Key Takeaways
- Amazon Influencers are not a new concept. Not only have Amazon Influencers been around since 1996, but Amazon Influencers are responsible for over 37% of Amazons traffic and growing.
- Amazon Influencers promote products across every Social Media channel, Blogs, YouTube and even major media publications through the Amazon Influencer Program.
- This is your complete guide to find & grow sales with Amazon Influencers, Shoppable Videos, Amazon Influencer Storefronts, Amazon Live Influencers, TikTok & more.
In over 10 years as an eCommerce Fractional CMO, Amazon Consultant, and eCommerce Marketing Consultant, not to mention CEO, I’ve seen just about every mistake and the lessons from them. That means you get all the learnings without the scars.
A shocking fact that most Amazon sellers may not know is:
Most Amazon Sales for many brands at the top of search results don’t originate on Amazon.
In other words, most sales happen because customers are referred from blogs, YouTube, and social media BEFORE they even search on Amazon.
If you run most best-selling products on Amazon through a tool like Traffic Insights For Amazon by SEMRush, you will see most of their sales originate off of Amazon.
See the difference in impressions between Referral Traffic and Amazon? That’s a difference of about 357 million impressions.
As a top-rated Amazon Seller Consultant, I can personally speak to the fact that those are the reasons why Amazon Influencers are by far the most important strategy I focus on with my Amazon Consulting clients.
What Are Amazon Influencers?
Brands of all shapes and sizes that thrive on Amazon have one thing in common: They are able to send customers from off of Amazon onto Amazon for their products specifically.
Amazon Influencers are Bloggers, YouTubers & Social Media Influencers who refer sales to Amazon and earn a commission as an Amazon Affiliate by being part of the Amazon Associates Program.
Amazon Influencer Platforms include:
- Blogs
- YouTube
- Twitch
- Amazon Live
- Podcasts
What Do Amazon Influencers Do For My Brand?
Amazon Influencers Add Value To Brands In 2 Ways:
- Drive Sales
- Build Awareness
You need to build awareness otherwise you’re going to find it very difficult to show up before competitors in Amazon Searches and you’re going to pay a heckuva lot more for Amazon advertising until you can get a potential customer to Know, Like & Trust you enough to purchase from you.
Why Is Building My Brand OFF of Amazon So Important?
Because Amazon is watching you. Amazon tracks and measures everything going on OFF of Amazon so it can forecast what will sell ON Amazon.
How Your OFF Amazon Presence Impacts Your ON Amazon Presence:
- How visible you are or aren’t in Amazon product search results
- How visible you are or aren’t in Amazon Ads
- How much you pay in Amazon Ads (your Amazon ACoS)
- Your Amazon Sales Rank
What is The Amazon Influencer Program?
Amazon Influencer Marketing and “Amazon Influencers” have been around since 1996 as Amazon Affiliates, but in 2017, Amazon created a sub-section of the Amazon Associates Program specifically for Social Media Influencers.
The Amazon Influencer Program gives Social Media Influencers with qualifying YouTube, Instagram, Twitter, or Facebook accounts a unique storefront on Amazon to recommend products for a commission.
Amazon Influencer Program Requirements:
- A large following. Amazon is looking for large followings across a broad array of niches.
- How much the Amazon Influencer engages with their followers. Social media isn’t about broadcasting, it’s about being social on social media.
- High standard of content that isn’t riddled with promoted posts, low-quality imagery, copy and video.
- Relevance to Amazon. There needs to be an apparent and obvious throughline between the type of content you offer, your audience and products that are sold on Amazon.
What’s The Difference Between Amazon Influencers and Amazon Affiliates?
What is the difference between Amazon Influencers and Amazon Affiliates?
Nothing. An Amazon Influencer is anyone who has influence over an audience. Amazon Affiliates ARE Amazon Influencers.
However, Amazon makes a slight distinction internally: Amazon Influencers who are a part of the official Amazon Influencer Program are those with a qualifying YouTube, Instagram, Twitter or Facebook account who get a custom Amazon Storefront URL.
Types of Amazon Influencers
Customers can discover you and purchase your products 2 ways:
- Interrupt: When they’re not looking for you (e.g., scrolling Instagram).
- Intent: The customer is ready to solve their problem and actively looking for you (e.g., Searching Google/YouTube for “best solar charger”).
| Interrupt Influencers | Intent Influencers |
|---|---|
| Social Media Influencers (IG, TikTok) | Bloggers |
| YouTube Creators (Vlog style) | YouTubers (Review/How-to style) |
| Twitch Streamers | Media Outlets & Publications |
Amazon Influencer Storefronts
Amazon Influencer Storefronts make it simple for Amazon Influencers to collect and categorize all of the products they recommend to make it easy for their audience to purchase. Amazon Influencers earn commission from Amazon, not the brand of the product they sell, for each sale they earn through their Influencer Amazon Stores.
Amazon Live Influencers
Amazon Live is Amazon’s live streaming platform for Amazon Live Influencers to host live streams to recommend products. eCommerce Live Streaming is a multi-billion dollar industry.
How Amazon Live Works:
- Shoppers hear about upcoming live streams via social media.
- Shoppers browse Amazon Live categories to find streams.
- On the live stream, the Amazon Influencer demonstrates products.
- Shoppers purchase by clicking the product links right under the video player.
What Are The Benefits of Amazon Influencers?
- Increase visibility in Amazon Product Search Results by helping your Amazon SEO
- Decrease ACoS (Average Cost of Sale)
- Increased Visibility in Amazon Ads (More Impressions)
- Improve Amazon BSR (Best Seller Rank)
- Increase Amazon Reviews
- Improved visibility in Google (Backlinks and traffic signals)
How Much Commission Do Amazon Influencers Earn?
