Amazon's New Seller Starter Kit is support provided to sellers on different sites, including commission deductions, logistics discounts, and advertising discounts. These benefits help sellers reduce costs significantly in the early stages of opening a store.
This year, for European site sellers, Amazon has even more significantly upgraded its benefit mechanism!
▲Before this upgrade, new sellers launching on Europe's five major established sites (UK, Germany, France, Italy, Spain)could only enjoy onenew seller starter kit worth $50,000.
▲After this upgrade, new sellers launching on the UK site and the four European countries (Germany, France, Italy, Spain) caneach enjoy onenew seller starter kit. Combined with the independent new seller starter kits for Europe's new sites (Netherlands, Sweden, Poland, Belgium, Ireland) launching in 2025,now sellers launching on the UK site, Europe's four major established sites, and Europe's new sites can enjoythree new seller starter kits, with a total value of over $150,000, a 50% increase from before!
Now launching on European sites, these tangible benefits can all be obtained
◎Commission Deductions, Save as You Sell
●The UK site, Europe's four major established sites, and Europe's new sites each offerup to€47,250in commission deduction coupons, directly offsetting commissions generated by brand sales.
◎Logistics Discounts, Direct Reduction in Shipping Costs
●Choose€90Amazon Partner Carrier Fee Discount, or€180Amazon Fulfillment Center Delivery Fee Discount;
●Automatically join“Amazon Logistics New Product Warehouse Entry Discount Plan”, enjoy limited-time free storage, free removal, and other services for new ASINs.
◎Advertising Promotions, Spend More, Get More Back
●After publishing the first sellable ASIN and starting advertising, you can get up to€1,000in product promotion advertising discount coupons in one package, as well as€45in coupon fee reductions.
◎Free Review Invitations, Drive New Product Traffic
●Value€180Amazon Review Management Tool(Vine) discount, helping new products quickly obtain high-quality reviews.
Tip
In addition, to encourage sellers to expand to more Amazon sites,Amazon launched a number of personalized benefits in 2026. These benefits are time-limited and open to eligible sellers and products. You can view all benefits you are eligible for on the “Seller Platform - Seller Benefits” page.
In addition to the starter kit worth up to $150,000, Amazon has also recently introduced one of the largest fee structural adjustments in its history, effectively reducing sellers' explicit and implicit costs in daily operations.
If the “New Seller Starter Kit” aims to help sellers effectively control initial investment in the startup phase, then the reduction of commissions and delivery fees helps sellers increase profit margins at the operational level. After the reduction of related fees, not only are commissions and delivery costs directly reduced, but the budget for promotional activities is also more controllable. With the growth of order volume, sellers will be able to achieve more significant profit increases.
Currently, the fee reduction policy has officially taken effect onJanuary 5, 2026, with the operating cost per item being reduced by up to£0.15/€0.17:
Sales Commission Reduction
1.Clothing and Accessories Category：
●For products priced up to £15/€15, the sales commission is reduced from 8% to 5%
●For products priced between £15-20/€15-20, the sales commission is reduced from 15% to 10%
2.Household Items: For products priced up to £20/€20, the sales commission is reduced from 15% to 8%
3.Pet Clothing and Food: For products priced up to £10/€10, the sales commission is reduced from 15% to 5%
4.Food and Vitamins, Minerals, and Supplements: For products priced up to £10/€10, the sales commission is reduced from 8% to 5%
Delivery Fee Reduction
1.For the five major established sites in the UK, Germany, France, Italy, and Spain, the average FBA delivery fee per package can save£0.26/€0.32
2.For low-priced products, the applicable range of FBA rates is expanded from products priced below £10/€10 to those priced at £20/€20 and below. For newly included products, the average FBA fee per item is reduced by £0.4/€0.45
Promotion Fee Cap Reduction
1.For promotional activities such as Lightning Deals andZ Deals, the upper limit of variable fees is significantly reduced (for example, the upper limit of Z Deals on the German site is reduced to €300), making peak season promotion costs more controllable.
Tip⏰
In the face of the new policy, many sellersare still unclear about which products in their stores can enjoy this commission discount. Now you can quickly query through the profit analysis control panel on the seller platform. The newly added “ASIN Fee Category Query Function”can help you filter out eligibleASINs, accurately identify which products belong to the newly established fee categories and can enjoy commission reductions, and evaluate the impact of rate adjustments on overall profits.
