Amazon Brand Referral Bonus

The Amazon Brand Referral Bonus (BRB) is a rewards program that gives enrolled brands a bonus — on average around 10% of the sale price, with the exact rate set by Amazon and varying by category — on sales generated when shoppers reach an Amazon listing through the brand's own external marketing. The bonus is paid as a credit against the referral fees you already owe Amazon, so it effectively lowers your cost of selling every time you bring qualified outside traffic to the platform.

As of 2026, Amazon's published examples sit near that average — roughly 11% for clothing, or 10% on the first $200 of a furniture sale — while third-party analyses report category rates spanning from the mid-single digits to over 20%. Treat any specific number as a directional planning range and check the current Brand Referral Bonus rate card in Seller Central for your category.

Unlike Amazon's on-platform advertising such as Sponsored Products or Sponsored Brands, the Brand Referral Bonus specifically rewards off-Amazon traffic: creator and influencer content, social posts, email, and search or display ads. To qualify, that traffic has to be measured with Amazon Attribution tags, which tell Amazon the visit came from your external campaign.

For brands that work with creators, the Brand Referral Bonus is the mechanism that makes influencer-driven traffic economically efficient — the bonus offsets a meaningful share of Amazon's referral fee on every attributed sale, improving the unit economics of campaigns that send shoppers from social platforms to your product page.

For an Amazon seller, the Brand Referral Bonus changes the math on external marketing. Driving traffic from outside Amazon — a creator's TikTok, a newsletter, a paid ad — normally costs you the full referral fee on every sale. The Brand Referral Bonus hands a share of that fee back, so the same campaign keeps more margin.

This matters most for creator and influencer marketing. When you pay a creator to feature your product and route their audience to Amazon through an Attribution link, the bonus reduces your effective Amazon cost on the sales they generate — which can be the difference between a creator campaign that breaks even and one that clearly pays off. It is why pairing creator discovery with proper Attribution tagging is worth the setup: the traffic and the bonus compound.