Operator glossary
Brand Referral Bonus (BRB)
Amazon's rebate for traffic you bring from outside — an average ~10% credit on sales driven through Amazon Attribution tags, quietly turning external ads into fee discounts.
Enrolled brands earn a bonus credit — averaging about 10% of the product sales price, varying by category — on purchases driven by off-Amazon traffic carrying Amazon Attribution tags. The credit offsets future referral fees rather than paying cash.
It rewires external-channel math: a Google or Meta campaign that looked marginal at raw ROAS gains an automatic margin kicker, and it stacks with the organic rank benefit external traffic is believed to carry. The whole thing costs nothing but tagging discipline — untagged external campaigns simply donate the bonus back to Amazon.
The numbers
- Credit averages ~10% of referred product sales (category-dependent), applied against referral fees.
- Requires Brand Registry + enrollment + Amazon Attribution tags on external traffic.
- No tag, no bonus — attribution is the eligibility mechanism.
Primary sources: Brand Referral Bonus (official)
Related terms