Amazon Creator Connections: how it works, costs and results

How Amazon Creator Connections works

In an Amazon Creator Connections Affiliate+ campaign, you choose up to 1,200 ASINs and set a bonus commission of at least 10%, a budget of at least $5,000 and a run of 30 to 365 days. Eligible influencers, publishers and deal sites opt in and earn the bonus, on top of Amazon’s standard commission, on sales within 24 hours of a click on their link.

1. You create the campaign. Sellers use Seller Central and vendors the Amazon Ads console. You have 24 hours to change or cancel it.
2. Top Creators see it first, then every eligible influencer. For seven days after the first 24 hours, only Amazon’s Top Creators can accept. Then anyone eligible can, up to 800 influencers per campaign.
3. They promote your products their own way. Social posts, videos, articles or deal posts, with their own Amazon links. Posting is optional, and they never have to show you the content first.
4. A shopper buys within 24 hours of a click. Products added to the cart after the click count; items already in the cart do not. The window closes when the shopper orders or arrives through another influencer’s link.
5. Amazon pays the influencer and bills you. The influencer receives Amazon’s standard commission plus your bonus. The bonus appears on your Amazon Ads invoice under the campaign’s name.

Creator Connections now covers three ways to pay influencers. Affiliate+ is the one any eligible brand can run, and the rest of this guide is about it.

From Amazon's help pages and brand guides, checked in September 2026.

The third row may already apply to you. Sponsored Products campaigns now run off Amazon by default, including in influencer content, where influencers can receive part of the cost per click. To keep your ads on Amazon, choose Limit reach to Amazon under Adjust reach on and off Amazon in the campaign settings; to exclude particular influencers, add them to a deny list.

Who can run a Creator Connections campaign

To run Creator Connections campaigns, a brand needs a US Amazon advertising account for a business based in the US, China or Hong Kong, and a Brand Registry role as the brand representative or an authorized reseller. Sellers open it in Seller Central under Advertising; vendors find it in the Amazon Ads console under Brand Content.

• Where campaigns run: Amazon.com. Amazon has announced Creator Connections for India, built on Sponsored Products campaigns; its pages mention no other store.
• Brands based elsewhere: not eligible. Amazon’s forum moderators told sellers in June 2026 that accounts based in Australia, the EU and other regions cannot join, and there is no waitlist.
• New advertising accounts: Amazon gives up to 7 days for access on one help page and 7 to 10 business days on another.
• Your team: an admin grants access in Seller Central under Settings, then User Permissions.
• Your offers: orders through another seller’s featured offer are not attributed to your campaign, and you are not charged for them.

Not in Brand Registry yet? You can still work with Amazon influencers directly: find the storefronts that feature products like yours and reach out to them yourself.

How to set up a Creator Connections campaign

You set up an Affiliate+ campaign in a single form. After you create it, you have 24 hours to edit or cancel it; after that you can only extend the end date, raise the budget and change your message to influencers. Settle each choice below before you publish.

1. Create an Affiliate+ campaign. In Seller Central, go to Advertising, then Creator Connections. Select Create Request next to your brand, then Affiliate+.
2. Name it so influencers want it and can find it. Amazon says the name should make influencers want to accept, and they search campaign, brand and product names. Keep it under 80 characters and put the product type in it.
3. Choose the products. Up to 1,200 ASINs. Add every variation you sell, because a variation left out earns no bonus, and pick products you keep in stock. Group similar products in one campaign, and keep each product in only one: an influencer in two campaigns with the same product earns only the higher rate.
4. Set the commission. At least 10%, paid on top of Amazon’s standard commission. Influencers see the rate before they accept and cannot negotiate it, so the rate is your pitch. Amazon’s forum moderators suggest 10% to 20% depending on your price, and Amazon’s guide for influencers mentions rates up to 50%.
5. Set the budget. At least $5,000, the most the campaign can spend on commission. When it runs out, the campaign ends and no one else can join.
6. Pick the dates. Between 30 and 365 days. Amazon’s moderators advise a start date at least two weeks after you create the campaign, to collect more accepts. Influencers can accept until the last day and post any time before it, so a longer run gives them time to film.
7. Write your message to influencers. Up to 5,000 characters: what the product does, the one thing to show, your sample policy and the disclosure you expect, such as “Sponsored” or “Ad”.
8. Check everything within 24 hours, then keep up. Answer new accepts and sample requests every few days, while each influencer is still interested.

What a Creator Connections campaign costs

An Affiliate+ campaign costs only the commission on attributed sales, charged on your Amazon Ads invoice under the campaign’s name. Amazon charges no base, platform or daily fee, and budget you don’t spend is never billed. The commission is a share of what the shopper paid after coupons and discounts, and your usual selling fees still apply.

Say a shopper pays $30 for your product. The commission is your whole Creator Connections cost per sale; selling fees are separate.

Read the commission as a fixed advertising cost of sale. At 15%, every attributed order costs you 15% of what the shopper paid, the same as a 15% ACoS on those orders. Compare it with what your Sponsored Products campaigns spend per sale before you choose a rate, and check that your margin carries it on top of your referral and fulfillment fees. Samples and the time you spend on messages come on top.

