How Amazon’s Brand Referral Bonuses Supercharge Multi-Channel Paid Media
If you’re already investing in off-Amazon marketing channels such as Google Ads, Instagram campaigns, email marketing, and influencer partnerships, Amazon’s Brand Referral Bonus (BRB) program can provide a significant return. By sending shoppers to your own Amazon listing through external marketing efforts, you can earn money back from Amazon. This program is a potent tool for optimizing ROI for your campaigns, but it remains underutilized by many sellers.
What Is the Brand Referral Bonus Program?
The BRB program rewards you for using off-Amazon marketing to drive traffic to your listings. Here’s how it works:
- You create Amazon Attribution links for your ads and content.
- A customer clicks on an attributed link from your off-Amazon ad and makes a purchase.
- Amazon gives you a bonus (typically 10%) of the sale price as a credit toward your referral fees.
It’s essentially Amazon’s way of helping you cover your ad costs, so you can reinvest and grow faster.
Why It’s a Big Deal for High-Ticket Products
If you sell a $600 product, like a rowing machine, and a customer buys it through one of your ads on Instagram or Google, you could earn a $60 bonus credit. Multiply that by 100 sales? That’s $6,000 in recovered costs, which you can put right back into your marketing efforts. The higher your price point, the bigger the bonus.
BRBs are a game-changer because they:
- Offset your growing ad spend across channels
- Improve return on ad spend (ROAS) by reclaiming a portion of your ad costs
- Help you reach new audiences via search, social, blogs, and email while still leveraging Amazon’s trusted checkout experience
- Support longer purchase journeys—especially for expensive products that require research and consideration before buying
Ready to Earn While You Advertise?
To get started with Brand Referral Bonuses, you’ll need to complete a few steps:
- Enroll in Brand Registry: Ensure you’re a Brand Registered seller on Amazon.
- Activate Amazon Attribution: Utilize this tool to track your off-Amazon traffic.
- Create Attribution Links: Use these links in all your external marketing efforts, such as Google Ads, Meta campaigns, email newsletters, influencer collaborations, and more.
- Monitor & Optimize: Monitor your Amazon Attribution reports to see what’s working and scale what’s working best.
As Amazon puts it, “You can earn a bonus averaging 10% of the product sales price driven by your non-Amazon marketing efforts, such as social media, search and display ads, or email, measured through Amazon Attribution.”.
Don’t Leave This Opportunity on the Table
Most sellers aren’t taking advantage of BRB—which means those who do have a serious competitive edge. If you’re already paying for traffic, BRB is your chance to recoup some of that spend, increase profitability, and scale smarter.
Want to Make BRBs Work For Your Brand?
At Philly Marketing Labs, we’ll help you integrate the Brand Referral Bonus Program into your Amazon strategy, so every campaign works harder and every dollar goes further.
Let’s make your Amazon presence work for your entire marketing strategy.
