Starting August 10, 2026, Sponsored Products campaigns will start showing up inside creator content, reviews, editorial roundups, and buying guides published through the Amazon Influencer Program. Amazon updated its support documentation on August 4 to confirm the rollout, and the key detail for sellers is this: every eligible campaign is enrolled automatically, at existing bids and budgets, with no action required to opt in.
What’s Actually Changing
Amazon is opening a new self-serve placement layer where verified creators (with an engagement and sales track record) can feature advertised products in their content. Amazon recommends products to creators based on relevance, the creator chooses what to feature, and a click routes straight to the product detail page. Billing runs through standard Sponsored Products cost-per-click, so this isn’t a new campaign type. It’s a new place your existing campaigns can spend.
Important note: Top of Search and Product Page bid adjustments do not apply to these offsite placements, but dynamic bidding strategies do. Every click, on or off Amazon, draws from the same campaign budget and uses the same max bid.
What to Check Before August 10
1. Set the reach toggle deliberately
Each campaign has an “Increase reach” versus “Limit off-Amazon spend” setting. “Increase reach” is the default. If you’d rather hold this placement back until you’ve seen performance data, switch it now instead of finding out after the fact.
2. Review your bid strategy for offsite exposure
If a campaign leans on Top of Search or Product Page adjustments to control where spend goes, know that those levers go quiet here. A campaign built around one of those adjustments could see budget pulled toward creator placements in a way you didn’t design for.
3. Watch the Placement Report from day one
Off-Amazon spend already shows up in the Sponsored Products Placement Report. Once creator placements go live, that’s where you’ll see whether clicks from this inventory convert at a rate worth keeping the toggle on “Increase reach.”
There’s no account-level switch to turn creator inventory off entirely, only campaign-level toggles and creator-level exclusions. Treat this the way you’d treat any other automatic-enrollment change: check the toggle before the 10th, then let the placement data tell you whether to keep it on.
