Amazon is undoubtedly one of the biggest online marketplaces in the world. Its annual net revenue surpassed $386 billion in 2020. They have over 2.5 million active sellers, and that number is actively growing. Nevertheless, selling on Amazon is not as easy as it used to be. Keywords, good pictures, and 5-star reviews just don’t cut it anymore. Sellers are required to pursue other channels for marketing their products, one of which is through Amazon Influencers.
Who are Amazon Influencers? This article will discuss all about their benefits, the Amazon Influencer Program, how to find Amazon Influencers for your product, and who are the Top Amazon Influencers. Read on to find out about one of the best ways to increase sales on Amazon.
Who are Amazon Influencers?
First things first, let us teach you who Amazon Influencers are. An Amazon Influencer is a blogger, Youtuber, streamer, or any other popular internet persona who promotes Amazon products in exchange for a commission. They are often independent Amazon affiliates who have their own promotional links and are rewarded on a per click basis.
Utilizing influencers to promote your products is not a new phenomenon. It dates back to centuries ago when the word influencer had a different meaning. They didn’t call it a referral program, but the principle was the same. If someone famous was recommending a product, they were putting their reputation on the line to back it up – so it must be good. Similarly, the influencers of today are credible sources of product endorsements.
Many of these influencers who have loyal audiences and are able to influence purchasing decisions are members of the Amazon Influencer Program.
The Amazon Influencer Program
What is the Amazon Influencer Program? For those who have established themselves as trusted sources for recommending products, Amazon gives them a very special opportunity. If you are a part of the Amazon Influencer Program, you get the ability to build your own storefront. Here, you can feature products from your brand partners, and if a purchase is made through it, you earn a commission.
Commissions for an Amazon Influencer vary from product to product, which you can see here.
Amazon has had a promotional program like this since 1996, only it was called the Amazon Associates Program, based on which any blogger, publisher, or content creator could earn a commission by bringing sales to Amazon. In 2017, Amazon decided to create a separate branch of the program specifically meant for social media influencers and called it the Amazon Influencer Program.
Since influencers are already familiar with creating content that drives sales, this program is extremely beneficial for them. For the followers of an influencer, they get the ability to see the favorite products of that influencer, all grouped in one storefront. Nevertheless, the most gain goes to the brands.
Benefits of Amazon Influencers
The competition on Amazon is fierce, and trying to get seen is as complicated as ever. That’s why as a brand, it’s important for you to utilize all the channels you have to advertise your products. Many Amazon consultants would say that working with an Amazon Influencer is your best choice. Here are a couple of reasons why:
- It’s proved to be more cost-effective compared to Amazon advertising.
- No need to build a following on social media, because other influencers already have an active audience filled with your customers.
- Increase your sales on Amazon.
- Raise the awareness of your brand, so it’s more of a long-term investment.
- Giving the ultimate stamp of approval, these tastemakers bring you loyal customers.
- They promote your product through all of their channels (email list, blog, social media pages, etc.)
The list goes on and on, but the bottom line is – if you have a good product, you can undoubtedly increase your sales on Amazon through an Amazon Influencer.
Why you have to promote off Amazon to sell on Amazon
Much like all the other algorithms on the web, one of Amazon’s key metrics to ranking your product higher is relevancy. If Amazon doesn’t believe that your product does what it says and is worth for the customers to see, it won’t endorse you. You may not even be able to sell it through Amazon PPC ads. That’s one of the reasons you have to promote off of Amazon to sell on Amazon.
You can promote your Amazon products through so many channels. It would be a waste if you didn’t use all of them, right? Well, promoting on Instagram, Twitch, YouTube, or any other social platform is one of the most efficient indirect ways to sell your products, drive traffic to your shop, and build a reputation on Amazon. Plus, if you do it through a popular tastemaker, it has more chances to stick.
How to find Amazon Influencers for your product?
You’re convinced to collaborate with an Amazon Influencer, but don’t know where to start? We’ve got your back. Here’s a step-by-step guide on how to find Amazon Influencers for your product by yourself.
