Amazon puts its new-seller incentives in Europe at more than £42,000 and names 1 October to 31 March as the best period to enter. What is in the package, who qualifies, and why sellers cannot apply on their own.
Amazon offers new sellers in Europe an incentive package worth more than £42,000. There is no button to switch it on. One route leads to it, through an agency inside Amazon’s partner programme. And it runs on a clock: Amazon names 1 October to 31 March as the best period to enter. The window opens in a month, so here is what is in the package and who qualifies.
£42,000 is the largest number, not the whole thing. The incentives also cover faster onboarding, catalogue support — someone goes through your listings with you and points you towards A+ content — and access to more than twenty specialist teams inside Amazon.
Amazon adds two figures of its own. Sellers who follow its New Seller Guide see up to nine times the sales in their first year. Expanding into Europe saves 53% on fulfilment. Those are Amazon’s numbers from Amazon’s page. We have not measured them, so read them as a promise rather than a guarantee.
The conditions target sellers who are not yet earning on Amazon. Not the ones who have been running for years and want a discount.
| Area | What Amazon asks for |
|---|---|
| Account status | Brand new and unregistered · registered but no listings for three months or more · active with under $10,000 (about €8,600) in revenue over the last 12 months |
| Catalogue | Any category. At least 10 SKUs ready to list, at a competitive price |
| Potential | Projected revenue of $100,000 (about €86,000) or more in the first year, e-commerce experience, readiness for more countries |
| Operations | Working logistics and an interest in FBA |
Conditions from the Amazon EU Agency Program page, verified 4 September 2026. Amazon lists two different amounts: $10,000 is a ceiling on actual revenue over the last twelve months, $100,000 is a projection for the first year.
The second row is the most common case by far. An account someone opened once, then other work came along, and it has been sitting there since. It qualifies.
Registration is not the only thing standing between a decision and a first order. There is also EPR in Germany and France, GTINs, an account health check, listing fixes and getting stock into FBA. Weeks, not days.
Decide in December and you miss the season you were aiming at. Decide in October and you have stock in place for the next one — inside the window Amazon itself calls the best time to start.
Amazon describes three steps: check eligibility, fill in a short form, get confirmation within 48 hours. One detail decides everything, though. You do not submit that form. The agency inside the programme submits it for you.
Membership is by invitation. You cannot buy it and you cannot simply claim it on your website. The programme has four tiers, and higher tiers add dedicated catalogue support, better leads, meetings with Amazon leadership and fulfilment centre visits.
The best place to check who is really in it is Amazon’s own page. Three agencies were given space there, and EXPANDO is one of them. Iryna, our Global Sales Manager, speaks for us:
“Our clients hear about important updates and new opportunities even before the rest of the market even knows that they exist.” — Iryna Mavrodii, Global Sales Manager, EXPANDO
Of the three service providers featured on that page, only EXPANDO has a video; the other two have a quote. This is not a claim we make about ourselves — it is Amazon’s page, and you can go and look: sell.amazon.co.uk/learn/amazon-eu-agency-program
No. The programme is for service providers and runs by invitation. You enter as a referral through an agency that is a member.
Not for the programme — Amazon states it is free. Selling and fulfilment fees do not disappear, though. The incentives reduce them, they do not remove them.
If it is registered and has had no listings for three months or more, yes. The same goes for an account that has done under $10,000, about €8,600, in the last twelve months.
Every figure and condition in this article comes from the official Amazon EU Agency Program page, verified 4 September 2026. Amazon mixes currencies on that page: incentives in pounds (£42,000, UK version), eligibility thresholds in dollars. Euro equivalents are converted at the ECB rate of 1.1615 USD/EUR on 3 September 2026 and are indicative. Incentives change over time, and Amazon confirms the specific offer only at the referral stage.
For what entering a new market looks like in numbers, see selling on Amazon UK: €750k in the first year. For what has to be sorted out before a listing goes live, see the piece on the authorised representative for EPR.
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