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How To Evaluate Amazon Influencers [GUIDE]

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2022

How To Evaluate Amazon Influencers [GUIDE]

  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.

Referral Source Example - How To Evaluate Amazon Influencers - Referazon - Amazon Influencer Marketing Software

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:

Amazon Referral Traffic - Referazon - How To Evaluate Amazon Influencers

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 Standard Audience and Engagement Rates - How To Evaluate Amazon Influencers - Referazon - Amazon Influencer Marketing Software

Industry Average Engagement Rates and Follower Counts 

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:

SOCIAL MEDIA:
Low: 0 – .99%
Average: 1 – 3.5%
Good: 3.6 – 6%
Great: 6.1% +
Engagement Rate = Sum of Engagements / Follower Counts * 100

YOUTUBE:
Low: 0 – .99%
Average: 1 – 3.5%
Good: 3.6 – 6%
Great: 6.1% +
Engagement Rate = (Likes + Comments + Shares) divided by Video Views

 

Influencer Industry Average Follower Counts:

SOCIAL MEDIA:
Nano: 1,000 – 10,000
Micro: 10,001 – 50,000
Mid-Tier: 50,000 – 500,000
Macro: 500,001 – 1,000,000
Mega: 1,000 +

YOUTUBE: (Classified By Average Video Views, Not Followers)
Nano: 1,000 – 10,000
Micro: 10,001 – 25,000
Mid-Tier: 25,001 – 100,000
Macro: 100,001 – 1,000,000
Mega: 1,000,001 +

BLOGS: (Classified By Estimated Monthly Traffic)
Nano: 0 – 10,000
Micro: 10,001 – 25,000
Mid-Tier: 25,001 – 250,000
Macro: 250,001 – 750,000
Mega: 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 Amazon Storefront Influencers - How To Evaluate Amazon Influencers - Referazon - Amazon Influencer Marketing Software

How To Evaluate Storefront Amazon Influencers

Storefronts - What To Ask For - Referazon

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
  • Pinterest

Each Amazon Influencer with a storefront typically has 1 or 2 primary channels as their platform that they promote from.

That means they may have a YouTube channel AND a Blog.

Or, Instagram and a YouTube channel.

What’s more, many have email lists that they promote their Amazon Influencer links on as well. 

Here’s how to evaluate the potential efficacy of an Amazon Influencer with a Storefront.

How To Evaluate Storefront Amazon 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.  

While on the topic of Amazon Influencer Storefronts, Amazon Live Influencers also have Amazon Influencer Storefronts but are typically evaluated a little differently.

Here’s how…

How To Evaluate Amazon Live Influencers - How To Evaluate Amazon Influencers - Referazon - Amazon Influencer Marketing Software

How To Evaluate Amazon Live Influencers

Amazon Live - What To Ask For - Referazon

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.

Their audiences live on:

  • Instagram
  • TikTok
  • YouTube
  • Twitter
  • Facebook
  • Pinterest

Each Amazon Live Influencer also typically has 1 or 2 primary channels as their platform that they promote from.

That means they may have a YouTube channel AND a Blog.

Or, Instagram and a YouTube channel.

What’s more, many have email lists that they promote their Amazon Influencer links on as well. 

Here’s how to evaluate the potential efficacy of an Amazon Live Influencer.

How To Evaluate 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.
  • 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.  

While on the topic of video, YouTube Amazon Influencers create evergreen content that is far more discoverable and lasts well beyond when the live stream concludes.

Here’s how to evaluate them…

How To Evaluate YouTube Amazon Influencers - How To Evaluate Amazon Influencers - Referazon - Amazon Influencer Marketing Software

How To Evaluate YouTube Amazon Influencers

Example-Amazon-Affiliate-YouTube-Whats-The-Difference-Between-Amazon-Influencers-and-Amazon-Affiliates-Amazon-Influencers-Everything-Brands-Need-To-Know-The-Source-Approach

YouTube is the #2 search engine in the world.

People go there to:

  • Solve Problems
  • Alleviate Pain Points
  • Answer Questions
  • Fulfill Desires

All of which regularly involve purchasing a product. 

