Amazon Reduces Fees for 2026: Impact, Risks, and Opportunities for Sellers and Vendors

Amazon Announces New Fees for 2026: Why the FBA Reduction for Items Under €20 is the True Game Changer

On December 2, 2025, Amazon revealed one of the most significant fee revisions in recent years, with changes set to take effect between December 2025 and February 2026 across European marketplaces.
While the announcement is rich in detail, one element clearly stands out as the main strategic lever for brands: the FBA reduction up to €0.45 per unit for most categories, applied to items priced at or below €20.

In a marketplace dominated by low–mid price points, this intervention can significantly alter competitiveness, profitability, and investment capacity for brands.

The Game Changer: FBA Reduction Extended to Items ≤ €20

From February 1, 2026, Amazon will extend the logic of low-price FBA fees to almost all categories, applying it to items priced at or below €20.
The average reduction will be:

• €0.40–€0.45 per unit sold

This move directly impacts the heart of the European marketplace, where a large portion of volume gathers in price bands below €20.

The main effects:

• immediate improvement in unit-economics profitability,

• greater possible aggressiveness in advertising,

• pricing repositioning opportunities,

• better sustainability of borderline SKUs,

• competitive advantage in high-turnover segments.

It is the change with the greatest economic impact for most brands.

Another Major Update: FBA Fee Reduction for Packages in Key Marketplaces

From December 15, 2025, Amazon will implement a further reduction in FBA handling fees for packages, averaging:

• €0.32 per unit (in main marketplaces: IT, ES, FR, DE, UK)

This intervention, combined with the under €20 reduction, represents a structural alignment of European fees to operational costs, with a distinct advantage for high-turnover brands.

Other Notable Changes (Summary of All New Measures)

Amazon has also introduced a series of more selective adjustments, summarized below:

1. Reduction in Referral Fees for Key Categories

Effective from December 15, 2025 and February 1, 2026:

• Clothing and Accessories:

  • ≤ €15 → from 8% to 5%

  • €15–€20 → from 15% to 10%

• Home Products (new category):

  • ≤ €20 → from 15% to 8%

• Groceries, Household, Pet Care:

  • ≤ €10 → from 15% / 8% to 5%

• Vitamins, Minerals, and Supplements (new category):

  • ≤ €10 → from 8% to 5%

2. Reduction of Ceiling Fees for Lightning Deals and Best Deals

New maximum limits for variable fees:

• UK → £200

• Germany → €300

• France, Italy, Spain → €100

They facilitate greater use of high-impact promotions.

3. Introduction of Targeted Increases

• Monthly Storage Fees

• Return Fees

• Clearance Fees

• FBA Update in SE, NL, BE, IE, PL

Estimated average effect: +€0.02 per unit in the involved markets.

4. Analytics Tools Update

By December 15, the following will be updated:

• Cost Calculator

• Cost & Profitability Preview

• Profitability Analysis

Essential for simulating the real impact on margins.

What Brands Should Do Now

To fully capitalize on the benefit — particularly the ≤ €20 reduction — it is essential to:

1. Recalculate Profitability for All SKUs ≤ €20

This bracket often represents 60–80% of volume on Amazon.

2. Review Pricing and Positioning

Small adjustments can shift products in or out of the most advantageous bands.

3. Rethink FBA vs FBM Strategy

Borderline SKUs can become profitable with the new fee structure.

4. Align Advertising and Promotions

A €0.45 delta allows support for previously unprofitable campaigns.

Conclusion: The Low–Mid Price Range Becomes More Strategic Than Ever

The 2026 changes indicate a clear direction:
Amazon aims to make the European marketplace more competitive in price ranges below €20, encouraging well-structured brands to invest in high-turnover assortments and improve convenience, margins, and offer quality.

Those who can move quickly — adjusting pricing, FBA allocation, and advertising strategies — will gain a significant and lasting advantage.

Want to Understand How the New 2026 Fees Will Impact Your Catalog's Bottom Line?

Vendora supports Seller and Vendor brands in simulating the new fees, optimizing FBA, and redefining pricing and advertising strategies.
Contact us for a dedicated analysis.