Entering Amazon’s marketplace in 2025 comes with real challenges—rising costs, tighter margins, and growing competition are putting pressure on even the most prepared sellers. In fact, nearly 40% of brands cite concerns due to escalating expenses like shipping and advertising. For new sellers, these hurdles can feel overwhelming. But there’s good news: Amazon is stepping up.
The New Seller Incentives program is designed to ease a brand’s entry into the marketplace with valuable perks like waived fees, advertising credits, and fulfillment support. Whether launching a new product line or expanding internationally, these benefits can significantly lower upfront costs and accelerate growth. In this blog, we explore the hidden opportunities for sellers and share valuable tips to unlock seller incentives on Amazon. So, let’s read further.
The Big Changes in Amazon’s New Seller Incentives for 2025
- Waiver of Inbound Placement Fees for New Parent ASINs in the FBA New Selection Program: Amazon will waive inbound placement service fees for newly registered parent ASINs that meet the criteria of the FBA New Selection Program. This exemption applies to shipments generated between December 1, 2024, and March 31, 2025, and is valid for up to 100 inbound units per qualifying parent ASIN. The goal is to ease initial expenses for sellers introducing new products during this promotional window.
- Enhanced Incentives to Support Growth of Targeted New Selections: Starting January 15, 2025, the marketplace introduced fee discounts within the Amazon New Seller Incentives and FBA New Selection programs. These limited-duration discounts focus on encouraging growth in specific product segments, including everyday essentials, high-demand items with limited selection, and popular brands where customers seek wider availability.
What’s Already in Place for New Sellers?
The following are some benefits for new Amazon sellers that already exist:
| Benefits | Description | Seller Advantage |
| Brand Registry Benefits | For sellers completing Brand Registry within six months of listing their first offer: 10% on the first $50,000 and 5% on the next $950,000. | Increased profitability and brand protection. |
| Amazon Vine Credits | $200 in credits to distribute free units to trusted reviewers; enrollment within 90 days of qualifying. | Accelerates authentic product reviews, boosting trust and sales. |
| FBA New Selection Program | Automatic enrollment for new-to-FBA ASINs with free storage, returns processing, and liquidation for 90 days. | Reduces upfront inventory costs and risk. |
| Inbound Shipping Fee Credits | With the Amazon Partnered Carrier Program, sellers receive up to $100 reimbursement per shipment for inbound shipping costs.
International shipments via Amazon Global Logistics (AGL) can get up to a $200 credit on delivery fees. |
Lowers shipping expenses, improving margins. |
| Multi-Channel Fulfillment (MCF) Discounts | 10% off fulfillment fees on the first 100 MCF shipments. | Cost savings when fulfilling orders from multiple sales channels. |
| No Storage Utilization or Low Inventory Fees | Exemption from storage and low inventory fees for 365 days after the first FBA inventory receipt. | Avoids extra fees, easing cash flow during early growth. |
| Advertising Credits | Up to $50 in Sponsored Products ad credits and $50 in coupon credits if sellers run Sponsored Products ads and use Amazon Coupons within 90 days of first sale. | Boosts product visibility with reduced upfront advertising costs. |
The Process to Access Amazon’s New Seller Incentives
Enrollment happens through two main processes:
1. Automatic Enrollment
Most eligible new sellers are automatically enrolled in the program once they meet Amazon’s criteria. This includes registering your brand under the Professional Selling Plan and listing the first buyable ASIN after the program’s start date. Sellers can verify their enrollment status and track incentives via the New Seller Incentives dashboard in Seller Central.
2. Manual Enrollment
If a seller is eligible but not automatically enrolled, they can manually opt into the program through Amazon Seller Central. This ensures they don’t miss out on valuable benefits. Amazon provides clear instructions and a dedicated section in Seller Central for manual enrollment.
For enrollment, sellers need to take care of the following:
- Requirement 1: Complete the Brand Registry process within six months if you are a brand owner. For this, you are required to have a registered or pending government-issued trademark.
- Requirement 2: Sign up for Fulfillment by Amazon (FBA) within 90 days of listing your first product.
- Requirement 3: Launch a Sponsored Products advertising campaign within 90 days of your first sale.
- Requirement 4: Use Amazon Coupons to promote your products within 90 days of your first sale; simply listing your products enables this feature.
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Essential Tips for Leveraging Amazon NSI to Grow Your Business
- Backwards Planning from Incentive Expiry Dates: Plan your product launches and campaigns by working backwards from when credits or fee waivers expire. For example, advertising credits expire after 30 days from the date they are applied to the Seller’s account. This window is the perfect opportunity to schedule major promotional pushes to utilize the available budget.
- Align Product Launches Strategically: Plan new product launches to coincide with peak demand seasons for your product category. For example, release summer-related products just before the season starts to fully use the 90-day free storage period.
- Set Automated Alerts for Credit Expiry: Use calendar reminders or Amazon Seller Central features to track when your advertising, shipping, or FBA fee credits expire so you don’t lose unused benefits.
New to Amazon? Key FAQs About the New Seller Incentives Program Answered
To help you navigate the New Seller Incentives (NSI) program, we’ve compiled answers to some of the most frequently asked questions below:
1. Are there any product eligibility restrictions for participation in Amazon’s NSI program?
Yes, certain product categories are excluded from the NSI program. Refurbished items, media categories (books, music), and unbranded child ASINs are not eligible for NSI benefits.
2. Can new sellers on the Individual selling plan participate in NSI?
No, NSI benefits are generally available to Professional sellers enrolled in FBA. Individual sellers must upgrade to Professional to access these incentives.
3. How do new sellers track NSI benefits and credits in Seller Central?
Navigate to the “New Seller Incentives” section in your Seller Central dashboard. Sellers can find it either in the left-hand menu or under the “Promotions” or “Benefits” tabs. Here, sellers can view the incentives they qualify for, track their progress toward bonuses, and find additional resources about the program.
4. Are existing sellers eligible for Amazon’s NSI Program?
Existing sellers can qualify for Amazon’s New Seller Incentives if they open a new store in a marketplace where they have not previously sold, such as launching a business in the US, Japan, or entering a European market for the first time.
5. Why is the FBA Inbound Placement Service Fee charged on the first shipment?
The placement fee is charged on the first shipment because credits are only issued after the Amazon fulfillment center receives that shipment.
Amazon’s New Seller Incentives program comes with strict and time-sensitive requirements. For sellers starting a business in a new marketplace, working through these deadlines while understanding product eligibility, program restrictions, and operational complexities can be overwhelming.
By outsourcing Amazon Seller Central management services to our team, you can streamline every aspect of your store’s operations—from inventory and order management to advertising and brand analytics—ensuring compliance and efficiency. As a verified Amazon SPN partner, we adhere strictly to Amazon’s policies and marketplace standards, positioning us to offer reliable Amazon marketplace support.
