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⇱ New Seller Guide and Incentives on Amazon Italy

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Over €47,250 in savings on referral fees

Enjoy automatic discounts on referral fees in your first year β€” lower fees from your very first sale.
€39 (excl. VAT) a month.

New Seller Incentives

€39 (excl. VAT) a month.
As a new brand on Amazon, you'll automatically receive discounts on referral fees that lower your costs when margins matter more. Referral fees are the percentage or minimum amount that Amazon charges on each sale β€” and we'll reduce yours. You'll also receive other incentives for Fulfilment by Amazon, advertising and more.

Amazon selling programme

Your incentive

How to get it

Brand Registry incentives
10% back on the first €45,000 in branded sales, then 5% back for the first year until you reach €900,000
Enrol your brand in Amazon Brand Registry within six months of listing your first eligible product. The incentive expires 12 months after your eligibility for the programme ends (reaching the maximum limit or the 1-year eligibility period passing). Learn more.
€180 credit
Enrol your brand in Amazon Brand Registry within six months of listing your first eligible product, then enrol a product in Vine within 90 days of becoming eligible for brand benefits (either when you enrolled in Brand Registry or when you listed your first eligible product). If unused, the credit will expire after one year from the date you become eligible for the benefit. Learn more.
FBA incentives
€90 credit towards shipping fees into the Amazon fulfilment network
Use the Amazon Partnered Carrier Programme to send eligible products into the Amazon Fulfilment Network within 90 days of listing your first purchasable product. If unused, the credit will expire after one year from the date the FBA inventory is received. Learn more.


€180 credit towards fulfilment costs
Use the Amazon Global Logistics to send eligible products into the Amazon Fulfilment Network within 90 days of listing your first purchasable product. The credit will expire after one year from the date the FBA inventory is received. Learn more.
Other FBA programmes
Free storage, liquidations and customer returns with automatic enrolment in the Fulfilment by Amazon New Selection Programme
Send eligible products to the Amazon Fulfilment Network within 90 days of listing your first purchasable product to take advantage of automatic enrolment in the Fulfilment by Amazon New Selection Programme. Learn more.
Selling partners on a Professional plan who register for the Pan-European Programme for the first time will be exempt from the low-inventory cost coverage fee (Pan-European Programme) for the first year after Pan-EU is activated. Learn more.
Send eligible products to the Amazon Fulfilment Network. The exemption will expire after one year from the date the FBA inventory is received. Learn more.
Advertising incentives
€42 credit when you spend €42
€170 credit when you spend €170
€850 credit when you spend €850
Launch your first Sponsored Products campaign within 90 days of listing your first buyable product. Within the first 30 days of launching your campaign, if you spend €42 you'll receive €42 in Ad Credits, if you spend €170 you'll receive €170 in Ad Credits, and if you spend €850 you'll receive €850 in Ad Credits. These free Ad Credits of the corresponding value will be credited to your account within 14 business days and valid for 30 days. Note that credits cannot be applied to your initial qualifying spend and are available only once per advertising ID in eligible marketplaces. Find out more
€45 credit
Create a Voucher for an eligible product within 90 days of listing your first purchasable product. The credit will expires one year after you create your first voucher. Learn more.

Frequently Asked Questions

What are the incentives that Amazon offers to help you adopt New Seller Guide services?
Amazon provides incentives for new sellers to launch their e-commerce business. By enrolling your brand in Amazon Brand Registry, you can receive up to 10% back on your branded sales up to €45,000 and then 5% back throughout the first year until you reach €900,000 in sales.

You can also benefit from credit for advertising and fulfilment. You can see the detailed list of New Seller Incentives here.
Who is eligible for Amazon's New Seller Incentives programme?
The New Seller Incentives are divided into Brand Registry benefits, Fulfilment by Amazon (FBA) benefits and Advertising benefits, which are exclusively available to professional sellers and determined based on when your first buyable ASIN was listed. Amazon reserves to right to determine benefit eligibility, and the incentives are subject to the applicable terms and conditions.

Each selling programme offers unique methods for accessing these benefits:

- Brand owner benefits: New sellers who complete Brand Registry within six months of the first offer being listed and are identified as the first brand owners with Amazon Brand Registry will qualify for the benefits.

- Fulfilment by Amazon (FBA) benefits: New sellers who create and send their first Fulfilment by Amazon (FBA) shipment to an Amazon fulfilment centre within 90 days of their offer being listed qualify for the benefits.

- Advertising benefits: New sellers who use Sponsored Products and Amazon vouchers within 90 days of their offer being listed qualify for the benefits.
How can I claim incentives as a new Amazon seller?
The incentive benefits will be reflected as credits, which you can review on the New Seller Incentives dashboard. The benefit disbursement timing will vary according to the programme. You can find detailed information for each here.

Get over €47,250 in incentives

New sellers can save thousands of euros with credits, bonuses and exclusive benefits.

A Professional selling account costs €39 (VAT excluded) per month + referral fees. Find out more
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