Sell on Amazon Sign in
This article applies to selling in: United States

New Seller Incentives

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.

For new sellers who are identified as brand owners with Amazon Brand Registry, benefits include:

  • A 5% bonus on up to $1 million in eligible branded sales (up to $50,000 in bonus value) or for 1 year after eligibility is 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.
  • $100 in credits for Transparency. Transparency helps you proactively protect your brand, including helping you engage with customers, improve customer experience, and identify supply chain defects.

For new sellers who use Fulfillment by Amazon (FBA), benefits include:

  • $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, providing free monthly storage, liquidations, and return processing for your eligible new-to-FBA ASINs.
  • $200 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.

For new sellers who use Amazon Coupons, benefits include:

  • $50 in coupon credits. Coupons help you create compelling promotions for your customers in the Amazon store.

Seller eligibility

New sellers on the Professional selling plan who launch their first buyable ASIN in the US on January 1, 2022, or later and take specific actions as described below are eligible to receive New Seller Incentives benefits.

Eligibility for new Brand Owner benefits:

  • To receive the 5% bonus on branded sales, credits for Vine, and credits for Transparency, you must complete Amazon Brand Registry and be identified as a brand owner no later than six months after listing your first buyable ASIN.
  • In addition, for Transparency and Vine credits, you will also need to enroll into the Vine and Transparency programs to receive credits for these programs. Transparency is only available to sellers enrolling in Amazon Brand Registry with a registered trademark.

Eligibility for new Fulfillment by Amazon (FBA) seller benefits:

  • To receive the inventory shipping discount, Sponsored Products credits, and be eligible for auto-enrollment into FBA New Selection, you must send inventory to an Amazon fulfillment center within 12 months of listing your first buyable ASIN.
  • In addition, to be eligible for Sponsored Products credits, you must launch a campaign with no end date for an FBA ASIN to receive the first $100 in credits. To receive the second $100 in credits, you must advertise an FBA ASIN for at least 30 days. Sellers in France, Italy, Spain, and Turkey (based on the country of residence entered for your account) are not eligible for promotional clicks credits through this program.

Eligibility for Amazon Coupons benefits:

  • To receive up to $50 in credits for Amazon Coupons, you must create a coupon within 12 months of listing your first ASIN.

Frequently asked questions

What buys qualify for the 5% bonus for brand owners?

In order for sales to be eligible for the 5% bonus, you must be identified by Amazon as the brand owner for the sales in question. The bonus on branded sales will be rewarded for 1 year after eligibility is determined, or on up to $1 million in eligible branded sales ($50,000 in bonus value), whichever comes first.

How do I enroll in Brand Registry?

Go to Amazon Brand Registry to learn more about the trademarking requirements for the program. Another recommended resource is Amazon's IP Accelerator program, which provides support to sellers who are pursuing trademarking.

How can I view my brands that are eligible for the 5% bonus for brand owners?

You can view the brands for which you are the brand owner on the Brand Benefit Eligibility page on Seller Central. If you are missing brand owner designation, please contact Selling Partner Support for assistance.

If I sell more than one brand via my seller account, can I receive the 5% bonus on multiple brands?

Yes, sellers can earn the 5% bonus on multiple brands as long as they have been identified as the brand owner on the brands in question, sold via their seller account. The bonus on branded sales will be rewarded for 1 year after eligibility is determined, or on up to $1 million in eligible branded sales ($50,000 in bonus value), whichever comes first.

How will Amazon pay me the 5% bonus for brand owners?

Each month, you will receive a bonus amount equivalent to 5% of eligible branded sales sold the month prior. It will be applied as a credit to the referral fees on next month’s referral fees at a 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 as shown in image below.

I am a new reseller. Can I receive the 5% bonus on branded sales, Vine credits, and Transparency credits?

No. These benefits are only available to brand owners enrolled in Brand Registry and identified by Amazon as a brand owner.

I am a new seller and I haven’t completed Brand Registry. Can I receive the 5% bonus on branded sales, Vine credits, and Transparency credits?

No. To receive the benefits exclusive to brand owners, you must enroll in Amazon Brand Registry and be identified by Amazon as a brand owner no later than six months after listing your first buyable ASIN and meeting all eligibility requirements.

I am an existing Amazon seller who wants to launch in another region. Am I eligible for New Seller Incentives?

Yes. New Seller Incentives is available to sellers launching in the US, sellers launching in the EU stores (UK, Germany, France, Italy, and Spain) and who are not yet selling in any one of those stores, and sellers launching in Japan. For example, a current US seller launching in Japan will be eligible for New Seller Incentives in Japan if all other eligibility requirements are met. Note that sellers launching in the EU stores (UK, Germany, France, Italy, and Spain) will only be eligible for the New Seller Incentives suite of benefits once for the region.

I am an existing Amazon seller already selling in one of the EU stores (UK, Germany, France, Italy, Spain), who wants to expand within the EU stores (UK, Germany, France, Italy, Spain). Am I eligible for New Seller Incentives benefits in this case?

