Amazon’s Influencer program is changing the way brands collaborate with influencers. It’s a performance-based model in which brands pay content creators a commission for sales generated by their content. As a seller, you have to get accepted into the program. And to see real results, you need a ton of strategy to find influencers willing to promote your products.
The Creator Connections section is where brands submit their proposals to Amazon Influencers. It’s your first impression overall, so it has to be good. This article will explain how to launch a high-converting Amazon Creator campaign from Amazon’s own playbook (and with some tips of our own).
Is working with Amazon Influencers a good deal?
The answer to this question is simple: Yes. Why? Because it suits content creators and brands. Main benefits of a successful partnership:
- You get to drive sales and increase visibility
- More opportunities to get recurring customers
- You only pay for qualifying sales, not more
- No service fees and total campaign management
- No need to create a new Amazon account of any kind. You can manage everything from your existing account
You can access the Creator Connections section here:
Note: To enter the Amazon Creator Connections Program, you need to be a brand registered in Amazon Brand Registry.
Regarding influencers, this program suits them because right now it can be challenging to make a living out of social media only. Just like in Amazon, competition is fiercer than ever and they depend on algorithm changes. The key difference is that the big social media platforms are the ones that provoke them, and not Amazon.
Through this program, influencers have a real opportunity to make a good amount of profit out of their content.
It works like this: they create the content they see fit and set up hyperlinks that link to your products in their registered social media accounts. If a customer buys within 24 hours after clicking on it, influencers earn a commission paid by you (and you, of course, earn a new sale). This means they depend on their performance to actually make money.
They also have the option not to share any links in their accounts and post videos directly on Amazon. You can see them by scrolling down a listing:
Videos like unboxings or reviews are great for convincing customers, as they usually show your product in more detail and through a trusted public voice. The dynamic is the same: if someone buys your product within 24 hours of watching a video, the content creator earns a commission.
Influencers have an audience, many times a loyal one, that took them time and effort to build from scratch. Most of them won’t risk the well-earned confidence their followers give them by promoting a low-quality product. And they actually choose what to promote.
This means that, once inside the program, you must be chosen by them. The process is simple, but you depend on your ability to convey a convincing message. We’ll see more in that later.
In short, your proposal is just as important as the promotions influencers will create once the partnership is up and running. Without a convincing campaign, the opportunity flattens.
Step 1: Set Up a Campaign with Purpose
Before creators can promote your products, you need to build a compelling campaign in Amazon’s Ad Console on Seller Central. Here’s what you’ll need:
- Campaign Name: Keep it short, punchy, and appealing to creators (max 80 characters).
- Commission Rate for each sale: Amazon sets a minimum of 10%, though it recommends offering more to boost creator interest. Keep balance in mind so you don’t lose too much profit for each qualifying sale.
- Budget: It’s the maximum amount of money you want to pay creators. Minimum spend is $5,000. You’ll only be charged for sales made 24 hrs after the buyer clicked on the influencer’s link or on-site video. The campaign automatically ends when the influencers reach the total budget or the end date arrives.
- Campaigns must run for at least 30 days, with a max of 365 days.
Once your campaign is live, you’ll have 24 hours to make edits or cancel it. After that, it’s locked in.
This is how on-site content looks for desktop customers:
Step 2: Craft a Compelling message to creators
It’s time for first-time impressions! The message creators receive from you matters a lot as it helps creators decide whether or not to accept your campaign. This is where you explain your brand, showcase your products, and give creators all the info they need to produce strong content.
Include:
- A brief about your brand and product: Put to work your brand story and display it with a strong message. Ask yourself this: What makes your brand special?
- Guidelines: Do’s and don’ts list for content, like prohibited hashtags, the overall tone of the content, or how to approach the visuals.
- Disclosure requirements, like whether or not adding “Sponsored” or “Ad” to their videos or pictures
Allow yourself to be specific but not overwhelming. The easier you make it for creators to understand your brand and get inspired, the more likely they’ll want to join your campaign.
Step 3: Choose Products Strategically
Use Amazon’s Product Selector to add up to 1,200 ASINs to your campaign. You can include all variations of a product or hand-pick specific ones. Make sure your chosen products:
- Are in stock for the full campaign duration
- Have existing traction or high customer appeal
- Align with the season or major retail events (e.g., Prime Day)
Bonus tip: Creator Connections is a smart way to move surplus inventory or spotlight new launches.
Consider sending influencers samples of your product. You pay for these. These are a great way of starting your professional partnership on the right foot.
Step 4: Let Creators Work Their Magic
Once live, your campaign is visible to eligible Amazon Creators. Top Creators get 7 days of early access. While you can’t pre-approve content or hand-pick creators, you’ll only pay if they drive actual sales.
Again, performance is tracked through clicks and sales made within 24 hours of a shopper clicking a creator’s unique link or video.
