Today's tip · Fees
Your launch discount has a sign-up sheet. It's due Halloween.
Since July 30, Amazon's New Selection Program (2026) has applied itself to new branded FBA products as an introductory offer. After October 31 it only applies if you've confirmed your enrollment. Yes, this is the second issue today. Some news can't wait for Sunday.
Here's the deal as Amazon wrote it. For an eligible new-to-FBA product, you get instant fee credits that work like a cap on referral fees: 10% on the first 100 units and 5% on the next 100, or your existing rate if that's already lower. Then $50 in coupon fee credits and $75 in Vine enrollment credits for the first 60 days, plus free storage, free customer returns and free liquidations on the first 200 units for 120 days.
The catch is paperwork, which is the worst kind of catch because nobody spots it until the invoice. Sellers in the old program got the new benefits automatically through October 31. After that, no confirmation means no credits on your next launch. If a January product is already on a boat, this is the cheapest errand on your list this quarter.
- Day 0First inventory received. Fee credits begin.
- Day 60Coupon ($50) and Vine ($75) credits end
- Day 120Free storage, returns and liquidations end (first 200 units)
- Day 165Same benefits, with Vine Pre-launch (+45 days)
Day counts as described by Amazon for an eligible new-to-FBA product.
Source: Seller Central News, New Selection Program (2026)
Data desk by XENA IntelligenceThe weekend plan
- 01Confirm
Open Enroll in New Selection Program (2026) in Seller Central and confirm your enrollment before October 31.
- 02Qualify
Check that your next launch is a new branded product going into FBA. The benefits run from the date its first inventory is received.
- 03Time it
The 60-day credits and 120-day free storage start counting when the first units arrive, so don't ship stock months before you plan to promote it.
- 04Stretch it
Use Vine Pre-launch to add 45 days to the benefits. If you also qualify for New Seller Incentives, Amazon applies those first; the two don't stack.
Section 02
This week's checklist
6 jobs pulled from this issue, in the order the deadlines bite. Tick them off as you go. Your browser remembers the ticks, nobody else sees them, and a fresh list comes with each issue.
0 of 6 done
Section 03
The seller calendar
Every date Amazon has put in writing for the season, plus the two everyone knows. October is zoomed in on the chart because that's where the trouble is.
Peak fulfillment fees run Oct 15 to Jan 14. Plus $0.32 per unit on average, with the 3.5% surcharge on top.
| Date | What happens | Type | Countdown | Source |
|---|---|---|---|---|
| Prime Big Deal Days (Oct 6 to 7) | Shopping event | Done | About Amazon | |
| AWD arrival deadline for Black Friday Week | Inventory | Done | Seller Central News | |
| Holiday peak fulfillment fees begin | Fees | Done | Seller Central News | |
| Black Friday Week and Cyber Monday deal submissions close | Deals | Done | Seller Central News | |
| FBA arrival deadline, minimal shipment splits | Inventory | Done | Seller Central News | |
| FBA arrival deadline, Amazon-optimized splits (most sellers) | Inventory | In 4 days | Seller Central News | |
| Last day of off-peak storage for AWD with auto-replenishment | Inventory | In 7 days | Seller Central News | |
| Confirm New Selection Program (2026) enrollment to keep launch fee credits | Fees | In 7 days | Seller Central News | |
| Extended holiday returns begin: items bought Nov 1 to Dec 31 can come back until Jan 31 | Returns | In 8 days | Seller Central News | |
| Black Friday | Shopping event | In 34 days | Calendar | |
| Cyber Monday | Shopping event | In 37 days | Calendar | |
| Last day to sign up for the free 12-month Amazon Quick Plus subscription | Offer | In 68 days | About Amazon | |
| Last purchase date covered by the extended holiday return window | Returns | In 68 days | Seller Central News | |
| Holiday peak fulfillment fees end | Fees | In 82 days | Seller Central News | |
| Last day to return holiday purchases under the extended window | Returns | In 99 days | Seller Central News |
Add every date to your calendar (.ics)Works with Google Calendar, Outlook and Apple Calendar. Re-download after big announcements.
Sources: Seller Central News, Holiday 2026, About Amazon, Seller Assistant, Seller Central News, 2026 holiday return policy
Fee watch
The changes that cost money this year, newest last. If Amazon hasn't announced it, it isn't here.
Since Jan 15, 2026
2026 US fee update
FBA fees rose by an average of $0.08 per unit. Amazon added no new fee types for 2026.
Amazon, 2026 US referral and FBA fee updateSince Apr 17, 2026
Fuel and logistics surcharge
3.5% on FBA fulfillment fees, about $0.17 per unit on average in the US. Multi-Channel Fulfillment and Buy with Prime followed on May 2.
