Amazon’s Brand Referral Bonus* offers an exciting opportunity to make your marketing budget go further while you boost your brand’s visibility on the world’s largest online marketplace. Here’s a breakdown of what it is, how it works, and why it matters for advertisers and publishers. 

What Is the Brand Referral Bonus?

The Brand Referral Bonus is an incentive Amazon offers to brands that drive external traffic—traffic that originates outside of Amazon, such as from email campaigns, influencer content, content commerce, blogs, or social media ads.

When a shopper clicks through an Amazon Attribution link and makes a purchase of your branded SKUs, you earn a bonus credit (averaging around 10%) that is applied to offset your future referral fees.

In other words, Amazon is rewarding you for sending qualified traffic to their platform—and for helping them acquire customers. 

Who Is Eligible?

To participate in the program, sellers must meet specific criteria including:

• Have a US Professional Seller account
• Be enrolled in the Amazon Brand Registry
• Drive sales of branded SKUs through Amazon Attribution tags
  
  

Currently, the program is only available for the US Amazon store.

What Are the Benefits?

For brands, the Brand Referral Bonus can be a powerful growth tool. Some key advantages include:

• Earn an average of 10% back on qualified sales
• Boost profitability of your off-Amazon campaigns (ads, influencer partnerships, etc.)
• Continue earning for up to 14 days after the initial click, giving you an extended conversion window
• Improve organic Amazon search ranking—Amazon’s algorithm rewards external traffic 
• Gain transparency with Amazon Attribution, which lets you track campaign performance across channels

How Does It Work?

The Brand Referral Bonus process is straightforward:

1. Implement off-site marketing efforts (like social media ads, influencer partnerships, or email campaigns) with Amazon Attribution tracking.
   
   
2. Drive external traffic to your eligible branded product listings on Amazon.
   
   
3. Earn your bonus—for qualified sales within 14 days of the click. The referral fee credit (usually 5–11% depending on category) is applied about two months later to account for cancellations and returns.

Estimated Rates by Category (as of 9/26/25):

• Clothing & Accessories: 11%
• Consumer Electronics: 5%
• Home & Garden: 10%
• Toys & Games: 10%
• Pet Supplies: 10%
• Health & Beauty: 5–10%

For the most up-to-date bonus rates visit Amazon Seller Central.

Boost Your Campaigns with Brand Referrals

The Brand Referral Bonus changes the economics of running external campaigns. Advertisers can reinvest those referral fee savings back into their growth strategies, while publishers and influencers become even more valuable partners for brands looking to tap into external traffic sources.

By leveraging the Brand Referral Bonus, brands can stretch their ad dollars further, publishers can drive more meaningful collaborations, and both sides benefit from improved visibility and performance on Amazon. 

Final Thoughts

Amazon’s Brand Referral Bonus isn’t just another seller perk—it’s a strategic tool that rewards smart marketing and collaboration. If you’re a brand looking to maximize ROI from your affiliate or influencer partnerships, or a publisher seeking to provide greater value to advertisers, this program is worth exploring.

At PartnerBoost, we’re here to help advertisers and publishers make the most of opportunities like this. Reach out to our team if you’d like to explore strategies to grow with Amazon’s Brand Referral Bonus. 

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*Currently only available for the US Amazon Store. Terms and conditions apply. Additional factors may be considered when calculating estimated rates and eligibility. Information may change over time. Please reference Seller Central for most up-to-date information.