Overview

Amazon's Brand Referral Bonus (BRB) program rewards brand-registered sellers who drive external traffic to their Amazon listings. By running off-Amazon advertisements that direct shoppers to your product pages, you can earn a bonus credit applied against your future referral fees. Understanding the program's terms and conditions is essential for sellers looking to maximize this benefit while staying compliant.

Key Points / What Sellers Need to Know

• Bonus credits offset referral fees — The BRB provides a percentage-based bonus that is credited against your future referral fees, effectively lowering your cost of selling on Amazon when you drive outside traffic to the platform.
• Amazon Attribution is required — You must enroll in and use Amazon Attribution to tag your off-Amazon advertising links. Only traffic tracked through Attribution-tagged links qualifies for the bonus.
• 14-day purchase window — A customer must complete a purchase within 14 days of clicking your Attribution-tagged link for the sale to count as a qualified purchase.
• Two-month payout delay — Earned bonuses are credited to your seller account approximately two months after they are earned, allowing time for order cancellations and returns to be processed.
• Cannot combine with Amazon Associates — Sellers cannot simultaneously earn a Brand Referral Bonus and an Amazon Associates commission on the same traffic. Attempting to do so is a violation that can result in account termination.
• Brand Registry enrollment required — You must have a brand representative role assigned in Brand Registry for the products you are promoting.

How the Program Works

The Brand Referral Bonus program is designed to incentivize sellers to bring new customers to Amazon through their own marketing efforts. When you run advertisements on external platforms such as Google, Facebook, or other channels and direct that traffic to your Amazon product detail pages using Amazon Attribution tags, you earn a bonus on qualifying sales. The bonus amount is a percentage of the sale, and the specific rates are published on the BRB information page within Seller Central. These rates are subject to change at Amazon's discretion. Importantly, the bonus on any single transaction cannot exceed the total referral fee for that order, meaning it serves as a discount on fees rather than a direct cash payment.