NPR why isn’t revenue sharing deals, payola?

NPR why isn’t revenue sharing deals that you have with Amazon and iTunes, payola. Please explain how getting money back when you promote a record or book that is sold through your link to Amazon or iTunes is not payola.
Here is NPR policy

NPR has agreements with multiple online retailers to offer a wider variety of merchandise through links on our site. Purchases made through these links result in a portion of your total purchase being given to NPR, called a revenue share. These funds are used to support NPR programming online and on air. NPR only receives this money if you shop through one of the links on npr.org or shop.npr.org. Once you’ve entered the third party site, NPR receives a revenue share from all products you purchase during that visit. 

Payola (wikipedia)

Payola, in the American music industry, is the illegal practice of payment or other inducement by record companies for the broadcast of recordings on music radio in which the song is presented as being part of the normal day’s broadcast. Under U.S. law, 47 U.S.C. § 317, a radio station can play a specific song in exchange for money, but this must be disclosed on the air as being sponsored airtime, and that play of the song should not be counted as a “regular airplay”.

WOW, the new music that opposes what rock/rap/country/pop have become, also opposes revenue sharing and thinks it’s the same as payola.

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