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Happy Friday,
A banner went up in Seller Central this week, and it was good news. Free money — referral reductions, coupon credits, storage waivers, all bundled into the New Selection Program, 2026 edition. Best of all, the banner said, you don't have to do anything. You're enrolled automatically.
Automatically. Until October 31, when you have to do something.
The introductory offer
Here's the shape of the generosity. If you're already in, the benefits flow to your new branded listings starting July 30 — an "introductory offer," in Amazon's words. Introductory, because it introduces itself and then leaves. To keep those automatic benefits on anything you list after October 31, you log in, find the updated terms, and accept them. You confirm the enrollment you were told was automatic.
It's automatic the way a free trial is free. The enrollment happens on its own. So does the un-enrollment, unless you get in its way.
There are, for the record, three dates. June 17, when sellers not already in could start signing up. July 30, when the new program switches on and the old one switches off for new listings. October 31, when the automatic thing stops being automatic unless you've confirmed it. Miss that last one and you keep what you already earned — but every new listing after it gets nothing, quietly, no banner. Banners are for the good news.
The eligibility is its own small maze. Branded parent ASINs, new to FBA — meaning no FBA shipment in the past twelve months, by you or by any seller, anywhere. Standard and oversize qualify. Used doesn't. So you'll want to check which launches count, which means reading the terms, which returns you to the thing you have to do to keep the thing you didn't have to do anything to get.
None of this is a trap. The credits are real and worth having. It's just a gift you have to re-accept in writing — before the date it quietly stops being one.
This Week In Amazon
AWS spent the week announcing it will help the Department of Energy design nuclear reactors. Your account health dashboard flagged you, the same week, for a late-shipment rate of 1.2%.
Multi-Channel Fulfillment launched "Preferred Pricing," a volume discount that caps at 50,000 units — generous right up until you're big enough to need it.
Every tool you already pay for added "MCP support" this week and emailed you to say so. Not one email explained what MCP is. You support it now too.
Quick Win
If you launch branded, new-to-FBA products, set one recurring calendar hold for October 31: "Confirm New Selection Program enrollment." Then, before you list anything new after July 30, check the line that trips people — a parent ASIN only counts as new-to-FBA if nobody has shipped it to FBA in the past twelve months, you included. Pull your planned launches, confirm each clears that bar, and you'll collect the credits instead of finding out in November that the automatic thing lapsed.
P.S. Know someone launching a dozen ASINs this fall who thinks "automatic" means automatic? Forward this before October 31 — it's the difference between free credits and a calendar reminder they never set. They can subscribe at newsletter.myAMZelite.com.
Any questions? Book a meeting with me here.
Dan Head
Founder, AMZ Elite
