Amazon Affiliate Program & Creator Connections
Article Topics:
- Overview
- Direct Amazon Affiliate Programs
- Amazon Creator Connections Programs
- Affiliates Overview
- Closing Thoughts
Partnerships between Amazon Sellers and affiliates have experienced significant growth over the past 18 months. Amazon has recently expanded its attribution tracking to third-party platforms and introduced the Amazon Creator Connections program, signaling a rapid evolution in the Amazon affiliate partnership landscape as Sellers, affiliates, platforms, and networks seek to capitalize on these new opportunities.
This article dives into the intricacies of leveraging these new capabilities and navigating the diverse array of affiliate marketing options available for Amazon sellers.
Historically, Amazon has operated an affiliate program through Amazon Associates. What sets the current landscape apart is the emphasis on transparency. While the longstanding Amazon Associates program allowed affiliates to direct traffic to various products on Amazon and earn a modest commission (averaging 5%), a key challenge was the lack of visibility for Amazon sellers into which affiliates were driving sales to their stores. Additionally, there was no mechanism for sellers to customize commissions or collaborate directly with affiliates to cultivate and enhance these partnerships.
The advent of Direct Amazon Affiliate Programs and Creator Connection Campaigns has revolutionized this dynamic. Sellers now have precise insights into which affiliates are generating sales and to what extent. They can tailor commissions, syndicate deals, control access to specific ASINs, and engage in transparent collaboration with their affiliate partners.
While distinct in nature, both Direct Amazon Affiliate Programs and Creator Connection Campaigns present valuable opportunities for every Amazon seller. Below, we’ll provide a comprehensive overview of each of these programs.
Direct Amazon Affiliate Program Details
What is a Direct Amazon Affiliate Program?
A Direct Amazon Affiliate Program is an affiliate program launched by an Amazon seller through a third-party platform or network. Affiliates earn commissions when customers click through their links and make purchases on the Seller’s Amazon store.
Benefits of an Amazon Direct Affiliate Program
- Direct partnerships with affiliates
- Transparent sales tracking
- Customizable commissions
- Consideration of off-platform traffic, contributing to BSR
- Earn a brand referral bonus (average of 10% of sales)
Considerations When Launching
Launching a Direct Amazon Affiliate Program necessitates careful consideration of various factors, including:
- Choosing between 1 or multiple networks
- Budgeting for network fees
- Deciding on a closed or open-access program
- Synchronizing all ASINs or a limited set
- Establishing default commission rates and variance between ASINs
- Developing product gifting strategies
- Qualifying and setting up a Brand Referral Bonus program
How to Get Started
The initial step in launching a Direct Amazon Affiliate Program involves selecting the appropriate third-party network for the launch. While only a few networks were initially available, new platforms are emerging regularly. Primary larger networks include Levanta, Partnerboost, and Archer. Once the network is chosen, setting up the program, syncing ASINs, finalizing the commission structure, and launching the program are essential steps. Subsequently, identifying, recruiting, and onboarding affiliate partners becomes paramount.
Amazon Creator Connections Affiliate Program Details
What is Amazon Creator Connections?
Amazon Sellers can initiate campaigns through Creator Connections to commission affiliates and creators for driving sales to their Amazon products. These campaigns are managed through Seller Central.
Benefits of Creator Connections
- Direct partnerships with affiliates
- Transparent sales tracking
- Customizable commissions at the campaign level
- High adoption rates among affiliates
Considerations When Launching
Similar to a Direct Amazon Affiliate Program, venturing into Creator Connections requires consideration of several elements, such as:
- Determining the number of campaigns to launch
- Setting commission rates
- Allocating a campaign commission budget
- Establishing campaign start and end dates
- Selecting products to be included in each campaign
How to Get Started
Qualifying for an Amazon Creators Connections program mandates enrollment in the Amazon Brand Registry and access to the closed-beta Creator Connections programs. Most brands have been granted access, but contacting the Amazon representative may be necessary if access is not granted. Once the prerequisites are met, accessing the Creator Connections area in the Advertising section of Seller Central enables the launch of campaigns.
Working With Affiliates (Amazon Affiliate & Creator Connections)
The term “affiliate” encompasses a diverse range of companies and individuals, including affiliates, publishers, and creators/influencers. Within the realm of Amazon affiliate programs, the primary affiliate types are:
- Content Sites
- Review Sites
- Editorial Publications
- Deal Sites & Groups
- Influencers/Creators
- Media Buyers
- Bloggers
Each of these affiliate groups employs distinct marketing strategies tailored to their respective audiences and possesses unique partnership requirements. Some prioritize commission rates, others deals, others relevancy of products, the number of Amazon reviews, etc. It’s imperative to recognize and respect these differences, avoiding a one-size-fits-all approach with affiliates. Understanding their business dynamics, monetization models, and priorities is crucial for fostering successful and mutually beneficial partnerships.
Ending Thoughts
An Amazon affiliate program demands purposeful, consistent, and proactive management to thrive. Recruiting affiliates with intent and nurturing relationships are pivotal for sustained engagement and growth within the program. To maximize the benefits of an affiliate program, it is essential to develop a comprehensive, long-term channel plan that fosters consistent and incremental growth. Consistently executing strategies and processes is key to achieving success in Amazon affiliate marketing.
If you are looking for guidance in exploring this space or need an evaluation of your current efforts, feel free to reach out. We are happy to discuss the Amazon affiliate channel with you and provide assistance where needed. Our services include free audits, proposals, and insights to support your journey in affiliate marketing.
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