Amazon Creator Connections Explained (for Sellers)

Finding influencers to promote your Amazon campaigns and products is hard. But finding the right influencers is even harder.

Does this mean Amazon Creator Connection is the easy solution? Can it really help you navigate influencer marketing?

To answer these questions, you must first understand all the aspects of Amazon Creator Connections for sellers. Only then you can tell if you should go all in with Amazon’s ecosystem or look into alternatives. That’s why we created this guide: to help you ponder your options.

At Archer Affiliates, having worked with so many sellers, we can tell you don’t have to put all your eggs in the Amazon basket. Therefore, if you want to look beyond Creator Connections and discover new channels that suit your product and target audience better, join our network and connect with Amazon influencers as early as today!

What is Amazon Creator Connections?

Creator Connections is a program that aims to help sellers increase visibility on Amazon and boost sales by partnering with influencers. Amazon offers a bonus per sale to attract influencers to this program, provided they follow the campaign rules and track sales correctly.

If you’ve ever tried to find Amazon influencers to promote your brand, you probably quickly learned you can’t just look them up on the platform. Spotting influencers on the platform is tedious and time-consuming, but Creator Connections is trying to solve this issue.

As a seller, you can join Creator Connections, set up one or more campaigns, and wait for influencers to apply. Here are a few things you should be aware of:

• Campaign setting is laborious: You’ve got to set running dates, generate tracking links, and give influencers a lot of information on how to promote your products.
• Certain constraints apply from the start: You must set the Amazon content creator’s commission to a minimum of 10% and have a budget campaign of at least $5,000.
• Communication with influencers is limited: Once you’ve published a campaign, influencers can apply. As with many other affiliate networks, you can’t message an influencer until they apply to your campaign.
• You can’t edit most campaign details once it goes live: Between configuring your campaign and seeing it live, you only have a 24-hour window. During that time, you can still make changes but after that, most details will be uneditable.
• Some influencers are discouraged by strikes: Amazon has a “three strikes and you’re out” policy for Creator Connections. If an influencer doesn’t follow the rules, they’ll get penalized.

Benefits of the Creator Connections Program

Of all the ways sellers can connect with the best Amazon influencers right on the platform, this one is the most direct. It’s where influencers come, expecting sellers like you to make them offers, so this is one solid benefit. But with Creator Connections, Amazon is giving you other perks too:

1. No need for back-and-forth negotiations: If you put in the hard work and create a campaign that gives influencers all the info they need, it’s more likely that they will apply enthusiastically. So, chances are you won’t have to listen about arrangements you’re not interested in.
2. You have means to attract specific influencers: When you configure your campaign, you can specify some interests that align with it to make it more visible among relevant content creators. Interests are keywords like “beauty”, “fitness”, “tech gadgets”, etc. that help you find influencers who typically promote in these niches.
3. You can vet influencers: Amazon lets you accept up to 200 influencers from those who apply to promote your campaign. But for each applicant, before accepting them, you can vet them by looking at their past work, interests, and platform reach.

Creator Connections Eligibility and Requirements

Even though it’s free to access, Creator Connections comes with some specific eligibility terms and requirements. Here are the main criteria:

• Brand Registration: Only brand-registered sellers can join. Before participating in Creator Connections, you must enroll your brand in the Amazon Brand Registry.
• Profile and Store: You must have a complete brand profile and store on Amazon. The goal is to appear more professional and attract influencers.
• Campaign Setup: For each brand you wish to promote, you have to create a very detailed campaign, with a title, description, key talking points, necessary disclosures, commission rate and budget, etc.

How to Access Creator Connections Program Through Amazon Seller Central

Once you have logged into your account on Amazon Seller Central, it’s easy to access the Creator Connections Program:

• Go to the Advertising tab in the top navigation bar
• Click on it and access the Ads Console
• Within the console, select the Brand Content sub-menu
• Under this sub-menu, you’ll find the Creator Connections program

If you’ve followed these steps and don’t see the Creator Connections under Brand Content, you’re currently not eligible to join it. Most likely, you haven’t registered with the Amazon Brand Registry yet.

Best Practices to Run a Creator Connections Campaign

Getting your campaign right from the start is critical. After all, you can only communicate with the influencers who apply and, once a campaign is live, you can no longer change it. So, here are some best practices to help you successfully set up and run your creator connections campaign:

1. Create a Detailed Campaign Brief

As a seller, it’s your job to give influencers all the context they need to promote your campaign.

Make sure you write an informative and engaging campaign title that clearly shows your campaign focus. Something like “Must-Have Outdoor Adventure Gear Set” or ”Tools to Save Your Cleaning Time” should do it.

