Amazon Ads · Status at source date: Newsletter archive
Amazon expands its New Selection programme for 2026
Amazon has announced enhancements to its New Selection programme, effective 30 July 2026, flagged by Ivan Marynych. The programme provides brands with more support when launching new FBA products, including fee credits on the first 200 units, reduced referral fees, and credits that can offset referral and FBA fulfilment costs.
What changed
The expansion lowers the cost of bringing new products into FBA, easing the economics of launches.
For sellers, the credits reduce the upfront cost of testing new products through FBA, which can change the calculus on how aggressively to expand a catalogue.
Why it matters for advertisers
For you, this means new-product launches into FBA carry lower upfront fees under the expanded programme. Worth timing new-product introductions to take advantage of the first 200-unit credits from 30 July, and factoring the savings into launch planning.
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Original newsletter text and archive evidence
Amazon expands its New Selection programme for 2026
Amazon has announced enhancements to its New Selection programme, effective 30 July 2026, flagged by Ivan Marynych. The programme provides brands with more support when launching new FBA products, including fee credits on the first 200 units, reduced referral fees, and credits that can offset referral and FBA fulfilment costs. The expansion lowers the cost of bringing new products into FBA, easing the economics of launches.
For sellers, the credits reduce the upfront cost of testing new products through FBA, which can change the calculus on how aggressively to expand a catalogue.
For you, this means new-product launches into FBA carry lower upfront fees under the expanded programme. Worth timing new-product introductions to take advantage of the first 200-unit credits from 30 July, and factoring the savings into launch planning.
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