Key Takeaways
- Amazon Influencer Marketing drives sales and builds brand awareness, offering some of the best ROI on Amazon.
- Your goals are to get your products featured on Amazon Influencer blogs, YouTube Videos, Twitch Streams, Amazon Storefronts and Amazon Live videos.
- With a typical ROI of 23:1 and with Amazons program having been around since 1996, Influencer Marketing is a no brainer for small, 1 person private label brands all the way up to mega brands selling on Amazon.
Stop me if you’ve ever done this.
You look up one of your competitor products…
Then, you run their estimated sales through a tool like Helium 10.
Then you say, okay great, now I just need to…
- Download their keywords and add them to my listing.
- Upgrade my listing content like A+ Content and Gallery Images
- Run ads on the top keywords
- Increase my reviews
… then I can get a good portion of their sales and hopefully one day overtake them.
Then you do everything you said you were going to do in your punch list, but you don’t see a fraction of the results that they are getting.
Why?
So then you run them through a tool like Traffic Analyzer at SEMRush to see where they’re getting their sales from.
Then you find the answer.
They’re getting the majority of their sales from external traffic referrals.
Amazon Influencers.
Return on Investment (ROI) For Every $1 Spent
*Based on industry average returns per $1 ad spend.
Selling on Amazon sure isn’t as easy as it used to be. What with Amazon prioritizing brands who have the ability to drive external traffic from OFF Amazon onto Amazon.
But what if you don’t have a big email list, social media presence or great SEO? Enter Amazon Influencer Marketing.
Amazon Influencer Marketing enables Amazon sellers to partner with Amazon Influencers on Blogs, YouTube and social media to get their products in front of existing audiences of their target customers.
In this simple Amazon Influencer Marketing guide, you’re going to learn EXACTLY everything you need to know to drive sales, boost brand awareness and more with Amazon Influencer Marketing.
What is Amazon Influencer Marketing?
No Amazon Influencer Marketing guide would be worth it’s salt without beginning with: What is Amazon Influencer Marketing?
Amazon Influencer Marketing is a marketing channel where Amazon Sellers partner with Amazon Influencers with audiences of their target customers on Blogs, YouTube, Twitch and social media.
Did you know that since 1996, Amazon has had a program called the Amazon Associates Program that pays a small commission for referring sales to Amazon?
What’s more, there are over 1 million associates in the Amazon Associates Program.
That’s a lot of opportunities for brands to get their products found.
How Does Amazon Influencer Marketing Work?
- An Amazon Seller partners with an Amazon Influencer with a strong audience on Blogs, YouTube or social media.
- The Amazon Influencer publishes content promoting the product.
- Their audience clicks on the link and buys the product on Amazon.
- The Amazon Influencer gets a small commission from Amazon for driving the sale. (NOTE: The commission comes out of Amazon’s pocket, and not the brand/seller.)
- The Amazon Seller gets the sale but also improves their overall SEO, PPC, and more by sending external traffic to their Amazon listing.
You may have heard that with the Amazon a10 algorithm, Amazon prioritizes brands that send external traffic to Amazon.
For most Amazon sellers, the minimum viable effort consists of Amazon SEO, Amazon PPC and sending traffic to your Amazon listing from Google Ads and Facebook / Instagram Ads.
Well, the best part about Amazon Influencer Marketing is that your promotion is evergreen and lives on well after you would have turned off ads on other platforms like Facebook.
It benefits you both ON Amazon and OFF Amazon. The brand mentions and social signals that come from working with Amazon Influencers help your brand on Amazon and on Google.
Benefits of Amazon Influencer Marketing:
- Sales Velocity: Amazon Influencers do all the selling for you (pre-staging), so by the time the customer lands on your Amazon listing, the heavy lifting is over. Sales from external sources are far easier to convert than from a PPC ad.
- Boost in Amazon SEO: External traffic improves your Amazon SEO.
- Boost in Amazon PPC: The additional impressions, boosted SEO, and sales velocity will give a boost to your impressions and a reduction in your CPC. By seeing your brand on other channels, it will take fewer click-throughs to convert a sale since customers are more familiar with your brand.
- Google Rankings: Social signals, brand mentions & more help brands feature more prominently in search engines like Google.
- Evergreen Content: Evergreen content is searchable and consumed year-round unlike Google Ads or Facebook Ads which cease after you turn them off.
- Brand Awareness: Exposes your brand to engaged audiences of your target customers that wouldn’t otherwise find your products through an Amazon search.
Types of Amazon Influencers
Amazon Influencers come in all shapes and sizes and cover every product on Amazon, from the most obscure Industrial & Scientific products to popular fashion items in #founditonamazon.