This is the commission rate that Amazon Affiliates / Amazon Influencers earn from Amazon directly:
| 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% |
How Much Do Amazon Influencers Cost?
It can be difficult to know how much to pay an Amazon Influencer. That said, the folks at Influencer Marketing Hub have revealed industry average rates.
| Influencer Size | Rate |
|---|---|
| Nano-Influencers | $10-$100 per post |
| Micro-Influencers | $100–$500 per post |
| Mid-Tier | $500–$5,000 per post |
| Macro-Influencers | $5,000–$10,000 per post |
| Mega-Influencers | $10,000+ per post |
YouTube
| Influencer Size | Rate |
|---|---|
| Nano-Influencers | $20–$200 per video |
| Micro-Influencers | $200–$1,000 per video |
| Mid-Tier | $1,000–$10,000 per video |
| Macro-Influencers | $10,000–$20,000 per post |
| Mega-Influencers | $20,000+ per post |
TikTok
| Influencer Size | Rate |
|---|---|
| Nano-Influencers | $5–$25 per post |
| Micro-Influencers | $25–$125 per post |
| Mid-Tier | $125–$1,250 per post |
| Macro-Influencers | $1,250–$2,500 per post |
| Mega-Influencers | $2,500+ per post |
X
| Influencer Size | Rate |
|---|---|
| Nano-Influencers | $2–$20 per post |
| Micro-Influencers | $20–$100 per post |
| Mid-Tier | $100–$1,000 per post |
| Macro-Influencers | $1,000–$2,000 per post |
| Mega-Influencers | $2,000+ per post |
| Influencer Size | Rate |
|---|---|
| Nano-Influencers | $25–$250 per post |
| Micro-Influencers | $250–$1,250 per post |
| Mid-Tier | $1,250–$12,500 per post |
| Macro-Influencers | $12,500–$25,000 per post |
| Mega-Influencers | $25,000+ per post |
Blog
| Influencer Size | Rate |
|---|---|
| Nano - Mega | $60 per 1,000 Monthly Page Views |
Remember: Amazon Influencers earn a commission from AMAZON that doesn’t come out of the brand’s pocket. This makes negotiating easier.
How To Get Started With Amazon Influencer Marketing
You want to make sure your Amazon Influencer has everything they need to promote you easily and effectively. You accomplish this with a Brand Influencer Kit.
What is a Brand Influencer Kit?
- A Dropbox or Google Drive folder with Talking Points, Logos, Certifications, Awards, Badges, Videos, Lifestyle Photos & Product Photos.
- Emotion-driven benefits demonstrating what the customer can expect to feel.
- A mix of product photography and lifestyle photography.
How To Find Amazon Influencers
If you want to find Amazon Influencers with Amazon Influencer Storefronts and stream via Amazon Live, here’s what you’ll want to do.
The Easy Way To Find Amazon Influencers:
Referazon helps brands, retailers & agencies drive sales & save time by quickly finding popular content from experienced amazon influencers to get referrals from & easily manage campaigns.
How To Use Referazon:
- You type in a keyword like “best survival gear”.
- It returns all of the Amazon Influencers with the most visibility that are ALREADY Amazon Affiliates.
- You get estimated monthly traffic, social media following sizes, and contact info (emails/social links).
- You can then start adding great Amazon Influencers to your Outreach Tracker and managing campaigns.
What To Ask For From Amazon Influencers
The easiest way to think about what you want from Amazon Influencers is this: Inclusion on the types of content that people read or watch right before they’re about to make a purchase.
Get Featured on Amazon Shoppable Videos
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 YOUR Product Detail Page?
If you don’t upload videos to your Amazon Product Listing related videos from other brands will show up on your product detail page to potentially take sales away from you. Enter Amazon Influencer video reviews to the rescue.
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.
WHY YOU WANT THIS: 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.
Amazon Influencer Marketing Infographic
Frequently Asked Questions
How Much Should You Pay an Amazon Influencer?
Apart from industry standards, here are the most powerful negotiating tactics you can use: Free product for content, Pay per performance, Pay half up front/half after, Negotiate rights usage, Commission match, Package deals, Commit to long term relationship, Exchange professional services, Offer their own product line, or Trade Content for Ad Spend.
How Can You Track Results From Amazon Influencers?
If you partner with Publishers and YouTubers, you’re able to use your own Amazon Attribution links. If you partner with Amazon Influencers on Amazon Live streams and Amazon Storefronts you can ask them for screenshots of their dashboards. You can also give Amazon Influencers unique promo codes and track their usage.
How Much Do Amazon Influencers Make?
How much Amazon Influencers make largely depends on their audience sizes, engagement rates and the brands ability to negotiate. Amazon pays them a commission per sale (listed in the tables above) that does not come out of the brand’s pocket.
How To Follow Amazon Influencers on Amazon?
Simply visit the Amazon Influencer Storefront and click “Follow”.
What Are The Amazon Influencer Requirements?
Amazon Influencer requirements are based on an internal set of Amazon Metrics believed to include: Follower Counts, Engagement Rates, and Content Quality.
Do Amazon Influencers Get Paid?
Yes, Amazon Influencers get paid a commission by Amazon (not the brand) when they sell a product. Amazon Influencers can also get paid by brands to create content.
How Do You Find An Amazon Influencer Store?
I recommend using Referazon Amazon Influencer Search and CRM.
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