Navigating Amazon’s Commission-on-Cart Policy

Amazon’s commission-on-cart policy can be a double-edged sword for brands. On one hand, it provides a way for partners to earn commissions on purchases, but on the other, it can lead to non-incremental payouts commissions paid to partners who may not even have live content promoting your brand.

The Non-Incremental Challenge

Many brands face a common issue: partners receiving commission without creating meaningful promotion. These partners don’t necessarily drive high-quality traffic, nor do they contribute to incremental sales. While commissions are being paid, the brand sees little to no real growth or customer engagement.

Relying solely on Amazon’s standard policy can make it difficult to ensure that every dollar spent on commissions is driving true value. Without oversight, a campaign can feel like a drain on marketing resources rather than a growth engine.

Mitigating Non-Incremental Partnerships

The solution lies in strategic partner management. At Commerce Bridge, we’ve helped brands identify and block non-incremental partners those who do not actively contribute to brand awareness, generate meaningful traffic, or attract high-quality customers. By focusing on partners who genuinely add value, brands can maximize ROI and foster incremental growth.

Key strategies include:

Monitoring partner activity: Tracking which affiliates are driving actual conversions and engagement.

Content alignment: Prioritizing partners who have live, high-quality content around the brand.

Performance-based adjustments: Regularly updating partnerships to reward incremental contributors and pause non-performers.

Driving Incremental Value

By taking a hands-on approach to affiliate management, brands can transform Amazon’s commission structure from a potential liability into a strategic growth lever. The result is not just higher incremental sales but also better customer quality, increased brand visibility, and long-term value.

Final Thoughts

Amazon’s commission-on-cart policy doesn’t automatically ensure growth—it requires active management and thoughtful partner selection. Brands that invest in strategic affiliate oversight can eliminate non-incremental payouts, optimize their marketing spend, and drive measurable results.

For brands seeking to maximize incremental value through Amazon Affiliate programs, Commerce Bridge specializes in Amazon Affiliate Management, helping identify high-impact partners, block non-contributing affiliates, and ultimately grow both revenue and brand influence.