Influencer marketing is no longer just a social media play. It’s quickly becoming a competitive advantage for Amazon Sellers. In this first article of a new series on Amazon influencer marketing for Sellers, I’ll break down the basics of how this works and why it matters. Throughout this series, we’ll cover the essentials of what Amazon Sellers need to know, from sourcing influencers all the way to common mistakes and how to avoid them.
What Is Amazon Influencer Marketing
Amazon influencer marketing is when creators promote your product using their own content and Amazon links, which helps shoppers discover your brand and feel confident buying it. Instead of relying solely on pay-per-click ads or search traffic, you partner with influencers who already have an audience on platforms like Instagram, TikTok, or YouTube.
The influencer creates videos or posts featuring your product and then uses them to direct their followers to your Amazon listing or storefront. Amazon influencers must apply and qualify for Amazon’s program and already have an active following on social media platforms.
When shoppers click through these posts and make a purchase, the influencer earns a small commission.
The Difference Between Amazon Influencers and Amazon Associates
You may have heard various names for influencer and affiliate marketing on Amazon and wondered if they’re the same thing or not. This is a common question we receive. For Amazon, there are currently only two official programs, which are the Amazon Associates Program and the Amazon Influencer Program. When people talk about Amazon affiliate marketing or an “Amazon affiliate program,” they’re using a casual term that usually means one or both programs. There is no separate program officially called the “Amazon Affiliate Program.”
The Amazon Associates Program is a traditional affiliate program. This is meant for bloggers, deal sites, creators, website owners, and email marketers with their own traffic sources to generate affiliate links to Amazon products. Creators enrolled in the program generate and place these links on blogs, websites, or social media, and then, when someone buys through the link, the creator earns a commission.
The Amazon Influencer Program, on the other hand, is a different program meant specifically for social media creators. Influencers with established audiences on social media get a custom Amazon storefront when they’re accepted into the program. Here, they can curate product lists, feature brands, and create shoppable videos that appear in various spots, including livestreams, on Amazon.
Anyone can apply for the Amazon Associates Program, which is easier to get accepted into. The Amazon Influencer Program is more selective, as acceptance is based on social presence. While both are valuable, this series will focus on the Amazon Influencer Program. This is the program that produces on-Amazon video content, storefront placements, and product page visibility.
The easiest way to remember the difference is that while both Amazon Associates and Amazon Influencers earn commissions through links, only influencers create Amazon-native content.
Why This Matters for Amazon Sellers
Influencers create content inside Amazon, such as videos and storefronts, which tends to impact conversion rates and product page engagement, building brand trust. Social proof has a huge influence (no pun intended) on the Amazon shopping experience, as star ratings, review counts, and monthly purchase volume are visible in customer searches.
Influencers are able to take this a step further. They operate right at the moment of purchase, where they can demonstrate the product and vouch for it publicly. Influencers do this with visual proof, which could be more engaging than a simple written review.
Are Amazon Influencers Right for Your Brand?
Influencers send shoppers straight to your product listing. Their videos can appear on Amazon itself as well, not just on social media. Here, success is measured in clicks, conversions, and revenue, which makes it closer to a performance channel than a branding exercise.
Amazon influencer marketing tends to work best if your product benefits from a demonstration or if you’re in a competitive category where trust matters. This could also be a good fit if you want more video user-generated content for your listings and ads, and you’re looking for complements to your existing ads.
It’s important to note that as a Seller, you must be willing to test and iterate with the influencers you’re working with. If you’re willing to work with influencers about your products, send product samples, and are not expecting immediate results, this could be a great fit. Influencer marketing is not an instant, passive win.
This is just the start to understanding Amazon Influencer marketing. In our next post in this series, we’ll explore how to get started with Amazon Influencers. Stay tuned!
