Amazon is giving influencers a stronger incentive to promote products ahead of Prime Day by increasing commission rates across several categories. Influencers participating in Amazon’s affiliate program, Amazon Associates, will see up to double their usual rates between July 1 and July 20. This window also aligns with Amazon’s decision to extend Prime Day from two to four days.
Higher Commissions Across Key Categories
The boosted rates apply to 13 product categories, including beauty, kitchen goods, home essentials, jewelry, and power tools. Beauty and grooming products will now offer 6% commissions, up from 3%. Jewelry rates rise from 4% to 8%, and premium beauty items jump from 10% to 12.5%. Toys and games are also included, increasing from 3% to 5%.
As reported by Adweek, this increase is part of a larger effort to reward influencers who play a growing role in Amazon’s sales funnel, especially during major retail events like Prime Day.
An Amazon spokesperson confirmed the strategy, stating that “Amazon offers a variety of creator incentives during and around Prime Day, as well as during other key shopping moments throughout the year.” These incentives include increased commissions, gift cards, and performance-based bonuses.
Creators See a Major Opportunity
Amazon-specific influencers have built strong followings by consistently recommending products, and Prime Day offers them one of the biggest revenue windows of the year. Creator Lonni Smith told Adweek that July is her highest-earning month and that the rate increases make a clear difference. “My audience trusts the products I recommend, so being able to receive a higher commission is great,” she said.
Other influencers who don’t usually focus on Amazon are also adjusting their strategy. Kellyn McMullan, for example, said she typically posts links to her Amazon storefront only when viewers ask. For Prime Day, however, she becomes more active. “I have a full-time job, so it’s a lot of extra work for someone who’s not a full-time creator,” she said. “But when the commission is higher, I do get motivated.”
She said she earns about ten times more during Prime Day than in a regular month. The addition of stacked incentives from both Amazon and individual brands makes it even more appealing.
New Tools, Extended Timeline
The longer Prime Day period gives influencers more room to plan content. In previous years, the two-day window left creators scrambling to fit in as many promotions as possible. Now, with four days, they can roll out posts more strategically.
Fashion and beauty creator Frankie Tevares plans to post category-specific content on each day, ending with a wrap-up. The extra time also allows creators to film and share unboxing videos while Prime Day is still active, giving audiences more timely product feedback.
McMullan said, “You can buy a product on day one, tell your audience you’re getting it, and film an unboxing by day two or three. There’s still time for your followers to purchase.”
Shifting Industry Norms
The decision to raise rates bucks the broader trend of shrinking influencer commissions across the retail sector. Madison Weaver, co-founder and CMO of The Creator Society, said Amazon’s move is a welcome change. “Over the past couple of years, we’ve seen brands like Amazon step back their commissions and bonus programs. It’s encouraging to see a commission increase,” she told Adweek.
Weaver advises creators to stay focused on what has worked in the past. “Just because a sale is on doesn’t mean you need to share it,” she said. Instead, she encourages influencers to feature products they know their audience wants and that have previously delivered strong engagement or conversions.
