What changed
Automatic New Selection Program (2026) coverage ends for sellers from the earlier program
When
October 31, 2026; the program took effect July 30, 2026
Who it affects
FBA sellers launching branded, new-to-FBA parent ASINs
What to do
Accept the updated terms in Seller Central now

Key takeaways

  • Automatic New Selection Program (2026) coverage for sellers from the earlier program ends October 31, 2026.
  • Those sellers must accept updated terms to keep benefits on ASINs listed after that date; earlier ASINs keep what they earned.
  • Benefits apply to the first 200 units of branded, new-to-FBA parent ASINs, with an IPI of 300 or higher.

New Selection Program (2026) dates

  1. Direct enrollment opens for existing FBA sellers

  2. New terms take effect for branded ASINs

  3. Automatic coverage ends for earlier enrollees

  4. New ASINs need confirmed enrollment

What changes on October 31

Amazon replaced its earlier New Selection offer for branded ASINs listed on or after July 30, 2026. Sellers enrolled in the prior program got what Amazon called an "introductory offer": automatic coverage on new branded ASINs launched from July 30 through October 31.

According to PPC Land, these sellers must confirm enrollment under the updated terms by October 31 to keep benefits on ASINs listed after that date. Benefits already earned on ASINs from the window are not lost. Amazon's public seller blog describes the program as available for a limited time and gives no end date, so Seller Central is the place to confirm your own status.

What the program pays on a new ASIN

The terms below come from Amazon's seller blog and PPC Land's reading of Seller Central documentation. PPC Land and seller tool vendors describe referral fees capped at 10% and 5%, while Amazon's public blog says 10% off and 5% off. Check the wording in your own terms before you model margin.

  • Referral fees: reduced on the first 100 units of an eligible parent ASIN, then further on the next 100, applied at the point of sale per PPC Land
  • Vine: a $75 credit for enrolling 3 to 10 units per parent ASIN
  • Coupons: a $50 credit toward coupon variable fees
  • Storage: no monthly storage fees on the first 200 units for 120 days, with storage utilization surcharges and low-inventory-level fees also waived
  • Returns and liquidations: returns processing and the liquidation fee waived on up to 200 units in the same 120-day structure
  • Vine Pre-launch: PPC Land reports a 45-day extension on the benefit windows

Benefits per new parent ASIN

200units covered
120days of storage waiver
$75Vine credit
$50coupon credit
Source: Sell on Amazon and PPC Land, 2026

Who qualifies

You need a Professional selling plan and an Inventory Performance Index of 300 or higher, or no score yet. Parent ASINs must be branded and new to FBA, which PPC Land defines as no seller having shipped the product to FBA in the past 12 months. Excluded categories include books, music, software, video games and consoles, and Haul ASINs.

Sellers already on FBA who were never in the program have been able to enroll directly since June 17. New FBA sellers are enrolled automatically if their first shipment is created within 90 days of listing. If you also have New Seller Incentives, overlapping credits draw from those first.

What it is worth in plain math

Take an illustrative $30 product with a 15% referral fee, and assume the cap reading is right. A 10% cap saves $1.50 a unit on the first 100 units, or $150. A 5% cap saves $3.00 a unit on the next 100, or $300. That is $450 in referral fees on one parent ASIN, before the $125 in Vine and coupon credits and the storage and returns waivers. These are example numbers, and a lower base rate means a smaller saving. See how each charge works in our Amazon FBA fees guide and the wider Amazon fee changes for 2026.

What sellers should do

Treat this as a same-day task if you were in the earlier program.

  • Open the New Selection Program (2026) enrollment page from the FBA programs area of Seller Central and accept the updated terms if you see them
  • Confirm your Inventory Performance Index is 300 or higher, since a drop can remove you from the program
  • List every ASIN planned for after October 31 and check that each is branded and new to FBA
  • Use the $75 Vine and $50 coupon credits within 60 days of listing a buyable offer, because PPC Land says unused credits do not roll over
  • Time your first inbound shipment carefully: the 120-day windows run from inventory receipt, so do not ship 200 units months ahead of demand
  • Plan launch spend around the first 200 units with our Amazon product launch guide and Amazon Vine guide

Before your next launch

  • Accept the updated terms
  • Check IPI is 300 or higher
  • Confirm ASIN is branded and new to FBA
  • Use credits within 60 days
  • Time the first inbound shipment

Where PPC Spider helps

Fee relief only pays off if the launch sells through inside the window. Our Amazon PPC management team sets target ACoS from product margin after fees, so launch bids reflect the real cost of each unit. Follow changes like this on the Amazon FBA news channel, or get a free Amazon audit of your margins before your next launch.

Sources

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