You’ll be able to see the campaign performance on Seller Central:
Metrics include:
- Spend (total commissions paid)
- Sales (finalized after order shipment)
- Orders
- Clicks
You can view this data per product and creator, and download reports anytime.
Final Thoughts
Launching a high-converting Creator Connections campaign is more than logistics. You’ll want to work with good storytelling, precise strategy, and trust in creators to reach your audience. If you do all this, you’ll be on your way to promoting your brand and growing your visibility and sales significantly.
Amazon Creator Connections FAQs
How does the Amazon Influencer Program work for brands?
The Amazon Influencer Program allows approved creators to promote their products through their social channels or directly on Amazon listings. You pay them a commission on qualifying sales generated within 24 hours of a customer clicking their link or video. For brands, this means you only pay for performance, not impressions or upfront fees.
What is Creator Connections inside the Amazon Influencer Program?
Creator Connections is Amazon’s matchmaking tool where brands can pitch campaigns to influencers. You set your commission rate, budget, and eligible ASINs, and influencers choose which campaigns to join. It’s the entry point for building partnerships that drive measurable sales.
Who is eligible to use Creator Connections?
To participate, you must be a brand enrolled in Amazon Brand Registry with active ASINs that meet Amazon’s compliance requirements. You’ll also need to commit to the minimum campaign budget of $5,000 and offer at least a 10 percent commission. Agencies or resellers without Brand Registry access are not eligible.
How much commission should I offer influencers on Amazon?
Amazon sets a 10 percent minimum, but higher commission rates (15 to 20 percent) are often more attractive to creators. The right number depends on your margins, but offering slightly above the minimum helps your campaign stand out and attract higher-quality influencers.
Are there any fees to join Creator Connections or work with Amazon Influencers?
No. There are no upfront service fees, subscription costs, or campaign management charges from Amazon. You only pay influencers a commission on sales that happen within the 24 hour window after a shopper clicks their link or video. The only requirement is a minimum campaign budget of $5,000.
How does Creator Connections compare to traditional influencer agencies in terms of fees?
Traditional influencer agencies often charge large retainers, flat campaign fees, or service markups on top of creator payments. With Creator Connections, there are no agency fees or overhead—you only pay for actual sales generated. This performance-based model makes it lower risk and more cost-effective for most Amazon brands.
What is the minimum budget for an Amazon Creator Connections campaign?
Amazon requires a minimum spend of $5,000. You’ll only pay when sales occur within 24 hours of a shopper engaging with influencer content, so the actual spend is tied to results.
Can I choose which influencers promote my products?
Not directly. Influencers decide whether to join your campaign based on the proposal you submit. That’s why crafting a clear, compelling pitch is critical—it’s your first impression and determines whether influencers will want to partner with you.
How do influencers create content for Amazon campaigns?
Influencers can either share affiliate-style links on their social media or upload on-site content like unboxings, reviews, and demos directly to Amazon listings. Both approaches link back to your product and track conversions within a 24-hour window.
Do I need to send free products to influencers?
It’s optional, but highly recommended. Sending samples gives influencers the chance to create authentic content (photos, reviews, unboxings) that resonates with their audience. While it’s an extra cost, it usually leads to better performance and stronger relationships.
What types of products perform best with Amazon Influencers?
Products that already have traction, strong reviews, clear demand, and good availability perform best. Seasonal items, new launches, and unique products with strong visual appeal also do well since influencers want content that excites their audiences.
How can I track sales from influencer campaigns on Amazon?
Amazon provides reporting inside Seller Central, including spend, sales, orders, and clicks per influencer. You can download detailed reports and use them to measure ROI or refine future campaigns.
Is working with Amazon Influencers worth it compared to traditional ads?
Yes, because it adds a trusted third-party voice to your brand. Instead of you promoting your own products, influencers lend credibility and create content that often ranks high on Amazon product pages. Combined with PPC, it creates a powerful full-funnel strategy.
Ready to Unlock the Power of Amazon Influencers?
Amazon’s Creator Connections program can open the floodgates for visibility and sales—but only if your campaign is set up the right way. From crafting the perfect pitch to offering the right incentives, the difference between being ignored and being chosen by top creators comes down to strategy.
At BellaVix, we’ve helped brands navigate this exact process—turning proposals into partnerships, and partnerships into profit. When you work with us, you’ll know how to structure campaigns that stand out, attract high-quality influencers, and move inventory fast.
By filling out the form below, you’ll take the first step toward building a Creator Connections campaign that drives real results—more traffic, more trust, and more sales.
Tell us a bit about your brand, and one of our Amazon experts will reach out with insights you can use right away. No fluff, no generic advice—just actionable guidance to help you start strong.
Fill out the form, and let’s launch a high-converting Amazon Creator campaign together.