Quick answer: The FBA New Selection program is live. Amazon relaunched it on July 30, 2026 as the New Selection Program (2026). Eligible new-to-FBA parent ASINs get free storage, free customer returns, and free liquidations on the first 200 units for 120 days, referral fees capped at 10% on the first 100 units sold and 5% on the next 100, a $75 Vine enrollment credit, and $50 in coupon fee credits.
One date matters: to keep receiving benefits after October 31, 2026, you must confirm enrollment in Seller Central.
Launching a new product on Amazon means paying storage, fulfillment, and referral fees before the first review lands. This program exists to soften that ramp. This guide covers what changed in the July 2026 relaunch, who qualifies, and how to enroll, with every program number checked against Amazon’s own pages this week.
What Is the Amazon FBA New Selection Program?
The FBA New Selection program gives fee relief on products that are new to FBA, meaning parent ASINs that have never been received at an Amazon fulfillment center. The goal is simple: lower the cost of testing new selection so sellers list more of it.
The program has existed since 2020, but the version running today is not the one most guides describe. On July 30, 2026, Amazon retired the old benefit structure and launched an enhanced version under the name New Selection Program (2026). If you read about a 10% sales rebate or a 25% Vine discount, you are reading about the retired version.
What Changed on July 30, 2026
Amazon’s July 30, 2026 announcement, posted to Seller Central, is the source for everything in this section. You can read it in Amazon’s July 30, 2026 announcement. Here is the old versus new picture:
| Benefit | Before July 30, 2026 | New Selection Program (2026) |
|---|---|---|
| Free monthly storage | First 100 standard-size or 50 oversize units, 120 days | First 200 units per new parent ASIN, 120 days |
| Free return processing | Up to 20 standard-size units, 180 days | Up to 200 units per parent ASIN, within the 120-day window |
| Free liquidations | First 100 standard-size or 50 oversize units | Included in the 200-unit, 120-day benefit |
| Sales incentive | 10% rebate on eligible monthly sales | Referral fees capped at 10% on the first 100 units and 5% on the next 100, or your existing rate if lower |
| Vine benefit | 25% discount on the enrollment fee | $75 Vine enrollment fee credit, usable within 60 days |
| Coupon benefit | None | $50 in coupon variable fee credits, usable within 60 days |
| Inventory fee relief | None | No low-inventory-level fee and no storage utilization surcharge on the first 200 units for 120 days |
| Vine Pre-launch bonus | None | 45-day extension on benefits when you use the Vine Pre-launch service |
Two operational details from the same announcement matter just as much as the numbers. First, sellers already enrolled receive the new benefits automatically for new branded FBA ASINs launched between July 30 and October 31, 2026. Second, Amazon states that to continue receiving New Selection Program (2026) benefits after October 31, you must confirm your enrollment on the program page in Seller Central.
One more line worth knowing before you plan a launch: Amazon says New Selection Program (2026) benefits do not stack with New Seller Incentives. If you opened your account recently, compare both packages and run the one that pays you more.
Key Benefits of the FBA New Selection Program in Detail
Free Storage on the First 200 Units for 120 Days
Amazon waives monthly storage for the first 200 units of each new parent ASIN for 120 days after your first unit is received. On the current terms, that also means no low-inventory-level fee and no storage utilization surcharge on those units during the window.
That is four months to validate demand without storage cost pressure. Plan your first purchase order around it: enough depth to stay in stock through the test, not so much that units 201 and up sit there billing you.
Free Customer Returns and Free Liquidations
Return processing fees are waived on up to 200 units of each new parent ASIN, and liquidations of those units are free inside the same 120-day window. If a test product misses, you can recover some capital through liquidation instead of paying removal or disposal fees on top of a failed launch.
Referral Fee Caps on Your First 200 Sales
This replaced the old 10% rebate. Amazon now caps the referral fee at 10% on your first 100 qualifying units sold and 5% on the next 100 units, or applies your existing rate if it is already lower. On a category that normally pays 15%, that is a 5 to 10 point margin head start exactly when you are also paying for launch traffic.
Vine and Coupon Credits
New parent ASINs get a $75 credit toward the Amazon Vine program enrollment fee and $50 in coupon variable fee credits, both usable within 60 days. Reviews and a visible coupon badge are the two levers most launches need first, so spend these credits early, they expire with the window.
Using the Vine Pre-launch service also extends your program benefits by 45 days, which effectively stretches the free storage and returns window past five months.
