Amazon Sets an October 31 Deadline to Lock In New Selection Program (2026) FBA Fee Credits — Enrolled Sellers Must Accept the Updated Terms or Lose Benefits on New ASINs Listed After That Date (July 2026)
Amazon has given sellers until October 31, 2026 to confirm enrollment in the New Selection Program (2026). Sellers already in the prior New Selection Program must accept the updated program terms before that date to keep receiving benefits on branded ASINs listed after October 31 — take no action and any new branded ASIN listed after the deadline won't get program benefits. The refreshed program caps referral fees on new-to-FBA branded products (10%, or the seller's existing rate if lower, on the first 100 units, dropping to 5% on the next 100), adds promotional allowances of $75 in Vine credits and $50 in coupon credits within 60 days of listing, and waives storage fees, storage-utilization surcharges, and low-inventory-level fees on the first 200 units during the 120 days after a seller's first FBA shipment. The same 120-day, 200-unit structure extends to returns processing and liquidation, and sellers using Vine Pre-launch get a 45-day extension across all benefit windows.
Real-World Impact
On a new-to-FBA branded ASIN, the referral fee is capped at 10% (or the seller's existing rate, whichever is lower) on the first 100 units and 5% on the next 100 units, plus $75 in Vine credits and $50 in coupon credits within 60 days of listing.
Key Points
- Sellers already enrolled in the prior New Selection Program must confirm enrollment by accepting the updated program terms before October 31, 2026 to keep benefits on branded ASINs listed after that date
- No action by October 31 means any new branded ASIN listed after the deadline won't receive program benefits; benefits already earned on ASINs that qualified earlier are not lost
- Referral fees on new-to-FBA branded products are capped at 10% (or the seller's existing rate, whichever is lower) on the first 100 units, dropping to 5% on the next 100 units
- Promotional allowances: $75 in Vine credits and $50 in coupon credits (applied against variable coupon fees) within 60 days of listing
- During the first 120 days after a seller's initial FBA shipment, storage fees, storage-utilization surcharges, and low-inventory-level fees are waived on the first 200 units; the same 120-day, 200-unit structure also covers returns processing and liquidation
- Sellers using the Vine Pre-launch service receive a 45-day extension across all of these benefit windows
What You Should Do Now
- 1If you're enrolled in the New Selection Program, accept the updated program terms in Seller Central before October 31, 2026 to keep benefits on branded ASINs listed after that date
- 2Plan new-to-FBA branded ASIN launches so units fall inside the 120-day / first-200-unit waiver window for storage and low-inventory-level fees
- 3If you use Vine Pre-launch, factor in the 45-day extension across all benefit windows when timing inbound shipments
- 4Sellers who take no action keep benefits already earned but should expect no program benefits on new ASINs listed after October 31