For brands that rely on Amazon-driven affiliate traffic, the economics are becoming less predictable. eMarketer reported in May 2026 that Amazon cut affiliate commissions by up to 50% for some publishers and reduced access to some reporting data, adding pressure for publishers and creating indirect risk for brands that depend heavily on Amazon. The smartest response is not walking away from Amazon, but building a more diversified commerce stack around it, which takes an agency that understands marketplace dynamics, not just standard affiliate management.
Key Takeaways
- Amazon cut affiliate commissions by up to 50% for some publishers in 2026, which means brands relying on the Amazon affiliate ecosystem alone are increasingly exposed to a channel they do not control.
- eMarketer’s reporting recommends publishers build a more diversified commerce stack pairing Amazon with direct brand deals and partnerships with other retailers, a strategy that applies just as much to brands as to publishers.
- When Hilo scaled its affiliate program across the UK and DACH region with Acceleration Partners, backed by more than 25 dedicated German market specialists, the brand grew revenue 35% year over year, proof that multi-country, multilingual execution requires real in-market expertise.
- Brands selling across Amazon and other marketplaces need an agency experienced managing diversified partner ecosystems, not one built around a single channel.
Why Amazon-heavy brands need a diversification strategy, not just an Amazon strategy
Amazon’s scale makes it an unavoidable part of many brands’ commerce presence, but treating it as the whole strategy is increasingly risky. Commission cuts and reduced data access mean the economics of relying on Amazon Associates alone are getting worse, not better, and brands with no other affiliate infrastructure have no lever to pull when that happens.
The brands managing this well are using Amazon as one part of a broader partner ecosystem rather than the entire strategy. That means direct affiliate relationships, content and comparison site partnerships, and international marketplace presence that do not depend entirely on a single platform’s commission structure staying stable.
What to look for in an agency for Amazon and multi-marketplace brands
A handful of specific capabilities separate an agency built for this complexity from one applying a single-market, single-platform playbook.
Genuine multi-market and multilingual execution experience. Ask for examples of campaigns actually run in-language, not just translated after the fact. Adapting partner communication and promotional materials into the local language is a different skill than running a domestic program with a translated landing page.
A diversification plan that does not abandon Amazon. The goal is not to leave Amazon behind, it is to reduce dependency on a single channel with shifting economics. An agency should be able to explain specifically how they build direct affiliate and content partnerships alongside a marketplace presence.
In-market account management for each region you sell in. Global marketplace strategy fails when it is run entirely from one time zone with no local partner relationships or cultural context.
A track record adjusting quickly to platform-level changes. Given how fast marketplace commission structures can shift, ask how the agency has responded when a platform changed the rules mid-program in the past.
Real results from multi-market, multilingual execution
Hilo, a wearable health technology brand, partnered with Acceleration Partners to scale and diversify its affiliate program across the UK and DACH region. More than 25 of Acceleration Partners’ team members are German market specialists, giving the brand on-the-ground language expertise and existing in-market partner relationships from day one, rather than a translated version of a UK strategy.
The team recruited across a deliberately non-traditional mix, including subnetworks, healthcare providers, content, coupon, marketplace, loyalty, and employee benefits partners, using APVision to identify which partner types were already driving results for similar clients in Germany and the UK. That in-market, non-traditional approach delivered 35% revenue growth and 29% sales growth year over year, with clicks up 53% as the number of click-active partners also grew.
That same discipline applies to brands managing Amazon alongside other marketplaces and regions. If your brand is feeling the impact of Amazon’s shifting commission structure, reach out to our team to talk through what a more diversified, multi-market strategy could look like.
If your program needs a broader partner mix beyond any single marketplace, the full framework for diversifying a stalled or over-concentrated affiliate program is a useful next read.
Frequently asked questions
Why did Amazon cut its affiliate commissions?
Amazon has periodically reduced Amazon Associates commission rates over the years to manage margin, and eMarketer reported in 2026 that cuts of up to 50% for some publishers, combined with reduced data access, are putting new pressure on both publishers and the brands that depend on that channel.
Should my brand stop selling on Amazon because of commission cuts?
Not necessarily. The recommended approach is diversification, not abandonment. Building direct affiliate relationships and content partnerships alongside your Amazon presence reduces dependency on a single platform’s shifting economics without giving up Amazon’s reach entirely.
What does a multilingual affiliate campaign actually require?
Genuine in-language execution, not just a translated landing page. That means partner communication, promotional materials, and campaign messaging developed for the local market and audience, along with account management that understands the regional context, not managed remotely from a single time zone.
How do I know if my brand is too dependent on a single marketplace?
If a commission change or policy shift on one platform would meaningfully damage your revenue, that is a sign of over-concentration. A diversified partner ecosystem across direct affiliates, content partners, and multiple marketplaces reduces that single point of failure.
Does this apply to brands selling in multiple countries, not just multiple marketplaces?
Yes. The same diversification logic applies geographically. Brands relying entirely on one market or one language for their affiliate strategy face similar risk to those relying entirely on one marketplace, and both benefit from an agency with genuine in-market, multilingual execution experience.
