Amazon Australia New Seller Incentives: What You Get, the Deadlines, and What Amazon Does Not Spell Out

Amazon.com.au advertises "up to A$75,000 in incentives" for new sellers. Most of that figure is a 5% credit on referral fees for your first A$1,500,000 of eligible branded sales, which needs Brand Registry. Three smaller incentives sit beside it: a A$150 Partnered Carrier credit, a A$300 Amazon SEND credit, and Sponsored Products ad credits worth up to A$1,500. Terms apply and all of this is as of November 2026.

What are the Amazon Australia new seller incentives?

Amazon's incentives page lists four separate benefits. They are not one bundle: each has its own trigger, its own time window and its own expiry. Here is what the page states.

Amazon says full terms are in Seller Central help. Read them there before you rely on a number, because the public page is a summary.

Who qualifies as a "new seller"?

The public page does not define "new seller" in a sentence I could quote. What it does show is that every clock starts at your first active and buyable listing, and that the shipping credits are for "eligible new Professional sellers". Two practical points follow.

• The shipping credits need the Professional plan, which costs A$49.95 a month excluding GST. The Individual plan charges A$0.99 per unit sold instead. See Individual vs Professional on Amazon Australia before choosing.
• Sponsored Products ads need an active Professional seller account.

Whether a seller who held an account before and re-registered counts as new is not published on the public page. Amazon decides eligibility inside Seller Central.

How big is the Brand Registry credit really?

The headline is "5% credit on referral fees for the first A$1,500,000 in eligible branded sales, up to A$75,000". The two numbers only reconcile if the 5% is calculated on the sales value: 5% of A$1,500,000 is A$75,000. The sentence on the page does not say so outright, so confirm the calculation in Seller Central before you budget on it.

Here is an illustrative example. Say you sell Home and Kitchen products, where the referral fee is 13%, and you record A$200,000 of eligible branded sales in your first year.

• Referral fees at 13%: A$26,000.
• Credit at 5% of sales: A$10,000.
• Net referral cost: A$16,000, an effective 8% of sales.

This treats all sales as eligible, which will not be true if some sales are unbranded or fall outside the programme. It also ignores GST. Treat it as a ceiling, not a forecast. Credits offset referral fees; they do not reduce FBA fees or ad spend.

The credit expires after one year. The page does not say whether that is one year from enrolment or from each sale. Ask in Seller Central if it matters to your plan.

What you need for Brand Registry is covered in Amazon Brand Registry in Australia. In short, it is free, you need a trade mark, and you must be the trade mark owner. A pending trade mark application can meet the requirement in some cases. Trade mark timing is the hidden constraint, because the Brand Registry window is six months from your first buyable ASIN.

What do the shipping credits cover?

Both shipping credits are for your first FBA shipment. The A$150 PCP credit applies when you send first FBA products through Amazon's Partnered Carrier Program. The A$300 SEND credit applies when you use Amazon SEND instead. The page presents them as two separate incentives and describes each as being for a seller who sends "their first FBA products" by that method. It does not say whether you can claim both. Assume you cannot until Seller Central tells you otherwise, because one first shipment cannot use two methods.

Differences worth knowing:

• PCP credit is "toward shipments into the Amazon fulfilment network". Amazon's FBA page says Partnered Carrier charges a per-box fee for domestic pickup, with no amount stated.
• SEND credit is "toward FBA fulfilment fees", so it works as a discount on the per-unit fees you pay once stock sells.
• Both windows are 90 days from your first active, buyable listing, not from when you register.

If you are importing from China, 90 days is tight. Production, sea freight and Amazon check-in can eat it. See FBA for Australian sellers for planning, and note that the offer applies to your first FBA products, so a rushed small test shipment can be the safer way to meet the window.

How do the Sponsored Products credits work?

The ad incentive is tiered, spend-based and short-lived:

1. List your first ASIN and make it active and buyable.
2. Create a Sponsored Products campaign within 90 days of that date.
3. Spend A$75, A$300 or A$1,500 within 30 days of the campaign launching.
4. Amazon says the credit appears in Campaign Manager within 14 business days of you completing the requirements.
5. Use the credit within 30 days, because it expires after 30 days.

Amazon quotes the top tier as "up to $1500 credit". The page does not say whether the tiers stack, so you cannot assume you collect A$75 plus A$300 plus A$1,500. Our dedicated page, claiming Sponsored Products ad credits, walks through the sequence and the traps.

The credit does not exist to fund a bad campaign. Spending A$1,500 in 30 days on a new listing with no reviews and weak content usually burns money. For budgets that make sense, read Amazon ads budgets for new sellers.

How do I line up all four clocks?

Everything keys off the day your first ASIN becomes active and buyable. A sensible order:

1. Before you list: confirm your trade mark status and choose the Professional plan.
2. Day 0: first listing goes live and buyable. Write the date down.
3. Within 90 days: ship first FBA stock via PCP or SEND, and create the Sponsored Products campaign.
4. Within 30 days of the campaign launch: reach your spend tier.
5. Within six months: become the first Brand Representative for the brand in Australia.

The Amazon Australia seller onboarding checklist and the Australia hub cover the steps before day 0.

What is not published?

• Whether you can claim both the PCP and SEND credits.
• Whether the Sponsored Products tiers stack.
• Whether the 5% Brand Registry credit is calculated on sales value (it appears to be, given the arithmetic) and what "eligible" excludes.
• How a returning or previously registered seller is treated.

Amazon publishes full terms inside Seller Central help (reference GQV2XTTQ5RH7D55J on the incentives page). This is general information, not financial advice; confirm terms in your own account.

FAQ

Is the A$75,000 new seller incentive a cash payment? No. The A$75,000 figure is the cap on a 5% credit against referral fees for eligible branded sales, so it only has value as you sell. The other incentives are credits toward shipping, FBA fees or ads.

Do I need Brand Registry to get any incentive? Only for the largest one. The PCP, SEND and Sponsored Products incentives do not mention Brand Registry. The Brand Registry credit needs enrolment as the first Brand Representative in Australia, within six months of your first buyable ASIN.

Can an Individual plan seller claim the shipping credits? Amazon's page says the shipping credits are for eligible new Professional sellers. The Individual plan is not mentioned for those incentives, so assume they are not available on it.

When does the Sponsored Products credit arrive? Amazon says it appears in Campaign Manager within 14 business days of meeting the requirements, and it expires 30 days after that. Plan campaigns so you can spend it inside that window.

What if I miss the 90-day window? The page lists no extension or appeal route. Without a published rule, assume you lose that incentive and ask Seller Central support if you think a delay was Amazon's.

Are the new seller incentives available all year? The page shows no end date as of November 2026, but it says terms apply and Amazon can change them. Check the page itself before you commit money to a launch plan.

Plan the launch around the clocks

If you would rather not track four deadlines yourself, Blooprint, an Amazon SPN verified partner that works with Australian sellers remotely, can help through Amazon Australia account management. You can also do all of this yourself from the links above.