No. If you have launched your first buyable ASIN in one of the EU stores (UK, Germany, France, Italy, Spain) earlier than January 1, 2022, you won’t be eligible for New Seller Incentives benefits in any of the EU stores (UK, Germany, France, Italy, and Spain).

I am a new seller on the Individual selling plan. Am I eligible for New Seller Incentives benefits?

No. New Seller Incentives are available for sellers on the Professional selling plan. Go to our pricing page to learn more about Amazon's selling plans.

How do I redeem my Vine credits?

After enrolling in Vine, eligible sellers will receive $200 in credits. These credits will be applied to your first $200 in fees charged for enrolling ASINs in Vine (expires after one year if unused).

How do I redeem my Transparency credits?

After enrolling in Transparency, you will receive $100 in credits. These credits will be applied to the first $100 in fees charged for enrolling ASINs in the program (expires after one year if unused). Fees are charged at unit level.

How do I redeem my inventory shipping credits?

For sellers who send shipments to Amazon fulfillment centers using the Amazon Partnered Carrier program, we’ll waive the first $100 in charges. For sellers who send shipments to Amazon fulfillment centers using Amazon Global Logistics, you will receive $200 in credits. These credits will be applied to future fulfillment fees. Both credits expire after one year if unused.

How do I redeem my Sponsored Products promotional clicks?

If you’re new to FBA, we’ll provide up to $200 in Sponsored Products promotional clicks. You'll get the first $100 when you enroll and launch a campaign with no end date for an FBA ASIN. You'll get the second $100 if you advertise an FBA ASIN for at least 30 days. Any unused promotional clicks will expire 30 days after they’ve been applied. You will see the promotional clicks via Campaign Manager.

How do I redeem my Amazon Coupons credits?

After signing up for Amazon Coupons, eligible sellers will receive $50 in credits. These credits will be applied to your first $50 in fees charged creating coupons (expires after one year if unused).

New Seller Incentives Program Terms and Conditions

These New Seller Incentives Program Terms and Conditions (“Terms and Conditions”) apply to your participation in the New Seller Incentives Program (“New Seller Incentives”) which is described more fully on the New Seller Incentives page. These Terms and Conditions supplement the Amazon Services Business Solutions Agreement (the “Agreement”). Capitalized terms used and not defined in these Terms and Conditions have the meanings ascribed to them in the Agreement.

1. New Seller Incentives Overview and Eligibility

New Seller Incentives is a suite of benefits focused on assisting new Amazon Professional sellers with their selling. For purposes of New Seller Incentives, “New Sellers” are sellers with professional selling accounts who list their first buyable ASIN on or after January 1, 2022 in Amazon.com in order to sell in the US. New Sellers may be eligible to receive some or all of the available New Seller Incentives benefits, based on the eligibility criteria for each benefit. The New Seller Incentives suite of benefits is only available once per selling account and per brand in the US. Only brands that have not been sold on Amazon.com in the US by a brand owner prior to January 1, 2022 are eligible for benefits.

New Seller Incentives Benefits

2.1 Brand Registry Benefits. New Seller brand owners who complete Brand Registry within six months of listing their first buyable ASIN and are identified by Amazon as a brand owner in the US will be eligible to receive the following benefits:

Note: These benefits are only available to sellers who own a brand. This seller must be responsible for selling the brand on Amazon.com. If you do not have access to these benefits, you have not been identified as a brand owner. Visit the Brand Benefit Eligibility page to identify as brand owner and gain access to these and other brand-exclusive benefits. If you believe that you do fit these criteria but still don't have access, contact Selling Partner Support.
  • Bonuses on Eligible Branded ASINs. A monthly bonus equivalent to 5% of your sales of ASINs where you are identified by Amazon as the brand owner in the US. The bonus will be paid in the calendar month after it is earned. The bonus will stop accumulating after the earlier of the first $1 million in eligible branded sales or one year. The one-year eligibility timeline begins at the latter of either the listing of your first buyable ASIN, or your completion of Brand Registry and identification as a brand owner by Amazon in the US. While this bonus may not stack with other bonuses offered by Amazon, including 5% rebate from the FBA New Selection program, we will always award you the more favorable bonus to you.
  • Amazon Vine Credits. A $200 credit applied to the first $200 in fees charged for enrolling ASINs in the Vine program. These credits will expire one year after registering for Vine if not used. Credits will be redeemable after July 14, 2022.
  • Transparency Credits. A $100 credit applied to the first $100 in fees charged for enrolling ASINs in the Transparency program. These credits will expire one year after registering for Transparency if not used.

