Understanding the Amazon Brand Referral Bonus Program and How It Works

In today’s competitive eCommerce landscape, brands must think beyond the traditional Amazon ecosystem to maximize their marketing impact. Amazon’s Brand Referral Bonus Program offers sellers an opportunity to make their off-platform marketing efforts more efficient while driving external traffic back to their Amazon listings.

What is the Amazon Brand Referral Bonus Program?

The Amazon Brand Referral Bonus Program is designed to reward brands for bringing external traffic to Amazon. It allows eligible sellers to earn a bonus on sales that originate from non-Amazon marketing channels, such as social media ads, influencer campaigns, and search engine marketing. The bonus is applied as a credit to offset Amazon referral fees, typically averaging around 10% of the attributed sales revenue.

How Does the Program Benefit Sellers?

For brands looking to diversify their marketing strategies, this program provides an opportunity to lower referral costs and enhance return on investment. Since Amazon referral fees generally range around 15%, earning a 10% bonus on attributed sales can significantly reduce overall expenses.

Additionally, utilizing external traffic can help brands expand their audience reach by targeting customers who may not yet be searching for their products on Amazon. It can also boost product launches by driving external traffic to newly listed items and accelerating sales velocity. Reactivating past customers who may have previously purchased but have not returned to Amazon is another advantage. Sellers optimizing their external marketing efforts with Amazon’s tracking tools often see an increase in new-to-brand sales.

How Does the Amazon Brand Referral Bonus Program Work?

To take advantage of this program, sellers need to register for the Amazon Brand Referral Bonus Program. Only brand-registered sellers in the U.S. are currently eligible. Setting up Amazon Attribution is essential, as it enables tracking of external traffic sources and allows sellers to see which marketing efforts are driving sales. Launching and monitoring marketing campaigns through platforms like Google Ads, Facebook Ads, and influencer partnerships helps brands optimize their external traffic strategy. Bonuses on qualifying sales are automatically credited to the seller’s account, reducing referral fees for successful transactions driven by external traffic.

Why Brands Should Leverage This Opportunity

As competition grows, brands need every advantage to stand out. The Amazon Brand Referral Bonus Program incentivizes sellers to invest in external advertising while simultaneously increasing their product visibility and reducing overall costs. By strategically directing off-Amazon traffic to their listings, brands can gain a competitive edge and maximize profitability.

For sellers looking to make the most of their marketing spend, this program serves as a valuable tool to drive traffic, increase conversions, and optimize their Amazon success. Now is the time to tap into external traffic sources and take advantage of Amazon’s incentive to reward proactive marketing efforts.