Amazon’s new ad program could transform digital publishing

Amazon has launched a Native Commerce Advertising (NCA) pilot, partnering with publishers like CNN, Vox Media and Future. Unlike traditional affiliate marketing – where publishers earn only on sales – this model pays them for driving traffic to Amazon, regardless of purchases.

How it works

• Publishers earn a fixed fee per click, not just on conversions.
• Amazon gains top-of-funnel traffic, retargeting users later.
• Media companies get steadier revenue, reducing reliance on sales commissions.

Why it matters

• For publishers: More predictable income amid declining ad revenue.
• For Amazon: Expands ad reach beyond its platform.
• Risks: Could incentivize low-value, Amazon-focused content over unbiased reviews.

Impact on affiliate marketers

• Smaller affiliates may struggle if Amazon favors big publishers.
• Could shift focus from conversions to traffic generation.
• Possible further cuts to traditional affiliate commissions.

The future of e-commerce ads

If successful, this hybrid (traffic + sales-based) model could redefine digital advertising, drawing more publishers into Amazon’s ecosystem and intensifying competition for visibility.

Amazon continues merging ads, content and commerce – forcing publishers to adapt.