Check each invoice against the campaign report. Amazon’s brand pages don’t say how returns change your charge, and a seller on Amazon’s forums reported being charged when orders were placed, including orders later returned, with no adjustment once the campaign’s final sales came in.

What sellers report after running campaigns

Amazon publishes no benchmark for Creator Connections, but sellers’ reports on Amazon’s own forums tell a consistent story: dozens or hundreds of influencers accept, and a handful post. Posting is optional and influencers don’t have to submit links, so the accept count says little about what a campaign will deliver.

Individual reports by sellers on Amazon's Seller Forums. Not a representative sample.

Influencers who submit no links may still be posting: Amazon suggests opening an influencer’s profile, which links their social channels, and looking for your product there. The campaign report shows spend, sales, orders and clicks, with no order-level tracking, and sales are final within 7 days after the campaign ends.

Read the report with two things in mind. Its return on ad spend is set by your rate: every attributed sale costs the same share, so a 10% campaign shows about 10 times its spend and a 15% campaign about 6.7 times. And attributed does not mean extra. Influencers earn the bonus on qualifying sales through their links after they accept, including links in content they made before, and one seller found a sale credited to an influencer who had submitted no content. Compare your product’s total sales before and during the campaign, not only the campaign’s own numbers.

Check each influencer before you send a sample

When an influencer accepts your campaign and asks for a sample, check their Amazon storefront first: whether it has recent videos, whether they feature products like yours and whether they post where your buyers shop. It takes a few minutes and stops samples going to accounts that never post.

You cannot reject an influencer from an Affiliate+ campaign, but you decide who gets a sample and your time, and the tool gives you little to decide with.

Amazon leaves samples to your discretion and at your own risk. An influencer who takes one must use it in the content they make for your campaign, but sellers report samples that never became a post. When that happens, Amazon’s moderators point sellers to Amazon Ads Support in the advertising console. Before a sample ships, check six things:

• Recent work: videos or idea lists from the last few months, not only old posts.
• Product fit: products in your category, at a similar price, shown in use.
• Content quality: clear video, honest detail and answers to the questions your buyers ask.
• Where they post: the social links on their storefront, and whether those accounts are active.
• Disclosure: paid and gifted content marked as an ad in the post itself.
• Competing products: their own brand, or a rival they already promote.

In Spreesy, paste an influencer’s storefront link or @handle into the search box to open their profile: the videos and products on their storefront and the social links they publish. Our guide to judging a storefront before you ship a sample covers each check in more detail.

Messages to send after an influencer accepts

Creator Connections lets you message only the influencers who accept your campaign. Three short messages cover most of what you need: a welcome that says what to show, a reply to sample requests that asks for their storefront first, and a thank-you that turns a good post into a direct relationship.

Ask before you use their content in ads or on your listing. The influencer owns what they make for an Affiliate+ campaign: Amazon’s guide for influencers says brands may repost it on their own social channels when the influencer tags them, but not use it in paid marketing.

Creator Connections or direct outreach?

Affiliate+ campaigns and direct outreach solve different problems. A campaign brings influencers to you and ties pay to sales, but you cannot choose them or require anything. Direct outreach lets you pick the storefronts that already fit your product and agree content and dates, but you find them yourself and usually pay before anything sells.

You can run both: a campaign for pay-per-sale reach, and direct offers to the influencers you want most.

Direct outreach also keeps the Brand Referral Bonus open to you. Amazon does not allow the bonus on traffic that earns an Associates commission, so Creator Connections sales never earn it, but an influencer you pay directly can post your own Amazon Attribution link. Our guide to the Amazon Brand Referral Bonus covers how that works.

To find the influencers worth contacting directly, search a competitor’s ASIN in Spreesy and see which storefronts already feature products like yours, then use our guide to reaching out to Amazon influencers for the messages.

Is Amazon Creator Connections worth it for your brand?

Amazon Creator Connections is worth it when your margin carries a bonus of 10% or more on top of Amazon’s fees, you have stock for months, you will check and sample the few influencers who post, and you judge it by your product’s total sales. It is a poor fit when you need content by a date, want specific influencers or cannot afford up to $5,000 in commission.

• You need content by a launch date.Accepts carry no obligation to post. Agree dates with named influencers through direct outreach instead.
• Your margin cannot carry 10% more.The commission comes on top of your selling fees. Start with gifted products for influencers who already fit.
• You are not in Brand Registry.Creator Connections requires it; direct outreach does not.
• You want to choose who promotes you.Search competing ASINs to find the storefronts carrying similar products, then contact them yourself.

How influencers join Creator Connections

Influencers in the Amazon Influencer Program can join Affiliate+ campaigns once they reach the Bronze tier of Amazon’s Creator Stars program. They find campaigns in Associates Central under the Promotion tab, accept one and promote it with their usual Amazon links. They earn the brand’s bonus on top of their standard commission, paid about 60 days after the end of the month.

• Which sales count: only sales made after they accept, and returns are deducted.
• What they commit to: no post. They cannot leave a campaign once they accept and there is no penalty for not posting, but what they post needs a clear disclosure, and a sample they accept must appear in their content.
• Pay per click: influencers at the Gold tier and above can also earn per click through Sponsored Products for Creators.

This guide is written for brands. If you are an influencer, Spreesy for influencers shows your own storefront record and helps you decide what to film next.

Creator Connections questions sellers ask