Amazon has quietly rolled out a new advertising tool with major potential for ecommerce marketers: Sponsored Content Requests (SCR). This invite-only program connects brands with Amazon’s highest-performing influencers to create paid, licensed content that can be used on social media and in Sponsored Brands ads. Unlike traditional influencer partnerships, Amazon handles the entire transaction—from matchmaking and messaging to payment and rights management—streamlining what is often a time-consuming process.
What Are Sponsored Content Requests?
Sponsored Content Requests (SCR) is part of Amazon’s broader Creator Connections initiative. The program lets brands submit a campaign brief that is then matched with top Amazon Creators—influencers who have already demonstrated the ability to drive product sales on Amazon. These creators produce content for Instagram, TikTok, Pinterest, YouTube, or Amazon itself, which is then licensed for 90 days and made available for use in Sponsored Brands ads.
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According to Amazon’s internal documentation, “You create a campaign brief with specific requirements, select Creators to invite, and receive licensed content that you can use in Amazon Ads.” Once a creator accepts the campaign, they have until your specified deadline to submit the content. Brands get two rounds of revisions, but the creator’s fee must be paid regardless of the final output—a structure designed to protect the creator’s editorial freedom.
How It Works
The SCR process is straightforward:
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Create a Campaign Brief: Include a campaign title, brand intro, product talking points, must-not-dos, media type, and timeline.
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Receive Creator Matches: Amazon recommends up to five top Creators based on your brand category and sales history.
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Invite Creators: Brands can filter by rate, platform, and interests.
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Review and Revisions: After content submission, brands can request up to two rounds of revisions, each with a five-day window.
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Go Live: Approved content is posted on the creator’s social accounts and automatically added to your Amazon Ads Asset Library.
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This tight integration with Amazon’s ad tools ensures that content isn’t just made for social engagement—it’s built for conversion.
Strategic Advantages for Brands
There are several compelling reasons marketers are paying attention to SCR:
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End-to-End Management: Amazon handles creator contracting, payments, and content moderation. This reduces admin overhead and legal complexity.
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Built-in ROI: By using content from proven sales-driving influencers, brands are more likely to see higher engagement and conversion.
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Cross-Platform Distribution: SCR supports Instagram Reels, TikTok videos, Pinterest posts, YouTube videos, and Amazon Shoppable content—providing multi-channel value.
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Authenticity at Scale: Unlike staged ads, influencer-created content often resonates more deeply with target audiences. This authenticity boosts ad performance and builds trust.
“Our Creators deliver high-quality, authentic content that resonates with their audience and helps drive sales,” Amazon notes in its brand guide.
Licensing and Usage Rights
The initial license allows for 90 days of usage on Amazon platforms only. If a campaign performs well, brands can extend the license by paying an additional fee. However, usage outside Amazon advertising—such as Facebook or email marketing—is not permitted under the standard license.
Importantly, all content must pass Amazon’s Shoppable Content moderation before it can be used in ads. Once approved, it’s added automatically to your Asset Library.
Costs and Risks
Each creator sets a flat, non-negotiable rate for the type of content they produce. While brands benefit from pricing transparency, there’s a caveat: once a creator accepts a campaign, the fee is due regardless of how the final content turns out. This policy emphasizes the importance of writing a detailed, clear brief from the start.
You can feature up to three ASINs per campaign and work with up to five creators at once. Want more? Just launch another campaign.
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Access and Availability
SCR is currently invite-only. Brands can check their eligibility by going to the Sponsored Ads console and clicking the heart icon labeled “Branded Content.” If you see “Sponsored Content Requests” in the dropdown, you’re in.
For now, the program appears to be limited to top-performing brands and creators, though Amazon may expand access as demand grows.
Final Takeaway
Amazon’s Sponsored Content Requests offer a powerful blend of influencer authenticity and performance marketing efficiency. For brands already advertising on Amazon, SCR removes friction, shortens timelines, and unlocks high-impact content from creators who already convert. As ecommerce and social selling continue to converge, SCR may become a cornerstone of modern Amazon advertising strategy.
Whether you’re a DTC brand looking to scale or an enterprise seller fine-tuning your funnel, SCR offers a low-friction, high-reward pathway to both influence and impact.
