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This article applies to selling in: United Kingdom

FBA New Selection programme

By participating in Fulfilment by Amazon (FBA) New Selection, you can qualify to get free monthly storage, free removals and free return processing on eligible new-to-FBA ASINs that you create for Amazon stores in the UK, Germany, France, Italy and Spain. In addition, if you are new to FBA, you can get up to €180 in sponsored ads promotional clicks and a €90 discount on Amazon partnered carrier shipping

To participate, you must enrol in the programme. After you enrol, we will determine whether you qualify for the fee waivers based on the eligibility criteria below.

By participating in FBA New Selection, you agree to the terms and conditions below.

Important: Enrol now

After enrolment, you will have access to the FBA New Selection dashboard, which helps show your engagement with the programme.

Programme details

  • Limited to new-to-FBA parent ASINs: Once you enrol in the programme, you can use the fee waiver benefits for an unlimited number of new-to-FBA parent ASINs that you create for Amazon stores in the UK, Germany, France, Italy and Spain.
  • Free monthly storage and free removals for standard-size ASINs: No monthly storage fees for the first 50 units of each new parent ASIN for 90 days after the first unit is received at a fulfilment centre. If you use Pan-European FBA, you can send inventory to fulfilment centres in the UK, Germany, France, Italy and Spain and get the monthly storage fee waived for the first 50 units combined across these stores. If you do not use Pan-European FBA, you will receive the storage fee benefit based on the first country in which you send units of your new ASIN to a fulfilment centre. You can remove any of these first 50 units within 180 days after the first inventory-received date, with no removal fees
  • Free monthly storage and free removals for oversize ASINs: No monthly storage fees for the first 30 units of each new parent ASIN for 90 days after the first unit is received at a fulfilment centre. If you use Pan-European FBA, you can send inventory to fulfilment centres in the UK, Germany, France, Italy and Spain and get the monthly storage fee waived for the first 30 units combined across these stores. If you do not use Pan-European FBA, you will receive the storage fee benefit based on the first country in which you send units of your new ASIN to a fulfilment centre. You can remove any of those first 30 units within 180 days after the first inventory-received date, with no removal fees.
  • Additional benefits for clothing, shoes and handbags: No monthly storage fees for the first 100 units of each new standard-size parent ASIN for 120 days after the first unit is received at a fulfilment centre. If you use Pan-European FBA, you can send inventory to fulfilment centres in the UK, Germany, France, Italy and Spain and get the monthly storage fee waived for the first 100 units combined across these stores. If you do not use Pan-European FBA, you will receive the storage fee benefit based on the first country in which you send units of your new ASIN to a fulfilment centre. You can remove any of those first 100 units within 180 days after the first inventory-received date, with no removal fees. We will waive return processing fees for up to 20 units of each standard-size parent ASIN. Returned items must be received at a fulfilment centre within 180 days of the first inventory-received date.
  • £160 in sponsored ads promotional clicks (new FBA sellers only): If you are new to FBA and you enrol in FBA New Selection, we will provide £160 in sponsored ads promotional clicks and free campaign creation. You will get the first £80 when you enrol and launch a campaign with no end date for an FBA ASIN. You will get the second £80 if you advertise an FBA ASIN for at least 30 days. ASINs do not have to be new to FBA to get this benefit. Any unused promotional clicks will expire 30 days after they have been applied.
  • £80 discount on shipping (new FBA sellers only): If you are new to FBA and you enrol in FBA New Selection, we will waive the first £80 in charges for Amazon partnered carrier shipping. ASINs do not have to be new to FBA to get this discount
Note: Due to Brexit, as of January 1, 2021, Amazon is unable to return inventory across the border between the UK and EU. To remove inventory from UK fulfilment centres, you must enter a valid UK address. To remove inventory from EU fulfilment centres (Germany, France, Italy, Spain, Poland and Czech Republic), you must enter a valid EU address. To learn more, refer to Prepare your Amazon business for Brexit.

Seller eligibility

Professional sellers are eligible to enrol in FBA New Selection. If you have been assigned an Inventory Performance Index (IPI) score, you must have a score of 400 or higher to qualify for the programme. If you are a new Professional seller or have yet to be assigned an IPI score, you can also enrol in the programme and receive the programme’s benefits.

To get the benefits, you must maintain eligibility after enrolment. Your eligibility status will be updated daily, based on your IPI score.

You will remain eligible until the next assessment, on April 1, even if your IPI score changes before that date. If your IPI score is below 400 as of April 1, you will be removed from the programme.