Going back to 1996 when Amazon first launched the program, Amazon Influencers have promoted products on Amazon across various platforms. Back then, it was mostly message boards, emails and AOL instant messenger messages.
Nowadays, there are primarily 12 different places that Amazon Influencers recommend products.
Amazon Influencer Storefronts:
This Amazon Influencer Storefront Example comes from Amy Fritz.
Here’s How an Amazon Influencer Storefront Works:
- The Amazon Influencer recommends a product either in social media posts, YouTube videos, Blog Posts, & more.
- They recommend you visit their Amazon Influencer Storefront, also known as their Amazon Influencer Page.
- Once on their Amazon Influencer Storefront, you will see their Amazon Posts, Amazon Live Streams and the products they recommend, typically organized into “Idea Lists”.
- The Amazon Influencer will receive a small commission on anything you buy in their Amazon Influencer Storefront AND anywhere else on Amazon for the next 24 hours.
Why Amazon Storefronts Are Powerful: The only way someone can get to an Amazon Storefront is with the intent to find something to buy. That means, they’re going to buy something found in the idea lists on that storefront.
Amazon Influencer Blogs:
If you’ve ever used Apple News, Google News, Flipboard, Google’d Articles, or seen Articles shared on Facebook, then you’ve seen Amazon Influencer bloggers.
From major media outlets like Good Morning America and Today to large publications like Buzzfeed or Good Housekeeping, all the way down to the most niche blogger are all Amazon Influencers.
Here’s How an Amazon Influencer Blog Works:
- You Google something like “beginners guide to archery” or “best archery equipment”.
- The article shows up in the search or on your app.
- You visit the article, learn about what you need and click on the product recommendations.
- When you purchase the product on Amazon, the Amazon Influencer gets a commission for what you’ve purchased as well as what you may purchase within the next 24 hours.
Why Amazon Influencer Blogs Are Powerful: The reason why Blog Amazon Influencers are so powerful is that they create the type of content that people read when they’re looking for recommendations on buying things. They do not happen upon these articles randomly when scrolling through social media when they may or may not be in the market for something, they search these out with intent.
YouTube Amazon Influencers:
Just like Amazon Influencer Bloggers, YouTube Amazon Influencers are very powerful at driving sales and building brand awareness. The reason for this is because of intent. People use YouTube as a search engine to solve problems, alleviate pain points, and fulfill desires.
Here’s How YouTube Amazon Influencers Work:
- You visit YouTube and type in something like “Best makeup for sensitive skin”
- You watch a video from a beauty YouTube Amazon Influencer who recommends a skin care product they use or are being paid to promote.
- In the description of the video is their affiliate link to the product they recommended or a link to their Amazon Storefront where you can find and buy the product.
- When you buy the product, they receive a small commission for facilitating the sale from their special link.
Why YouTube Amazon Influencers Are Powerful: The reason why YouTube Amazon Influencers are so powerful is that they are some of the most trusted sources on how to solve problems and fulfill desires. What’s more, typically you get to see the product in action, creating an even stronger perceived value by the customer.
What you’re looking at is a traffic report from SEMRush showing the top 5 places where Amazon gets its traffic from and the top 5 places they go after visiting Amazon. YouTube is constantly in the top 5 referring sites to Amazon.
Amazon Live Influencers:
Imagine how powerful it would be if someone could demonstrate your product live to shoppers on Amazon looking to buy what you’re selling? Just like QVC or the Home Shopping Network. The good news? It exists!
Amazon Live Influencers have audiences of engaged potential customers on Instagram, TikTok, YouTube, Blogs, Twitter, Facebook, & More.
Here’s How Amazon Live Influencers Work:
- Amazon Live Influencers let their audience on social media know when they will be going live over on Amazon, shares a link and typically preview the topic or types of products they’ll be covering.
- The Amazon Live Influencer then live streams on Amazon, demonstrates the products or browses the product listing page live, discusses what they like about them and recommends the product.
- The products that the Amazon Live Influencer recommends conveniently appear, while they’re talking about them, right underneath the video player.
- Customers click on the products and purchase them, earning the Amazon Live Influencer a small commission from Amazon.
Why Amazon Live Influencers Are Powerful: Amazon Live Influencers are so great at driving sales because they can demonstrate the products on video or showcase the product pages and pitch them. The convenience of being able to purchase the products by simply clicking directly underneath the video is unmatched.
Amazon Influencer Marketing Goals
Amazon Influencer Marketing Goals are the same whether you are a 1 person private label Amazon brand up to a large global corporation.