2.2 Fulfillment by Amazon Benefits. New Sellers who send inventory to an Amazon fulfillment center within 12 months of listing their first buyable ASIN will be eligible to receive the following benefits:

  • Domestic Inbound Discount. New Sellers who use the Amazon Partnered Carrier program (PCP) will have their first $100 in shipping costs waived. The discount is applied to as many PCP shipments needed until the full $100 amount is consumed and expires one year after the creation of your first PCP shipment if unused. This discount will not be provided to sellers who already received the non-domestic inbound discount mentioned below.
  • Non-domestic Inbound Discount. New sellers will receive a $200 credit if they use Amazon Global Logistics or SEND to send inventory to an Amazon fulfillment center. This credit will be applied to future fulfillment fees after a Seller sends in their first inventory and expires one year after your first shipment using Amazon Global Logistics or SEND arrives in an Amazon fulfillment center if it is unused. This discount will not be provided to sellers who already received the domestic inbound discount mentioned above. Credits may be redeemable starting on or after April 8, 2022.
  • Enrollment in FBA New Selection. Automatic enrollment in the FBA New Selection program giving you access to the FBA New Selection program benefits.
  • Sponsored Products Credits. For Sellers who sign up for Sponsored Products for their FBA enrolled inventory and create a campaign with no end date for an FBA ASIN, we will provide up to $200 in sponsored ad promotional clicks, which expire after 30 days if unused. Sellers in France, Italy, Spain, and Turkey (based on the country of residence for your account) are not eligible for promotional clicks credits through this program.

2.3 Advertising Benefits. New Sellers who adopt advertising programs (Coupons) within 12 months of listing their first buyable ASIN are eligible to receive the following benefits:

  • Coupon Credits. For Sellers who sign up for Amazon Coupons and create their first coupon campaign, we will provide $50 in credits applied to fees charged for creating coupons. The credits will expire one year after creating your first coupon campaign if unused. Credits will be redeemable after July 14, 2022.

You may choose to stop receiving your benefits at any time. We may stop any of the benefits if we determine you have violated the Agreement, these Terms and Conditions, or you have committed fraud. We may also change or cease to offer the New Seller Incentives or any of its benefits in accordance with the Agreement, including the relevant notice provision.

March 1, 2022

Promotional clicks terms and conditions

For select Sellers eligible to advertise for Sponsored Ads, Amazon will apply a single promotional clicks amount, $200, to Sellers Amazon sponsored ads account, which can be redeemed for sponsored ads. The promotion is available until April 30, 2022.

  1. This promotion is available only to Sellers individually invited by Amazon to participate (“Advertisers”).
  2. The Advertiser must have an FBA eligible ASIN within 60 days of enrollment.
  3. The Advertiser must enroll in the Program and launch a Sponsored Products, Sponsored Display, or Sponsored Brands campaign with at least one FBA ASIN and no campaign end date to receive the first $100 (the “Qualifying Action”).
  4. The advertiser must be actively advertising at least one FBA ASIN 30 days after the Qualifying action to receive the second $100 (the “Second Qualifying Action”).
  5. Advertisers may redeem the promotion for campaigns in the following marketplaces: Japan, the United States, Germany, and the United Kingdom.
  6. If the Advertiser is enrolling in Europe (defined as the United Kingdom and Germany), the Advertiser will get one set of click credits for the region. The click credits will be applied to the first market the seller completes the Qualifying Action in.
  7. Advertisers located in (based on the country of residence entered for your account) France, Italy, Spain, and Turkey are not eligible for this promotion.
  8. Advertisers will be charged for any clicks received before the promotional clicks are applied and for all advertising that exceeds the promotional clicks amount. Advertisers can suspend or pause their ad(s) any time before the promotional clicks amount is exhausted if they do not wish to receive additional advertising charges. Advertisers are responsible for monitoring promotional clicks usage as Advertisers will not be notified once the promotional clicks amount is exhausted.
  9. Advertisers must complete the Qualifying Action within 30 days of getting their first FBA eligible ASIN.
  10. Amazon will apply the promotional clicks for the Qualifying Action to the Advertisers’ account within two weeks of completing the Qualifying Action.
  11. Amazon will apply the promotional clicks for the Second Qualifying Action within two weeks of completing the Second Qualifying Action.
  12. Advertisers can redeem this promotion once during the Promotional Period.
  13. Any unused promotional clicks will expire 30 days after they’ve been applied.
  14. Advertisers must maintain an advertising account in good standing with Amazon, subject to the terms of the Amazon Advertising Agreement.
  15. This offer and the promotional clicks are non-transferable, not for resale, and not redeemable for cash.
  16. This offer is void where prohibited by law and in the event of fraud, mistake, or any failure to satisfy any terms of the offer.
  17. Advertiser’s use of the promotional clicks constitutes Advertiser’s acceptance of these terms and conditions.
  18. Advertisers must have a valid payment method for advertising fees on file to receive the promotional clicks.
  19. Amazon reserves the right, in its sole discretion, to terminate or modify this offer at any time.
  20. If Advertiser’s advertising account is in a different currency than the one in which Advertiser’s promotional clicks have been awarded, the actual amount of the promotional clicks may be subject to foreign currency fluctuations.
  21. Advertiser is responsible for the payment of any taxes incurred.
  22. Limit of one promotional click amount per advertiser account.
  23. Currency of the promotional clicks depends on the advertiser account.

Sign in to use the tool and get personalized help (desktop browser required). Sign in


Reach Hundreds of Millions of Customers

Start Selling On Amazon


© 1999-2022, Amazon.com, Inc. or its affiliates