seller
- What changed
- Amazon's recurring delivery program with seller-funded and Amazon-funded discounts
- When
- Updated October 2026
- Who it affects
- Shoppers buying repeat items and Brand Registry sellers of consumables
- What to do
- Check eligible ASINs on the Subscribe & Save page in Seller Central
Key takeaways
- Shoppers subscribe, choose a schedule and can skip or cancel at any time.
- Sellers fund 0%, 5% or 10%; Amazon adds 5% on deliveries of five or more items.
- Brand Registry is required, and in-stock rate decides whether subscribers stay.
- 1Pick a product
Choose Subscribe and Save on the page
- 2Set a schedule
Pick how often it arrives
- 3Get a reminder
Skip or edit before it ships
- 4Save more
Five or more items adds 5%
What is Amazon Subscribe and Save?
Subscribe and Save is Amazon's subscription option for products people buy again and again: coffee, vitamins, pet food, cleaning supplies, diapers and similar everyday items. Instead of placing a new order each time, a shopper sets a schedule and Amazon ships the item automatically.
For brands, it turns a one-time sale into a repeat order stream. That is why the program matters so much in consumables categories, where lifetime value often decides whether advertising pays off.
How Subscribe and Save works for shoppers
On an eligible product page, the shopper selects the Subscribe and Save option instead of a one-time purchase, picks a delivery frequency and confirms. Future orders are created automatically on that schedule.
Subscriptions are flexible. Shoppers manage everything from the Subscribe and Save page in their Amazon account, and Amazon sends a reminder before each delivery so items can be skipped or removed in time. The price is not fixed for life: it can change between deliveries, and the price charged is the one in effect when each order is placed.
- Choose how often items arrive, from frequent to every few months
- Skip a delivery, change the date or change the quantity
- Cancel a subscription at any time with no penalty
- Group several subscriptions into one monthly delivery day
- Check upcoming prices before each order ships
How the discounts work: seller-funded and Amazon-funded
According to Amazon's seller program page, enrolled products start with a 0% seller-funded discount. Sellers can choose to fund a 5% or 10% discount on some or all enrolled products. On top of that, Amazon funds an additional 5% discount when a customer receives five or more Subscribe and Save items in one delivery.
So a product with a 10% seller-funded discount can reach 15% off for a shopper who bundles five or more items, while the seller only pays for its own 10%. Amazon's page also notes inconsistent wording about Amazon's 5% on auto-enrolled FBA products, so confirm what applies to each ASIN in Seller Central.
- Base seller-funded discount: 0%, 5% or 10%
- Amazon-funded bonus: 5% on deliveries of five or more items
- Seller discount applies to every recurring order
- No separate program fee; standard selling and FBA fees still apply
Who funds the discount
| Seller | Amazon | |
|---|---|---|
| Base discount | 0%, 5% or 10% | None |
| 5+ items bonus | None | Extra 5% |
| Program fee | None | Not charged |
| Normal fees | Referral and FBA | Collected |
Which sellers and products are eligible?
Subscribe and Save is a brand program. Amazon requires the product to belong to a brand enrolled in Amazon Brand Registry, and you must be the rights owner or an assigned brand representative.
Beyond that, Amazon decides eligibility per product using category, average selling price, sales performance, fulfillment history and in-stock rate. Consumable, repeat-purchase items are the natural fit. A product that runs out of stock often is a poor candidate, because every missed delivery is a broken promise to a subscriber.
- Brand Registry enrollment and the brand owner or representative role
- An eligible category and selling price
- Healthy sales and fulfillment history
- Strong in-stock rate over time
- Usually a Professional selling plan
FBA vs FBM: how enrollment differs
Products sold through Fulfillment by Amazon are auto-enrolled when they meet the requirements. Products you ship yourself are not auto-enrolled. Amazon says FBM sellers can request enrollment by contacting Seller Support, and the same brand and eligibility rules still apply.
Most brands run Subscribe and Save through FBA because Amazon handles the recurring shipments and the delivery promise stays consistent.
How to enroll products, step by step
Enrollment happens inside Seller Central. Once your brand and products qualify, the setup takes minutes; the work is in keeping stock healthy afterwards.
- Enroll your brand in Brand Registry and confirm your brand role
- List the product with a complete, accurate detail page
- Send inventory to FBA so eligible ASINs are auto-enrolled
- Open the Subscribe & Save page in Seller Central
- Choose the seller-funded discount for each ASIN: 0%, 5% or 10%
- Monitor in-stock status and replenish from the Actions menu
Seller eligibility checklist
- Brand Registry enrolled
- Rights owner or brand rep
- Eligible category and price
- Good sales history
- Strong in-stock rate
- FBA for auto-enrollment
Is the discount worth it? Doing the margin math
The seller-funded discount comes out of every subscription order, so price it like any other promotion. Start with your margin after referral and FBA fees, then subtract the discount. If a 10% discount still leaves room for your advertising cost of acquisition, the extra repeat orders usually justify it.
Remember that a subscriber you acquire once can reorder many times without new ad spend. That changes how much you can afford to bid on the first order. PPC Spider sets target ACoS from product margin after fees, and for subscription products the repeat value belongs in that calculation. Our guide to what a good ACoS is explains the method.
Keeping subscribers: stock, price and listing quality
Most subscription losses are avoidable. Shoppers cancel when a delivery is skipped because of a stockout, when the price jumps, or when the product arrives damaged. Treat in-stock rate as the most important Subscribe and Save metric, and plan restocks with FBA inventory management that accounts for scheduled demand.
Watch your price history too. Because subscribers pay the price in effect when each order is placed, a sudden increase hits every subscriber at once and can trigger cancellations.
- Keep weeks of cover above forecast for subscription ASINs
- Avoid large price jumps on subscribed products
- Fix packaging issues that cause damage complaints
- Review subscriber metrics in the Subscribe & Save dashboard
How Subscribe and Save fits with other promotions
Subscribe and Save sits alongside coupons, Prime-exclusive discounts and deals. Seller news reports in 2026 also described a related reorder discount for shoppers who rebuy without subscribing, run inside the Subscribe and Save structure; check Seller Central for what applies to your account.
Our guides to Amazon Buy Again and Amazon Auto Buy explain the other repeat-purchase paths shoppers use, and coupons and promotions covers how discounts stack.
Where PPC Spider helps
PPC Spider is an Amazon and marketplace agency. Our SpiderOS platform monitors bids, budgets, search terms and stock, so a subscription ASIN that is about to run low gets flagged before subscribers see a skipped delivery. Through full-service Amazon account management we set Subscribe and Save discounts from real margin, and you can start with a free Amazon audit.
Sources
- Amazon: Subscribe & Save program for sellers (sell.amazon.com/programs/subscribe-and-save)
- My Amazon Guy: Amazon Buy Again & Save coming July 23 (myamazonguy.com/news/amazon-buy-again-save-july-23/)
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