Most Chinese brands selling in the West start on Amazon. It is the fastest way to reach American and European shoppers, and nearly half of the top 10,000 sellers on Amazon in the US are based in China (Marketplace Pulse). But that also means competition is fierce, and Amazon ads keep getting more expensive.
Affiliate marketing gives Amazon sellers another way to grow: trusted publishers and creators outside Amazon recommend your products and send shoppers straight to your listings. This guide explains how it works, what it can do for your sales and how to get started.
What is affiliate marketing for Amazon sellers?
In simple terms, you work with websites, creators and other partners who already have the attention of your customers. They feature your products in reviews, buying guides, videos and deal posts, and link to your Amazon listing. You pay them a commission on the sales they drive, or sometimes a fixed fee for a premium placement.
The difference from Amazon ads is where the shopper comes from. Instead of competing for clicks inside Amazon search, you reach shoppers earlier, while they are still researching, on sites they already trust.
Why off-Amazon traffic matters
- New customers. Publishers and creators reach shoppers who have not yet searched on Amazon, so you are not just paying again for customers you would have got anyway.
- Trust. A recommendation from a respected review site or creator carries more weight than an ad, which matters for brands that shoppers do not yet know.
- Better rankings. Extra sales and traffic can help your listings perform better in Amazon search over time.
- Less reliance on Amazon ads. As ad costs rise, a second source of traffic protects your margins.
How you track sales from affiliate partners
When partners send traffic to Amazon, you need to know which sales they drove so you can pay them fairly. Amazon Attribution lets you create tracking links for each partner and see the clicks, add-to-carts and sales they generate. Your agency or network then uses that data to pay commission.
Keep it simple: one tracking link per partner and placement, checked regularly, so you can see who is really driving sales.
Which partners work best for Amazon sellers?
| Partner type | What they do | Best for |
|---|---|---|
| Review and content publishers | Feature your product in reviews and “best of” buying guides | Building trust and long-term sales |
| Creators | Show your product in use on YouTube, Instagram and TikTok | Launches and visual products |
| Deal sites and communities | Share discounts and limited-time offers | Prime Day, Black Friday and stock clear-outs |
| Newsletters | Recommend products to engaged subscribers | Niche products with a clear audience |
For most Chinese brands, review and content publishers are the most valuable starting point. Our guide on how to get into Western buying guides explains how to win those placements.
How to get started: five steps
1. Make sure your listings are ready
Partners will only promote products that convert. Check your listings have strong images, clear English (or local-language) copy, good reviews and enough stock. If your listing is weak, fix it before you spend on partners.
2. Choose your hero products
Start with two or three products that have good reviews, healthy margins and a clear reason to buy. Partners find it easier to write about a strong product than a whole catalogue.
3. Set your commission and budget
Decide what you can afford to pay per sale, and set aside a budget for fixed-fee placements on the biggest publishers. Good placements often cost a fee up front, but they can drive sales for months.
4. Recruit and brief partners
Reach out to the publishers and creators your customers already follow. Give them a short brief: what makes your product different, key features, images and your tracking link.
5. Measure and grow
Track sales by partner every month. Back the partners that perform, try new ones, and plan bigger pushes around Prime Day, Black Friday and other key shopping events.
Amazon or your own website?
Many brands use both. Amazon is often the easiest place to start, because shoppers trust it and it converts well. Your own website gives you customer data, higher margins and more control over your brand. Over time, the strongest Chinese brands build both, and affiliate partners can send traffic to either. If you are thinking about expanding, see our guides to the US market and Europe.
Common mistakes to avoid
- Sending traffic to weak listings. Fix images, copy and reviews first.
- Only working with deal sites. Discounts can drive quick sales but hurt margins. Balance them with content partners who build trust.
- Not tracking properly. Without a tracking link per partner, you cannot tell who is really driving sales.
- Giving up too early. Building relationships with good publishers and creators takes time and hands-on support.
FAQs
Can affiliate partners link directly to Amazon?
Yes. Many publishers and creators link straight to Amazon listings, and you can track the sales they drive with Amazon Attribution links.
How much commission should I pay?
It depends on your category and margins. As a rough guide, many brands pay around 5–10% for electronics and 10–15% for general retail, plus fixed fees for premium placements.
Is this the same as Amazon’s own affiliate programme?
No. Amazon Associates is Amazon’s programme for publishers, where Amazon pays the commission. Working with partners as a brand means you choose who to work with, what to pay and what to promote.
Do I need an agency?
Not always, but an agency with existing publisher relationships can get you better placements faster. Learn more about our affiliate growth service for Amazon sellers, or talk to us.
New to the channel? Start with our complete guide to affiliate marketing for Chinese brands.
Sources
- Marketplace Pulse, via Modern Retail (share of top Amazon US sellers based in China)
