How to use Amazon’s FBA New Selection Program

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Amazon’s FBA New Selection Program is designed to help new and small businesses quickly scale their operations by reducing the upfront costs and barriers associated with selling on Amazon. It offers an incentive to sellers who want to introduce new products to Amazon’s marketplace by providing benefits like fee waivers, marketing support, and other resources. The goal is to encourage the addition of new products to Amazon’s catalog, helping sellers gain traction and visibility for their new items.

If you are considering using the FBA New Selection Program, here is a step-by-step guide on how to take advantage of it:


1. Understand the FBA New Selection Program

The FBA New Selection Program is designed specifically for new-to-Amazon products. The program offers benefits like:

  • Waivers for FBA fees: Eligible sellers can receive waivers for FBA storage and fulfillment fees for a limited period.
  • Discounted advertising: Amazon provides discounts on advertising campaigns for new products to increase visibility and sales.
  • Increased visibility: New products are given priority placement and enhanced visibility on Amazon, which can lead to better discoverability and faster sales.
  • Help with product launch: The program assists sellers with launching new products by offering extra support and promotional tools to boost initial sales.

2. Ensure Your Product is Eligible

Not all products qualify for the program. To be eligible for the FBA New Selection Program, your product must meet specific criteria:

  • New to Amazon: Your product should not have been previously listed in Amazon’s catalog.
  • Fulfilled by Amazon: The product must be available for fulfillment through FBA (Fulfillment by Amazon).
  • Compliant with Amazon’s Guidelines: Your product must comply with Amazon’s selling policies and product guidelines.
  • No active sales history: Your product should not have any sales or history on Amazon, even if it’s been listed before.

The FBA New Selection Program is primarily for those looking to introduce new products to the platform, so this program can be an excellent starting point if you’re launching a new product line or entering a new niche.


3. Sign Up for the FBA New Selection Program

If your product meets the eligibility requirements, you can sign up for the program through your Amazon Seller Central account:

  • Log into Amazon Seller Central.
  • Navigate to the “Advertising” tab and select “New Selection Program”.
  • Follow the prompts to apply and register your new products for the program.
  • Provide the necessary details about your product, including pricing, images, and descriptions.

Once registered, you will gain access to the benefits, such as fee waivers and discounts on advertising.


4. List Your Products on Amazon

Once you are enrolled in the FBA New Selection Program, you can list your new products on Amazon. To do this:

  • Create a Product Listing: Add your product details, such as product title, description, images, and keywords, ensuring that your listing is optimized for search and customer conversion.
  • Prepare Your Products for Fulfillment: Ensure that your products are ready for FBA. Ship your inventory to Amazon’s fulfillment centers following their labeling and shipping guidelines.
  • Set Competitive Pricing: Offering competitive pricing is essential for gaining traction in the market, especially when using the program’s advertising support to drive sales.

5. Take Advantage of Fee Waivers

One of the main benefits of the FBA New Selection Program is the fee waivers on FBA fulfillment and storage costs. To make the most of this benefit:

  • Track Fee Waivers: Keep an eye on the specific time frame for fee waivers, as these typically last for a limited period (usually 90 days). After this, standard FBA fees apply.
  • Optimize Inventory Levels: During the fee waiver period, focus on optimizing inventory levels to ensure that you’re utilizing Amazon’s fulfillment network without incurring extra storage fees.
  • Leverage Free Storage: Use the opportunity to stock up on your products at Amazon’s fulfillment centers without worrying about high storage fees, which can significantly reduce your initial investment.

6. Use the Advertising Discounts

In addition to fee waivers, Amazon often provides promotional credits or discounts for advertising campaigns through the FBA New Selection Program. To boost your product’s visibility:

  • Run Sponsored Products Campaigns: Use Amazon’s Sponsored Products to get your products in front of customers. These ads appear in search results and product detail pages, increasing the chances of sales.
  • Utilize Sponsored Brands or Sponsored Display Ads: These ads offer more prominent visibility, especially when launching a new product. Sponsored Brands show your product in a banner format with a branded message, while Sponsored Display Ads target customers who have shown interest in similar products.
  • Monitor Performance: Track the performance of your campaigns and adjust your bidding strategy to optimize results. Amazon provides insights and recommendations to help you improve your ad campaigns over time.

7. Focus on Product Launch and Marketing

The FBA New Selection Program offers additional tools and support to help you with a successful product launch. Here are some ways to boost your product launch:

  • Offer Discounts and Promotions: Providing time-limited discounts or promotional offers can help increase early sales, which can improve your product’s ranking and visibility on Amazon.
  • Request Reviews: Reviews are crucial for building social proof and gaining customer trust. After your product has been shipped, use Amazon’s Buyer-Seller Messaging Service or “Request a Review” feature to politely ask customers to leave reviews.
  • Leverage Amazon Vine: If eligible, Amazon Vine allows trusted reviewers to receive your product for free in exchange for an honest review. This can be a great way to jump-start reviews for new products.
  • Social Media Marketing: Promote your product on social media platforms like Instagram, Facebook, and Twitter to drive traffic to your Amazon listing and increase sales.
  • Utilize Influencers: Partner with influencers in your niche to promote your product and generate buzz around your launch.

8. Monitor Your Sales and Adjust Strategies

After your product is listed and launched on Amazon, keep track of your performance and make adjustments as needed:

  • Track Sales and Metrics: Monitor the sales data and key performance metrics (KPIs) such as conversion rate, ACoS (Advertising Cost of Sale), and traffic data to understand how well your product is performing.
  • Optimize Based on Data: Use the insights from your sales data to refine your advertising campaigns, adjust your pricing, and optimize your listings to improve conversion rates.
  • Adjust Inventory Levels: Keep track of inventory performance to avoid running out of stock or overstocking. FBA offers inventory alerts and restock recommendations to ensure your products stay in stock.

9. Reap the Long-Term Benefits

After your initial promotional period under the FBA New Selection Program ends, continue to nurture your product’s growth by maintaining consistent performance, building a loyal customer base, and gathering more reviews. By optimizing your product listings, staying competitive with pricing, and leveraging Amazon’s marketing tools, you can create a sustainable and successful long-term presence on Amazon.


Conclusion

Amazon’s FBA New Selection Program is a powerful opportunity for new and small businesses to launch products on Amazon with reduced upfront costs and additional support. By taking advantage of fee waivers, advertising discounts, and other promotional resources, you can increase visibility, drive sales, and scale your Amazon business quickly. Be sure to follow best practices for product listing optimization, marketing, and inventory management to maximize the impact of the program and achieve long-term success on Amazon.