- Drive Sales
- Boost Brand Awareness
- Skyrocket SEO
- Amplify ROAS
Amazon Influencer Marketing has a direct impact on all major Amazon marketing channels, SEO, Ads, External Traffic & more.
How To Negotiate With Influencers
Get 10 TACTICS working right now.
You’ve likely heard about Amazon’s a10 algorithm that prioritizes brands that can drive external traffic to their product listings, get more impressions than their competitors, and build their brand OFF Amazon.
This is because Amazon directly relates these things to relevancy and relevancy into the likelihood of converting a sale. This impacts everything from how visible you will be in SEO, how much you will PPC in ads, and how many impressions you’ll get on your ads.
What To Ask For From Amazon Influencers
As a top-rated Amazon Consultant over the years, I’ve learned that the biggest mistake brands make is only focusing on 1 type of Amazon influencer.
Why this is a mistake: Amazon rewards you for driving off Amazon traffic onto Amazon specifically to your store or product listings. If you were to say only focus on storefront influencers, they drive traffic to THEIR storefront and THEN to your store. Even though storefronts are tremendous at driving sales, you miss out on a lot of the other benefits from driving traffic directly to your listings from outside sources like Blogs and YouTube videos.
The biggest impact you can make on your Amazon sales is having touchpoints with the customers at the various parts of their customer journey.
What To Ask For From Amazon Influencers:
Get Featured on Amazon Influencer Blog Posts
Get featured on upcoming or existing Blog Posts like:
- Top Lists
- Best Lists
- Favorite Lists
- Idea Lists
- Must-Have Lists
- Gift Idea Lists
- Guides
- Checklists
- How-To Articles
- Tips & Tricks Articles
WHY YOU WANT THIS: First, these articles get found & read online. They show up on Flipboard, Apple News, Google News & other popular blog aggregators. Even better? This type of content is generally the last stop before a purchasing decision. This content does a remarkable job of driving external traffic to Amazon, which you need for Amazon SEO.
Get Featured On Evergreen Amazon Influencer YouTube Videos
Get featured on upcoming videos like:
- Top Lists
- Best Lists
- Favorite Lists
- Idea Lists
- Must-Have Lists
- Gift Idea Lists
- Guides
- Checklists
- How-To Videos
- Tips & Tricks Videos
- Hauls
- Unboxings
WHY YOU WANT THIS: First, these types of videos get found and get watched. They dominate both search results and YouTube suggested videos. These types of list videos are generally the last stop before a purchasing decision. This content also does a remarkable job of driving external traffic to Amazon, which you need for Amazon SEO.
Advertorial Style Reviews With Click-Worthy Titles Using Your Keywords (Video and/or Blog Article):
When asking for product reviews, request an Advertorial style where you can help dictate the narrative.
Some example headlines include:
- The $30 Kitchen Gadget That Changed My Life
- This $25 Amazon Find Transformed How I Garden
- Suffer From Insomnia? You NEED This Supplement
- The Internet Is Obsessing Over This Coffee, Here’s Why
WHY YOU WANT THIS: What sounds better? “Your Brand – Garden Tool Review” or “This Ingenious $20 Garden Tool On Amazon Saved Me Immeasurable HOURS”? Boring article & video titles never see the light of day. Plus, they don’t sell. You want your review to sound like the influencer just found the best solution to the problem ever. This is called pre-staging. If you are introduced as the best solution to the problem, that’s what your customer will believe.
Get Featured on Amazon Live Stream Videos
Some of the most effective Live Streams at driving sales are topical, top, or favorite products based streams. For example, if you sell an avocado pitting tool, you would love to be included in an upcoming live stream titled: “Kitchen Gadget Time Savers” or “My Must Have Kitchen Gadgets”.
WHY YOU WANT THIS: Not only will this drive sales and boost SEO, but it immediately increases the perceived value of your products. Amazon Live Streams are growing with no signs of slowing down and with a proven technique akin to QVC or HSN, it’s no surprise why this sales mechanism works. Amazon Live Influencers do a great job of bringing people onto Amazon to learn about new products to try, then closing the deal once they’re there. Although this isn’t driving external traffic to your listing, it still drives conversions and boosts SEO in other ways.
Get Featured on Amazon Shoppable Videos
You probably already knew that any customer who has purchased your product can upload video reviews and user-generated content to your Amazon Product Listing. But, did you know that Amazon Influencers who have uploaded at least 3 product video reviews to their Amazon Influencer Storefront, can make product video reviews for you that will appear on their Amazon Influencer Storefront and YOUR Product Detail Page?
