Amazon Influencer Marketing: Guide for Brands [2024]

Amazon influencer marketing cuts through the noise and makes your products stand out on Amazon.

But before hopping on this marketing strategy, you may wonder:

• What are the right steps for setting up your Amazon influencer program?
• How can you find Amazon influencers?
• What can you do to maximize this marketing strategy?

Good thing you’re here!

In this guide, we’ll show you what the Amazon influencer program is and how you can successfully launch your own Amazon affiliate program.

Let’s get right into it!

What is Amazon influencer marketing?

The Amazon influencer program is designed to help Amazon customers find products they may be interested in.

It’s an extension of the Amazon associates program. 

How does it work?

Basically, Amazon filters the content provided by brand influencers and selects the most relevant content. 

After this selection, they allow the content to be displayed on their platform as a way of improving the customer’s shopping experience.

The influencer’s content can include reviews and recommendations in the form of blogs, podcasts, product reviews, Amazon live streams, or social media posts. 

In exchange for posting this type of content, Amazon pays the influencer commission rates for every purchase made as a result of their recommendations.

Now that you know what the Amazon influencer marketing program is, let’s talk about the Amazon influencer—the star of the show!

What is an Amazon Influencer?

An Amazon Influencer is a person with a sizable social media following who endorses, promotes, and recommends products on an Amazon influencer storefront.

But what’s an Amazon storefront?

In simple terms, a storefront is the entrance of a physical store. 

It’s that part of the store with the display windows that catches your attention with its visual appeal.

An Amazon storefront is quite similar, the only difference is—it’s virtual.

In other words, it’s the landing page on Amazon that shows Amazon customers various product recommendations for a product category in an Amazon store.

As a business owner, you can work with a variety of influencers to recommend your products on Amazon. 

These influencers can range from fashion bloggers to game enthusiasts, beauty influencers, and so on.

However, keep in mind that there are different categories and types of influencers/content creators, and to get the best result, you need to work with the influencer that best aligns with your brand objectives.

Types of Influencers

Below is a breakdown of the different types of influencers according to their number of followers:

•  Mega influencers: >1M followers
•  Macro influencers: 100K – 1M followers 
•  Micro influencers: 5K – 20K followers  
•  Nano influencers: 1K – 5K followers

Here’s a more detailed description of these types of social media influencers. 

Mega influencers

A mega influencer is a famous person with a strong social media presence on their social media accounts. 

Although they have a large following (exceeding one million), they may not have a close relationship with their audience.

This causes their profiles to have a large amount of reach, but very little engagement.

Moreover, they’re sometimes called celebrity influencers because they’ve become famous outside of social media with certain skills and talents such as modeling, acting, singing, etc.

Macro influencers

These are a step down from mega influencers, usually having a follower count of 100K – 1M on social media. 

Most macro influencers are social media influencers that gained popularity from putting out content on social media. 

They could be bloggers, vloggers, motivational speakers, or social media comedians.

Micro influencers

These are social media influencers with 5K – 20K followers. 

They’re mostly average people you can relate to, and have a more targeted audience for which they produce content tailored to a specific niche.

Due to their smaller and niche-specific audience, they usually have more engagement and a stronger relationship with their followers.

Nano influencers

These are new influencers usually having 1K – 5K followers. 

Oftentimes, these are people who have recently started putting out social media content or have an offline popularity in their communities.

Overall, when choosing an Amazon influencer to work with, don’t judge influencers by the number of followers they have.

For maximum effectiveness and return on investment (ROI), you must ensure that you work with the right influencer, taking into consideration certain metrics, such as: engagement rate, reach, target audience, and niche.

But before talking about the specifics, let’s look at the general benefits of Amazon influencer marketing.

What are the Benefits of Amazon Influencer Marketing?

There are various benefits of the Amazon influencer marketing program.

From boosting your engagement metrics, to increasing brand awareness, there’s a lot to get you started.

Let’s discuss these benefits in detail.

Increases brand awareness

Amazon is the largest online retailer in the US. For context, they have over 310 million active users worldwide.  

This means that when you place your products for sale on Amazon, you expand your reach to, potentially, over 310 million people.

And that’s a great amount of reach. 

But what’s even better is that when you combine that reach with the Amazon influencer program, you get better engagement with your products and a more targeted audience.

Enhances credibility

The great thing about an Amazon influencer is that Amazon doesn’t validate or influence the opinions made in their content. 

Influencers simply post their favorite products as they independently decide whether to create content and recommend a product.

This type of marketing strategy is beneficial to business owners because it offers them an opportunity to authentically showcase their products through influencers on Amazon and other social media platforms.

Can help boost sales

It’s been discovered that 72% of Gen Zs and millennials follow influencers and trust their product recommendations.

Now, imagine how many sales you would make if some of the best influencers advertised your products on the largest ecommerce company in the world’s website.

When these Amazon influencers post your product with your brand’s name and details on their Amazon storefronts, potential customers can get the information they need to search for your page and make a purchase.

Can boost organic rankings

Your organic rank on Amazon depends on the number of branded searches, the number of conversions, and the number of click-through rates for your product.

When an influencer posts old or new products on their Amazon influencer page, they embed links that take the customer to your product page. 

The more Amazon customers that click on your product page and search for your product, the more traffic you gain, and this automatically boosts your rank on Amazon.

Now, you might be wondering why organic ranking is important. 

Well, it’s because of the algorithm. You become more visible if your products are constantly getting to the first page on Amazon search results.

To ensure that this happens, you need to properly plan your Amazon influencer marketing campaign program and set your objectives. 

Let’s take a look at some of the objectives of Amazon influencer marketing.

What are the Goals of Amazon Influencer Marketing?

