Amazon introduces “Cost-Per-Post” model for influencer collaborations

Amazon now allows advertisers to pay influencers for specific posts across Instagram, YouTube, and TikTok. This marks a shift from the previous model, where influencers were paid on commission based on sales — a setup that could be unpredictable and costly.

With the new cost-per-post model, advertisers gain clearer control over budgets and scalability. Campaigns now come with transparent rate cards, allowing brands to align costs with the influencer’s audience reach and engagement potential.

Within the Ads platform, US advertisers can navigate to the Creator Connections section to launch new campaigns. From there, advertisers select preferred social channels, define the number of posts, and use filters to find relevant influencers across categories. Each influencer profile includes a rate card and links to their Amazon page and social platforms, helping brands assess fit and authenticity.

Brands — particularly those based in the UK and looking to grow in the US — should test this feature early. It presents a strong opportunity to expand upper-funnel media activity, enhance brand awareness, and build long-term equity through creator partnerships.

If you’d like help launching or optimising your influencer marketing campaigns, please reach out today.