Amazon 2026 EU & JP Fee Adjustments

As 2025 draws to a close, Amazon has announced optimized fee structures for its European and Japanese marketplaces in 2026. This series of fee reductions aims to lower sellers' operational costs and increase profitability. Below is a detailed breakdown of the key benefits and practical guides for both marketplaces, helping sellers plan their 2026 strategies in advance.

I. Amazon Europe: Historically Large Fee Cuts with Multiple Benefits Across Categories

In 2026, Amazon Europe introduces "one of the largest fee cuts ever," saving sellers an average of £0.15 or €0.17 per item. These reductions span core areas like referral fees, fulfillment fees, and promotional fees.

(I) Significant Referral Fee Reductions for Popular Categories

• Apparel & Accessories (Effective Dec 15, 2025):

• Items priced ≤£15/€15: Fee reduced from 8% to 5%.

• Items priced £15-£20/€15-€20: Fee reduced from 15% to 10%.

• Multiple Key Categories (Effective Feb 1, 2026):

• Home Products (new category): Items priced ≤£20/€20: Fee reduced from 15% to 8%.

• Pet Apparel & Food: Items priced ≤£10/€10: Fee reduced from 15% to 5%.

• Food & Beverages and Vitamins, Minerals & Supplements (new category): Items priced ≤£10/€10: Fee reduced from 8% to 5%.
  Note: Please check Amazon's referral fee help page for specific category details.

(II) Lower FBA Fulfillment Fees Across Multiple Countries

• Effective Date: December 15, 2025.

• Core Benefit: Average FBA fulfillment fees for packages will decrease by £0.26/€0.32 in the UK, Germany, France, Italy, and Spain. Fees for the Netherlands, Sweden, Belgium, Ireland, and Poland will also be updated later, extending the savings.

(III) Enhanced Low-Price FBA Rate & Broader Eligibility

• Effective Date: February 1, 2026.

• Benefit: The eligibility price threshold for the Low-Price FBA rate will increase to ≤£20/€20 for most categories. Newly eligible items will see an average FBA fee reduction of £0.40/€0.45, significantly boosting profit margins for low-price-point sellers.

(IV) More Seller-Friendly Promotional Fees

• Effective Date: February 1, 2026.

• Key Change: The variable fee caps for Deals of the Day and 7-Day Deals are significantly lowered: £200 in the UK, €300 in Germany, and €100 in France, Italy, and Spain. This reduces promotion costs and helps boost sales of popular items.

II. Amazon Japan: Lower FBA Fees & Enhanced Tools for Better Cost Control

Japan's 2026 fee adjustments focus on "cost reduction and efficiency," primarily through lower FBA fees combined with professional tools to help sellers optimize operations and stabilize profits.

(I) Reduced FBA Fulfillment Fees for Standard-Size Items

• Effective Date: April 1, 2026.

• Benefit: Specific reductions for Standard-size items (20-80 cm, ≤5 kg) will lower a core operational cost for sellers while improving delivery efficiency.

(II) Stable Referral Fees for Low-Price Items

• Effective Date: April 1, 2026.

• Benefit: For items priced ≤750 JPY across all categories, the referral fee rate and minimum per-item fee will remain unchanged. This provides cost stability for low-price-point sellers, requiring no pricing strategy adjustments.