Overview

Amazon.co.uk will lower the referral commission for items classified under Vitamins, Minerals & Supplements (VMS) starting 5 February 2026. The cut reduces the percentage taken from each sale, giving health‑and‑wellness sellers a clearer path to profitability in one of the platform’s fastest‑growing segments. Sellers who rely on the UK marketplace need to adjust their cost models now to capture the benefit.

Key Points

• New commission rates — The percentage fee applied to VMS sales drops, directly raising per‑unit contribution margin.
• Effective 5 Feb 2026 — All qualifying listings on Amazon.co.uk will be charged the reduced rate from this date onward.
• UK‑only change — The adjustment is limited to the British marketplace; other European Amazon sites retain their existing fees.
• Part of a broader fee review — Amazon is actively revisiting category fees across Europe, suggesting more revisions could appear in the future.
• Margin boost for typical SKUs — A seller moving 1,000 units at an average price of £20 could see a monthly margin increase of several hundred pounds with a 1‑2 percentage‑point fee cut.

How the Referral Fee Reduction Works

1. Fee schedule update — Amazon publishes the revised percentage for each VMS sub‑category; for example, the fee on multivitamin packs may fall from 15 % to 13 %.
2. Automatic application — Once the new schedule goes live on 5 Feb 2026, the system deducts the lower commission from every qualifying order without requiring seller intervention.
3. Real‑time reporting — Seller Central’s fee summary reflects the new rates immediately, allowing sellers to see the exact amount saved on each transaction.
4. No retroactive adjustments — The reduction applies only to sales completed on or after the effective date; earlier transactions remain subject to the old percentages.
5. Eligibility check – Listings must be correctly classified under the VMS category; mis‑tagged products continue to incur the previous fee structure.