Amazon’s Creator Connections is a platform that enables brands to partner with creators for bonus commissions up to 50% on qualified sales. This native marketplace within Seller Central—where brands can set campaign budgets, timeframes, and commission rates while creators can browse and opt into relevant opportunities—has become a conversion driver for Amazon sellers looking beyond traditional advertising.

Andri Sadlak, co-founder and Chief Growth Officer at A/B testing platform ProductPinion, has developed a framework for leveraging this platform that’s helped brands like Grace & Stella generate an additional $5M+ in annual revenue. His approach, which earned recognition as the “Best Hack” at the MDS Inspire 2025 Amazon seller summit, focuses on strategic creator partnerships that transform traffic into trust and conversions.

“Success on Amazon used to hinge primarily on product-market fit and speed to market,” says Andri. “Today, it’s about market-message fit—and the most effective messengers are creators your customers already trust.”

An Amazon seller himself since 2017, Andri has helped scale multiple 7- and 8-figure businesses on Amazon. After successfully exiting his own FBA brand, Travelization, he now serves as Brand Owner at Gravitiq, where he’s scaled 5 of 12 brands across Beauty & Personal Care, Baby Products, and Medical Devices, increasing Seller’s Discretionary Earnings by an average of 122%.

“Let’s be honest — success on Amazon isn’t just about the best product anymore,” Andri explains. “Today, real growth depends on conversion-driven trust. And the most scalable, effective way to build that trust? Partnering with creators.”

Why Creator Connections Matters in Amazon Ecosystem

According to Andri, Creator Connections represents a step forward for brands looking to enhance their Amazon presence. 

“Traditional marketing approaches often lack the personal touch that today’s consumers respond to,” he explains. “With Creator Connections, brands can build scalable trust through content that feels genuine and relevant to the audience.” This trust translates directly to measurable results, as the platform delivers trackable ROI with attribution that connects creator content to actual sales.

Another key aspect of the system is its longevity. “The content creators produce doesn’t just disappear after 24 hours like on most social platforms,” Andri points out. “It lives on product listings, continuing to drive conversion long after the initial campaign ends.”

For brands new to creator marketing, the platform also simplifies relationship building. “You’re connecting with creators who already understand the Amazon ecosystem and shopping behavior,” says Andri. “That shared knowledge base makes collaboration much more productive from day one.”

He also highlights the benefits on the creator side. “Many creators struggle with unpredictable income streams and platform dependency,” Andri notes. “Creator Connections offers a more stable, predictable income model tied directly to performance.” This reliability is paired with quality assurance, as creators gain access to vetted, retail-ready brands rather than having to vet potential partners themselves.

The content creators produce through these partnerships doesn’t just benefit their immediate campaigns. “Your content stays visible on product listings, continuing to work for you,” Andri emphasizes. Perhaps most importantly, the system reduces platform risk that plagues many creators. “You’re not dependent on a single platform’s algorithm or policy changes to maintain your income,” he explains. “As long as you’re driving sales, you’ll get paid—regardless of how many likes or views your content receives.”

“Even creators with under 100,000 followers can deliver engagement that outperforms traditional brand-led content,” Andri states, describing Creator Connections as an ideal platform for both emerging and established influencers.

Image: Andri speaking at the Amazon Unlocked exclusive event at Amazon HQ in London, UK

The Framework

Andri’s methodology for leveraging Creator Connections consists of four interconnected steps that work together to attract creators, streamline their onboarding, optimize campaign performance, and build long-term relationships. Here’s how each element functions within the system:

1. Create High-CTR Campaign Names

The entry point to Andri’s framework focuses on standing out in the Creator Connections marketplace. Campaign names are the first thing creators see when browsing opportunities, so they need to immediately capture attention and communicate value.

Andri recommends a specific formula: [“Speed Bump” Keyword] + [Product Type] + [Commission %] + “Free Samples & Assets”

Real examples that have driven creator engagement include:

• “Best of Vogue Face Masks – 30% Commission + Free Samples & Assets”
• “TikTok Famous All-Purpose Cleaner – 22% Commission + Free Samples”
• “Patented Automatic Pet Feeder – 15% Commission + Free Samples”

“These names work because they signal credibility, urgency, and value — all within Amazon’s strict character limits,” Andri explains. “The ‘speed bump’ keyword immediately catches the eye, while the rest tells the creator exactly what’s in it for them.”

Image: Example of what creators see on their end

2. Craft Messages with Clear CTAs

Once creators click into a campaign, the next step is to convert their interest into action. Andri’s system utilizes pre-written messages and application forms to streamline the process, enabling brands to efficiently scale their creator relationships.

The system’s template includes:

• Clear commission structure (e.g., “Earn $30 for every $100 sold”)
• Brand value propositions and talking points
• Links to downloadable assets for creators without samples
• A group coupon code for self-purchase
• An application form to collect emails, addresses, and social profiles

He argues that this structure makes it easy for creators to understand the opportunity, but also begins building a database of creator information that becomes valuable for future campaigns.

3. Set Attractive Schedules, Budgets & Commissions

The third component addresses the campaign parameters that maximize creator participation. Andri’s rule of thumb is: “Max duration. Max budget. Max commission.”

“By default, Amazon Creator Connections lets you set a timeline, commission rate, and budget,” he says. “To maximize creator participation, remove friction by keeping everything as generous and straightforward as possible.”

