Amazon FBA New Selection Programme Explained

Last Updated: May 2026

Amazon FBA New Selection Programme: What Is It and Should You Use It?

The FBA New Selection Programme is Amazon's incentive for sellers launching new products through Fulfilment by Amazon. It gives you free storage, free removals, free liquidation, free return processing, and a 10% average rebate on sales for eligible new-to-FBA products. If you are planning to add new products to your Amazon catalogue, this programme can significantly reduce your upfront costs and the financial risk of testing new lines. Here is how it works, who qualifies, and how to make the most of it.

What Does the Programme Actually Give You?

According to Amazon's UK programme page (Amazon UK, 2026), the FBA New Selection Programme offers the following benefits for eligible new-to-FBA parent ASINs:

• 10% average monthly rebate on sales of eligible new-to-FBA products. For brand-registered sellers, this applies to branded ASINs. The rebate covers up to 100 units for standard-size items over 120 days, and up to 30 units for oversized items over 90 days.
• Free monthly storage for the first 100 units of each new standard-size parent ASIN for 120 days after the first unit arrives at a fulfilment centre. For oversized items, it covers 50 units for 90 days. For clothing and shoes, it covers 100 units for 120 days.
• Free removals and liquidations within 180 days of your first inventory being received. If a product does not sell, you can pull it out or liquidate it without paying removal fees.
• Free return processing for categories like clothing, shoes, handbags, and eyewear, covering up to 20 units of each parent ASIN within 180 days
• New seller bonuses, including a shipping discount on your first Amazon-partnered carrier shipment and sponsored ad credits to help with your initial advertising push

Once you enrol, these benefits apply to an unlimited number of new parent ASINs per year. You do not need to re-enrol each time you launch a new product.

Who Is Eligible for the Programme?

There are two sets of requirements: seller eligibility and product eligibility.

Seller requirements: you need a Professional selling account (£25/month on Amazon UK). If you have been assigned an Inventory Performance Index (IPI) score, it must be 300 or higher. If you are brand new to FBA and have not yet been assigned an IPI, you can still enrol. According to Getida, Amazon assesses eligibility twice a year on April 1 and September 1 (Getida, "FBA New Selection Program", 2025). If your IPI drops below the threshold between assessments, you stay enrolled until the next review date.

Product requirements: the ASIN must be new to FBA. That means it has not been fulfilled through FBA within the past 180 days. Used items are not eligible. Products in media categories like books, DVDs, music, software, and video games are excluded. If you are moving an existing seller-fulfilled product to FBA and it has very low sales (five or fewer units per week over a four-week average), it may not qualify for the rebate specifically, though other benefits like free storage still apply.

How Do I Enrol?

Enrolling takes a few minutes. Log in to Seller Central, navigate to the FBA New Selection Programme page, and click to enrol. Amazon will confirm your eligibility, usually within a day or two. Once confirmed, any new-to-FBA ASINs you create and ship to a fulfilment centre will automatically receive the programme benefits.

If you are a brand-new seller setting up FBA for the first time, Amazon will auto-enrol you into the programme as long as you create your first FBA shipment within 90 days of listing your first product. You do not need to do anything extra.

One useful detail: enrolling in one Amazon store automatically enrols you across all Amazon stores where you have an active account. So if you sell on Amazon UK and Amazon Germany, one enrolment covers both.

Is It Worth Using for Product Launches?

Yes, and this is where the programme really earns its value. Launching a new product on Amazon typically involves upfront FBA storage costs, the risk of paying removal fees if the product does not sell, and the cost of returns in categories like clothing. The New Selection Programme removes or reduces most of these costs for the first few months, giving you a window to test whether a product has legs before committing to larger inventory orders.

We use this programme for our Amazon account management clients when they launch new products. The 10% rebate alone can make a meaningful difference to margins in the early weeks when sales volumes are still building, and your advertising costs tend to be higher as you establish visibility.

The free storage benefit is also valuable for testing. You can send 50 to 100 units of a new product to FBA, see how it performs over 90 to 120 days, and if it does not sell, liquidate or remove the stock without paying fees. Compare that to the normal scenario, where you would pay monthly storage fees from day one, plus aged inventory surcharges if the stock sits too long. For a full breakdown of how these costs add up, see our guide on Amazon selling fees.

What Mistakes Should I Avoid with This Programme?

The programme reduces your costs, but it does not guarantee your product will sell. Here are the mistakes we see sellers make:

• Launching without a plan. Free storage does not mean you should send random products to FBA and hope for the best. Every product you launch still needs proper keyword research, optimised listings, competitive pricing, and a PPC strategy. The programme saves you money on fees, but it cannot fix a product nobody is searching for.
• Ignoring the time limits. Free storage lasts 90 to 120 days, depending on product size. After that, normal storage fees kick in. If your product has not gained traction by then, use the free removal window to pull it out before you start paying.
• Forgetting about IPI. Your IPI score must remain above the threshold. If you are sending many new products to FBA and they are not selling, your IPI score will drop due to excess inventory. This could eventually disqualify you from the programme entirely.
• Not making listings retail-ready first. Sending a product to FBA without proper images, A+ Content, and keyword-optimised bullets means you are wasting the free launch window.

Make sure every new product is retail-ready before it arrives at a fulfilment centre. The clock on your free benefits starts ticking from the moment Amazon receives your first unit, so you want your listing converting from day one.

How Does It Fit into a Wider Launch Strategy?

At Kangaroo UK, we treat the New Selection Programme as one part of a broader product launch plan. The typical approach for a managed client looks like this: optimise the listing and make it retail-ready before shipping anything, enrol in the programme and send an initial test batch to FBA, launch Amazon PPC campaigns to drive initial visibility and sales velocity, monitor performance over the first 60 to 90 days, and then decide whether to scale up inventory or pull the product based on real data.

The programme gives you a low-cost window to gather that data. Without it, the financial pressure of storage fees and removal costs can push sellers to keep underperforming stock for too long or to pull out too early before a product has had a fair chance.

Launching a new product on Amazon?

Our Amazon team will help you set up the New Selection Programme, optimise your listings, and build a launch strategy that gives your new products the best chance of success. Book a free Amazon account review or call us on 01530 560177.

Author

Abhilav Vishwakarma, Amazon Marketplace Leader, Abhilav leads the Amazon team at Kangaroo UK, managing Seller and Vendor Central accounts for brands across the UK. He uses the FBA New Selection Programme as part of the product launch strategy for every managed client, combining it with listing optimisation and PPC to reduce risk and accelerate early sales.