Starting a new journey as a seller on Amazon can be both exciting and overwhelming. To help new sellers thrive, Amazon offers a specially designed New Seller Incentives program—a collection of benefits tailored to help jumpstart your business, promote your products, and grow your brand. This beginner’s guide breaks down what these incentives are, who qualifies, and how you can make the most of them.
What Are New Seller Incentives?
New Seller Incentives consist of various support tools and financial credits provided by Amazon to sellers launching their first products. These benefits aim to reduce initial costs, enhance product visibility, and support brand development during the critical early stages of selling.
Who Is Eligible?
To qualify for the New Seller Incentives program, you must:
- Be registered as a Professional seller on Amazon.
- Have launched your first buyable product on or after January 1, 2022.
- Sell in one of the supported marketplaces: the United States, United Kingdom, Germany, Italy, France, Spain, or Japan.
If you are an existing seller, don’t worry—you can also become eligible by expanding your business to new Amazon stores. For example, if you currently sell only in the US marketplace, listing your first product in the UK store makes you eligible for that region’s New Seller Incentives.
It’s important to note that benefits may vary depending on your product listing date and the applicable program year, so reviewing the detailed terms and conditions on the New Seller Incentives Help pages is recommended.
Key Benefits Across Amazon Selling Programs
The New Seller Incentives program covers benefits in four main areas:
1. Fulfillment by Amazon (FBA)
- Shipping Credits: Receive $100 in inventory shipping fee credits when using Amazon Partnered Carrier services, or $200 when opting for Amazon Global Logistics.
- FBA New Selection Program: Auto-enrollment grants free monthly inventory storage and return processing for eligible new-to-FBA products.
- Inbound Placement Credits: Get $400 credit to ship inventory to one fulfillment center, while Amazon manages distribution to multiple centers.
- Multi-Channel Fulfillment Discount: Enjoy a 10% discount on fulfillment fees for the first 100 units shipped via Multi-Channel Fulfillment (MCF).
2. Advertising
- Sponsored Ads Credits: Receive $50 in promotional credit to advertise your products through Sponsored Products or Sponsored Brands campaigns, boosting product visibility in search and detail pages.
- Coupon Credits: Earn $50 in credits to create coupons offering percentage or money-off discounts, making your products more attractive and competitive.
3. Amazon Brand Registry
Once enrolled in Brand Registry, brand owners benefit from financial incentives linked to sales:
- Earn 10% back on your first $50,000 in branded sales.
- Receive 5% back on branded sales up to $1 million during your first year.
For instance, if you reach $500,000 in branded sales within a month, you would get 10% back on the first $50,000, and 5% back on the remaining $450,000—a total of $27,500 in referral fee credits. These credits automatically reduce your fees the following month.
4. Amazon Vine
Amazon Vine helps new sellers accelerate product reviews through a network of trusted reviewers:
- Earn $200 in credits for enrolling your first product.
- This enhances the credibility and attractiveness of your product, potentially leading to increased sales.
Tracking Your Incentives and Getting Started
To stay organized and maximize benefits, Amazon provides a New Seller Incentives dashboard. Here, you can monitor all earned credits and incentives. If you’re within 90 days of launching your first product, you will see the New Seller Guide on your Seller Central homepage, providing easy access to this dashboard.
Additionally, the “New Seller Guide: A plan for your first 90 days” and “New Seller Incentives Eligibility Guide” available through Seller Central offer valuable tips and planning tools to help you navigate the early phases successfully.
Final Thoughts
The New Seller Incentives program is a powerful resource designed to lower entry barriers and support new sellers as they scale their Amazon businesses. From shipping credits and advertising budgets to brand-building bonuses and review programs, these incentives can significantly ease the initial challenges of selling online.
By understanding the eligibility criteria and actively leveraging these benefits, new sellers can unlock a world of opportunities, laying a strong foundation for long-term success on Amazon.
Happy selling!
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