Choose the type of platform you want
Each product category converts better on some platforms than on others. Some products need to be in an article named “5 Best Holiday Gifts for Her,” while others need to be in a YouTube video called “Reviewing the Best Pieces of Tech This Year.” So, here’s a list of some platforms on which you may want an Amazon Influencer to promote you:
- Blogs (media outlets, publications, etc)
- Amazon Live
Here are some things to remember when deciding on a platform:
- Don’t forget that Amazon Influencers work with their custom links, so the conversions are higher on platforms where sharing links is easier.
- Think about what your customers are searching for when they are looking for you. Are they Googling “best makeup products,” or “makeup products for oily skin?”
- What platforms usually show up when you’re searching for a product? Maybe an Instagram story that is gone the next day isn’t your best option.
There’s a reason blogs, media outlets, Medium, and Pinterest are some of the most popular Amazon Influencer platforms. The content is easy to find, it’s there forever, and articles that give advice are doing a subtle job at promoting you and converting the reader into a buyer.
Choosing between 2 types of influencers
There are 2 ways your customers can find out and potentially purchase your products:
Intentionally: This is when a customer is searching for your product, and it pops up in an article where it’s featured. The customer needs your product, and it’s your obligation to make it easy for them to find it. Plus, you already have credibility from being featured on a “best of” article.
If you know your customers are usually looking to solve a problem, get answers to their questions, or get knowledge on a topic, you should probably advertise on:
- Blogs (publications, media, etc.)
At random: A potential customer might be going through their Instagram stories and stumble upon their favorite influencer promoting a new phone case they got. All they have to do is swipe up and order it. However, conversions here might be lower, since not all their followers will be looking for such a product at that moment. The good news is, the person will have already heard about you, and next time they’re looking to buy a phone case, they’ll look you up first.
Where do people usually go to get distracted? If you’re looking to raise awareness about your product, your target platforms should be:
Find promotions you like and see who made them
Now that you’ve figured out how you want to be promoted, let’s figure out the “who” of it all. You should narrow it down to each platform and start searching. Here’s a general guideline for each platform.
Blogs, media outlets, etc.
Go on Google and search for something your potential customer would search when looking for your product. You can look for articles like “Best *your product* of 2021,” look up the authors and create a list of leads. You can also search for such articles where your competitors have been mentioned and go from there. Lastly, do the same on YouTube.
If the content features Amazon products, chances are higher that the author is a part of the Amazon Influencer Program.
Social media apps
A good place to start is to check out your followers. If there’s an influencer already familiar with your product, it’ll be easier to collaborate, and you already know they are interested.
Searching niche hashtags for your product category is also a great way to find relevant influencers.
Reach out to them
Once you’ve made a list of influencers you believe fit your brand, it’s time to reach out to them. You can start by following them on social media and building a relationship, after which you can offer them to partner up. You may also send them a free product, or a couple of them for a giveaway. Mesh out the details later, but chances are, if you have a good product, they will collaborate.
Use Amazon Influencers search tool
You can skip the whole searching process and find relevant Amazon Influencer Shops through online tools like Influence. You can use thorough filters like category, gender, and size to find the right fit for your product. No need to go through the hassle of finding influencers you like, then making sure they are a part of the Amazon Influencer Program.
Create a Brand Influencer Kit
If you are going to partner with any influencer, you’re going to need a brand influencer kit. This includes all the necessary material for the influencer’s promotional content creation process. Send them the following:
- Talking points (maybe even a speech)
- Logos of your brand (High-Resolution PNG files compressed for Web)
- Videos of your product (how-to-use, commercials, testimonials, etc)
- Pictures (Lifestyle and product)
- PDF file of notable testimonials and endorsements
- Anything else the influencer might require to advertise your product
Define the Terms of Your Partnership
If this is your first time working with an influencer, you’re going to need a little guidance on how to work with them. First, you need to decide how you want the influencer to promote you, then go into the details and set expectations.
The simplest form of advertisement is a post on social media where the influencer mentions your product, tags you, and brings traffic to your page. You can also do a giveaway, or give the influencer a custom discount code.
Sign an Influencer Marketing Agreement
An Influencer Marketing Agreement defines the terms and deliverables of your partnership. It protects you, as well as gives the influencer clear goals and assignments. Here are some points to think about:
- How many posts should the influencer make? Define the number of posts, duration, and the CTA or how to link to your products.
- How much will the payment be? Clearly write down when, how, and how much the influencer will be getting paid.
