CNN, Vox, and Now You? Amazon’s New Ad Model Pays for Clicks

August 8, 2025
By The Badger

Amazon is rewriting the rules of affiliate and performance marketing — and it’s happening faster than you think.

With the launch of its Native Commerce Advertising (NCA) pilot program, the company is testing a bold new model that pays publishers not for conversions, but simply for driving traffic. That’s right — under this system, you earn for the click, not the sale.

This shift is massive.

For years, Amazon’s affiliate structure has revolved around commission-based payouts — rewarding only after a purchase was made. But now, by offering cost-per-click (CPC) rates reportedly ranging between $0.20 and $0.60, Amazon is positioning itself to compete with traditional ad networks like Google Ads and Taboola.

Media giants like CNN and Vox Media are already participating, but this model could open the door for smaller publishers, niche blogs, and even individual content creators to monetize their influence more directly — and more reliably.

So, what’s driving this change? What does it mean for advertisers, affiliate marketers, and the broader digital landscape? And how can you, as a seller, strategist, or publisher, prepare for what might become a permanent part of Amazon’s ad ecosystem?

Let’s break it down.

What Exactly Is Native Commerce Advertising (NCA)?

At its core, Amazon’s Native Commerce Advertising (NCA) is an attempt to simplify how publishers and content creators monetize their influence.

Unlike the traditional Amazon Associates program — where commissions are paid only when a user clicks through and makes a purchase — NCA rewards publishers just for sending qualified traffic.

Here’s how it works:

You integrate native-style ads or product links into your content — blog posts, reviews, videos, etc.
When a user clicks on the link and is redirected to Amazon, you earn a CPC-based payout (regardless of whether the person buys anything).
Reported rates range from $0.20 to $0.60 per click, depending on the niche, content type, and traffic source.

What makes this shift so exciting is that it aligns more closely with how traditional programmatic advertising works — where attention and traffic are the core currencies — and it could make monetization more predictable, especially for publishers who already generate a lot of high-intent traffic but see low conversion rates.

In essence, Amazon is saying:

“If you’re bringing us relevant shoppers, we’ll pay for the visit — even if it doesn’t turn into a sale.”

That’s a big shift — and it opens up both opportunities and challenges for publishers and advertisers alike.

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Why Is Amazon Making This Shift?

Amazon’s decision to launch the Native Commerce Advertising program isn’t just another test — it’s a calculated move to reshape how traffic and attention flow across the internet.

With the dominance of social platforms like TikTok and Instagram in product discovery, and the growing competition from Google Shopping, Amazon is looking for new ways to bring shoppers directly to its platform — and fast.

By offering a pay-per-click model, Amazon is removing a major barrier for publishers and content creators who’ve traditionally been paid only when someone made a purchase.

This shift is also about regaining the trust of content creators who have felt increasingly squeezed by the declining commission rates of the Amazon Associates program. For years, many publishers have driven massive amounts of traffic to Amazon, only to be paid pennies unless a user converted — often after a long and unpredictable journey.

With NCA, Amazon is flipping the script and essentially saying: “If you’re sending us shoppers, we’ll pay you for the effort — not just the outcome.”

At the same time, this strategy gives Amazon something even more valuable: visibility and control.

By tracking user behavior from click to purchase, even without the pressure of immediate conversions, Amazon can collect richer data, understand traffic sources better, and test attribution models in ways it couldn’t before.

Who Stands to Benefit from NCA?

The most obvious winners in Amazon’s new NCA experiment are large media companies — publishers like CNN, Vox Media, and Meredith, who already have well-established infrastructures for producing commerce-driven content.

These brands generate enormous volumes of traffic and have the editorial systems in place to naturally embed product links throughout their articles, reviews, and gift guides. For them, the shift to a CPC model doesn’t just simplify monetization — it makes it more predictable.

But NCA isn’t just for media giants.

If Amazon opens the program more widely — which many expect in 2025 — smaller publishers, bloggers, and niche content creators could stand to gain even more.

Independent writers with strong SEO presence, YouTubers reviewing products, podcasters with loyal audiences, and even newsletter creators all have the potential to monetize their content in a more stable and less conversion-dependent way.

For those who bring in high-intent traffic but often lose out due to abandoned carts or window shoppers, NCA offers a more forgiving, rewarding path.

Influencers may benefit too — especially those with audiences who trust their recommendations but don’t always convert immediately. A click-based payout model means that micro-influencers no longer need to prove sales to justify their worth; sending quality traffic is enough.

Meanwhile, affiliate marketers who have spent years perfecting the craft of product storytelling and audience targeting now have a chance to finally decouple their income from fluctuating commission rates and the unpredictable nature of Amazon’s conversion logic.

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What Could Go Wrong?

While Amazon’s Native Commerce Advertising program promises exciting new revenue opportunities, it’s important to approach it with a balanced perspective.

The shift to pay-per-click payouts introduces several challenges and risks that both publishers and advertisers need to consider.

First, paying for clicks rather than confirmed sales means Amazon is taking on more risk, and that could lead to stricter quality controls on the traffic publishers send. Publishers might find their clicks scrutinized more closely to ensure they come from genuine shoppers, not accidental clicks or low-quality sources. This could result in stricter approval processes or sudden drops in payouts if the traffic doesn’t meet Amazon’s standards.

For content creators, the shift might also encourage an emphasis on volume over quality. With payment based on clicks alone, some might prioritize getting as many clicks as possible, even if the traffic is less engaged or less likely to convert. This could dilute the overall quality of traffic Amazon receives and affect long-term advertiser ROI, possibly leading to program adjustments.

There’s also the question of sustainability. While CPC payments offer more predictable income, they tend to be lower per click than traditional affiliate commissions on high-value sales. Publishers may need to significantly increase traffic to maintain or grow revenue, which might not be feasible for everyone.

Lastly, as Amazon pushes deeper into the advertising ecosystem, the competitive landscape is likely to shift. Other affiliate networks and ad platforms may respond by innovating their own models, potentially fragmenting the market.

Publishers will need to carefully navigate these changes to optimize their monetization strategies.

What This Means for the Future of Affiliate Marketing

Amazon’s Native Commerce Advertising signals a fundamental shift in how affiliate marketing might evolve in the coming years.

By paying for clicks instead of just sales, Amazon is recognizing the value of attention and engagement in a way that mirrors broader trends in digital advertising. This could democratize monetization opportunities, giving more creators and publishers a chance to earn steadily without relying solely on unpredictable purchase behaviors.

For marketers and sellers, this evolution means adapting strategies — focusing not just on conversions but on driving quality traffic and meaningful interactions. Content that sparks curiosity, trust, and genuine interest will become even more valuable.

It also challenges everyone involved to rethink what success looks like: maybe a click today isn’t a lost sale but the start of a longer journey.

While it’s still early days for NCA, the program’s potential to reshape commerce at scale is undeniable. Those who stay informed, experiment, and embrace the change are likely to be the ones who reap the biggest rewards.

In the end, Amazon’s move is a reminder that the digital marketing landscape is always evolving — and the smartest players are those ready to evolve with it.