Amazon just made it meaningfully cheaper to launch a new product on FBA, at least through the end of October. Starting July 30, 2026, the New Selection Program (2026) rolled out with expanded benefits for eligible new branded FBA ASINs, and if your team has a launch planned before October 31, it's worth building into the budget now.

Here's what's included. Referral fees are capped at 10% on the first 100 units sold, then drop to 5% on the next 100. Say you're launching a $25 SKU that would normally carry a 15% referral fee. On those first 100 units, you're saving roughly $1.25 per unit just from the fee cap, and more on the next 100. On top of that, storage, returns, and liquidations are free on the first 200 units for 120 days, which matters just as much as the fee savings. New launches carry sell-through risk you can't fully predict, and not being on the hook for liquidation costs during that window changes how conservative you have to be with your initial order quantity.

You also get $75 in Vine enrollment fee credits and $50 in coupon fee credits, usable within the first 60 days after launch, and if you use Vine Pre-launch, all of these benefits extend by an additional 45 days. Those two credits cover tools most launches lean on anyway to generate early reviews and trial, so getting them for free means more of your actual ad budget stays pointed at driving traffic instead of covering program fees.

If you're already enrolled in the previous version of this program, these updated benefits apply automatically to any new launch through October 31, so there's nothing extra to do on your end. If you're not enrolled, or you're launching after that date, you'll need to register for the New Selection Program (2026) directly in Seller Central before the launch goes live.

One thing worth planning around: these benefits don't stack with New Seller Incentives. If a launch qualifies for both programs, Amazon applies New Seller Incentives first, so it's worth running the numbers both ways before assuming the bigger discount applies automatically.

If you've got a launch on the calendar before the end of October, now's the time to check your enrollment status and confirm which incentive path actually nets out better for that ASIN.