Creators today have real choices about where and how to monetize product recommendations. Two of the biggest retail programs are Walmart Creator and the Amazon Influencer Program.

They look similar at a glance, but the workflows, placements, payouts, and rules are different. This guide breaks down those differences in plain English so you can choose the track that best fits your audience and goals.

TL;DR

• Walmart Creator focuses on off‑site affiliate links. Amazon Influencer adds powerful on‑Amazon placements like product‑page videos and livestreams.

• Amazon uses a 24‑hour cookie with a cart extension for items added during that window. Walmart sets its referral window in member‑only payout terms.

• Amazon pays about 60 days after the month's end. Walmart pays via its Creator platform to U.S. bank accounts, though international creators may have alternative payout methods. Check your payout preferences after joining.

• Walmart is expanding features like Collabs. Amazon announced the discontinuation of its Inspire feed in February 2025, but continues to focus on storefronts, product-page videos, and Amazon Live.

• Commissions on both vary by category and change over time. Always check the official pages before planning revenue.

How the Programs Work

Gaining a clear perspective on the operational structure of these platforms helps you decide which interface best aligns with your current content creation workflow.

What Walmart Creator Is

Walmart Creator is Walmart’s in‑house affiliate platform for U.S. creators. You apply, get access to tools to build Walmart product links, and earn commissions on qualifying sales that come through your links. Walmart may offer limited‑time incentives or bonuses, which can vary depending on program updates. 

These bonuses may be paused temporarily, and the latest details should be checked regularly within the member portal. Always check the latest program terms for accurate information regarding incentives. The key concept is simple: share links off‑site, track performance in your dashboard, and get paid through the platform to a U.S. bank account per its terms.

What the Amazon Influencer Program Is

Amazon Influencer builds on the Amazon Associates affiliate program but adds creator storefronts, on‑Amazon content, and potential on‑site commissions. After you are approved, you can make a branded storefront, publish Idea Lists (curated product collections), upload shoppable photos and videos, and go live with Amazon Live.

With enough approved videos and on‑site eligibility, Amazon can place your videos on relevant product detail pages, which is a powerful discovery surface.

Commissions, Cookies, and Payouts

These financial structures enable you to project your potential earnings and manage your cash flow based on specific payment timelines.

• Commissions: Both programs pay by category and change rates periodically. Amazon publishes standard commission tables for most categories and additional tables specifically for on-site commissions related to product-page videos, Amazon Live, and storefront content. Walmart points members to current payout terms inside the portal.

• Cookie or referral window: Amazon’s standard window is 24 hours after a click, with an extension for items added to cart within that window and purchased before the cart expires. Walmart sets a referral window in its payout terms, which are visible after joining.

• Payout timing: Amazon typically pays around 60 days after month-end, provided that tax information is on file. U.S. creators must comply with IRS guidelines, and international creators may have different tax filing requirements. Walmart pays via its platform to U.S. bank accounts under its terms.

Side‑by‑Side Comparison

Distinguishing between Amazon’s variable rates and Walmart’s category-based commissions enables you to choose the platform that best matches your content's price point.

Key Details Creators Care About

Identifying these logistical nuances allows you to predict your cash flow and determine which platform offers the most supportive infrastructure for your specific posting schedule.

Eligibility and Application

Knowing these criteria lets you prepare your social media profiles to meet the engagement and platform standards required for a successful application.

• Walmart Creator: Open to U.S. residents 18+ who create content. Walmart evaluates authenticity and fit.

• Amazon Influencer: Open to creators with a qualifying social presence. Acceptance and additional on‑site eligibility are reviewed by Amazon.

Amazon’s Advantages

Amazon’s biggest advantage is on‑site placement. Once you have three approved videos and on‑site eligibility, your content can show up on product detail pages, which can really boost your earnings.

That can drive steady clicks, especially for evergreen products like kitchen tools, electronics accessories, or books. You can also stream on Amazon Live to demo products and answer questions in real time.

Additionally, through Creator Connections, you can connect with brands and have them send you products to review, along with getting to earn larger commissions, such as 10-20%. This is where Viral Vue can really come into play, because it can help you identify products worth reaching out to brands about to maximize your time and earnings. 

Walmart’s Simplicity and Retail Fit

Walmart Creator keeps things straightforward: build links, share to your channels, and review performance. For creators who talk about everyday essentials, seasonal decor, value fashion, or grocery finds, the Walmart audience and pricing can convert well. 

Walmart Creator offers Collabs, which can provide higher commissions for select marketplace products, depending on your performance and eligibility. This feature helps creators earn more for high-demand products. Eligibility for these higher commissions may depend on performance and selection criteria.

