Amazon is once again shaking up the world of online advertising and e-commerce. The retail giant has launched a Native Commerce Advertising (NCA) pilot programme, partnering with major publishers like CNN, Vox Media, and Future. Unlike traditional affiliate marketing, where publishers earn a commission only when a reader makes a purchase, this new model compensates media companies simply for driving traffic to Amazon – whether or not the user buys anything.
This shift represents a major change in the relationship between publishers, advertisers, and e-commerce giants. If successful, it could redefine how digital advertising works, offering publishers a more stable revenue stream while allowing Amazon to expand its advertising reach beyond its own platform.
How Amazon’s Native Commerce Advertising Works
The NCA programme is designed to make it easier for publishers to monetise their content. Traditionally, affiliate marketing requires a sale to be completed before the publisher earns a commission. With NCA, publishers get paid simply for sending users to Amazon, removing the reliance on conversions.
This approach benefits media companies, particularly those that drive high-intent traffic but often miss out on commissions due to consumer hesitation or price comparison. Instead of relying on a percentage of sales, publishers can earn a fixed fee per click, similar to how display advertising works.
For Amazon, this is a clever move. The company is effectively paying publishers to act as a top-of-funnel traffic source, funnelling engaged readers from trusted news sites and content platforms directly into its marketplace. Even if a user doesn’t buy immediately, Amazon can retarget them with ads and personalised recommendations, increasing the chances of a sale later.
Why This Could Be a Game-Changer for Digital Publishers
The biggest challenge for digital publishers today is finding reliable revenue streams. With declining ad rates, increasing ad-blocker usage, and shifts in search algorithms, many media companies are struggling to maintain profitability. Affiliate marketing has long been a lifeline, but it comes with a major drawback—if readers don’t buy, the publisher earns nothing.
Amazon’s traffic-based payment model could offer publishers more predictable earnings, making it easier for them to invest in high-quality content. Instead of worrying about conversion rates, they can focus on driving engaged users to Amazon, knowing they’ll be paid regardless of what happens next.
However, this model also raises concerns. If publishers start prioritising content that sends traffic to Amazon rather than providing real value to readers, it could impact trust and editorial integrity. Some media companies may push product-focused content harder, leading to a flood of Amazon-driven recommendations rather than genuine, unbiased reviews.
What This Means for Affiliate Marketers
Affiliate marketing has always been about performance-based rewards, meaning publishers and creators only get paid when a sale happens. Amazon’s new model breaks this standard, allowing publishers to earn money even if readers don’t make a purchase.
For independent affiliate marketers, this could be a concern. If Amazon prioritises large media publishers in this programme, it may reduce the visibility of traditional affiliate links, making it harder for smaller creators to compete.
Another possible impact is changes in commission structures. Amazon has already cut its affiliate commission rates multiple times over the years, making it harder for smaller affiliates to earn sustainable income. If the company shifts more budget into Native Commerce Advertising, it may mean fewer resources are available for traditional affiliate payouts.
However, for marketers who focus on driving traffic rather than optimising for conversions, this could be a new opportunity. If Amazon extends this model beyond large publishers, content creators and niche affiliate marketers could benefit from guaranteed payouts per click, providing a more stable income stream.
The Future of E-Commerce Advertising
Amazon’s Native Commerce Advertising programme is still in its pilot phase, meaning it’s not yet available to all publishers. However, if it proves successful, it could signal a shift in how e-commerce platforms approach traffic acquisition.
Instead of relying purely on pay-per-sale affiliate marketing, we may see a hybrid model, where traffic-based and commission-based rewards coexist. This could attract more publishers and content creators to Amazon’s ecosystem, increasing its dominance in online shopping.
For brands and advertisers, this means competition for visibility will become even fiercer. If Amazon starts favouring publishers who drive traffic over those who convert sales, traditional performance marketers may need to rethink their strategies.
The long-term impact on SEO-driven affiliate marketing, independent content creators, and traditional ad networks remains to be seen. But one thing is clear: Amazon is continuing to blur the lines between advertising, content, and commerce, and digital publishers will need to adapt to stay ahead.
