Overview

Amazon offers a dedicated incentives program designed to help newly registered sellers get a strong start on the platform. Known as the New Seller Incentives program, it provides a rotating suite of benefits that can significantly reduce the costs and challenges associated with launching a selling business on Amazon. Understanding the terms and eligibility requirements is essential for any seller looking to take full advantage of what the program offers.

Key Points / What Sellers Need to Know

• One-time opportunity per account — The New Seller Incentives benefits package is available only once per selling account and once per brand in the US marketplace. Sellers cannot reset or re-qualify for the program after their initial eligibility window.
• Eligibility is date-based — Your eligibility for specific benefit tiers depends on when you listed your first buyable ASIN. The date of your first listing determines which program year's benefits you qualify for.
• Benefits rotate annually — Amazon updates the specific incentives offered on a periodic basis, typically refreshing the program details on an annual cycle. The exact benefits available may differ from year to year.
• Three core benefit categories — The program has historically included benefits related to branded selling (such as bonuses on branded sales and Vine credits), Fulfillment by Amazon (including inbound shipping credits and fulfillment fee credits), and product promotion tools.
• Amazon retains discretion — Amazon reserves the right to determine benefit eligibility, modify the program, or discontinue any benefits at any time in accordance with their Business Solutions Agreement.

How the Program Works

The New Seller Incentives program operates as a bundled benefits package that Amazon assigns to sellers based on when they first began selling on the platform. When a seller lists their first buyable ASIN, they are automatically associated with the corresponding program year. For instance, a seller who listed their first product in 2022 would qualify for the 2022 benefits package, while a seller who started in 2023 would receive the 2023 set of incentives. Each year's package may contain different benefits, so the specific perks available depend entirely on the seller's start date. Amazon periodically updates the program page with the current set of benefits and their individual eligibility requirements.