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Amazon has quietly been operating a beta program named Amazon Creator Connections since late 2022. This program aims to bridge the gap between content creators and Amazon Sellers/Vendors, bypassing third-party creator/brand marketplaces. Brands are allowed to join the program via invitation only, and if you’ve recently been invited by Amazon to participate, this is a great opportunity for your brand that we highly recommend taking advantage of.
What is Amazon Creator Connections?
Amazon Creator Connections is a beta program that focuses on simplifying and streamlining the process through which content creators can connect with Amazon Sellers and Vendors. It serves as a centralized platform where creators can collaborate with brands to promote products and earn commissions on sales. Until Creator Connections, these connections were provided by various third-party marketplaces, which often charge program fees and additional commissions, and may not always offer high quality brands or a large pool of talented and qualified creators. Amazon Creator Connections has every indication of fixing that.
Joining the Program as a Creator
Since Amazon Creator Connections is still in its beta phase, content creators are welcome to sign up on Amazon. However, for Amazon Sellers and Vendors, the program is currently accepting new brands by invitation only. This exclusivity ensures that the program can carefully scale and manage the quality of brands joining the platform. We’re not privy to Amazon’s selection process, but it appears to be heavily influenced by the product category and sales volume.
Earning Potential for Creators
Content creators participating in Amazon Creator Connections have the opportunity to earn through a dual commission structure. Firstly, they earn standard commissions through the Amazon Associate program for driving sales. Additionally, creators earn an extra commission that is paid directly by the brand.
Advantages Over Third-Party Marketplaces
One of the standout features of Amazon Creator Connections is that it is superior to third-party marketplaces in several ways. Firstly, brands do not need to pay any program fees to participate. This makes it more accessible and cost-effective for brands to join and collaborate with content creators. Additionally, brands are not required to provide sample products to creators, which further reduces the costs involved. Creators are compensated solely based on products sold, ensuring a performance-based model that benefits all parties involved.
A Winning Proposition for Brands
For Amazon Sellers and Vendors, being part of Amazon Creator Connections can be a game changer. If you are notified by Amazon that you are eligible to participate, we strongly recommend testing it. With commission rates starting at 5% and no program fees, it offers an attractive, risk-free return on investment. To put it into perspective, a 5% commission rate is equivalent to a $20 ROAS. Not only does this program provide an opportunity to increase sales, but it also enables brands to tap into the followers and audiences of content creators.
Amazon Creator Connections is poised to become a significant force in the e-commerce and content creation landscapes. With its streamlined process for connecting content creators with brands, and a lucrative dual-commission structure for talented creators, it presents a win-win scenario for all stakeholders. If you’re an Amazon Seller or Vendor invited to the program, don’t miss out on this golden opportunity to grow your brand and maximize sales. Keep an eye on Amazon Creator Connections as it continues to evolve and shape the future of eCommerce collaborations, and get in touch with us if you’d like to see if we can work together to maximize your eCommerce performance.
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