Key Takeaways
- Going all the way back to 1996 when Amazon launched the Amazon Associates Program, Amazon Influencers have been one of the most powerful sales generating channels for brands.
- Since driving external traffic to Amazon product listings was announced as an SEO ranking factor, Amazon sellers flooded the Amazon Influencer Marketing space.
- Since Amazon Influencer Marketing is new to many Amazon Sellers, brands do not have experience evaluating Amazon Influencers.
When you run your competitors through popular Amazon traffic analyzer software and see the delta between their on Amazon impressions and their referral source impressions, you tend to get that sinking feeling in your stomach that you’re missing out on something important.
Let’s have a look at this top-selling LED Ring Light.
This is a typical private label type of product you would expect to find on Amazon.
Now, let’s evaluate where they are getting their traffic and sales from using a popular Amazon traffic analysis tool:
If this was your competitor, you have a clear picture of where they are getting their sales from.
Amazon Influencers.
But if you’re new to Amazon Influencer Marketing, working with and evaluating Amazon Influencers will be foreign to you.
What’s more, Amazon will never make available to the public the conversion rates of Amazon Influencers and Amazon Affiliates.
If they haven’t since 1996, they never will. Just like customers’ email addresses and physical addresses, Amazon’s data is Amazon’s data.
They are not YOUR Amazon Influencers and Amazon Affiliates like if they joined your own websites affiliate program, they are Amazons.
So, brands will need to evaluate Amazon Influencers by other aspects of their online presence.
Still, brands can ask Amazon Influencers and Amazon Influencers for a screenshot of their dashboard so they can share their conversion rates with you.
The good news is, I am a top-rated Amazon Consultant and can tell you exactly how to evaluate Amazon Influencers to create meaningful partnerships to drive sales for you on Amazon by the time you’re done reading.
Industry Average Engagement Rates and Follower Counts
Social Media Engagement Benchmarks
0% – 0.99%
1% – 3.5%
3.6% – 6%
6.1% +
When trying to evaluate an Amazon Influencer you want to calibrate yourself to industry benchmarks.
Like I mentioned above, Amazon Influencers are quite different and far more powerful than the image of the term “influencer” that pops into ones head from the current pop culture lexicon.
Things like “audience gender” and “audience age” are far less relevant since you have a far more powerful barometer to gauge, unlike any other industry.
You know the products that Amazon Influencers are promoting.
With that in mind, Amazon Influencers have algorithms to navigate on their platforms of choice just like us Amazon Sellers have the a10 algorithm.
If they were to promote the wrong kind of products to their audience, it would be the same thing as an Amazon Seller putting the wrong keywords on their product listings.
That said, you’re still interested in their audience sizes and their ability to connect with their audience.
This directly impacts What To Ask For From Amazon Influencers.
Here are the Influencer industry’s average engagement rates and audience sizes.
Influencer Industry Average Engagement Rates:
| Status | Engagement Rate (Social) | Engagement Rate (YouTube) |
|---|---|---|
| Low | 0 – 0.99% | 0 – 0.99% |
| Average | 1% – 3.5% | 1% – 3.5% |
| Good | 3.6% – 6% | 3.6% – 6% |
| Great | 6.1% + | 6.1% + |
Influencer Industry Average Follower Counts:
| Tier | Social Media (Followers) | YouTube (Avg Views) | Blogs (Monthly Traffic) |
|---|---|---|---|
| Nano | 1,000 – 10,000 | 1,000 – 10,000 | 0 – 10,000 |
| Micro | 10,001 – 50,000 | 10,001 – 25,000 | 10,001 – 25,000 |
| Mid-Tier | 50,000 – 500,000 | 25,001 – 100,000 | 25,001 – 250,000 |
| Macro | 500,001 – 1M | 100,001 – 1M | 250,001 – 750,000 |
| Mega | 1M + | 1M + | 750,001 + |
I mention in How To Negotiate With Amazon Influencers that audience size and engagement rate are factors in the Average Amazon Influencer Rates they can command.
So after you’ve learned How To Find Amazon Influencers your next goal is to evaluate if they would be a good fit for you.
Here’s how…
How To Evaluate Storefront Amazon Influencers
Amazon Influencer Storefronts are where Amazon Influencers drive their audiences to so they can buy the products they recommend.
Their audiences live on Instagram, TikTok, YouTube, Twitter, Facebook, and Pinterest. Each Amazon Influencer with a storefront typically has 1 or 2 primary channels as their platform that they promote from.
Here’s how to evaluate the potential efficacy of an Amazon Influencer with a Storefront.
Checklist for Storefront Influencers:
- Review their Amazon Influencer Storefront and make sure they promote products like yours, complementary to yours or similar.
- Make sure the other products they promote are on-brand for your company.
- Review their audience size on their primary social media channel and make sure it fits your size parameters.
- NOTE: If YouTube is their primary channel, the Subscriber count is nearly irrelevant as videos rank and are viewed independently of the Subscriber count. YouTube Channels with little to no subscribers can still have videos viewed in the millions.
