New Seller Incentives
This article applies to selling in: United States

New Seller Incentives

Note: These new seller incentives apply only to sellers who list their first buyable ASIN on or after March 1, 2024. If you listed your first buyable ASIN between March 1, 2023, and February 29, 2024, go to 2023 New Seller Incentives.

Program overview

Through New Seller Incentives, new sellers on Amazon’s Professional selling plan can qualify for a suite of benefits designed to help them launch and grow on Amazon, including benefits related to brand registry, Fulfillment by Amazon, and advertising. For more information, go to New Seller Incentives terms and conditions. Additional terms and conditions may apply for the Sponsored Products benefit.

Program benefits

Brand representative benefits

New sellers who complete brand registry within six months of listing the first offer and are identified as the first selling partner with a Brand Representative role assigned to a brand with Amazon Brand Registry qualify for these benefits:

  • Brand representative's bonus, a 10% bonus on the first $50,000 in eligible branded sales, followed by 5% on the next $950,000 in eligible branded sales (up to $52,500 in bonus value) or for one year after eligibility has been determined, whichever comes first.
  • $200 in credits for Amazon Vine. Vine invites the most trusted reviewers in the Amazon store to post opinions about new products to help their fellow customers make informed buying decisions. Participating sellers can provide free units of their products to these reviewers. In addition to completing brand registry, to become eligible for Vine credits, you must also enroll in Vine within 90 days of becoming eligible for brand benefits (the later of when you completed Brand Registry enrollment and listed your first offer). Credits will expire after one year if unused.

Note: If you enroll in Vine within 5 days of becoming eligible for brand benefits, you’ll get credits but won’t be able to use it. The Vine credits will start getting utilized on the ASINs enrolled in Vine only after 5 days of becoming eligible for brand benefits.

Fulfillment by Amazon (FBA) benefits

New sellers whose first FBA shipment is received at an Amazon fulfillment center within 90 days of listing their offer qualify for these benefits:

  • $100 in credits in inventory shipping fees for using the Amazon Partnered Carrier program or $200 in credits in fulfillment fees for using Amazon Global Logistics.
  • Automatic enrollment in FBA New Selection, which provides free monthly storage, liquidations, and returns processing for your eligible new-to-FBA ASINs. To avail these benefits, review ‘ASIN Eligibility’ section in FBA New Selection.
  • $400 in credits that apply to the FBA inbound placement service fee, allowing you to reduce your fees. In addition to sellers who listed their first offer on or after March 1, 2024, new sellers who listed their first offer between January 1 and March 1, 2024, are also eligible for the inbound placement fee benefit.
  • 10% off fulfillment fees on your first 100 units shipped with Amazon Multi-Channel Fulfillment, allowing you to use your FBA inventory to fulfill orders from any off-Amazon channels, including social media stores, DTC sites, and online marketplaces.
  • New sellers will be exempted from the storage utilization surcharge for the first 365 days after the first FBA inventory-received date
  • In addition to the above, all new Professional sellers will be exempted from low-inventory-level fee for the first 365 days after the first FBA inventory-received date.

Advertising benefits

New sellers who use Sponsored Products and Amazon coupons within 90 days of listing their offer qualify for these benefits:

  • $50 in promotional clicks for using Sponsored Products. Help customers find your products by quickly creating ads that appear in related search results and product pages. Additional terms and conditions may apply for Sponsored Products.
  • $50 in coupon credits. Coupons help you create compelling promotions for your customers in the Amazon store.

For more information, review these additional resources:

Benefit disbursement

You can check your credits on the New seller Incentives dashboard. See below for additional details on timing of benefit disbursement.

Brand representative's bonus: Each month, you’ll earn a bonus amount equivalent to 10% on the first $50,000 in eligible branded sales, followed by 5% on the next $950,000 in eligible branded sales shipped the month before. The amount will be applied as a credit to the referral fees on next month’s referral fees at the order level.

When payments cover the entire referral fee on a given order, the bonus will be applied in the background, and the referral fee section will not be shown as a separate line item in the transaction. You can track the total bonus accumulated to date on the New Seller Incentives dashboard. The earned bonus expires 12 months after you graduate from the program. You graduate by either reaching the earnings cap or completing the one-year eligibility period.

