Facebook Affiliate Partnerships Brings eBay, Amazon, and More Into Creator Commerce

Meta announced Facebook Affiliate Partnerships at Shoptalk on March 24, allowing creators to tag products from major retail platforms directly inside Facebook posts and Reels. The program launches with Amazon in the US and Shopee across several Asian and Latin American markets, with eBay, Temu, and Mercado Libre joining in the coming months.

How the Program Works

Creators connect their existing affiliate accounts from participating platforms to Facebook through the professional dashboard's Monetisation section. Once linked, they can search partner product catalogs directly within Facebook, browsing by product name or category and viewing commission rates, product details, and ratings before tagging items in their content.

When a follower taps a tagged product, they are taken to the product page within the affiliate partner's app or mobile website to complete the purchase. The creator earns a commission from the affiliate partner for each qualifying transaction. Meta does not handle commission payouts — that responsibility stays with the individual platforms.

The system is also backward-compatible. Creators who already have affiliate links from a participating partner can add those links to posts, and Facebook will auto-detect them without requiring manual setup.

The result is a more native shopping experience. Rather than directing audiences to a bio link or asking them to search comments for a URL, the tagged product appears directly within the content with a clickable affiliate banner.

Who Is Joining and When

The current and confirmed launch lineup is:

• Amazon — live now in the US
• Shopee — live now in Singapore, Malaysia, Vietnam, Indonesia, the Philippines, Thailand, Brazil, and Taiwan
• eBay — joining in the coming months in the US
• Temu — joining in the coming months in the US
• Mercado Libre — joining in the coming months in Brazil and Mexico

Meta has also confirmed it will test similar affiliate experiences on Instagram this spring, starting with Amazon in the US and Shopee in parts of Asia.

What This Means for eBay Sellers

eBay's participation in the beta builds on an existing relationship. Since January 2025, eBay has used Facebook Marketplace to surface select listings to social shoppers. The affiliate program goes further by embedding eBay inventory into creator content rather than just the Marketplace tab.

eBay Global Chief Marketing Officer Adrian Fung described the program as a growth driver in the “evolving social commerce landscape,” saying the integration helps “eBay sellers reach new, engaged buyers and unlock incremental demand, while creators earn commissions on sales from eBay.”

For sellers, the practical benefit is a new external traffic channel that requires no additional setup on the seller's side. Creators browse and tag existing eBay listings. Sellers do not need to create separate inventory or manage a new fulfillment workflow.

What This Means for Amazon Sellers

For Amazon sellers, the program creates a new external traffic pathway reaching Facebook's 3.07 billion monthly users. Sales driven through creator tags on Facebook qualify for Amazon's Brand Referral Bonus, which returns up to 10% of sales back to sellers when external traffic converts on Amazon. Unlike TikTok Shop, Facebook Affiliate Partnerships drive buyers to existing Amazon listings rather than requiring sellers to set up a separate storefront or inventory pool.

Commission rates across the program range from 2% to 8% depending on product category and retailer, with a 7-day click attribution window. Meta is also testing a 1% platform bonus for top-performing creators.

The Broader Creator Commerce Context

Meta paid creators nearly $3 billion in 2025, a 35% year-over-year increase and a platform record. The affiliate partnership program is part of a broader push to give creators more ways to earn directly from their content rather than relying solely on ad revenue sharing.

Affiliate marketing now drives approximately 16% of all ecommerce sales, and the creator economy is absorbing a growing share of that spend. In 2026, 59% of brands plan to allocate at least a quarter of their affiliate budgets specifically to creator partnerships, according to the impact.com State of Affiliate Marketing report.

For sellers on Amazon and eBay, the launch of Facebook Affiliate Partnerships adds a meaningful new channel where creator-driven discovery happens organically, without requiring paid media investment on the seller's part.