Eligibility Requirements in 2026
Per Amazon’s program overview, current requirements are:
- A Professional selling plan, not Individual.
- Registration for FBA.
- Parent ASINs that are new to FBA, meaning never before received at an Amazon fulfillment center.
- An Inventory Performance Index (IPI) score of 300 or higher, maintained while enrolled.
Note the IPI line: older guides, including the previous version of this one, said 400. Amazon’s current published threshold is 300. Amazon lists the program as available in the US, UK, Germany, Spain, France, Italy, and Japan.
Amazon does not publish a blanket category eligibility list today. Check specific products with the ASIN eligibility tool on the FBA New Selection page in Seller Central before you commit inventory.
How to Check Your Eligibility
- In Seller Central, search “FBA New Selection” and open the program page.
- Check your IPI score on the Inventory Performance dashboard. You need 300 or higher.
- Use the ASIN eligibility search on the program page to confirm each parent ASIN qualifies before your first shipment leaves.
Timing matters. Eligibility keys off the first inventory received date, so confirm the ASIN qualifies before it arrives at a fulfillment center, not after.
How to Enroll in the New Selection Program (2026)
New sellers: enrollment is automatic if you create your first shipment within 90 days of listing your first buyable product.
Existing sellers: open the FBA New Selection page in Seller Central and select Enroll in New Selection Program (2026). If you were enrolled in the prior program, your new branded FBA ASINs launched between July 30 and October 31, 2026 get the upgraded benefits automatically, and you confirm enrollment on the same page to keep benefits flowing after October 31.
Put the confirmation on your calendar now. Missing an enrollment checkbox is a bad reason to pay full fees on your Q4 launches.
How to Get the Most Out of the Program
Time launches inside the window. Benefits run from the first inventory received date. Landing inventory in August or September 2026 puts your free storage and fee caps under your Q4 traffic peak.
Pick products with real demand data. Free storage does not fix a product nobody searches for. Validate demand before you buy inventory, then let the program subsidize the test.
Size your first shipment to the caps. The waivers cover 200 units per parent ASIN for 120 days. Understanding how Amazon’s warehouse system handles your inventory helps you plan replenishment so you stay in stock without stacking billable overage.
Spend the credits in the first 60 days. The $75 Vine credit and $50 coupon credit expire. Early reviews plus a coupon badge compound: reviews raise conversion, conversion raises rank, rank lowers your cost per sale.
Protect your IPI. Drop below 300 and you risk losing access. Keep sell-through healthy and act on stranded and excess inventory weekly.
Common Mistakes to Avoid
- Shipping before checking eligibility. Once a parent ASIN has been received at a fulfillment center, it is no longer new to FBA. Check first, ship second.
- Treating free storage as free inventory. Units beyond 200, or any unit after day 120, bills at standard rates, and hidden Amazon FBA fees like long-term storage surcharges land on whatever lingers.
- Ignoring the October 31, 2026 confirmation. The benefits continue only if you confirm enrollment after the introductory window.
- Double-counting incentives. New Selection Program (2026) benefits do not stack with New Seller Incentives, so model both and pick one.
- Quoting 2024 numbers in your launch math. The 10% rebate and the 400 IPI threshold are gone. Rebuild your launch spreadsheet on the current terms.
Frequently Asked Questions
It is Amazon’s incentive program for products that are new to FBA, relaunched on July 30, 2026 as the New Selection Program (2026). Eligible new parent ASINs get free storage, returns, and liquidations on the first 200 units for 120 days, referral fee caps of 10% then 5% across the first 200 units sold, a $75 Vine credit, and $50 in coupon credits.
Sellers on a Professional selling plan who are registered for FBA, with an IPI score of 300 or higher, launching parent ASINs that have never been received at an Amazon fulfillment center. Amazon lists the program as available in the US, UK, Germany, Spain, France, Italy, and Japan.
New sellers are enrolled automatically if they create their first shipment within 90 days of listing their first buyable product. Existing sellers open the FBA New Selection page in Seller Central and select Enroll in New Selection Program (2026).
July 30 through October 31, 2026 is the introductory window, and enrolled sellers get the upgraded benefits automatically for new branded FBA ASINs launched during it. To keep receiving New Selection Program (2026) benefits after October 31, Amazon requires you to confirm your enrollment in Seller Central.
No. Amazon states that New Selection Program (2026) benefits do not stack with New Seller Incentives. New sellers should compare the value of each package for their catalog and run the stronger one.
How Does eMarspro Help?
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