YouTube is consistently in the top 5 referral sources to Amazon.com.

Here’s why…

YouTube Amazon Influencers create videos that rank in the YouTube search and suggested videos algorithms that send viewers back to Amazon Product Detail Pages, Amazon Brand Stores and Amazon Influencer Storefronts for customers to buy products. 

In addition to being available year-round via search on YouTube, YouTube Amazon Influencers also promote the videos they produce to their audiences on social media, email lists and their blogs.  

How To Evaluate YouTube Amazon 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 audience size on their primary social media channel and make sure it fits your size parameters.
  • NOTE:  Since 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.  

How To Negotiate With Influencers

Get 10 TACTICS working right now with Amazon Influencers.

Now, YouTube isn’t the only place for evergreen content, discoverable year-round that always does a great job at driving sales to Amazon.

Blog Amazon Influencers content has done a great job at driving sales going all the way back to 1996.

Here’s how to evaluate them…

How To Evaluate Blog Amazon Influencers - How To Evaluate Amazon Influencers - Referazon - Amazon Influencer Marketing Software

How To Evaluate Blog Amazon Influencers

Op-Ed Reviews - What To Ask For - Referazon

Google is the #1 search engine in the world.

People go there to:

  • Solve Problems
  • Alleviate Pain Points
  • Answer Questions
  • Fulfill Desires

All of which regularly involve purchasing a product. 

Articles are consistently in the top 5 referral sources to Amazon.com.

Here’s why…

Blogger Amazon Influencers create blog posts that rank in Google searches and get clicked on in email lists and social media posts. 

Those blog posts send readers back to Amazon Product Detail Pages, Amazon Brand Stores and Amazon Influencer Storefronts for customers to buy products. 

In addition to being available year-round via search on Google, Blogger Amazon Influencers also promote the articles they write to their audiences on social media, email lists and more.

How To Evaluate Blogger Amazon 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 audience size on their primary social media channel and make sure it fits your size parameters.
  • NOTE:  If YouTube is another 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 social media network 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 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.

Blog Post Sections - Summary (1)

  • Amazon will never release the conversion rates of their Amazon Influencers and Amazon Affiliates.
  • Because of this, brands will need to evaluate other areas of their online presence.
  • Brands can also ask Amazon Influencers to share a screenshot of their dashboard to view their conversion rates. 
  • Amazon Storefront Influencers:  Make sure the Amazon Influencer promotes products like yours or complementary products to yours in their idealists.  Make sure the follower count and engagement rates of their primary social media channel are good.  Make sure the content they promote on their social media channels is on-brand for your company.  Also, review the content of them promoting other brands on social media, make sure their content is good at promoting. 
  • Amazon Live Influencers:  View some portions of their Amazon Live streams to make sure you believe they do a good job at selling.  Make sure the Amazon Live Influencer promotes products like yours or complementary products to yours in their idealists.  Make sure the follower count and engagement rates of their primary social media channel are good.  Make sure the content they promote on their social media channels is on-brand for your company.  Also, review the content of them promoting other brands on social media, make sure their content is good at promoting. 
  • YouTube Amazon Influencers:  View some portions of their YouTube videos to make sure you believe they do a good job at selling.  Make sure the YouTube Amazon Influencer promotes products like yours or complementary products to yours.  On YouTube, the subscriber count is irrelevant as videos rank independently of Subscriber count.  You are more concerned with their video views overall and engagement rate.  YouTubers cross-promote their videos on their other social media accounts so make sure you are happy with their social media audience sizes.  Also, review the content of them promoting other brands on social media, make sure their content is good at promoting. 
  • Blog Amazon Influencers:  You are most interested in the bloggers’ ability to get traffic to their website and their ability to promote products well.  Review their traffic stats and some of their promotional blog posts to make sure you feel comfortable with their ability to sell.  Bloggers also promote their blog posts on social media so you would likely be interested in checking out their social media followings.  Browse some blog posts and some of their social media posts to make sure they are on-brand for your company.  
  • You can find Top Amazon Influencers with the Referazon Amazon Influencer Marketing Tool.