- Make sure to review the content before posting. Make it clear to the influencer in the contract that you want to review the content prior to being posted.
- Terms on the future use of the content. Having an influencer create promotional content for you is amazing not only for the present but for the future as well. You can reuse the material in future campaigns, just make sure to make it clear in the contract.
Check also our article about the key components of Influencer contracts.
Top Amazon Influencers
There are many Amazon Influencer Marketing companies that can help you connect with relevant influencers in your field, but they charge a lot for their services. For a more budget-friendly option, you can check out this list of amazing influencers and find your perfect match.
Andy Feliciotti (Awesome Stuff to Buy)
Category: Technology & Home Products
Andy Feliciotti has been an Amazon Affiliate since 2012, and he promotes Amazon products through his entertaining website. Check it out for yourself, and you’ll see yourself ordering things you never knew you wanted. He has amazing filters and sells little gadgets that will not only be a great gift for a friend, but also a useful appliance for your home.
He also writes ebooks and guides for people who want to become Amazon Influencers themselves. If you need to increase sales on Amazon, or just want to become an Amazon Influencer yourself, he’s the right guy for the job.
Amazon Store: TrailRecon
Category: Fitness & Camping Gear
Brad Kowitz used to be an Amazon Affiliate and has now transitioned into an amazing Amazon Influencer. Even if you’re someone who isn’t interested in camping gear, seeing his storefront will make you want to go camping. From “10 Overland Gear Ideas” to “Camping Gear Essentials,” his different categories serve as a great guide to a potential customer. That’s why having your Amazon products on this guy’s page is a no-brainer.
If your products are in the fitness & camping gear category, we highly recommend you go for him.
Amazon Store: Justin Sunseri
Category: Mental Health, Healing Trauma, & Motivational Guides
Justin Sunseri is the host of a popular Polyvagal podcast. He has a very specific niche audience, and if you’re in the self-help market, you hit the jackpot. Do you sell ebooks and self-help manuals? As a marriage counselor and therapist, he is the perfect Amazon Influencer for your products.
Amazon Store: makoccino
Category: Art Supplies
Makoccino has about 2 million YouTube subscribers and an inspiring Amazon storefront. She makes videos about expressing creativity, sketching, and painting tutorials. If you’re a seller of art supplies, she just might be the one you were looking for. She can increase your sales on Amazon by featuring your products in her storefront, as well as through affiliate links under her YouTube videos.
With almost 300K followers on Instagram and a fun website, this girl from Texas is passionate about education. She usually partners up with brands who improve the teaching process, but her Amazon store also features fun little gadgets and home improvement appliances. Her website is neatly categorized and informative. If you’re a seller of this category, we definitely recommend checking her out.
Amazon Store: It’s All In My Head
Category: Babies & Kids, Food
Nicole is a mother of 2 from New York who is an official tester for Amazon products. She writes killer reviews and gives amazing recommendations about baby products, organization, toys, home furnishings, etc. If your products are meant for parents, they are bound to get lots of exposure through her page.
Amazon Store: tbonestech
Category: Tech, Photography Gear
Tyler, the guy behind TbonesTech, has 62.5K subscribers on YouTube, where he unboxes new photography gear and recommends his favorites to his audience. His following is filled with people who are interested in filmography, and since he is an expert, his audience trusts his word. If you are selling tech or photography gear and want to increase your sales on Amazon through an Amazon Influencer, Tyler is a great choice.
Bijou’s Sweet Treats
Amazon Store: Bijou’s Sweet Treats
Category: Cake Decoration
With 46.5K followers on Instagram, and an online cake decorating school, this page knows their cake tools. They create food-related content and promote it on Amazon Live, Instagram, and YouTube. Check out their store to see if your products would be a good fit, and reach out to them to partner up.
Selling on Amazon is tough, so you have to use all your marketing channels to bring attention to your product. One of those channels is a mutually beneficial partnership with Amazon Influencers. They feature your product on their Amazon storefront, and by putting their stamp of approval on them, increase your sales on Amazon.
This article discussed all about who Amazon Influencers are, what is the Amazon Influencer Program, and how to find Amazon Influencers for your product. Whether you’re a newbie at working with influencers, or simply needed some more info on the matter, we recommend you read the full article. There’s also a list of top influencers at the bottom, and hopefully, you’ll find your best match there.