Is Amazon Creator Connections still headed for a crash? Back in March I said it would eventually break, and I want to give you my latest update, including what I got wrong and why I still think the current setup is not sustainable.
In this article:
- What I Predicted and What Actually Happened
- Why the Million Campaigns Number Is Misleading
- Why December Could Be a Critical Point
- The Structural Problems I Still See
- What This Means for You
What I Predicted and What Actually Happened
In March I said that creators claiming more slots than Amazon was adding would eventually break Creator Connections. The numbers have been bumpy since then. Available campaigns dropped to about 80,000, then jumped to 116,000 when sellers loaded up for the holidays, and they are already back under 95,000.
So my timing was off. That is the part I got wrong, and I would rather say so than pretend otherwise.
Why the Million Campaigns Number Is Misleading
You may have seen the claim that there are over a million campaigns. That number is misleading, because it does not reflect the campaigns that are actually available for you to claim right now. The real number is the one in the tens of thousands, and that is the one that matters for supply.
Why December Could Be a Critical Point
The holiday season could be a turning point. Seller activity around the holidays temporarily boosts supply, but what happens after that surge will tell us a lot about whether supply can keep up with demand from creators.
The Structural Problems I Still See
Even with my timing off, the bigger issues have not gone away:
- Amazon’s own team and documentation seem confused about how halo sales work
- Brands get no say in who joins their campaigns
- Creators face no accountability for what they claim
Until those change, I think the system stays fragile. That is my opinion based on what I am seeing, so treat it as one data point and do your own research.
What This Means for You
If you rely on Creator Connections, do not build your whole income on it. Diversify your content and keep tracking the available campaign numbers yourself. That is exactly the kind of data I try to make easier to see in Oink.
Watch the Full Video
Here is the full video if you want to hear me walk through it.
If you want to spend less time guessing and more time creating, check out Oink for Influencers. It is the product research tool I built to help Amazon influencers find products worth making content about and earn more commissions.