Program Changes and What They Mean

Retailer creator programs evolve. Walmart has added features and tested bonuses, and it notes program changes directly on its site. Amazon, meanwhile, shut down its TikTok‑style Inspire feed in February 2025 but continues to invest in tools like Creator Connections. 

Build your strategy around durable features you can control: links, idea lists, product‑page videos, and strong disclosure and compliance.

Examples

These practical applications can help you visualize how to tailor your own approach to either the Walmart or Amazon ecosystem for maximum impact.

A Home Decor Micro‑Creator

A U.S. home decor creator posts budget room refreshes. Their audience shops for value items like curtains, storage bins, and seasonal accents. They join Walmart Creator, build boards for “Small Space Storage” and “Neutral Fall Decor", and share links on Instagram Stories and Pinterest. 

Because their followers already shop at Walmart in‑store, click‑through and conversion are steady on under‑$30 items. They lean into seasonal refreshes and Collabs when rates are boosted.

A Tech Accessories Reviewer

A YouTube reviewer covers tech tools like cables, hubs, and phone mounts. They join the Amazon Influencer Program, upload 3 crisp 60-second demos, and qualify for on‑site placement. They create more videos, and those start appearing on product pages for the exact items they review. 

Over time, those evergreen placements drive daily sales with little extra promotion. They also use Amazon Live before big sales to highlight bundles and answer questions, compounding traffic to their storefront.

Actionable Steps / Checklist 

Here's a clear roadmap for selecting a platform and executing the specific technical requirements needed to begin earning commissions.

• Pick Your Primary: Choose Walmart if your content skews toward everyday value and you prefer off‑site links. Opt for Amazon if you want on‑site product‑page video exposure and Live.

• Get Approved: Apply to the program that fits. Complete tax and payment profiles immediately to avoid payout delays.

• Set Up Your Storefront or Boards: On Amazon, publish Idea Lists and concise 60-90 second videos. On Walmart, build link collections around clear themes.

• Nail Disclosures: Add clear, unavoidable disclosures on every post, video, and livestream that can earn you money.

• Plan Evergreen + Seasonal: Mix always‑useful items with timely collections (back‑to‑school, spring cleaning, holidays).

• Track What Converts: Use each platform’s reporting to spot top categories, then double down with more content and refreshes.

• Refresh Weekly: Update thumbnails, first 3 seconds of video hooks, and top collections. Retire low performers.

• Recheck Rates Monthly: Commission tables and incentives change. Adjust your content calendar accordingly.

Glossary

This list defines the essential industry terminology required to navigate technical dashboards and program agreements effectively. 

• Cookie: A small file that lets a retailer attribute a purchase to your link within a set time window.

• Referral Window: The period after a click during which a purchase can still credit your account.

• Storefront: Your branded page on a retailer’s site that aggregates your recommendations.

• Idea List: A curated collection of products around a theme, used on Amazon storefronts.

• On‑Site Commission: Earnings from content hosted by the retailer and shown to shoppers on its own pages.

• Product Detail Page (PDP): The page on a retailer’s site for a specific product. Prime real estate for videos.

• Collabs: Walmart Creator partnerships that can offer higher commissions for select products.

• FTC Disclosure: A clear notice that you earn money or receive value related to a recommendation.

FAQ

Q: Can I join both programs?

A: Yes, you can join both Walmart and Amazon programs. Many creators use both. Match content to the retailer where your audience already shops.

Q: What commission rate will I earn?

A: The commission rate you'll earn depends on the product category and whether the sale is standard or on‑site. Amazon publishes rate tables. Walmart provides rates and windows in its member portal. If you’re part of Creator Connections through Amazon Influencer, you can earn higher commissions.

Q: How long do I have to earn after someone clicks my link?

A: On Amazon, you generally have 24 hours after the click, with an extension for items added to cart during that window that are purchased before the cart expires. Walmart sets its referral window in payout terms that you see after joining.

Q: When do I get paid?

A: Amazon pays about 60 days after the month end if you meet thresholds and have tax info on file. Walmart pays through its Creator platform under its terms to a U.S. bank account.

Q: Are there special rules for disclosures?

A: Creators must comply with the FTC’s Endorsement Guides, ensuring clear and conspicuous disclosures on all posts, including live streams and video content. Make disclosures clear, close to the recommendation, and repeat them in videos and live streams.

Final Thoughts

Both programs can work; the right choice comes down to how your audience shops and where your content performs. If you want on‑Amazon discovery and the ability to win shelf space on product pages, start with Amazon Influencer. If your community loves Walmart’s value and you prefer a simple link‑and‑earn workflow, Walmart Creator fits. 

You can also run both, test for 60-90 days, and double down where you see consistent conversions. Maximize your Amazon Influencer earnings with Viral Vue’s real-time reporting tools. Track video performance, storefront traffic, and on-site content placement, all in one place, to fine-tune your Amazon strategy and increase conversions.