Your Sponsored Products ads may now be running in places you never chose. As of August 10, 2026, Amazon began serving Sponsored Products campaigns inside creator content through the Amazon Influencer Program, and existing campaigns were enrolled automatically at their current bids and budgets. No opt-in, no notice beyond an email. If you have not looked, your spend is already flowing to a new kind of placement. Here is what changed and what to check.

What Changed

Amazon updated its support documentation for off-Amazon Sponsored Products on August 4, 2026, and notified advertisers by email. The short version: Sponsored Products, previously served on Amazon and on some publisher sites and apps, now also serves inside creator content. Starting August 10, creators in the Amazon Influencer Program can feature advertised products in their reviews, buying guides, and editorial posts.

The mechanics are worth reading twice. Amazon recommends products to creators based on relevance and engagement history, then creators self-select which advertised products to feature. Your existing targeting, bids, and budget carry over unchanged. Your maximum bid still caps every click, and clicks still bill at standard cost per click against your campaign budget. Reported availability covers the US, Canada, Mexico, Brazil, India, Turkey, the Middle East and North Africa, and select EU markets. The UK is notably absent from the list.

What It Means for Sellers

Two things change quietly, and both matter. First, your bid profile shifts without you touching anything. Top of Search and Product Pages bid adjustments, the placement modifiers most accounts use to steer spend, do not apply to offsite creator placements. So a campaign carrying a heavy Top of Search adjustment does not carry that adjustment into creator content, and its effective bidding behavior changes on its own.

Second, this is genuinely different inventory. On-Amazon Sponsored Products catch shoppers already searching. Creator placements put your product inside content that already holds an audience, which is closer to top-of-funnel discovery than bottom-of-funnel capture. That can be valuable for reaching new-to-brand customers, but it converts differently, and judging it on the same efficiency yardstick as search will mislead you. The honest risk: creator clicks can look acceptable on ad metrics and still be unprofitable once a SKU’s FBA and referral fees are counted.

What to Do This Week

• Decide on the default deliberately. Under Settings for ads served off Amazon, Increase reach is the default and Limit off-Amazon spend restricts offsite delivery. Doing nothing is choosing Increase reach. For campaigns with tight efficiency targets, consider Limit off-Amazon spend until you have performance data.
• Isolate the off-Amazon line in your placement report. Do not judge this blended into your total. Look at the off-Amazon placement on its own so you can actually see what creator inventory is doing.
• Watch CPC and conversion rate separately, not just ACoS. A flat ACoS can hide cheaper clicks that convert worse. If conversion rate drops while CPC drops, offsite volume is diluting quality.
• Judge it on new-to-brand, not pure efficiency. If this inventory is doing anything valuable, it is introducing you to people who were not already searching for your category. Measure it against that job.
• Check margin, not just ad metrics. Confirm profitability at the SKU level after real fees before deciding creator traffic is worth keeping on.
• Manage it at scale with bulksheets. Amazon added an off-Amazon serving column to Sponsored Products bulksheets for US advertisers, so adjusting the setting across many campaigns is an edit-and-upload job, not manual click work.

Frequently Asked Questions

When did Sponsored Products start serving in creator content?

August 10, 2026. Amazon updated its off-Amazon Sponsored Products documentation on August 4 and notified advertisers that existing campaigns are enrolled by default at current bids and budgets, with no action required.

Can I turn off creator placements?

You can limit them. Under Settings for ads served off Amazon, choose Limit off-Amazon spend instead of the default Increase reach. This restricts offsite delivery, which Amazon notes may reduce impressions and sales opportunities. You can also exclude specific creators.

Do my bid adjustments still apply?

Partly. Your maximum bid caps every click on or off Amazon, and dynamic bidding still applies. But Top of Search and Product Pages placement adjustments do not apply to offsite creator placements, so your effective bidding on that inventory differs from your on-Amazon behavior.