While every brand should have specific goals for their Amazon influencer marketing campaign, here are a few general goals that can serve as a guide:

• More sales: If you have a new product in the market or you wish to sell specific products, using influencers is a great way to gain traffic on your page in real time and drive sales.
• Higher brand awareness: Your advertising is better when influencers recommend your products on their Amazon storefronts, as this helps to enhance your brand reach.
• Boosted organic ranking on Amazon: When influencers embed your page links into their posts, you get more conversions and page clicks/views. This helps your page rank better on the Amazon search engine.
• Improved Return on Ad Spend (ROAS): ROAS is a measure of the revenue earned for each dollar you spend on advertising. When you work with Amazon influencers, you gain more ROAS due to the expanded brand reach, engagement, and sales.

You can choose the goals that resonate with your brand and work towards achieving them in your campaign.

After setting these goals, the next step is to launch your Amazon influencer marketing campaign.

How to Launch a Successful Amazon Influencer Marketing Campaign 

Launching an Amazon influencer campaign can be really exciting. However, you need to follow the right steps to ensure you achieve your set goals.

Below is a step-by-step guide on how to launch the best Amazon influencer marketing campaign.

Step #1: Identify your target audience

It's important to know who you are marketing to. That way, you’ll know what kind of influencers to work with. 

You can identify your target audience by considering certain factors, such as their genders, demographics, interests, needs, location, and pain points.

Look at the people who already purchase your products and find out the characteristics they have in common. 

When you find your target audience, you can collaborate with influencers who naturally create content for your kind of audience.

For instance, if you sell nutrition-related products, collaborating with an Amazon fitness influencer would be most suitable.

Step #2: Find the right Amazon influencers

There are four major ways you can find Amazon influencers. They include:

Using the Amazon Live feature

The Amazon Live feature is a place where you can chat with influencers in real time and check out different product recommendations. 

On this feature, you can use various tools such as the:

• Feature content creation tool: this contains information about the most popular Amazon influencers.
• Discover tool: this contains information about the most recent live streams.
• Browse tool: this contains categories of various products and the various types of influencers for each niche.

#FoundItOnAmazon hashtag

This branded hashtag is a page that displays different influencer photos from their content collection.

It showcases various product categories to meet the needs of different brands and customer preferences.

You can simply access this page by typing “#founditonAmazon” on the Amazon explore page.

Amazon hashtags on social media platforms

Alternatively, you can find Amazon influencers by simply searching for them on social media using certain hashtags like:

• #AmazonFinds
• #AmazonFashion
• #AmazonHaul

You can easily recognize them due to the titles on their bios: titles such as: “Amazon influencer”.

Additionally, they embed links to their Amazon storefronts on their social media profiles.

Influencer marketplace platforms

If manually searching for influencers is stressful for you, you can automatically streamline your search using influencer marketing platforms.

An example of such an influencer marketing platform is Insense.

Insense is a creative platform that helps you source content creators and Amazon influencers who are a good match for their brand, whether it's a broad category or a more niche interest. 

With Insense, you can find Amazon influencers that align with your budget, checkout an influencer’s ratings and performance, and invite creators to partner with you on the platform.

When choosing influencers, below are some practical tips to keep in mind:

• The influencer must have an audience similar or relevant to your target audience.
• The influencer should be authentic and have a real following. A way to see this, is to compare the number of followers to the engagement the influencer receives when posting.
• The influencer must share the same values as the brand. For example, if an influencer has openly expressed opinions on a subject the brand disagrees with, it may be best to avoid that influencer.

Step #3: Create your brief

After finding the right influencer, the next step is to outline a creative brief.

A creative brief is a document that contains an overview of your influencer campaign.

The contents of a detailed creative brief should include:

• A campaign overview.
• Campaign objectives.
• Types of influencers you wish to work with (micro, macro, mega, or nano).
• Brand tone and style.
• Do’s and Don'ts.
• Timeline.
• A call-to-action (this might include the discount code that would be used by the influencer).

After drafting and sharing your creative brief, the next step is to set up metrics for measuring your campaign.

Step #4: Measure the campaign’s success

Ultimately, you want to make and improve your sales through Amazon influencer marketing. 

But how can you track it efficiently?

It’s often recommended to use promo codes and unique links to track sales. 

This means that you can attribute all purchases made through an influencer by their promo codes and links.

Alternatively, you can use influencer marketing platforms to keep track of the success of your campaign.

For instance, you can use Insense’s campaign management feature to track the progress status of creators and influencers hired for your campaign.

Let’s wrap this piece up with a summary of all that’s been discussed.

Now Over to You

Woohoo! 

We’re excited you got here. 

All you need to do now is start. 

Here’s a quick summary of things to do:

Set your objectives, identify your target audience, find the right Amazon influencers, create your brief, and set up metrics to measure the success of your campaign.

It’s that simple!

If you need help finding the right Amazon influencers, simply use the Insense Creator Marketplace to find the perfect fit for your brand.

Frequently Asked Questions (FAQs)

Any questions about the Amazon influencer marketing program?

We got you covered! 

Q1. What is an example of Amazon influencer marketing?

A fitness influencer with 10,000 followers on TikTok partners with an organic food brand to promote their latest product. 

The influencer posts photos and videos of herself eating one of these products, along with a link to the product on Amazon. 

The post is tagged with relevant branded hashtags and shared with the influencer’s followers.

Q2. Do Amazon influencers get free stuff for brands?

Yes, sometimes Amazon influencers may get free products from brands so they can potentially recommend them online.

Q3. How can I choose the right influencer for my brand?

To choose the right influencer, you can:

• Set your influencer campaign objectives.
• Research the influencer’s niche, reputation, cost, engagement metrics, reach, and so on.
• Leverage influencer marketing platforms such as Insense.