- Review their engagement rate on their primary channel and make sure it fits what you are looking for.
- Review their posts on their primary and secondary social media channels, make sure their content is strong and also “on-brand” for your company.
Need help finding Amazon Influencer Storefronts? We have an in-depth guide: How To Find Amazon Influencer Storefronts.
How To Evaluate Amazon Live Influencers
Amazon Live Influencers drive their audiences from social media, YouTube and more to their Amazon Live Streams and Amazon Influencer Storefronts so their audience can buy the products they recommend.
Here’s how to evaluate the potential efficacy of an Amazon Live Influencer.
Checklist for Amazon Live Influencers:
- Review a portion of some of their Amazon Live Streams and their Amazon Influencer Storefront and make sure they promote products like yours, complementary to yours or similar.
- Review a portion of some of their Amazon Live Streams to make sure you feel they do a good enough job at promoting products on their streams.
- Make sure the other products they promote are on-brand for your company.
- Review their audience size on their primary social media channel and make sure it fits your size parameters.
- Review their engagement rate on their primary channel and make sure it fits what you are looking for.
- Review their posts on their primary and secondary social media channels, make sure their content is strong and also “on-brand” for your company.
Need help finding Amazon Live Influencers? Check out our guide: How To Find Amazon Live Influencers
How To Evaluate YouTube Amazon Influencers
YouTube is the #2 search engine in the world. People go there to solve problems, alleviate pain points, and fulfill desires.
YouTube is consistently in the top 5 referral sources to Amazon.com. YouTube Amazon Influencers create videos that rank in the YouTube search and suggested videos algorithms that send viewers back to Amazon Product Detail Pages.
Checklist for YouTube Influencers:
- Review a list of the videos on their channel to make sure they create the types of videos you want to get featured on, such as Top 10 Lists, Best Lists, Haul Videos, Unboxing Videos, Op-Ed Style Reviews & more.
- Make sure the views of the types of videos you want to be featured on have higher view counts compared to the rest of the videos on the channel. This will indicate that the audience that YouTube features this Amazon Influencer (not their Subscribers) enjoy that type of content from this Amazon Influencer.
- Review a portion of some of their YouTube videos and make sure they promote products like yours, complementary to yours or similar.
- Review a portion of some of their YouTube videos to make sure you feel they do a good enough job at promoting products on their videos.
- Make sure the other products they promote are on-brand for your company.
- Review their engagement rate (likes/comments) and make sure it fits what you are looking for.
How To Negotiate With Influencers
Get 10 TACTICS working right now.
How To Evaluate Blog Amazon Influencers
Google is the #1 search engine in the world. Articles are consistently in the top 5 referral sources to Amazon.com.
Blogger Amazon Influencers create blog posts that rank in Google searches and get clicked on in email lists and social media posts.
Checklist for Blogger Influencers:
- Review some of the blogs on their website to make sure they create the types of blogs you want to get featured on, such as Top 10 Lists, Best Lists, Guides, How To Articles, Op-Ed Style Reviews & more.
- Make sure the estimated traffic to the website fits within the size of the Amazon Influencer you are targeting.
- Review a portion of some of their blogs to make sure you feel they do a good enough job at promoting products.
- Make sure the other products they promote are on-brand for your company.
- Review their posts on their primary and secondary social media channels, make sure their content is strong and also “on-brand” for your company.
Need more help understanding how to run successful Amazon Influencer Marketing campaigns? We published this guide: Amazon Influencer Marketing The COMPLETE Guide.
Or, need more help with finding Amazon Influencers?
Referazon Amazon Influencer Software has a powerful Amazon Influencer Search that makes it simple to find Amazon Influencers and manage campaigns right on the Amazon Influencer Marketing Platform.
If you find it takes too much time to find and build relationships with Amazon Influencers even with our Amazon Influencer Marketing Software, we can do it for you with our Referazon Express Amazon Influencer Marketing Agency program.
Frequently Asked Questions
Can I see an Amazon Influencer’s conversion rate?
No, Amazon does not make conversion data public. To see this data, you must ask the influencer to share a screenshot of their Amazon Associates dashboard showing their earnings and conversion metrics.
What is a good engagement rate for an Amazon Influencer?
For social media, an engagement rate between 1% and 3.5% is considered average. Anything above 3.6% is good, and rates above 6% are considered excellent.
Does follower count matter more than engagement?
Generally, no. Engagement is a better predictor of sales than follower count. Micro-influencers with smaller, hyper-engaged audiences often drive more sales than mega-influencers with disengaged followings.
How do I check an influencer’s engagement rate?
You can calculate it manually (Total Likes + Comments / Total Followers * 100) or use influencer marketing software like Referazon which provides these metrics automatically.
Why do YouTube subscriber counts matter less?
YouTube videos rank in search (SEO) and suggested videos independently of subscriber counts. A channel with few subscribers can still have videos with millions of views that drive sales for years.
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