The short answer: you can opt out, but not of influencer placements specifically. Amazon’s help page Understand Sponsored Products off-Amazon advertising (advertising.amazon.com, data checked 2026-08-18) documents a campaign-level control at Campaign settings → Choose where your ads appear, with two options: Increase reach off Amazon, which Amazon marks as the default, and Limit reach to Amazon, described as “Your ads can only appear on Amazon owned-and-operated properties and won’t be shown off-Amazon.” That single switch governs every off-Amazon surface at once — creators, third-party sites, apps and conversational experiences. As of 2026-08-18 the page documents no creator-only toggle, so the widely repeated claim that sellers “cannot configure or opt out” is wrong about the switch and right about the granularity. The more useful question is not whether to flip it, but how to stop the new inventory from quietly corrupting your ACoS reading before you have a baseline to judge it by.
What Amazon’s own page says, and what it doesn’t
The official help page describes the inventory in one sentence: “Your Sponsored Products campaigns extend beyond Amazon to premium sites, apps, conversational experiences, and Amazon creators (influencers and publishers).” Creator inventory is therefore not a separate ad product you bought — it is a delivery surface inside the campaigns you already run.
Three further statements on that page matter for budgeting. First, “We use your existing targeting, bid, and budget settings to place your ads where they’re most relevant” — nothing new was priced, your current numbers carried over. Second, “When customers click your ad on a third-party site, they’ll go directly to your product detail page on Amazon,” so the resulting sales are ordinary attributed ad sales, not a separate ledger. Third, and easy to miss: “Text ads may include AI generated content using your product and landing page to increase customer relevance and match shopping intent.” Creative you did not write can now appear beside your ASIN.
What the page does not contain, as of 2026-08-18, is a rollout date or the phrase “auto-enrolled.” The 2026-08-10 effective date and the “already enrolled at existing bids and budgets” framing come from trade reporting — PPC Land published on 2026-08-04, citing an advertiser email and a same-day revision to this support page. Treat the date as credible third-party reporting rather than something you can point to on an Amazon URL.
Market coverage is a second place where the two sources diverge. The official page names Brazil, Canada, Mexico, India and the United States. Trade coverage describes a wider footprint that also includes the Middle East, North Africa, Turkey and select EU countries while excluding the United Kingdom. If you sell outside the five markets Amazon itself lists, verify in your own campaign settings before assuming anything changed.
Can you opt out of Amazon influencer placements?
The control exists and the path is short. In Campaign manager, open the campaign, go to Campaign settings, scroll to Choose where your ads appear, and pick one of two options. Amazon’s page adds a line worth holding onto: “You can change this setting at any time during your campaign.” This is not a one-way door.
| Setting | Official description | Effect on creator placements |
|---|---|---|
| Increase reach off Amazon (default) | “Uses your campaign’s targeting settings to deliver both on and off Amazon. This may increase impressions and sales opportunities off-Amazon.” | Creator content is eligible |
| Limit reach to Amazon | “Your ads can only appear on Amazon owned-and-operated properties and won’t be shown off-Amazon. This may reduce impressions and sales opportunities.” | Creator content excluded, along with all other off-Amazon inventory |
Source: advertising.amazon.com help page Understand Sponsored Products off-Amazon advertising, data checked 2026-08-18.
One naming trap: several write-ups label the options “Increase reach” and “Limit off-Amazon spend.” The official page as of 2026-08-18 reads Increase reach off Amazon and Limit reach to Amazon. If you go hunting for a “Limit off-Amazon spend” radio button and cannot find it, you are not looking at the wrong screen — you are looking for a label the documentation does not use.
There is one narrower lever short of the full switch. Amazon states that it “automatically reviews and blocks unsafe third-party websites and apps,” and adds: “To exclude specific sites or apps, update your deny list preferences.” That gives you site- and app-level exclusion while keeping off-Amazon delivery on. Whether individual creator pages can be excluded through the same mechanism is not addressed on the page, so do not plan a creator-blocking strategy around it until you can see the behaviour in your own account.