If you have enrolled but are not eligible for the programme benefits because your IPI score is below 400, you will become eligible if your IPI score is 400 or higher on the next daily assessment date.

Enrolled sellers must be eligible for the programme on the date that their first new-to-FBA ASIN is received at the fulfilment centre in order for that ASIN to qualify for the programme’s free monthly storage, free removals and free return processing benefits.

To receive the first £80 in sponsored ads promotional clicks, you must enrol in FBA New Selection and complete the following:

  • List a product eligible for FBA within 60 days of enrolment.
  • Set up a sponsored ads campaign with no end date manually or by using campaign creation for the newly listed ASIN within 30 days of launching an FBA product.

To receive the second £80 in sponsored ads promotional clicks, you must advertise an FBA ASIN for at least 30 days.

Note: Sellers who are located in France, Italy, Spain and Turkey (based on the country of residence entered for your account) are not eligible for sponsored ads promotional clicks through this programme.

ASIN eligibility

Standard-size and oversize (including small, medium and large oversize, but not special oversize) ASINs are eligible for the programme.

Parent ASINs must be new to FBA in the UK, Germany, France, Italy and Spain.

ASINs in Media categories and used items are not eligible. Media categories are Books, DVDs, Music, Software & Computer/Video Games, Video, Video Game Consoles and Video Game Accessories.

Only clothing, shoes and handbags ASINs are eligible for free returns processing.

Tip: Use our product search tool to see if your ASIN is new to FBA across Amazon’s European stores.

For more details, refer to the Programme terms and conditions section below.

Frequently asked questions

Am I limited to sending 50 or fewer units to fulfilment centres?

No, you can send in as many units as you like. However, only the first 50 units of each eligible standard-size ASIN and 30 units of each oversize ASIN that are received at fulfilment centres will qualify for the fee waivers.

I am a new FBA seller. If the charge is less than £80 for my first shipment to fulfilment centres, will the rest of the discount be applied to later shipments?

Yes. We will waive Amazon partnered carrier shipping fees for you until you reach the £80 threshold. The discount only applies to charges on deliveries to fulfilment centres through the Amazon Partnered Carrier programme.

Can I test an ASIN in one European marketplace if it already exists in a different one?

No. The ASINs that you create must be new to FBA in the UK, Germany, France, Italy and Spain to be eligible for this programme. ASINs that already exist and are sold through FBA in any of these European stores are not eligible.

Can I test a new ASIN in two countries, for example in the UK and Germany?

If you are in Pan-European FBA, you can test a new ASIN across Amazon’s European stores at one time. If you are not in Pan-European FBA, you can test an ASIN in only one European store. In either case, the ASIN must be new to FBA in all five European stores.

If my ASINs are EAN exempt or do not have an EAN number, will they still qualify for the programme?

Yes, if the created ASINs meet all the eligibility criteria and adhere to the ASIN creation policy, they will qualify to get the benefits.

Programme terms and conditions

The English version of these terms and conditions is the definitive legal version. Translations into German, French, Italian, Spanish, Chinese, Japanese and Korean are available for your ease of reference only.

The following terms and conditions (these ‘Terms’) supplement the Amazon Services Europe Business Solutions Agreement, including the FBA Service Terms, and govern your participation in the FBA New Selection Programme (the ‘Programme’). Unless otherwise provided in these Terms, all capitalised terms are as defined in the BSA and the FBA Service Terms. By participating in the Programme, you agree to these Terms.

  1. The Programme started on April 1, 2020 and is available in the Amazon European stores of the UK, Germany, France, Italy and Spain.
  2. Only Professional Sellers are eligible for the Programme. Your participation in the Programme is subject to Amazon’s approval.
  3. To be an eligible seller for the FBA New Selection Programme, Professional sellers who have been assigned an IPI score must have a score of 400 or higher. New Professional sellers, or sellers yet to be assigned an IPI score, are also eligible to enrol in the programme and receive benefits. To get the benefits, sellers must enrol in the programme and maintain eligibility status.
  4. ‘Eligible ASIN’ means ASINs you create for FBA after you are enrolled in the Programme that are:

