Amazon Incentives Guide 2026: How to Maximise Your Launch (New Seller Guide)
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Launching a business on Amazon can be the decisive step for your brand’s growth. According to Amazon’s internal data, sellers who follow the New Seller Guide during the first 90 days generate, on average, 9 times more sales in their first year.
To support this growth, Amazon offers an incentives package that can exceed €47,250 in benefits. Find out below what these incentives are and the critical deadlines for securing them.
1. What are the New Seller Incentives?
The programme is a set of financial benefits and operational credits designed to reduce start-up costs and accelerate the visibility of your products. They are divided into three main pillars: Brand Management, Logistics (FBA) and Advertising.
Brand Benefits (Brand Registry)
For those who own a brand and register it with Amazon Brand Registry, the benefits are substantial:
- Sales Bonus: Get 10% back on your first brand sales up to €45,000. After this amount, you receive 5% back during the first year, up to €900,000 in sales.
- Amazon Vine: A €180 credit to use this programme, which helps obtain high-quality reviews from trusted reviewers, potentially increasing initial sales by up to 30%.
- A+ Content: Free access to tools to improve product pages with videos and comparison graphics, which can increase sales by 8%.
Logistics Benefits (FBA - Fulfilment by Amazon)
By delegating storage and shipping to Amazon, you gain efficiency and the Prime badge:
- Shipping Credits: A €90 credit for inventory shipping costs using the Amazon Partner Carrier Programme, or €180 if you use Amazon Global Logistics.
- Free Storage: Automatic enrolment in the FBA New Selection programme, which offers free monthly storage and free returns processing for eligible ASINs.
- Fee Waivers: Exemption from the storage utilisation surcharge during the first year and the low inventory level fee (Pan-EU) during the first year after activation.
Advertising and Promotion Benefits
- Sponsored Products: Up to €1,000 in advertising credits when you launch advertising campaigns.
- Coupons: A €45 credit to help create vouchers and discount coupons for customers.
2. Timeline: Critical Deadlines
Success on Amazon depends on speed. To ensure you do not miss any incentive, follow this strict schedule starting from the date your first product goes live (Launch Date):
| Deadline (Days after Launch) | Action Required for Eligibility |
|---|---|
| Within 90 Days | Send the first inventory shipment to Amazon’s fulfilment centres (FBA). |
| Within 90 Days | Launch the first Sponsored Products campaign. |
| Within 90 Days | Create the first discount Coupon for an eligible product. |
| Within 180 Days (6 Months) | Complete brand registration with Amazon Brand Registry. |
| 90 Days after Brand Registry | Enrol a product in the Amazon Vine programme (after completing Brand Registry). |
Important Note: Many credits, such as those for shipping and advertising, expire within one year of being granted if they are not used.
3. How do you get started?
To access these benefits, the first step is to register a Professional Seller Account. The subscription has a fixed cost of €39 (excluding VAT) per month, plus applicable selling fees.
Summary of Steps:
- Sign up as a Professional Seller.
- Register your brand immediately to unlock the 10% bonus.
- Use FBA to guarantee customer trust and shipping credits.
- Activate advertising within the first 90 days to take advantage of the €1,000 in credits.
