You have until October 31 to confirm you want the benefits
By Vanessa Hung · July 5, 2026 · Curated by George's Blog
You have until October 31 to confirm you want the benefits
Amazon is rolling out the New Selection Program 2026 on July 30. It offers fee credits, free storage, Vine credits, and liquidation coverage for new-to-FBA branded ASINs.
Sellers already enrolled in the current version see the phrase automatic enrollment and assume the benefits continue with no input required from them.
For the record, automatic enrollment only covers the introductory window, July 30 through October 31. Once that window closes, benefits stop for any ASIN listed after October 31 unless you have accepted the updated program terms.
Amazon treats automatic enrollment and confirmation as two separate steps.
Automatic enrollment prevents a coverage gap during the transition period. Confirmation is the distinct account action that records your acceptance of the updated program terms, including the new benefit tiers, credit structure, and exclusions.
That is the part sellers can easily miss.
There is a second rule worth knowing: New Selection Program 2026 benefits do not stack with New Seller Incentives. If an ASIN is eligible for both, Amazon says New Seller Incentives benefits will be applied first.
So maybe it's time to check your seller incentive dashboard now. If it shows automatic enrollment, put October 31 on your calendar and make sure the confirmation is done before that date. If you are launching new branded ASINs after July 30, enroll directly rather than relying on automatic coverage that will not reach you.
♻️ If someone on your team owns FBA launches, repost it so they catch the October 31 date too.
#AmazonFBA #AmazonSellers #EcommerceOperations #SellerCentral #ProductLaunch