What is Amazon Creator Connections?
Amazon Creator Connections is an Amazon affiliate program that allows creators and affiliates to share Amazon Associates links while giving brands enhanced visibility into their performance. Through Creator Connections, brands can see detailed reporting on sales generated by individual creators, helping to build stronger relationships and optimize affiliate marketing efforts.
To learn more about Amazon Creator Connections:
Why use both Wayward and Creator Connections?
Wayward can be used independently of Creator Connections, but the two programs can also work together to expand reach and optimize results. Combining them provides benefits such as:
Targeted distribution
Creator Connections has 200K+ active campaigns but no publisher API, so publishers often opt in broadly without knowing which products are active.
Wayward merges Associates and Creator Connections offers into a real-time product feed API that integrates directly with publisher tools. This allows editors and machine learning to select the right products at the right time, reducing wasted reach.
Access to Boosted Publishers
Some top commerce publishers participate only in Wayward’s Boosted Publisher Network and rely exclusively on our Associates program.
Using Wayward ensures eligibility for these premium placements that Creator Connections alone cannot provide.
Reach publishers outside of Creator Connections
Not all publishers run campaigns through Creator Connections. Wayward’s network includes partners who source products exclusively via our API feed and editorial workflows.
Running both programs expands your reach and captures demand you might otherwise miss.
Enhanced attribution and reporting
Wayward’s reporting clearly shows what’s incremental, overlapping, and effective by publisher, product, and placement.
You get clean rollups for finance and operations, along with actionable insights to optimize budget allocation.
A built-in safety net
Diversifying across both channels reduces reliance on any single pipeline.
If Creator Connections performance fluctuates or policies change, Wayward maintains distribution, reporting, and sales while you adjust budgets without losing momentum.
Will I be charged twice if a creator is on both Creator Connections and Wayward?
Wayward offers a free Creator Connections integration designed to identify and reconcile any overlapping sales that may occur when working with the same creators on both Amazon Creator Connections and Wayward Associates. This integration ensures that you are not charged twice for the same sale.
How do I set up my creator connections integration?
To set up your Wayward Creator Connections integration, navigate to the Creator Connections tab under Amazon, and click "Begin Setup"
You can follow the following steps to set up your Creator Connections Integration:
Paste your merchant token
Sign into your Amazon Seller Central Account
In the top right corner, click Settings
Select Account Info from the menu options
Click Business Information from the left-hand menu
Click your Merchant Token
Find the correct merchant, click "Copy" and then paste the token in the provided space under the Creator Connections tab on Wayward:
2. Paste the invite link from Seller Central into Wayward
Tip: Watch the following Loom tutorial to learn how to locate your invite link in Seller Central
Copy the provided email address from the Creator Connections tab in Wayward
Open Amazon Seller Central
Click on the Settings icon on the top left, and then click on User Permissions
From the menu that opens, click on "User Permissions" then click on “Add User”
Copy the invite link that is provided for that email address
Paste the link directly into the “Paste Invite Link” section in Wayward
3. Grant Viewing Permissions for your Creator Connections campaign reports in Seller Central
Once the invite has been accepted by Wayward, the last step is to grant viewing permissions to your Creator Connections reports in Seller Central.
Open Amazon Seller Central
Click on the Settings icon on the top left, and then click on User Permissions
From the menu that opens, click on "User Permissions"
Find the new Wayward/ Tech Support user in User Management
Select the View Option for Creator Connections to provide Viewing Permissions
Click Save Changes
Navigate back to the Creator Connections tab and click "OK, I granted permissions"
Done! After that, it should automatically connect.
If you encounter any issues or need assistance with getting your Creator Connections Integration set up, please contact us at brands@wayward.com.
How does our Creator Connections integration work?
Once your creator connections integration is set up, we use any overlapping ASIN + Date + Creator matches and cancel out the Associate commissions and usage rates on those sales. We do not adjust the GMV in any way, so that remains in your dashboard.
To see these reconciliations in action, you can scroll down to your Transaction History in the Associates dashboard and download the transaction report. All overlapping Creator Connections sales will show positive GMV, $0 commissions and $0 usage fees, and positive “CC_sales_tracked”.
If you offer a creator a higher commission rate on Wayward Associates than on Amazon Creator Connections, you will only pay the difference between the two rates for overlapping sales.
For example, if the creator’s commission rate is 10% on Creator Connections and 15% on Wayward, you would only pay 5% through Wayward for sales that overlap between both programs, since the initial 10% was already paid through Creator Connections.
Why am I not seeing all of my creator connections campaigns in the creator connections dashboard in Wayward?
Only campaigns that have recorded sales or clicks within a given month will appear in your Creator Connections dashboard in Wayward.
For example, if you have several active campaigns but only a few generated sales or clicks during a specific month, only those campaigns with activity will display data for that period.