Affiliate Update: Amazon’s Commission Reductions
Direct Affiliate Programs
Backbone has been managing affiliate marketing programs for around 20 clients since early 2019, and we have seen a meaningful uptick in the affiliate channel since the start of the COVID-19 crisis. With brick-and-mortar stores closed and traffic to publisher sites growing, there is more traffic and demand through the affiliate channel. Since Amazon has slowed or delayed shipments of non-essential products, brands’ DTC sites have actually been performing quite well in April (March was a different story). The affiliate channel has been a bright spot in the media mix for many clients.
With the news of Amazon’s reductions, some publishers have already reached out to Backbone’s affiliate team requesting to join brands’ affiliate programs and switch links away from Amazon. We have been busier than ever negotiating rates, creating links, and discussing future opportunities. Further, Backbone is reaching out to all publisher and affiliate contacts letting them know that our affiliate business is very much alive and strong, and we are ready to help brands maneuver through these dynamic times. We will work to convert as many Amazon affiliate links as possible over to brand affiliate links over the next few weeks. We believe that there will continue to be an uptick in product coverage and direct links as a result of these changes. Amazon’s change further proves the importance of having a direct affiliate program.