Overview

Amazon offers a suite of incentives designed to help brand-new sellers get their businesses off the ground. Known as the New Seller Incentives program, these benefits are available to sellers who list their first buyable ASIN on or after January 1, 2024, and include credits for shipping, advertising, and product reviews that can significantly reduce the cost of launching on the platform.

Key Points / What Sellers Need to Know

• Eligibility requirement — Only sellers who create their first buyable listing on or after January 1, 2024 qualify for these incentives. Existing sellers or those who previously had active listings are not eligible.
• Time-limited benefits — Most incentives must be claimed and used within the first year of selling, so new sellers should act quickly to take full advantage.
• Multiple incentive categories — The program bundles several distinct benefits together, covering fulfillment, advertising, brand building, and product reviews.
• Brand Registry bonus — Sellers who enroll in Amazon Brand Registry unlock additional incentives beyond the base package, making trademark registration even more valuable for new sellers.
• No application required — Eligible sellers are automatically enrolled and can access their available incentives through Seller Central.

What the Incentives Include

Amazon's New Seller Incentives package is designed to offset the major startup costs that new sellers face. The program includes a credit toward Fulfillment by Amazon (FBA) shipping and inbound fees, helping sellers reduce the upfront cost of sending inventory to Amazon's warehouses. New sellers also receive a credit for Sponsored Products advertising, which allows them to run pay-per-click campaigns to drive traffic to their listings during the critical early days when organic visibility is typically low. Additionally, the program provides access to the Vine program for generating early product reviews, which is essential for building buyer confidence on new listings.

Eligibility and Enrollment

To qualify for the New Seller Incentives, a seller must be entirely new to the Amazon marketplace — meaning they have never previously had a buyable ASIN listed on the platform. The eligibility window opened on January 1, 2024, and applies to sellers who create their first listing on or after that date. Sellers do not need to apply separately for the incentives; they are automatically made available through the Seller Central dashboard once the seller meets the criteria. However, sellers must actively claim and use the credits within the specified timeframes, as unused benefits will expire.