Amazon will begin serving Sponsored Products campaigns through creators in its Influencer Programme on 10 August 2026, and advertisers are enrolled automatically with no action required. Existing bids and budgets carry over unchanged, so a campaign nobody touches before that date starts paying for clicks from placements outside Amazon on day one.
PPC Land reported the change on 4 August 2026, drawing on Amazon's support article "Understand Sponsored Products off-Amazon advertising", revised by Amazon on 4 August 2026, and on an email notice sent to advertisers.
Automatic enrolment starts on 10 August 2026
Amazon's revised support article says Sponsored Products campaigns start serving through Influencer Programme creators on 10 August 2026, with advertisers automatically enrolled and no opt-in step to complete. Live bids and budgets carry over as they are.
The documented mechanics: Amazon recommends products to creators based on relevance and engagement history, and creators self-select which advertised products to feature in reviews, editorial content and buying guides. Advertisers can exclude specific creators. Clicks route to the product detail page and bill per click, drawing on the same campaign budget as everything else.
Top of Search and Product Pages adjustments stop applying off Amazon
Amazon states, verbatim, that "Bid adjustments for Top of Search and Product Pages do not apply to off-Amazon placements." Maximum bids apply uniformly to all clicks regardless of placement, and dynamic bidding and other bid tactics do apply to creator inventory.
That carve-out matters more than it reads. Placement modifiers are how most Sponsored Products accounts express where money should go, and from 10 August 2026 they describe a shrinking share of delivery. A campaign carrying a heavy Top of Search adjustment does not carry it into creator placements, so the effective bid profile changes with nobody editing anything.
Two campaign settings, one of them already switched on
Amazon exposes two campaign-level settings under a group named "Settings for ads served off Amazon": "Increase reach", the default, and "Limit off-Amazon spend". Either can be changed mid-campaign.
Because "Increase reach" is the default, doing nothing before 10 August 2026 is itself a decision. Campaigns with tight efficiency targets are the obvious candidates for "Limit off-Amazon spend" until there is performance history to judge.
Which markets are covered, and which are not
Amazon lists off-Amazon placement availability in Brazil, Canada, India, Mexico, the United States, the Middle East, North Africa, Turkey, and select European Union countries. The United Kingdom is absent from that list and Amazon has not explained why.
Thailand is not on the list either. This is not a change to any Thai marketplace. It affects Thai sellers and agencies running Sponsored Products into the listed markets.
What Amazon has not documented
PPC Land reports that Amazon has published nothing on creator compensation, nothing on an account-level opt-out that would remove creator inventory entirely, and nothing on which campaign controls stay unavailable off-site. Excluding creators one at a time is not the same as a switch.
Practitioners have circulated unverified claims about how the creator side is paid, including the idea that higher-tier creators are picking up recommended products because guaranteed earnings-per-click are on offer. PPC Land states this appears nowhere in official Amazon materials. Others read the rollout as a test of lightweight partnerships rather than finished infrastructure. That is outside commentary, not an Amazon statement.
Which controls still apply off Amazon
The table maps controls advertisers already use against whether Amazon says they carry into creator placements.
| Control or setting | What it does | Applies to off-Amazon placements? |
|---|---|---|
| Maximum bid | Ceiling on what a single click can cost | Yes. Amazon says maximum bids apply uniformly to all clicks |
| Top of Search and Product Pages bid adjustments | Raise or lower bids by on-Amazon placement | No. Amazon states these adjustments do not apply off Amazon |
| Dynamic bidding and other bid tactics | Adjust bids by likelihood of a sale | Yes. These do apply to creator inventory |
| Campaign budget | Caps spend across the campaign | Yes. Standard per-click billing, so creator clicks draw the same budget |
| "Increase reach" | Setting under "Settings for ads served off Amazon" | Default from 10 August 2026. Changeable mid-campaign |
| "Limit off-Amazon spend" | The alternative setting in the same group | Optional. Also changeable mid-campaign |
What this means for Thai marketers
The source does not address Thailand, so this is reasoning rather than something Amazon or PPC Land said. For Thai teams selling into the United States, the European Union, the Middle East or India through Amazon, the window is the week before 10 August 2026. Decide per campaign between "Increase reach" and "Limit off-Amazon spend", note which campaigns were left on the default, and mark the 10 August boundary in reporting. Blended cost per click will move for reasons unrelated to keywords.
The second read is structural. Creator-mediated demand rewards products whose detail pages survive a click from someone browsing editorial content rather than searching with intent to buy, which is the same argument that sits under ecommerce marketing and Shopify SEO on a site you control.
Questions advertisers are asking
Do I have to do anything before 10 August?
No action is required to be included, which is the problem. Amazon says enrolment is automatic and bids and budgets carry over unchanged. The work is deciding, per campaign, between "Increase reach" and "Limit off-Amazon spend" before the date rather than after.
Is this live in Thailand?
No. Thailand is not on Amazon's availability list for off-Amazon placements, which covers Brazil, Canada, India, Mexico, the United States, the Middle East, North Africa, Turkey and select European Union countries. The source does not state whether Thailand will be added.
Will my Top of Search bid adjustment still control where my ads show?
Not off Amazon. Amazon states those adjustments do not apply to off-Amazon placements, while maximum bids apply to every click regardless of placement and dynamic bidding does apply to creator inventory.
How are creators paid for featuring my products?
Amazon has not documented creator compensation. Claims about guaranteed earnings-per-click have circulated among practitioners, and PPC Land notes they appear nowhere in official Amazon materials.
Can I switch creator placements off completely?
The source does not state that a true account-level opt-out exists. Advertisers can exclude specific creators and set a campaign to "Limit off-Amazon spend", but Amazon has published nothing about removing creator inventory entirely.
The date is fixed, the default is set, and bid controls that once described a whole campaign now describe part of one. Anyone running Sponsored Products into the listed markets has until 10 August 2026 to decide deliberately rather than by omission, and to ask how much demand belongs in a marketplace at all rather than in SEO.