Enter Amazon Influencer video reviews to the rescue. You’ll want to ask Amazon Influencers to review your product and upload the video to their storefront so it can be eligible to appear on your product detail page. You’ll also want this video uploaded to other platforms they may use such as YouTube & more.
Here are all the places that Amazon states your Influencers’ content will show up for customers to see on the Amazon Platform according to the Amazon Influencer Video Placements Guidelines:
Product Detail Pages- Influencer videos may show up in two places on a product detail page- in the set of images at the top of the page and below the product information in a stand alone carousel of videos.
SEARCH RESULTS: Influencer videos may show up in search results- when shoppers search in key product categories, this video widget will appear when there are relevant videos.
HOMEPAGE: Influencer videos may show up in a video widget on the homepage, categorized in an editorial playlist and discoverable by customers who are interested in those topics.
STOREFRONT: Your videos will always show up on your storefront. They show up in this widget based on recency so you should see your most recent videos approved by moderation first.
IMPORTANT NOTE: Make sure the Amazon Influencer puts “REVIEW” or “UNBOXING” in the video title so they are more likely to be included on product detail pages.
WHY YOU WANT THIS: You already know how powerful product reviews are in influencing sales, but videos on Amazon Product Listings boost time on page, reduce bounce rates, lower Amazon exit rate, and provide more sales-related user-generated content for your product detail pages, all ranking factors in Amazon SEO. So not only will this help drive more sales, but also help boost your Amazon SEO rankings.
Get Featured on Amazon Influencer Storefronts
Each Amazon Influencer with a Storefront divides their product recommendations into “Idea Lists”. These idea lists are topical. You will want to check out the idealists of the Amazon Influencers that you are partnering with and recommend which one you’d like to be included on.
For example, let’s say you sell jewelry. You’d want to be included on idealists with titles such as: “My Favorite Earrings”, “Must Have Jewelry Accessories”, “My Wardrobe Staples”.
WHY YOU WANT THIS: Amazon Influencer Storefronts have been a powerhouse for driving sales and awareness for some time now. What’s more, they boost SEO and are an evergreen way to get your products recommended to your Amazon Influencers’ highly engaged audience base. Simply stated, they are an easy way for the audience of your Amazon Influencer to buy their favorite things they see from that Amazon Influencer. Again, although this isn’t driving external traffic to your listing, it still drives conversions and boosts SEO in other ways.
Promoting Monthly Coupon Code Promotions To Their Social, Email, Blog & Video Audiences
WHY YOU WANT THIS: These types of promotional code blasts to blog posts, emails & social drive sales because they are value & benefit-driven from a source the customer knows, likes & trusts. After you’ve built the relationship with the influencer, don’t let it die on the vine, keep things going by rewarding their audience with regular coupon codes. This will keep your sales velocity going on Amazon which significantly improves your Amazon SEO, decreases your PPC costs and even better? Customers who use discount codes tend to leave more reviews.
Regular Giveaways To Their Audience
WHY YOU WANT THIS: Not only these drive demand and drive brand awareness, but they also can grow your following, expanding your reach of potential customers. There are lots of creative ways influencers can have people enter their giveaways that involve massive opportunities for you to grow your followings, fill up your Facebook Pixel & Google Analytics data & much more.
Frequently Asked Questions
What is an Amazon Influencer?
Amazon Influencers recommend products to their audience and when someone buys, the Amazon Influencer earns a commission from Amazon. Amazon Influencers are both Amazon Affiliates with audiences of Blogs, YouTube, Social Media. Twitch & more who refer sales to Amazon for a commission from Amazon as well as participants in the Amazon Influencer Program.
How Much Do Amazon Influencers Cost?
How much an Amazon Influencer costs will depend on their audience size. There is a general industry standard for Average Amazon Influencer Rates.
What is the Amazon Influencer Program?
The Amazon Influencer Program is a subsidiary of the Amazon Associates Program, Amazon’s affiliate program that has been around since 1996. The Amazon Influencer Program is for Influencers with an audience on Social Media, YouTube, Twitch, & More.
What Are The Amazon Influencer Program Requirements?
To be accepted into the Amazon Influencer Program, Amazon Influencers must meet Amazon’s private criteria. While Amazon doesn’t reveal this criterion, most believe they are audience size, engagement rate and content quality standards.
How Much Do Amazon Influencers Make?
