Amazon Expands New Selection Program to Encourage More Competitive Seller Pricing

Amazon is expanding its New Selection Program on July 30, 2026, according to seller industry coverage, continuing a broader push to incentivize sellers to introduce new products and price competitively within the marketplace's evolving ranking algorithm.

The program expansion arrives alongside other July 2026 changes affecting sellers, including a 14% increase in FBA storage fees and the continued rollout of Amazon's restructured Buy Box ranking system that weights delivery speed and seller performance metrics more heavily than in previous years. Coverage of the changes also notes the end of certain Canada-based prep services previously available to sellers.

Taken together, the July 2026 changes reflect Amazon's ongoing recalibration of the incentives and penalties that shape seller pricing behavior on the platform, reinforcing the need for sellers and the software they use to continuously monitor policy updates rather than treating marketplace rules as static.