The practical recommendation is to leave the default on through at least one full reporting cycle. Flipping to Limit reach to Amazon on day one feels safe, but it destroys the only comparison that answers the question — you end up with a campaign that never ran the new inventory and no data explaining what it would have cost or returned.
Why creator clicks distort your ACoS reading
ACoS is ad spend divided by ad sales, and neither term changed. What changed is that a single campaign now blends two inventory types with different shopper intent under one bid, which makes the campaign-level ACoS number an average of things that should not be averaged. If you need the underlying mechanics first, our Amazon ACoS optimization guide covers the calculation and the levers that move it.
Two lines from Amazon’s page explain why the blending is hard to unpick. “Your maximum bid applies to all clicks, whether they happen on or off Amazon” — so you cannot price a creator-content click differently from a search-results click, because there is one maximum and it covers both. And: “Bid adjustments for Top of Search and Product Pages don’t apply to off-Amazon placements. However, dynamic bidding and other bidding strategies will apply for off-Amazon placements.”
That second sentence is the one to sit with. Many mature accounts hold ACoS in line largely through an aggressive Top of Search modifier. From August 2026 onward, a slice of that campaign’s spend sits in inventory the modifier never touches, while dynamic bidding still applies to it. The campaign’s blended ACoS can drift without a single number in your bidding setup having changed, and the usual diagnostic — check the placement modifiers — will show nothing wrong because the modifiers are working exactly as documented on the placements they cover.
Search-term reports shift too. Amazon states that “when your ad appears in off-Amazon placements that have no search context (such as social sites), we will infer and provide a search term with customer context that best matches your advertised product. These keywords will qualify for negative targeting.” Rows will appear that no shopper typed. They are inferred, they are actionable through negatives, and they should not be read as demand signals the way typed queries are.
The conclusion for the first weeks after the change: stop judging ACoS movement at the campaign level. Judge it per placement class, which the reporting supports and which the next two sections cover.
What this does to TACoS
TACoS — ad spend against total sales, organic included — is where creator placements are most likely to look good, and it is the metric most at risk of being ignored during a panic.
If creator content reaches shoppers who were not going to encounter your listing through Amazon search, the incremental orders land in total sales while the added clicks land in ad spend. It is entirely possible for ACoS to worsen and TACoS to improve in the same reporting period, and that combination is a win, not a leak. The expensive mistake available right now is switching campaigns to Limit reach to Amazon on an ACoS-only read, and cutting incremental demand that ACoS was never built to show you.
One honest limit: Amazon’s page documents that off-Amazon clicks route to your product detail page, but it does not document any separate attribution window or halo treatment for creator-sourced clicks. So treat “creator clicks drive extra organic lift” as an unverified assumption about your own account until your placement report and total-sales trend say otherwise. For how the attribution plumbing works more generally, see our explainer on Amazon Attribution .
How to split off-Amazon placements out of your reports
Amazon names three routes to placement-level data, and you only need the first for a routine audit.
- Sponsored Products Placement Report, in Campaign manager under Measuring and Reporting. This is the fastest path to spend, clicks and sales split by placement.
- Amazon Ads API, via the Reports endpoint with the Placement Classification metric. Use this if you already pull campaign data programmatically and want the split in your own warehouse.
- Campaign manager console reports with MRC-accredited Filter settings, for accounts that need accredited measurement.
The analysis that actually answers the question is a straight before-and-after on the on-Amazon slice alone. Pull the placement report across a window that straddles 2026-08-10, isolate on-Amazon placements, and compute ACoS on that subset for the periods before and after. If on-Amazon ACoS is flat and only the blended campaign number moved, nothing broke — you are simply averaging in a new inventory type, and the decision becomes a straightforward question of whether the off-Amazon slice pays for itself at your target return. If on-Amazon ACoS moved as well, the cause is elsewhere and creator placements are a coincidence, not the culprit.
