Amazon Announces Largest Ever Fee Reductions for European Sellers!

Amazon has announced one of its largest-ever fee reductions for European sellers, averaging £0.15 / €0.17 per unit across UK and EU marketplaces. The changes roll out in two phases:

• December 15, 2025 for FBA fulfilment fees.
• February 1^st, 2026, for referral fee reductions.

This move directly responds to competition from low-price marketplaces like Temu and SHEIN.

Key Fee Changes Summary

• FBA Fulfilment Fees: Average reduction of £0.26 / €0.32 per unit for parcels in UK, Germany, France, Italy, Spain. Effective from December 15^th.
• Clothing & Accessories: Referral fees reduced from 8% to 5% for items priced up to £15/€15. Effective from February 1^st.
• Home Products: Referral fees reduced from 15% to 8%. Effective from February 1^st.
• Pet Food & Clothing: Referral fees reduced from 15% to 5%. Effective from February 1^st.
• Low-Price FBA: Extended to products priced at or below £20 / €20. Effective from February 1^st.
• Deals Fees: Lower caps on best deals and lightning deals fees. Effective from February 1^st.

These fee changes are a big win for European Amazon sellers. With lower FBA fulfilment costs from December and major referral fee cuts from February, selling on Amazon is about to get significantly cheaper especially for clothing, home, pet and lower-priced products. That gives brands more room to cut prices to compete with Temu and SHEIN or protect margins while scaling volume.

The expansion of low-price FBA up to £20/€20 and lower deal fees also makes promotions and Prime-style events more profitable, meaning sellers can invest more aggressively in growth across 2026.