Amazon's Benchmark New Seller Incubation Program

Globalization accelerator for quality companies

What is Amazon's Benchmark New Seller Incubation Program?

Project Positioning

Facing the transformation and overseas needs of different types of high-quality enterprises such as manufacturers, brands, and up-and-coming brands, it integrates Amazon's global site and internal and external industry resources to provide customized solutions from market insight, strategic planning, and exclusive incentives to a full range of category experts.

Project vision

As a long-term incubation program, the first goal is to help 2,000 new Amazon brands achieve sales exceeding 100 million yuan in three years from launch to 2029.

*Release Date: July 16, 2026

Proven professional services methodologies

Successful seller verification for the past 3 years based on similar exclusive services

5 times +

Sellers with an exclusive manager vs. without a dedicated manager
Sales per capita of new sellers in the first year

60%+

Sellers with dedicated manager services
2-year compound growth rate

Brand case

Customized in-depth service, escorted by exclusive category experts

Three modules and six enablers

MODULE 1

Accurate global market insight | See the right direction and find the right track

Empowering with trend insights

Through the interpretation of category experts, sellers are helped to target the right track and formulate an accurate entry strategy at the beginning of going overseas. Category experts from Amazon will rely on Amazon's exclusive data to provide sellers with personalized product selection suggestions and entry plans based on category insights and AI-generated intelligent market analysis. In addition, the category expert team will also regularly provide sellers with insight and analysis of category growth and global trends to simultaneously cover the C-end consumer market and procurement opportunities for B-side enterprises.

Path planning enablement

Based on the successful experience of previous sellers, Amazon will provide customized overseas path plans for different types of enterprises, covering manufacturer transformation, domestic e-commerce brand going overseas, science and innovation crowdfunding transformation, B-side C-side collaboration, etc., to help sellers sort out the transformation path and form clear and implementable solutions to cover Amazon's global site.

MODULE 2

Exclusive category experts escort all the way | Take fewer detours, start fast

Full operation enablement

Amazon will equip each brand with exclusive category experts, covering every key point in the process from opening a store to going overseas. Specifically, in terms of cost and pricing, category experts will help sellers analyze costs that can be optimized by Amazon Logistics (FBA) item by item according to category characteristics, and plan promotion plans for different periods after launch to help sellers establish a clear cost structure. Furthermore, around the key “90 days of gold” for new sellers, category experts will provide sellers with coverage of brand registration, page optimization, traffic acquisition, review accumulation, promotion planning, and brand building Insights and guidance on core actions help sellers shorten the growth cycle of new products from launch to launch; finally, in terms of logistics and supply chain, category experts will provide sellers with a full set of guidance solutions for Amazon Logistics warehousing, intelligent replenishment, and cost structure optimization, including a guide to using the Global Intelligent Hub Warehouse (GWD) one-stop service.

Compliance assurance enablement

Amazon will provide sellers with one-on-one compliance entry guidance such as brand filing and intellectual property protection to help sellers enter efficiently. At the same time, Amazon will set up an exclusive response channel to help sellers reduce the risk of business interruption in response to difficult issues such as product listing and compliance.

Empowering industry resources

Based on the seller's category and business needs, Amazon helps sellers connect with Amazon Service Provider Network (SPN) resources to help sellers obtain localized professional service support as needed. At the same time, Amazon will also build a rich seller community, from mutual assistance among urban circles and industry peers to high-end closed-door dialogue, online and offline integration to help sellers continue to gain practical experience and cutting-edge insight.

MODULE 3

Real money startup guarantee | Reduce risk and speed up startup

Exclusive Motivation and Empowerment

Amazon will provide high-quality companies with exclusive incentive policies and resources, covering multiple benefits such as sales commission relief, logistics and warehousing subsidies, discounts on site advertising fees and promotional fees, and early word-of-mouth evaluation. Eligible sellers can receive up to 750,000 US dollars of exclusive incentive resource support to help enterprises embark on the path of globalization more simply.

Frequently asked questions (FAQs)

Is this plan free?Are there any additional fees after joining?

This program is an official Amazon enablement program at no additional charge. After joining, you will receive exclusive category expert services and comprehensive support from market insight and incentive resources. All services are officially provided by Amazon.

What conditions does my business need to meet to join?

This plan is aimed at high-quality enterprises such as manufacturers and brands with annual sales of RMB 10 million or more. We encourage you to first scan the QR code to complete the registration of basic information, and be sure to fill it out completely, so that the dedicated team can further evaluate it for you.

I'm a factory/manufacturer and have no e-commerce experience. Is this plan suitable?

Perfect fit!This plan is specially designed for manufacturers to switch overseas. We provide customized transformation solutions from 0 to 1, covering key action guidance such as brand registration, page optimization, traffic acquisition, review accumulation, promotion planning, and brand building. Whether you are a traditional manufacturer, a domestic e-commerce brand, or a science and technology innovation enterprise, exclusive category experts will tailor your overseas path according to your business type.

How long will it take to get a response after applying?What's the process?

After completing the registration of basic information, an exclusive category expert will actively contact you within a week to understand your business situation and overseas needs, and assess your suitability. Overall process:
1. Submit basic information for registration (about 30 seconds)
2.1 Exclusive manager contact and communication within a week
3. Enterprise qualification assessment
4. Formally apply for entry and start service

I already sell on Amazon, can I still join?

This program is aimed primarily at new sellers who are about to enter Amazon. If you're already running and need to expand a new site, talk to your account manager.

Which sites are planned to cover?Can I open multiple sites at the same time?

Currently, it mainly covers global sites such as North America (NA), five European stations (UK/DE/FR/IT/ES), and Japan (JP). You can choose a single-site entry based on your product and target market, as well as multi-site simultaneous planning. Category experts will develop the optimal global expansion path for you and provide cross-regional team joint support.

My business isn't eligible at the moment, are there any other ways to get support from Amazon?

Of course there are!Amazon Global Selling always welcomes every compliant seller and is committed to providing better support and service to the majority of Chinese sellers. Regardless of your current size or stage, we have dedicated teams and resources to support you, from site selection and product selection planning to brand building and logistics management, to help you go overseas smoothly.

What exactly do motivational resources include?How do I receive it?

Exclusive incentives include multiple benefits, including sales commission relief, logistics and warehousing subsidies, in-site advertising and promotion fee discounts, early word-of-mouth evaluations, etc. These benefits are released step by step as your business grows, and exclusive category experts guide you to gradually activate them at the right time point. For specific benefits, sellers can go to the “Seller Benefits Page” All incentives are officially provided by Amazon.