On-Site Amazon Influencer Commission Rates:
| Product Category | Commission |
|---|---|
| Amazon Games | 20.00% |
| Luxury Beauty, Luxury Stores Beauty, Amazon Explore | 10.00% |
| Digital Music, Physical Music, Handmade, Digital Videos | 5.00% |
| Physical Books, Kitchen, Automotive | 4.50% |
| Amazon Fire Tablet Devices, Amazon Kindle Devices, Amazon Fashion Women's, Men's & Kids Private Label, Luxury Stores Fashion, Apparel, Amazon Cloud Cam Devices, Fire TV Edition Smart TVs, Amazon Fire TV Devices, Amazon Echo Devices, Ring Devices, Watches, Jewelry, Luggage, Shoes, and Handbags & Accessories | 4.00% |
| Toys, Furniture, Home, Home Improvement, Lawn & Garden, Pets Products, Headphones, Beauty, Musical Instruments, Business & Industrial Supplies, Outdoors, Tools, Sports, Baby Products, Amazon Coins | 3.00% |
| PC, PC Components, DVD & Blu-Ray | 2.50% |
| Televisions, Digital Video Games | 2.00% |
| Amazon Fresh, Physical Video Games & Video Game Consoles, Grocery, Health & Personal Care | 1.00% |
| Gift Cards; Wireless Service Plans; Alcoholic Beverages; Digital Kindle Products purchased as a subscription; Food prepared and delivered from a restaurant; Amazon Appstore, Prime Now, or Amazon Pay Places | 0.00% |
| All Other Categories | 4.00% |
Amazon Affiliate Commission Rates:
| Product Category | Commission |
|---|---|
| Video games and game consoles | 1% |
| Televisions & digital download games: | 2% |
| Computers, computer accessories, DVD & Blu-Ray: | 2.5% |
| Toys: | 3% |
| Amazon Tablets & Kindle devices: | 4% |
| Paper Books, Health & Personal Care, Sports, Kitchen, Auto & Baby: | 1% |
| Digital Music, Video Downloads, Grocery, Handmade, Musical Instruments: | 5% |
| Business & Industrial Supplies: | 6% |
| Clothes & Accessories, Amazon TV’s, Echo’s & Jewelry: | 7% |
| Furniture, Lawn & Garden, Home Improvement, Prime Pantry & Pet Products: | 3% |
| Luxury, Beauty, Fashion & Amazon Coins: | 10% |
| Outdoors, Tools | 3% |
| Amazon Fresh | 1% |
Can I See Some Amazon Influencer Examples?
Sure, check out our post: Amazon Influencer Examples
What is an Amazon Influencer Storefront?
Amazon Influencer Storefronts give Amazon Influencers a place to showcase the products they recommend, making it simple for customers to purchase. Products on Amazon Influencer Storefronts are organized by collections called “Idea Lists”. Amazon Influencers drive potential customers from their followings on Social Media, Blogs, YouTube, Twitch & more to their Amazon Influencer Storefronts to buy products they feature on their platform.
What is an Amazon Influencer Page?
Amazon Influencer Pages are Amazon Influencer Storefronts where they drive traffic from their audiences to buy the products that they recommend.
What Is the Difference Between an Amazon Affiliate and An Amazon Influencer?
The truth is, they are one and the same. An Amazon Influencer is anyone with a platform that has “influence” over a purchasing decision. That said, Amazon started with the Amazon Associates Program, providing Bloggers, YouTubers and more with simple links to share to earn commissions from their recommended products. As Social Media evolved, it was less easy to share links on platforms since you only get one link in your profile. This necessitated the creation of the Amazon Influencer Program, This gave Amazon Influencers one simple link to share in their profile to drive customers back to all of the products that they recommend.
How Do I Connect With Amazon Influencers?
- Simply find Amazon Influencers with the Referazon Amazon Influencer Marketing Platform Search.
- Follow them on social media.
- Engage with them on social media for 4 – 5 days.
- Find your conversation starter and reach out via DM or Email to ask to work together.
Need more help? Check out: How To Reach out to Amazon Influencers and How To Negotiate with Amazon Influencers
As a Referazon user, we help you with:
- What to say
- When to say it
- What to ask for
- What to search for
- Proven templates & guides
The best part? You own the relationship with your Amazon Influencers. We don’t take a commission for being a middleman. We simply find top Amazon Influencers for your Amazon Influencer List, give you all of the stats you need to make a decision on if they’d be a good fit, then help you track and manage it all. Easy peasy.
How Do Amazon Influencers Get Paid?
Amazon Influencers get paid a commission directly from Amazon every time they make a sale and by the brand for creating the content.
What Does an Amazon Influencer Do?
Amazon Influencers earn commissions from Amazon and payments from brands for creating content that drives product sales on Amazon.
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