Amazon Brand Referral Bonus: Earn Back Fees on Outside Traffic

If you send shoppers to Amazon from Google, social media, email or influencers, Amazon now wants to reward you for it. The Brand Referral Bonus program gives brand owners a credit on sales that come from non-Amazon marketing. In many cases, it can cover a large part of the referral fee on those sales.

Here is how it works and how to start.

What is the Brand Referral Bonus?

When a shopper clicks one of your tracked links from outside Amazon and then buys your product, Amazon gives you a bonus credit. Amazon says the bonus averages around 10% of the product sales price. You see it as a credit against your selling fees.

The bonus applies to the sale that came from the click, and to other purchases of your brand’s products by that shopper within a set window.

Who can join?

The program is for brand owners enrolled in Brand Registry. Enrollment is free. Once enrolled, your eligible products are included automatically.

How it works with Amazon Attribution

The bonus uses Amazon Attribution tags to track which sales came from your outside marketing. If you already use Attribution, you are halfway there. If not, see our guide to Amazon Attribution.

1. Enroll in Brand Referral Bonus in Seller Central.
2. Create Attribution tags for each channel or campaign.
3. Use the tagged links in your ads, emails, social posts and influencer content.
4. Track bonus credits in the Brand Referral Bonus dashboard.

Why it matters

Outside marketing often looks expensive when you compare it with Amazon ads. The bonus changes the math. A 10% credit on each sale can turn a break-even campaign into a profitable one.

It also encourages a healthier business. Brands that build demand outside Amazon are less dependent on Amazon ads alone.

Ideas for using it

• Email your customer list with tagged links to new products or bundles.
• Run Google search ads on your brand name and product keywords that lead to your Amazon listing or Store.
• Work with influencers and give each one a unique tag so you can see who drives sales.
• Use social media posts with tagged links to your Amazon Store.

Things to watch

• Every link needs a tag. Untagged traffic does not earn the bonus.
• Outside traffic often converts lower than Amazon search. Judge it with the bonus included.
• Check the program terms in Seller Central, as Amazon may change the details over time.

The bottom line

The Brand Referral Bonus is free money for brands that already market outside Amazon, and a good reason to start if you do not. Enroll, tag every link and track results. If you want help connecting your outside marketing with Amazon, see our reporting and dashboards service.

FAQs

How much is the Amazon Brand Referral Bonus?

Amazon says the bonus averages around 10% of the product sales price on qualifying sales from non-Amazon traffic.

Is the Brand Referral Bonus free to join?

Yes. Enrollment is free for brand owners in Brand Registry.

Do I need Amazon Attribution for the Brand Referral Bonus?

Yes. The bonus uses Amazon Attribution tags to track which sales came from your outside marketing.