Amazon’s Brand Referral Bonus: Everything You Need to Know

On July 15th, 2021, Amazon announced the launch of its Brand Referral Bonus Program, which is intended to incentivize sellers to boost their sales through referral traffic.

In other words, Amazon is now giving you even more reason to level up your external traffic through the channels like Google Ads.

With Ampd’s ad automation toolkit, you will be able to drive more offsite traffic and maximize advantage of the Amazon’s Brand Referral Bonus—but first, let's talk about how exactly BRB works and what’s in it for you.

What is Amazon’s Brand Referral Bonus?

Available exclusively to brand owners enrolled in Brand Registry, the Brand Referral Bonus program aims to encourage sellers to save money, accelerate their growth, and improve the efficiency of their non-Amazon marketing efforts.

As a member of the program, you can earn an additional bonus of around 10% of product sales driven by your external marketing efforts. This means that the more traffic you generate, the more opportunities you will have to earn a bonus, which is provided as a credit on your referral fees.

The exact bonus rate depends on the specific category of each product, with some additional variables, such as gift wrapping and shipping charges.

Why Join the Amazon Brand Referral Bonus Program?

Here are two main reasons why a seller may want to join the Brand Referral Bonus Program:

Save money.

You can save money by receiving bonuses that will average at about 10% of sales resulting from external traffic that you have driven to Amazon. This means that the more effective Google Ads for your Amazon listing are, the more chances you get to earn additional cash.

Luckily, with Ampd’s ad automation toolkit, you can maximize your potential and generate even more sales using Google Ads for Amazon.

Accelerate your growth.

The program incentivizes improving the efficiency of non-Amazon marketing channels and campaigns to drive more external traffic. This, in turn, will help you to accelerate your growth and take your Amazon store to the next level.

You can receive the Brand Referral bonus for sales of additional products offered by your brand for up to 14 days after the ad was clicked.

How to Sign Up the Brand Referral Bonus Program

Without a doubt, Amazon’s Brand Referral Bonus presents an attractive opportunity to accelerate your growth and earn even more money with your online store.

And the best part is that signing up for the program is incredibly easy. Here's how to do it:

1. Register for the program.

Before you start accelerating your marketing efforts, you need to register for the program and Amazon Attribution. If you are already registered in Amazon Attribution, the traffic from your previous tags will still qualify for the bonus after you have signed up for the new program.

2. Create tags.

Once you’ve registered in Amazon Attribution, you can create tags that will allow you to track your performance and any earned bonuses. Without the Amazon Attribution tags properly set up, traffic will not count toward your eventual bonus.

3. Monitor your bonus.

Once you start to see sales resulting from your offsite marketing efforts, you will be able to monitor your bonus amount on the Transaction Details page within your seller account.

4. Use your bonus.

You will have to wait two months before you can use the earned bonuses. This delay allows Amazon to account properly for any customer returns and order cancellations.

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Other Benefits of Driving External Traffic to Amazon Listings

While Amazon’s Brand Referral Bonus program is the new player in the game, there are numerous other perks that you can benefit from when using Google Ads and Ampd to generate external traffic for your Amazon listings:

Increase Brand Awareness

One effective way the sellers thrive on Amazon is by creating a strong, exclusive brand—something that separates them from the sea of competition. Unfortunately, Amazon prioritizes promoting their own brand first and, as such, limits the opportunities for you to advertise your personal brand.

However, if you get creative and advertise outside of Amazon, you will be able to create a recognizable brand voice and help customers remember and distinguish your products from the rest on the marketplace.

Stay Ahead of the Competition

Of course, optimizing Amazon listings for organic sales is important, but you need to understand that every single one of your competitors is doing it too.

To sell your products, you first need to make sure that they are visible to potential customers, and this can get challenging with a continuous battle to rank higher on Amazon search results pages. Luckily, external sources like Google Ads offer additional ways to get your products seen and remembered.

Drive More Traffic and Sales

Simply put, more traffic means more sales, and more sales mean a more powerful brand image. If you are struggling to rank on Amazon’s search result pages, then getting more offsite traffic through Google Ads will enable you to boost not only your rankings, but also the sales velocity.

By learning how to drive more traffic to Amazon listings, you will be able to increase your sales, have successful launches, and build long-term relationships with your customers.

Diversify Your Customer Base

While optimizing your Amazon listings to improve organic rankings and drive more sales is effective, it is important to keep in mind that Amazon’s customers are not your customers.

In order to be successful, you need to look beyond simply selling products - you need to create a powerful brand. And this can only be achieved if you leverage external traffic channels.

Boost Your Keyword Rankings and Best Seller Rank

Rather than relying on potential customers to find your products on Amazon, you can take the control back in your hands and reach them yourself through the use of Google Ads.

As discussed earlier, more traffic naturally translates into increased sales. And, since the sales velocity is one of the most important factors behind Amazon’s ranking algorithm, this often results in higher organic rankings. Higher rankings, in turn, boost your Best Seller Rank.

Skip the Internal Competition

Today, selling on an online marketplace like Amazon is more competitive than ever before. Sending traffic to your product listings through Google Ads will give you a notable advantage over your competitors and allow you to overcome the organic ranking race.

Take Advantage of Amazon’s Brand Referral Bonus with Ampd

When promoting your Amazon listings, it is important to keep in mind that an effective marketing campaign requires efforts both within and outside of this competitive marketplace.

By using Ampd’s turnkey ad automation system to manage and optimize your Google Ads, you will be able to drive more external traffic, boost your sales, and earn additional Amazon’s Brand Referral Bonus. Get ampd today.

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