Vine credits: You must an enroll ASIN in the Vine program within 90 days of becoming eligible for brand benefits (the later of when you completed Brand Registry enrollment and listed your first offer) to get vine credits. The credits will start applying to ASINs that are enrolled in Vine 5 days or more after you become eligible for the brand benefits. Credits expire after one year if unused. Refer to the New seller incentives FAQ section for more details.

Inventory shipping and fulfillment fee credits: You can get credits for either inventory shipping fees or fulfillment fees, depending on whether you create your first shipment with the Amazon Partnered Carrier program or Amazon Global Logistics or Amazon Seller Export and Delivery (SEND).

Credits will be provided after the first shipment is received at the fulfillment center and will be used to waive future fees. It can take at least 10 days for the credits to be applied to your account. You can check your credits on the New seller Incentives dashboard. Credits expire after one year if unused.

Note: Credits are only disbursed after the first shipment is received at the fulfillment center. You’ll always be charged inventory shipping fee on the first shipment. Credits disbursed will only be utilized to waive future fees. Refer to the FAQ section for more details.

Inbound placement fee credits: After eligibility is determined, the credits will be used to offset the fees charged for placing your inventory in Amazon fulfillment centers until the credits are exhausted. It can take at least 10 days for the credits to be applied to your account before they can be used to waive future fees. The credits expire after one year if unused.

For sellers who meet the eligibility conditions and listed their first offer between January 1 and March 1, 2024, the benefit will expire one year from March 1, 2024, or when the eligibility is determined, whichever comes later.

Multi-Channel Fulfillment (MCF) discounts: After eligibility is determined, discounts on eligible MCF orders will automatically apply for the first 100 units shipped. The discount expires after one year of becoming eligible if unused. Full-price MCF fees will be charged for units shipped after the first 100 units shipped or after the one-year period.

Note: The discount will start applying for units shipped after May 1, 2024. Sellers who become eligible for the benefit between March 1 and May 1, 2024, will start receiving the discount after May 1, 2024.

Sponsored Products promotional clicks: After eligibility is determined, you’ll see the promotional click credits via the Campaign Manager. It can take up to two weeks for the credits to be applied after you've completed the required eligibility steps. Any unused promotional click credits will expire 30 days after they’ve been applied to your account.

Amazon coupons credits: After eligibility is determined, these credits will be applied to your fees charged for creating coupons. The credits expire after one year if unused.

Frequently asked questions

Why haven't my Vine credits been utilized as a Vine enrollment fee waiver?

There are three main reasons why your Vine credits are not utilized even after receiving them:

  • If you have enrolled an ASINs in Vine within 5 days of becoming eligible for brand benefits. For example, you became eligible for brand benefits on November 1st, 2024 and enrolled your first ASIN on November 3rd, 2024. In this case, you’ll get Vine credits but will be charged for Vine enrollment fee, because enrollment happened within 5 days of brand bonus eligibility (i.e., November 1st, 2024).

    On the other hand, if you enroll your first ASIN on November 6th, 2024 (i.e., 5 days after brand bonus eligible date of November 1st, 2024), you’ll get Vine credits and will not be charged for Vine enrollment fee.

  • If you have already utilized the Vine credits on other ASINs.
  • If your Vine credits have expired. Vine credits will expire after one year if unused.

Will I be charged for the ‘FBA Inbound Placement Service Fee’ on my first shipment?

Yes, you'll always be charged for the placement fee on your first shipment because credits are only disbursed after your first shipment is received at the fulfillment center.

Why am I being charged for ‘Inbound Configuration Placement Fee’ on multiple shipments even after receiving the placement fee credits?

Any shipments that are created or sent before your first shipment received date will be charged for ‘FBA Inbound Placement Service Fee’.

Will I be charged for the ‘Inventory Shipping Fee’ on my first shipment for using Amazon Partnered Carrier?

Yes, you'll always be charged for the inventory shipping fee on your first shipment because credits are only disbursed after your first shipment is received at the fulfillment center.

Why am I being charged for ‘Inventory Shipping Fee’ on multiple shipments even after receiving the Amazon Partnered Carrier program (PCP) credits?

Any shipments that are created or sent before your first shipment received date will be charged for ‘Inventory shipping fee’.

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New Seller Incentives

  • 2023 New Seller Incentives
  • 2022 New Seller Incentives
  • New Seller Incentives Terms and Conditions