Effective as of March 26, 2026, we’ll update how eligible sellers in the Amazon UK store receive £42,000 credits through the New Brand Bonus. You’ll now get credits within one week, instead of having to wait a month.

Also, effective as of March 26, 2026, the United Kingdom and European Union stores (Germany, France, Italy, Spain) are treated as separate regions for New Seller Incentives. Sellers can now independently qualify for the New Brand Bonus in each region, enabling you to receive benefits worth up to £42,000 in the UK and €47,250 in the EU stores.

Your credits will apply as a referral fee discount:

• 10% discount on your first £40,000 in eligible branded sales
• 5% discount on the next £760,000 in eligible branded sales

You can use these credits for up to one year after becoming eligible or until you reach £42,000 in total credits, whichever comes first.

To qualify, you must:

• Enrol in Amazon Brand Registry before or within six months of creating your first buyable ASIN in the UK store
• Be identified as the first owner of the brand in Amazon Brand Registry

This only applies if your eligibility is March 26, 2026 or later. If you were eligible before this date, you’ll continue to receive your credits monthly.

To enrol, go to Amazon Brand Registry.

For more information, visit the New Seller Incentives help page.