Seller Central News, Fuel and logistics surchargeOct 15, 2026 to Jan 14, 2027
Holiday peak fulfillment fees
About $0.32 more per unit on average, with the 3.5% surcharge calculated on top.
Seller Central News, Holiday 2026Holiday deal events
Deal fees
$100 upfront per promotion plus 1.5% of promotional sales, capped at $5,000, for Best Deals, Lightning Deals and Prime Exclusive Price Discounts.
Seller Central News, Holiday 2026Nov 1, 2026 to Jan 31, 2027
Extended holiday returns
Orders placed Nov 1 to Dec 31 can be returned until Jan 31, 2027, for FBA and seller-fulfilled orders alike. Budget for a slower, larger return wave.
Seller Central News, 2026 holiday return policy2027
Next annual fee update
Not announced as of Oct 24, 2026. Amazon says it gives at least 90 days' notice, and the 2026 changes were announced in October 2025.
Amazon, 2026 US referral and FBA fee update
Section 04
By the numbers
Four figures worth knowing this week. Each one is Amazon's own, linked to where they said it.
of sales in Amazon's store come from independent sellers
Amazon, Small Business Empowerment Reportregistered business organizations a Business Deal can reach
Sell on Amazon, Amazon Business Dealshigher ROAS for advertisers who use first-party data with Amazon Ads
Amazon Ads, New sponsored ads toolsunits per new FBA product covered by New Selection fee credits
Seller Central News, New Selection Program (2026)Section 05
The playbook
5 moves for this week, then a few quick ones for the train.
Amazon Business
A sale only the office manager can see
Amazon Business Deals let you run discounts that only business customers see, for anywhere from one hour to 30 days, as a fixed price or a percent off. There's no extra fee. Amazon says the deals can reach more than 11 million registered business organizations, and during big events they may get their own email and push notification campaigns.
The rules are short. The product needs a rating of 3.5 stars or better, it has to be new, and the discount has to be at least 10% off. For Prime Big Deal Days, Black Friday and Cyber Monday, the floor rises to 15%. It runs in the US, Canada, the UK, Germany, France, Italy, Spain, Japan, Mexico and Australia.
Do this: Pick one SKU that people buy by the case and run a one-week 10% business deal before Black Friday Week. You'll learn how it behaves before the 15% minimum kicks in.
Eligible products also need a 3.5+ star rating and new condition.
Source: Sell on Amazon, Amazon Business Deals
Data desk by XENA IntelligenceAdvertising
Bring your own customers to the ad auction
Ads data manager now works with every campaign type, sponsored ads included, for advertisers of every size, everywhere. It lets you combine your own data, like website activity and email lists, with Amazon's shopping, browsing and streaming signals. Amazon says it needs no extra budget and no data team.
The headline number: advertisers who use first-party data with Amazon Ads see a 30% increase in ROAS compared with those who don't. That compares two groups of advertisers, so treat it as a strong hint, not a guarantee for your account.
Do this: Connect one data source, then build a single audience of people who already bought from you. One audience you understand beats ten you don't.
Advertisers using first-party data with Amazon Ads vs those who don't (baseline = 1x), as reported by Amazon Ads.
Source: Amazon Ads, New sponsored ads tools
Data desk by XENA IntelligenceFinance
Get paid in the currency you actually owe
Seller Wallet, the money tool inside Seller Central, now comes in two flavors. Seller Wallet USD holds proceeds from the US store. Seller Wallet EUR pools proceeds from seven European stores: Germany, France, Italy, Spain, Belgium, Ireland and the Netherlands. There's no setup cost and no minimum.
You can hold funds and convert when it suits you, send transfers once or on a weekly, bi-weekly or monthly schedule, and see the exchange rate and total cost before you confirm. EUR balances can pay European suppliers and settle VAT. USD balances can pay suppliers in the US or Hong Kong.
Do this: If you sell in Europe and pay a European supplier, price your next invoice through Seller Wallet EUR and compare it with the route you use today.
Sources: About Amazon, Seller Wallet in USD and EUR, Sell on Amazon, Amazon Seller Wallet
As described by Amazon.
Source: About Amazon, Seller Wallet in USD and EUR
Data desk by XENA IntelligenceCustomer service
Let Amazon answer the holiday inbox, maybe for free
If you ship any orders yourself, Customer Service by Amazon will answer those customers for you by phone, chat or email, around the clock. It's a paid program, but this year Amazon made the free version easier to keep, and it now limits refunds where the customer never sends the product back.
Do this: Check your contacts per unit on the program page before November. If you're under 3%, the holiday "where's my package" messages can go to Amazon at no charge.
- Your first 90 days in the program
- After that, while contacts per unit stay below 3%
- Always, if you have fewer than 30 orders a quarter
- No 95% valid tracking rate required anymore
For self-fulfilled orders, per Amazon's May 2026 update.