Two cautions on execution. Set the reporting window wide enough to cover your conversion lag; a seven-day window straddling the change date will attribute clicks and orders to different sides of the line. And confirm the exact classification labels in your own export rather than hard-coding strings copied from a blog post — the public Ads API report-types page returned no readable body text when checked on 2026-08-18, so the value names are best taken from a live pull.
Once the split exists, the deny list becomes a report-driven tool rather than a guess: sites or apps that accumulate spend without orders can be excluded individually, which is a far cheaper intervention than turning off off-Amazon delivery wholesale.
Which bidding controls reach the new inventory
| Control | Reaches off-Amazon and creator placements? |
|---|---|
| Maximum bid | Yes — “applies to all clicks, whether they happen on or off Amazon” |
| Campaign budget | Yes — “All clicks count toward your overall campaign budget” |
| Dynamic bidding strategies | Yes — explicitly stated to apply off-Amazon |
| Top of Search bid adjustment | No |
| Product Pages bid adjustment | No |
| Negative keywords | Yes, against Amazon’s inferred search terms |
| Site and app exclusions | Yes, through deny list preferences |
Source: advertising.amazon.com help page Understand Sponsored Products off-Amazon advertising, data checked 2026-08-18.
Amazon closes that page with a deliberately unenumerated caveat: “Certain campaign controls aren’t available for off-site placements.” It does not list which ones beyond the placement modifiers already named. Anyone telling you exactly which controls are missing is extrapolating, not quoting.
The cost side is at least unambiguous. “Advertisers pay per click for every ad interaction, no matter how publishers are paid. Your CPC will never exceed your maximum bid.” Whatever commercial arrangement sits between Amazon and a creator, your exposure per click is still capped by the bid you set.
A first-cycle audit
- Confirm which setting each campaign is on, at Campaign settings → Choose where your ads appear. Do not assume the default applied uniformly.
- Pull the Sponsored Products Placement Report for a window straddling 2026-08-10, long enough to cover your conversion lag.
- Compute ACoS on the on-Amazon subset only, before and after, and compare it against the blended campaign number.
- Compute the off-Amazon slice’s own ACoS and judge it against your target return, as a standalone buy rather than as a deviation from your old average.
- Check TACoS over the same window before drawing any conclusion from ACoS alone.
- Review new search-term rows for inferred terms and apply negatives where they are plainly off-target.
- Only then decide, per campaign, whether Limit reach to Amazon is worth the impressions Amazon says you will give up.
If you are building out the surrounding stack of reporting and bid-management tooling, start from the Amazon PPC and advertising workflow guide . For context on the creator side of this equation, we also cover how the Amazon Influencer Program works and the tools sellers use to find and track creators .
FAQ
Can I opt out of only influencer placements and keep other off-Amazon inventory? Not through any documented setting. As of 2026-08-18 Amazon’s help page describes one campaign-level choice covering all off-Amazon delivery, with no creator-specific toggle. Deny list preferences let you exclude specific sites or apps, but the page does not state that this extends to individual creator pages.
Will switching to “Limit reach to Amazon” cost me sales? Amazon says so directly: “This may reduce impressions and sales opportunities.” Whether that trade is worth taking depends on the off-Amazon slice’s own return in your placement report, which is why the audit above puts the switch decision last.
Is my account affected if I sell in the UK? Amazon’s page lists off-Amazon availability for advertisers in Brazil, Canada, Mexico, India and the United States. Trade reporting describes a broader footprint that excludes the UK. Check your own campaign settings rather than relying on either list.
Do I need to change my bids because of this? Not mechanically. Your maximum bid and budget already govern these clicks. What changes is that Top of Search and Product Pages adjustments no longer cover all of your spend, so bid strategies that leaned on those modifiers need re-examining at the placement level.
All Amazon Advertising statements on this page were checked against advertising.amazon.com on 2026-08-18. Last updated: August 2026.