Sellers operating heavy and large items usually face two key challenges in the operation process: one is returns due to no one signing for them, and the logistics cost of a single return often offsets the profits of multiple orders; the other is the impact ofFBA inventory limits, which restricts stockpiling during peak seasons, causing traffic loss.
For these types of sellers, Amazon's European site has launched theHeavy and Large Items Delivery Program (MSF, Multi-SellerFlex), providing a faster and more efficient delivery experience for heavy and large items (23-120 kilograms), reducing the burden and increasing efficiency for sellers.
Currently,MSF is already open toGerman andUK site sellers. Just store your goods in an overseas warehouse that has enabled MSF, and after an order is generated, Amazon's exclusive logistics team will complete the "last mile" delivery from the overseas warehouse to the buyer:
◎Increased Exposure, More Flexible Inventory
●Products can getPrimemark, increase exposure and sales, and have the opportunity to enjoy discounts as low as 55% off; manage your own inventory, replenish and clear stock withoutFBA inventory limits; after-sales service is handled by Amazon's professional customer service, making sellers worry-free.
◎Upgraded Delivery Experience, Reduced Return Rate
●Buyers can schedule a 4-hour delivery time slot, deliver only when someone is at home; choose value-added services such as installation, assembly, and package recycling to maximize the shopping experience
◎No Technical Barriers, Quick Implementation
●The overseas warehouse system has been integrated with the seller platform, no additional development is required, and it is ready to use upon activation
In addition to tangible support and increased benefits, Amazon has also introduced a series of newservicesandtoolsaround sellers' core pain points in operating on multiple European sites, such as product selection, new product launches, promotions, and capital. These aim to standardize and simplify complex localized operation processes.
◎Launch of the European Site 2027 Spring/Summer Apparel Trends Report
Product Selection Not Based on Guesswork
Product selection planning and inventory management have always been one of the core challenges sellers face in the operation process. To help sellers improve product selection accuracy and operational efficiency, Amazon provides forward-looking trend insights to help sellers plan product selection and improve operational effectiveness.
The upcoming “European Site 2027 Spring/Summer Apparel Trends Report”deeply analyzes key consumer trends, accurately identifies category opportunities, and provides practical and feasible strategic recommendations. Not just for apparel, future reports will also cover outdoor sports equipment, machinery, and other categories.
◎Coupon Setting Copy Function Launched
One-Click Copy Easily Expands to Europe's 10 Major Sites
For multi-site promotional management, in the past, sellers needed to set up the same promotional activities separately on each European site when operating on multiple European sites, which was repetitive, time-consuming, and risky. Now that the coupon copy function has been launched, you only need to create a coupon on one European site and then one-click copy it to the other nine sites (including all European 10 major sites). The system will automatically check: whether the product is sellable on the target site, whether it meets the coupon conditions, and whether there are conflicting promotional activities.
You can find this feature through the followingmethods:
1) The “Sell Globally” page on the seller platform;
2) Banner prompts on the “Coupons” page of the seller platform;
◎Seller Wallet Launches in Europe
One-Stop Management of 7 Countries' Payments and Direct Payments
In terms of multi-site capital management, Amazon Seller Wallet has been expanded to seven major sites in Germany, France, Italy, Spain, the Netherlands, Belgium, and Ireland. Operations can be completed in one place directly on the seller platform. Transparent rates with no hidden fees; instant currency locking ensures that the amount received is exactly what is seen; you can directly pay European local suppliers and VAT in euros, eliminating the need for currency exchange and avoiding secondary exchange losses. Capital flows are safer and more worry-free!
◎Pan-EU Portal Upgrade,
One-Stop Center for Managing European Product Expansion
Amazon Logistics European Integrated Service Portal is a one-stop center for managing Pan-EU products. Here, you can view the registration status of products on each site and take all key operations, including managing products, permissions, value-added tax, EPR, and expanding into other market sites.
◎Limited-Time Offer!
Irish VAT Tax Number Subsidy€1,250
Before June 30, 2026, sellers who choose the officially recommended tax consultant and upload their tax number and activate inventory placement in Ireland can enjoy a free subsidy of up to €1,250, including the Irish VAT registration fee and two years of declaration service fees.