    1. New to FBA across Amazon European stores (the UK, Germany, France, Italy and Spain);
    2. A parent ASIN new to FBA;
    3. Not a Media product or used item;
    4. Standard-size or oversize (including small, medium and large oversize, but not special oversize); and
    5. Received at an Amazon fulfilment centre after April 1, 2021.
  5. To be eligible for free returns processing, an ASIN must be in the Clothing & Accessories, Shoes & handbags category and meet the Eligible ASIN criteria specified above.
  6. Eligible ASINs exclude:
    1. New child ASINs created under a parent ASIN that already exists on FBA;
    2. New ASINs created by ‘bundling’ the same or different existing FBA ASINs; and
    3. Media and used items.
  7. Seller must be enrolled in the Programme before an ASIN’s first inventory-received date at an Amazon fulfilment centre for the ASIN to qualify for monthly storage, removal and return processing fee waivers.
  8. To be eligible for the discount on the shipment charge, sellers must:
    1. Be new to FBA (have not sent inventory to FBA ever or for one year or more);
    2. Send their first shipment to a fulfilment centre after April 1, 2021;
    3. Be enrolled in the FBA New Selection programme before sending their first shipment to a fulfilment centre; and
    4. Use an Amazon partnered carrier to send their shipment to a fulfilment centre.
  9. For each Eligible ASIN, FBA will waive monthly storage fees for the first 50 units received at an Amazon fulfilment centre for up to 90 days after the first inventory-received date. If a seller is not in the Pan-European FBA Programme, this benefit is applied based on the first country in which units of the new ASIN are sent. Sellers in Pan-European FBA can send inventory to fulfilment centres in any of the Amazon stores in the UK, Germany, France, Italy and Spain and get the monthly storage fee waived for the first 50 units combined across these stores. Sellers can remove any of those first 50 units within 180 days after the first inventory-received date, with no FBA removal fees.
  10. For each Eligible oversize ASIN, FBA will waive monthly storage fees for the first 30 units received at Amazon fulfilment centres for up to 90 days after the first inventory-received date. If a seller is not in the Pan-European FBA Programme, this benefit is applied based on the first country in which units of the new ASIN are sent. Sellers in Pan-European FBA can send inventory to fulfilment centres in any of the Amazon stores in the UK, Germany, France, Italy and Spain and get the monthly storage fee waived for the first 30 units combined across these stores. Sellers can remove of any of those first 30 units within 180 days after the first inventory-received date, with no FBA removal fees.
  11. For each Eligible Clothing, Shoes and Handbags ASIN, FBA will waive monthly storage fees for the first 100 units received at Amazon fulfilment centres for up to 120 days after the first inventory-received date. If a seller is not in the Pan-European FBA programme, this benefit will apply based on the first country in which units of the new ASIN are sent. Sellers in Pan-European FBA can send inventory to fulfilment centres in any of the Amazon stores in the UK, Germany, France, Italy and Spain and get the monthly storage fee waived for the first 100 units combined across these stores. Sellers can remove of any of those first 100 units within 180 days after the first inventory-received date, with no FBA removal fees. FBA will waive return processing fees for up to 20 units of each eligible parent ASIN. Returned items must be received at a fulfilment centre within 180 days of the first inventory-received date.
  12. A parent ASIN and variations of it (child ASINs) are considered one ASIN for determining the first 50 units of each eligible ASIN.
  13. Amazon may change or cancel the Programme at any time by giving you 30 days’ prior written notice.
  14. Participation in the Fulfilment by Amazon Programme is subject to the FBA Service Terms and policies in the BSA. These Terms will terminate automatically upon any termination of the BSA or the FBA Service Terms.
  15. You acknowledge that storing units in an additional country to your home marketplace country will trigger additional VAT obligations for your business and may trigger other reporting requirements such as Intrastat. You will be responsible for the collection and payment of your taxes together with the filing of all relevant returns where required.

Promotional clicks terms and conditions

For select Sellers eligible to advertise for Sponsored Ads, Amazon will apply a single promotional clicks amount, £160 , to Sellers Amazon sponsored ads account, which can be redeemed for sponsored ads.

