New Selection Program 2026: you were enrolled automatically, and it lapses on 31 October
Reduced referral fees on the first 200 units, free storage, Vine and Coupon credits. Existing members were auto-enrolled on 30 July and must confirm before 31 October to keep it.
By Alex Tkach, CEO & Co-Founder
Amazon has replaced the New Selection Program with a 2026 version. The previous program ended on 30 July 2026, and everything listed after that date falls under the new one.
If you were already enrolled, you were enrolled in the new program automatically on 30 July, with access through 31 October as an introductory offer. Nothing was required from you.
Something is required from you now.
The deadline that costs money
To keep New Selection Program (2026) benefits beyond 31 October 2026, you have to confirm enrollment by accepting the updated terms in Seller Central.
Miss it and benefits stop applying to ASINs listed after that date. Anything that already qualified keeps its benefits until each individual window expires. Nothing is clawed back, but nothing new qualifies either.
This is the same pattern as the title update: an automatic enrollment that quietly becomes a lapsed one unless somebody acts. Auto-enrollment is not the same as staying enrolled.
What you get
Reduced referral fees on the first 200 units sold within 120 days of your first FBA inbound date:
- First 100 units: referral fee of 10%, or your existing rate if it is already lower
- Next 100 units: referral fee of 5%, or your existing rate if lower
The qualifying unit pool is available upfront once you meet eligibility, and credits apply instantly on the same order. Unused credits do not carry over.
Promotional credits, usable in the first 60 days of listing a buyable offer:
- $75 Vine credits for middle-tier enrollment (3 to 10 units per parent ASIN)
- $50 Coupon credits against coupon variable fees
Pre-sale FBA benefits on the first 200 units within 120 days of first inbound: free storage, no storage utilisation surcharge, no low-inventory-level fee.
Value recovery on the same 200 units and window: free customer returns processing and free liquidation.
If the ASIN is in Vine pre-launch, every benefit window extends by 45 days.
The fee calculation detail worth knowing
This is buried in Amazon's FAQ and it changes the arithmetic.
The reduced rate is applied to total order value, including product price plus shipping and gift wrap where charged. Your standard referral fee is calculated on product price only.
On most orders there is no shipping or gift wrap, so both bases match and the discount works as stated. When there is a charge, the discount shrinks.
Amazon's own example, on a $500 product at a standard 15% referral rate:
| No shipping charge | $50 shipping charge | |
|---|---|---|
| Standard fee | 15% × $500 = $75 | 15% × $500 = $75 |
| Program fee | 10% × $500 = $50 | 10% × $550 = $55 |
| Discount | $25 | $20 |
A fifth of the expected saving disappears on that order. It only bites on non-Prime orders below the free shipping threshold and on gift-wrapped orders, so it is an edge case. If you are modelling launch economics on the headline 10%, model the edge case too.
Who is eligible
You need a Professional selling plan, FBA enabled on the ASINs, and, where you have an assigned score, a trailing 6-month IPI of 300 or higher.
The ASIN must be a branded, new-to-FBA parent ASIN. New-to-FBA means no FBA shipment in the past 12 months by any seller, not just by you. That last part catches people out: a product someone else fulfilled through FBA within the year is not new, whoever is selling it now.
Standard and non-standard size items now share the same benefit thresholds. Used items do not qualify.
Excluded categories: Books, DVDs, Music, Software, Computer and Video Games, Videos, Video Game Consoles and Accessories, plus Haul ASINs.
Non-branded selection is out entirely. Amazon states the program is designed to reward sellers investing in brand building, which is a clear signal about where it wants the incentives to land.
If you also have New Seller Incentives
Where both programs offer the same benefit, including referral fee credits, Vine credits, and Coupon credits, NSI takes precedence and is consumed first.
Benefits unique to New Selection Program 2026 stay available alongside it: free liquidation, free returns processing, storage fee waivers. Once overlapping NSI benefits are used or expire, the rest applies automatically.
What to do this week
Confirm enrollment. It takes a minute and the alternative is losing the benefit without being told.
Check what is actually new-to-FBA. Use the product search tool rather than assuming. The 12-month, any-seller rule is stricter than most people expect.
Line up launches with the windows. The fee discount runs 120 days from first FBA inbound and the promotional credits run 60 days from listing a buyable offer. Sending stock in before the listing and the advertising are ready burns the clock on both.
Track credits in the seller incentive dashboard. Full terms are on Amazon's FBA New Selection program page, and Amazon's own overview of the programme sets out the enrolment conditions and the current benefit list.