Big news is shaking up the Amazon affiliate marketing ecosystem! As of December 20, 2024, Amazon implemented a major policy update that has redefined how creators, publishers, and affiliate marketers earn commissions. These changes are a win for transparency and efficiency, aligning the system to better serve brands and reduce misuse by eliminating double or triple commissions on the same traffic. Let’s break down the key updates and what they mean for you.
The Core Changes in Amazon Affiliate Attribution
Amazon’s new policy prohibits creators and affiliates from earning commissions through multiple programs on the same traffic. This means you can no longer add Amazon Associates tags to links generated by attribution-supported networks like Levanta, Wayward, and Archer. For example:
- Single Commission Policy:Creators are now prohibited from attempting to earn commissions from programs outside of Amazon for the same qualifying traffic or using the same affiliate link(s). This includes manipulating tags or employing other methods to receive duplicate commissions from the same customer traffic.
- Network Links:Links generated by major networks like Levanta, Wayward, Archer, and similar seller networks will no longer support Amazon Associates tags. Instead, creators must choose between using seller network links or Amazon Associates links on a product-by-product basis.
- Seller Network Links vs. Amazon Associates:Fortunately, seller networks like Levanta, Wayward, and Archer do not require Associates tags and operate independently, often delivering an average of 2-4x higher EPC (earnings per click) compared to standard Amazon Associates links.
By eliminating the potential for double-dipping, Amazon is fostering a fairer system that rewards genuine affiliate contributions.
Why These Changes Are Good for Everyone
The updates bring several benefits for all stakeholders in the affiliate marketing space:
- Improved Transparency:Brands can now trust that commissions are being accurately allocated, without the risk of overpaying for the same conversion.
- Cleaner Traffic Sources:By enforcing stricter rules, Amazon is reducing opportunities for gaming the system, such as paid reviews or inflated clicks.
- Smarter Spending for Brands:The changes ensure brands’ marketing dollars are spent more effectively, rewarding affiliates who drive genuine sales.
- Higher Earnings for Top Performers:Attribution-supported networks like Levanta, Wayward, and Archer offer significantly higher commission rates—up to 2-10x more than Amazon Associates—providing better opportunities for creators who choose to specialize.
- Longer Attribution Windows:While Amazon Associates offers a 24-hour conversion window, networks like Wayward, Levanta, and Archer provide extended attribution windows, such as 14 days, allowing creators to capture more revenue from delayed purchases.
Amazon Associates: Still Valuable in the Right Scenarios
While seller networks often deliver higher EPCs and longer attribution windows, Amazon Associates remains a powerful tool for brands and creators in specific cases:
- Product Coverage:Amazon Associates provides unparalleled product diversity, enabling creators to monetize virtually any item sold on Amazon—even those not supported by seller networks like Levanta, Wayward, and Archer.
- Ease of Entry:For new affiliates, Amazon Associates offers a low barrier to entry, making it an ideal starting point for those beginning their affiliate marketing journey.
- ACC Campaigns for Scale:Amazon Creator Connections (ACC) campaigns, part of the Amazon Associates ecosystem, offer a robust platform for brands to collaborate with influencers at scale. These campaigns provide opportunities for brands to drive targeted product promotion and for creators to earn competitive commissions through Amazon’s infrastructure.
At Ikon Digital Media, we excel at building, launching, and optimizing Amazon Creator Connections campaigns. From identifying the right influencers to crafting compelling offers, our expertise ensures that both brands and creators achieve maximum results from ACC campaigns.
What This Means for Creators and Affiliates
As a creator or affiliate marketer, these changes will require a shift in how you approach your affiliate strategy:
- Choose Your Links Wisely:Decide on a product-by-product basis whether to use Amazon Associates or seller network links. For products available through Levanta, Wayward, or Archer, leveraging their links can net you higher earnings and longer attribution windows. For products not supported by seller networks, Amazon Associates links remain a valuable option.
- Update Your Workflow:If you currently append Amazon Associates tags to links from networks like Levanta, Wayward, and Archer, you’ll need to stop this practice immediately. Platforms like these are updating their tools to ensure compliance, so make sure to regenerate and repost your links where necessary.
- Take Advantage of Enhanced Features:Seller networks offer valuable benefits, such as guaranteed payments for eligible sales, automatic pre-qualification to promote hundreds of brands, and higher EPCs compared to standard affiliate programs.
- Use a Hybrid Strategy:Combine seller network links for higher commissions and attribution-supported tracking with Amazon Associates links for broad product coverage or when running ACC campaigns.
Looking Ahead to 2025
These changes mark a positive shift in the affiliate marketing landscape, setting the stage for a more transparent and equitable ecosystem in 2025. For brands, this means smarter spending and cleaner traffic. For creators and affiliates, it’s an opportunity to build stronger partnerships with seller networks like Levanta, Wayward, and Archer while unlocking higher earning potential.
At the same time, Amazon Associates and Amazon Creator Connections (ACC) campaigns remain vital tools for brands and creators in scenarios where product diversity and platform-scale collaborations are key.
As always, our team at Ikon Digital Media is here to help you navigate these updates. Whether you need guidance on optimizing your strategy or transitioning your links, we’re just a call or email away. Let’s make 2025 a year of growth and innovation in affiliate marketing!
Have questions about how these changes affect your program? Contact us today for personalized advice and best practices: partnerships@ikondigitalmedia.com.