Source: Sell on Amazon, Customer Service by Amazon upgrades
Data desk by XENA IntelligenceOperations
Nine times out of ten, sellers say yes to the robot
Amazon's latest Small Business Empowerment Report says Seller Assistant has more than 230,000 monthly users, and that sellers accept its recommended actions nearly 90% of the time. It can now also work through what-if questions on promotions, like how profitable a discount would be at ten, fifteen or twenty percent off.
Do this: Before you set your Business Deal, ask Seller Assistant that exact question about your own product. Then ask it why. If the answer never mentions your margin, be the one in ten.
Sources: Amazon, Small Business Empowerment Report, Seller Central News, New AI tools for the holidays
Independent sellers accept the recommended actions of the AI-powered Seller Assistant nearly 90% of the time.
Quick hits
06Market
The million-dollar club got crowded
More than 75,000 independent sellers passed $1 million in sales in Amazon's store in 2025, and over 11,000 US-based sellers grew their sales more than tenfold, according to Amazon's report. US independent sellers averaged more than $375,000 in annual sales. Nice for them. The useful comparison is still you against last year's you.
Section 06
The wire
What changed lately, straight from Amazon. We read the announcement so you can read the summary.
- AI tools
Seller Assistant runs promotion what-ifs and custom automations
Ask how a discount would perform at different depths, or set guardrails and let it handle tasks like restocking and pricing. You choose whether it recommends or acts. A live Q&A is set for Nov 18.
via Seller Central News, New AI tools for the holidays - Amazon Business
Amazon Business Deals open to sellers
Business-only discounts from one hour to 30 days, no extra fees, in ten countries. Minimum 10% off, or 15% during high-velocity events.
via Sell on Amazon, Amazon Business Deals - Advertising
Ads data manager now covers sponsored ads
First-party data from your site and email lists can now shape sponsored ads campaigns, for all advertisers globally.
via Amazon Ads, New sponsored ads tools - Fees
New Selection Program (2026): confirm by Oct 31
Fee credits, free storage and Vine credits for new branded FBA products. After October 31, only confirmed enrollments keep the benefits.
via Seller Central News, New Selection Program (2026) - Customer service
Customer Service by Amazon gets easier to keep free
Free under 3% contacts per unit or under 30 orders a quarter, fewer return-less refunds, and automatic SAFE-T reimbursement on claims-protected labels.
via Sell on Amazon, Customer Service by Amazon upgrades - Payments
Seller Wallet EUR covers seven European stores
Hold, convert and transfer euro proceeds, pay suppliers and settle VAT from Seller Central, alongside Seller Wallet USD.
via About Amazon, Seller Wallet in USD and EUR
Follow for more
Tomorrow's tip, in your inbox before your coffee cools
One short email when a new issue lands. Amazon's news without the press-release voice, and one move worth making that week. No upsells, no "ultimate guides."
Section 07
Straight answers
The questions sellers are typing into search bars and chatbots this week, answered in under a minute each. Every answer is grounded in Amazon's own announcement, linked below it.
What is the Amazon New Selection Program (2026)?
It's an FBA incentive for new branded products. Eligible new-to-FBA items get fee credits that cap referral fees at 10% on the first 100 units and 5% on the next 100, $50 in coupon credits, $75 in Vine credits, and free storage, returns and liquidations on the first 200 units for 120 days.
Do I need to re-enroll in the New Selection Program by October 31, 2026?
Yes, if you want the benefits on future launches. Sellers in the old program received the 2026 benefits automatically for launches from July 30 through October 31 as an introductory offer. After October 31, you must confirm enrollment on the Enroll in New Selection Program (2026) page in Seller Central.
What are Amazon Business Deals?
They are limited-time discounts that only Amazon Business customers see, lasting from one hour to 30 days, set as a fixed price or a percent off. There are no additional fees. Products need a 3.5+ star rating, new condition, and at least 10% off, or 15% during events like Black Friday.
Does first-party data improve Amazon ads performance?
Amazon Ads says advertisers who use first-party data with Amazon Ads see a 30% increase in ROAS compared with those who don't. Ads data manager lets you combine data such as website activity and email lists with Amazon signals, and it now works with sponsored ads for all advertisers globally.
Which stores does Amazon Seller Wallet support?
Seller Wallet USD supports the US store. Seller Wallet EUR covers seven European stores: Germany, France, Italy, Spain, Belgium, Ireland and the Netherlands. You can hold funds, convert on your schedule, transfer to your bank, pay suppliers, and pay VAT from the EUR balance, with no setup cost or minimum.
Is Customer Service by Amazon free?
It is a paid program for self-fulfilled orders, but it's free for the first 90 days and stays free while your contacts per unit stay below 3%. It's also free for low-volume sellers with fewer than 30 orders per quarter, and Amazon removed the 95% valid tracking rate requirement.