Then, remember that the 3000 characters you have for the description should focus on quality rather than quantity. Tell people what are the key selling points of your products and give them ideas for content creation, clear guidelines, and any necessary disclosures.

2. Set Realistic and Attractive Commission Rates

Offer a commission rate that will attract influencers. While the default is 10%, higher rates will catch the eye of top-tier creators. Therefore, if your profit margins allow it, go over that 10% commission.

Equally important, align your campaign budget with the commission rate. The budget is the maximum amount you’re willing to pay for commissions, so set it high enough to motivate influencers to apply.

3. Specify Targeted Interests

Pick the most representative interest tags for your product category. It will help Amazon match your campaign with the right influencers who have an audience interested in your products. This way, you’ll get higher engagement and more sales. For better results, learn how to evaluate Amazon influencers effectively.

4. Be Professional in Your Interactions With Influencers

The messaging feature should help you communicate clearly with influencers. Use it wisely to answer their questions quickly and give them any extra info they need to create high-quality content.

Being open to feedback can also serve you well. Influencers come with their own experience, and they might be able to give you suggestions that will make your campaign all the more successful.

5. Monitor Performance

Amazon is giving you tracking tools to monitor campaign performance. Make sure you use them! Key metrics include clicks, orders, revenue, and conversion rates. Check these regularly and try to spot what’s working and where you need to adjust.

While you may not be able to edit most elements of a campaign once it goes live, use performance data to plan adjustments for future campaigns. This might include changing the commission rate, updating product information, or refining your target audience for better results.

How to Use Archer Affiliates to Drive Sales on Amazon

Amazon Creator Connections is a way to tap into influencer marketing. But as a savvy seller, you already know that over-reliance on one platform can be risky. While looking to diversify your marketing efforts across different platforms for more stable and sustainable growth, Archer Affiliates can be a trusted partner.

We’re an affiliate network with over 2,500 influencers and affiliates excited to maximize earnings and ready to promote your campaigns. Chances are that the micro-influencers and niche bloggers you find with us will offer you cost-effective partnerships, but that’s not the only benefit of using us to increase traffic to Amazon listing and drive sales. On top of cost-efficiency, you’ll get:

• More control over your campaigns: Amazon is notorious for its strict policies that apply to both sellers and influencers. Working with us outside of Amazon will allow you to set more specific terms that suit your marketing strategy better.
• Simplified campaign setup: At Archer Affiliates, we have a streamlined setup process that automatically generates your attribution links and makes the process more efficient.
• Flexible commission rates: On our platform, you’re not forced to set a certain commission like Amazon does with the 10% minimum. Since you have more flexibility to align incentives with your budget and marketing goals, you can attract a wider range of influencers and affiliates.
• Access to more niche communities: Amazon’s influencer pool might not always align perfectly with your target audience. Our platform can offer you access to new niche communities and specialized audiences.
• Improved brand independence: Building partnerships outside Amazon can help establish your brand as independent and unique. By engaging with influencers within our network, you’ll make your brand more resilient and adaptable to market changes.

Connect with our vetted Amazon influencers and benefit from personalized guidance and support in your affiliate marketing journey. We’ll help you drive more sales and grow your Amazon business efficiently.

Frequently Asked Questions (FAQs)

Here are some FAQs that Amazon sellers often have about the Creator Connections program:

Is Amazon Creator Connections Available to All Content Creators?

While free to join, Amazon Creator Connections involves an application process. A creator must fill out an online application, sharing details about their current audience size, content, and how they monetize. If accepted, they get access to an online training center and community forums.

Is Creator Connections Invite Only?

Creator Connections used to be an invite-only program when it was in beta. Recently, it became a free-to-join program. Content creators must go through an application process, and sellers must be brand-registered and active in US Seller Central.

How Many Followers Does it Take to Be an Amazon Influencer?

Amazon doesn’t specify the exact number of followers and doesn’t even label creators as influencers based on their follower count only. However, applicants should have at least 1,000 followers on a major social media platform, and engagement is also taken into account.

Conclusion

While Amazon Creator Connections can be a useful tool, it does come with its own set of complexities. So, if you don’t want to settle for laborious campaign setups and strict budget requirements, expand your horizons and explore new channels.

You’ll be happy to learn about us that we believe in diversifying your marketing strategies. Our platform lets you connect with thousands of vetted influencers and affiliates. We’ve worked hard to create a supportive environment where affiliates do their job motivated by fair commissions rather than scared of penalties, and we’d love for you to be a part of it.

Join us today and connect with dedicated influencers eager to drive external traffic to your Amazon listings and boost your sales.