The Amazon Brand Referral Bonus program can be helpful for Amazon sellers who are driving external traffic to Amazon. Previously if you had a large audience on your website, email list, or social media it could be difficult to measure the success of your advertising campaigns that were sending external traffic to the platform. This program provides an incentive for all brand-registered sellers to drive external traffic to Amazon. If all of your traffic is coming from within Amazon, this program will not be relevant to your business. Below we will cover what the Amazon brand bonus is, how to use it, who is qualified for it and what companies it may be helpful for.
What is the Amazon brand referral bonus?
On July 15, 2021, Amazon launched its Brand Referral Bonus Program. Through the program, Amazon incentivizes brands by offering them a percentage of the referral fees associated with the sale. The bonus is given as a credit on a brand’s product referral fee. You can access this feature by going to the “Brands” tab on Seller Central and clicking the “Brand Referral Bonus” option. This is all tracked through a custom link that you can set up in Amazon Attribution. You can share this custom link on other platforms throughout the internet and track the conversion rate from outside traffic to your Amazon account. Amazon also uses this custom link to track the sales coming from external traffic sources on your listings. You may notice that not all external traffic converts the same. This allows you to allocate your marketing budget more efficiently.
What is the Amazon Brand Referral bonus percentage?
Amazon is giving on average a 10% bonus to brands that are driving external traffic to Amazon. This percentage amount varies across different categories. Amazon products get the highest percentage bonus while consumer electronics and grocery get the lowest. To learn more about what the specific percentage is for each individual category, see Amazon’s table.
How to qualify for Amazon brand referral bonus
In order to qualify for the brand referral bonus, you must sell in the U.S and be brand registered. If you are not a brand registered seller, you will need to enroll in the brand registry and apply for the brand referral program once you are brand registered. As mentioned earlier, if you do not have outside traffic, you may sign up but it will not be relevant to your business.
Who could best use the Amazon Brand Referral Bonus
If you are a brand that is already using the Amazon attribution program and driving off-Amazon traffic to Amazon, the brand referral program should be easy to incorporate with your current marketing efforts.If you aren’t using Amazon Attribution but you are driving external traffic to Amazon you can set this up by registering to the brand referral program, enrolling in Amazon Attribution, and creating tags using amazon attribution to qualify for the bonus. For more frequently asked questions see Amazon’s Site.
The brand referral program is an exciting program for brands that are driving external traffic to Amazon. This program helps brands reduce their Amazon referral fees by giving brands the opportunity to get bonuses from qualified purchases. The 10% bonus that you are eligible to receive can be a huge benefit towards boosting profit margins. To learn more about the Amazon brand referral program, please contact us below.