  1. This promotion is available only to Sellers individually invited by Amazon to participate (‘Advertisers’).
  2. The Advertiser must have an FBA eligible ASIN within 30 days of enrolment.
  3. The Advertiser must enrol in the Programme and launch a Sponsored Products, Sponsored Display or Sponsored Brands campaign with at least one FBA ASIN and no campaign end date to receive the first £80 (the ‘Qualifying Action’).
  4. The advertiser must be actively advertising at least one FBA ASIN 30 days after the Qualifying action to receive the second £80 (the ‘Second Qualifying Action’).
  5. Advertisers will be eligible for the promotion in the following marketplaces: Japan, the United States, Germany and the United Kingdom.
  6. If the Advertiser is enrolling in Europe (defined as the United Kingdom and Germany), the Advertiser will get one set of click credits for the region. The click credits will be applied to the first market the seller completes the Qualifying Action in.
  7. Advertisers originating from France, Italy, Spain and Turkey are not eligible for this promotion.
  8. Advertisers will be charged for any clicks received before the promotional clicks are applied and for all advertising that exceeds the promotional clicks amount. Advertisers can suspend or pause their ad(s) any time before the promotional clicks amount is exhausted if they do not wish to receive additional advertising charges. Advertisers are responsible for monitoring promotional clicks usage as Advertisers will not be notified once the promotional clicks amount is exhausted.
  9. Advertisers must complete the Qualifying Action within 30 days of getting their first FBA eligible ASIN.
  10. Amazon will apply the promotional clicks for the Qualifying Action to the Advertisers’ account within two weeks of completing the Qualifying Action.
  11. Amazon will apply the promotional clicks for the Second Qualifying Action within two weeks of completing the Second Qualifying Action.
  12. Advertisers can redeem this promotion once during the Promotional Period.
  13. Any unused promotional clicks will expire 30 days after they have been applied.
  14. Advertisers must maintain an advertising account in good standing with Amazon, subject to the terms of the Amazon Advertising Agreement.
  15. This offer and the promotional clicks are non-transferable, not for resale and not redeemable for cash.
  16. This offer is void where prohibited by law and in the event of fraud, mistake or any failure to satisfy any terms of the offer.
  17. Advertiser’s use of the promotional clicks constitutes Advertiser’s acceptance of these terms and conditions.
  18. Advertisers must have a valid payment method for advertising fees on file to receive the promotional clicks.
  19. Amazon reserves the right, at its sole discretion, to terminate or modify this offer at any time.
  20. If Advertiser’s advertising account is in a different currency than the one in which Advertiser’s promotional clicks have been awarded, the actual amount of the promotional clicks may be subject to foreign currency fluctuations.
  21. Advertiser is responsible for the payment of any taxes incurred.
  22. Limit of one promotional click amount per advertiser account.
  23. Currency of the promotional clicks depends on the advertiser account.

Sponsored Products campaign creation

  • Within 10 working days from the date your first Sponsored Products-eligible FBA ASIN is created, we will set up the ASINs that are eligible for advertising and that customers are most likely to engage with and find helpful in their shopping journey, with one automatic targeting campaign, with up to 100,000 products. If we do not recognise your Amazon Advertising account or none of your eligible products are in stock, you will not be eligible for this programme.
  • We will create and activate campaigns for all countries in Europe that you have selected. Note that you must be actively selling and eligible to advertise in those countries, and that you cannot already be advertising there.
  • The campaign will have an average daily budget of £/€10 and cost-per-click bid of £/€0.20. We will use the default setting of ‘Dynamic bids - up and down’ so that bids will be raised (by a maximum of 100%) in real time when the ad may be more likely to convert to a sale, and be lowered when less likely to convert to a sale.
  • If you have not yet registered to use sponsored ads and apply for this campaign creation service, you are deemed to also apply for registration. Your account will be automatically registered for sponsored ads.
  • After creating the campaign within 10 working days, we will send you a confirmation email. (In rare cases, the notification may take longer than 10 working days). The campaign will be activated starting seven days after the confirmation email is sent, and it will remain active until you choose to pause it.
  • We suggest you run this campaign for at least two months to measure performance and optimise based on your advertising goals.
  • After the campaign has been activated, an Amazon Advertising specialist will contact you to offer free personalised support, helping you to analyse your campaigns and improve performance. This support will be extended until the end of the second month from the day of the campaign’s activation.
  • Only individuals who are authorised to manage your Amazon Advertising account should apply for the campaign creation service.
  • If you want to edit or pause your campaign, you can make those changes in the campaign manager by changing its settings, removing the campaign start date or pausing the campaign.
  • Products that are featured offers and are in stock are eligible for advertising.
  • Amazon in its sole discretion may modify, restrict or terminate this programme at any time and without notice.
  • You are responsible for any charges incurred as a result of the campaign (including any charges above any promotional free clicks Amazon provides).
  • If you want to learn more about Amazon Advertising eligibility, please refer to Amazon Advertising’s ad specs and policies for the UK and Germany.
  • Amazon will provide the campaign creation service for free, but the campaign will incur costs with every click. T&Cs for click credits apply: view the terms for the UK and Germany


FBA New Selection programme


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