in May 2024, the programs grant discounts or fee waivers to participants who meet defined regionalization targets, making them critical for any seller who receives an invite.

Key Points

• Invitation‑only participation — Only sellers who are directly emailed by Amazon can join; there is no open sign‑up or request process.
• Tailored financial incentives — Each invite specifies the exact benefit—such as a 15 % reduction in FBA fees for a particular SKU or a waived first‑mile shipping charge for a designated warehouse.
• Scope limited to listed items — The discount applies solely to the products and stores named in the invitation; other catalog items remain subject to standard fees.
• Non‑transferable rewards — Benefits cannot be sold, assigned to another account, or exchanged for cash under any circumstance.
• Strict compliance timeline — All required actions, like creating inbound shipments to the specified regional centers, must be completed before the deadline noted in the invite, or the offer is forfeited.
• Potential reversal of credits — If Amazon detects a breach of the pilot terms, it may nullify previously applied credits and adjust the seller’s account balance retroactively.
• Confidentiality requirement — Details of the program, including incentive amounts and internal communications, must be kept confidential per Amazon’s Business Solutions Agreement.
• Amazon’s discretionary control — The company can modify eligibility criteria, extend or shorten the pilot window, or cancel the program for any participant without prior notice.

How Apollo and Athena Work

1. Receive the invitation — Amazon sends an email that lists the eligible SKUs, the targeted regional fulfillment centers, and the exact financial perk (e.g., a $0.12 per‑unit fee waiver for shipments to the Dallas hub).