This approach includes:

• Setting longer campaign durations to give creators planning flexibility
• Establishing higher budgets to signal campaign seriousness
• Offering competitive commissions (30–50%) to motivate top-tier creators

However, Andri cautions about commission and coupon stacking: “Offering both can erode your margin fast, especially if not monitored. If you’re running a promo code, factor it into your payout math.”

4. Automate Creator Messaging for Scale

The final framework component focuses on sustainable scaling through automation. Andri has developed systems for managing the high volume of creator relationships using message templates and standardized processes.

This automation allows brands to:

• Respond promptly to all creator inquiries
• Filter creators based on audience size
• Guide qualified creators through a structured onboarding process
• Maintain consistent communication
• Build a creator CRM for future campaigns

Together, Andri notes, these four steps create a flywheel effect: better campaign names attract more creators, clear messaging improves conversion rates, attractive terms increase participation, and automation ensures scalability.

Long-Term Creator Relationships and Conversion Assets

Andri’s system funnels every interested creator—regardless of audience size—through an application form that builds a direct pipeline of creators who can be nurtured and re-engaged.

“You’re not just building an influencer roster—you’re building a creator CRM,” he explains.

His two-tier approach aims to maximize value from creators at all levels:

• Tier 1 (10K+ followers): These creators receive free samples and create external content that drives traffic back to Amazon. Their reach helps build brand awareness and brings new-to-brand customers to the platform.
• Tier 2 (Under 10K followers): These creators still participate, but without free products. Instead, they receive visual assets, promo codes, and trackable links. Every sale they drive earns them a commission, and their content uploads to Amazon increase on-site conversion—even without upfront product costs.

Andri explains that this system ensures that even creators with smaller audiences provide measurable value, creating an inclusive system where everyone contributes according to their capabilities.

Beyond building a creator network, Andri’s methodology focuses on generating specific types of content that have a lasting impact on product performance. He guides creators to produce content that doesn’t involve only simple product showcases:

• Bundle content: Encouraging creators to feature the product alongside Amazon best-sellers helps train Amazon’s algorithm through “Frequently Bought Together” associations
• Comparison content: Creators produce videos comparing the brand’s products to alternatives, highlighting differentiators in an effective way
• Routine or usage content: Showing the product in real-life situations alongside complementary items creates natural cross-selling opportunities
• Amazon-optimized assets: Creators upload videos directly to product listings, where they permanently influence conversion rates

“Videos uploaded by creators to your product listing don’t disappear after 24 hours,” Andri emphasizes. “They influence on-page conversion, populate ‘Videos for this product’ sections, and can even appear on competitor listings for products tagged in the video.”

Results and Performance Metrics

Across six beauty listings optimized over six months, Andri saw an average 12.58% lift in conversion rate. This wasn’t achieved through creator content alone—it also included ProductPinion-driven image testing, warm traffic from creators’ product comparison content, social proof stacking through creator partnerships, pricing tests integrated with creator campaigns, and deal strategies aligned with content publication.

One particular campaign moved over 6,000 units of stagnant inventory using Creator Connections and social coupons—”faster, cheaper, and with better brand equity than any liquidation method we’ve tried before,” according to Andri.

As he notes, “It’s not just about the immediate sales—it’s about creating a flywheel of conversion optimization that keeps delivering long after the campaign ends.”

Challenges and Optimizing Strategy

One of the most common challenges is determining appropriate commission rates that attract creators without eroding profitability.

“If you’re paying 30% ACoS on ads, why not test paying the same to creators instead? Especially if you’re acquiring new-to-brand customers with real lifetime value. Play the long game, not the break-even-per-sale game,” Andri says.

He recommends monitoring the combined impact of commissions and promotions, especially when running concurrent discount campaigns that could stack with creator commissions.

Another challenge involves the technical limitations of Amazon’s attribution system. In December 2024, Amazon shut down double-attribution, ending the ability to stack affiliate and attribution links.

“That move forced creators into the Creator Connections interface if they wanted to get paid for Amazon sales,” Andri explains. “Amazon owns the playground now. If creators want to keep earning on Amazon, they have to play within its ecosystem.”

Maintaining content quality across a diverse creator pool presents another hurdle. Andri addresses this by providing creators with comparison bullet points and clear talking points, ensuring they can articulate product value propositions credibly without sounding scripted.

“Instead of just saying ‘here’s the product,’ we ask: ‘Would it help if I gave you a few bullet points to compare us to alternatives?'”

The Future of Creator-Led Amazon Growth

As Amazon continues to update its algorithm and shopping experience, Andri sees Creator Connections becoming increasingly central to successful marketing strategies.

He highlights a shift in Amazon’s approach to search and discovery: “Keywords get you seen. Conversion gets you ranked. Today, the brands winning are the ones that show, not tell.” According to the c-commerce vet, while keywords remain important for visibility, they’re no longer sufficient for sustainable success. Brands must focus on conversion optimization to maintain and improve rankings.

Despite the growing influence of AI shopping assistants like Rufus, Andri remains convinced of creators’ enduring importance: “Until Rufus starts unboxing pet toys or applying face serums on camera, creators aren’t going anywhere. They’re still key to driving traffic and closing the sale.” 

He believes AI will complement rather than replace creator marketing, with algorithms increasingly learning from and prioritizing content that drives human purchasing decisions.

Andri also predicts a closer connection between on-Amazon and off-Amazon marketing efforts, with Creator Connections serving as a bridge between the two fields: “Sellers who ‘out-care’ and ‘out-convert’ their competition win organic keyword ranking and better ad placements. Amazon has always been customer-obsessed. To win, you have to be too.”