Influencer Marketing on Amazon: An Introduction for Sellers

The digital age has made influencer marketing a key strategy in the world of online commerce. Major platforms such as Instagram, YouTube, and TikTok have recognised this trend and are utilising influencers to increase brand awareness and sales figures. Amazon, the e-commerce giant, has also seen this potential and launched the Amazon Influencer Programme. We will provide you with a comprehensive overview of the advantages and challenges associated with Influencer Marketing on Amazon.

What is the Amazon Influencer Programme?

The Amazon Influencer Programme is an initiative that allows influencers to showcase their product recommendations on an individual Amazon page (storefront). They can design their storefront using shoppable photos and videos and focus on specific product categories. A special highlight: Influencers gain access to valuable data, enabling them to measure the success of their recommendations and optimise strategies.

How can Sellers benefit from Influencer Marketing on Amazon?

As a seller, the appealing aspect is that influencers can boost the sales of your products through their recommendations. Amazon Influencer Marketing offers sellers a unique opportunity to present their products to a wider audience. Through strategic collaboration with suitable influencers, they can:

  • Significantly increase your brand awareness
  • Gain the trust of the target audience
  • Boost the sales of your products
  • Generate external traffic that can positively affect the ranking of Amazon listings.

By crafting personalized storefronts featuring their top product recommendations and sharing unique links via compelling social media content, influencers have the opportunity to make significant earnings from commissions on any resulting sales. For every purchase made through a link on their page, influencers receive a commission. The amount of this commission varies depending on the product category, ranging from 1% to 20% of the sales price. Amazon currently supports more than 40,000 content creators through its Amazon Influencer Program.

How can Sellers collaborate with Influencers on Amazon?

Amazon sellers can collaborate with influencers in several ways to promote their products and strengthen their brand. Another method besides the one already mentioned, is the use of Amazon Live, where influencers can present and demonstrate products in real-time.

Example for an Amazon Live Video by Liv by Viv

Additionally, influencers can be deployed for targeted campaigns to promote specific products or deals. In this context, influencers can share discount codes that directly link to the seller’s products or storefront on Amazon. This enables followers to purchase products directly, often at a discounted price. It’s paramount that the influencer’s content and the seller’s brand or product align well to ensure the credibility and effectiveness of the campaign.

How to choose the right Amazon Influencers for my Brand?

When it comes to choosing the right influencer for you brand, there are a couple of things to consider:

  • Audience relevance: Ensure the influencer’s followers match your target audience. For example, if you sell fitness products, choose an influencer from the fitness sector.
  • Authenticity: The influencer should have a genuine connection with their followers. Their recommendations are then more likely to be perceived as credible, positively influencing the sales of your products. The authenticity of an influencer can thus strengthen your brand and gain customers’ trust.
  • Engagement: A high level of interaction indicates that the influencer’s followers are genuinely interested. This can positively impact your marketing campaign.
  • Quality of content: The influencer’s content should be of high quality to ensure their recommendations truly resonate with their followers.
  • Budget: Set a realistic budget and consider the costs of collaboration. Generally, the higher an influencer’s reach, the higher the costs.

Further Benefits of Influencer Marketing for Sellers

Through the influencer programme, you can place your products on influencers’ storefronts, thus reaching new target groups. A significant advantage is that influencers are often seen as role models by their followers. If an influencer recommends your product, it can positively influence your image.

Here are some good examples of influencers and their storefronts:

A prime example for a nice influencer storefront: Liv by Viv’s
Another example for a beautiful influencer storefront: queenjarlene

Potential Pitfalls

Despite the many benefits, there are also challenges with the Amazon Influencer Programme. An incorrect choice of influencer can lead to a lack of interest or insufficient reach. Therefore, there is no guarantee that the influencer’s recommendations will actually lead to increased sales. Moreover, sellers must pay commissions of 1% to 20% to the influencers, which can impact the profit margin.

How to find the right Influencers for my Brand?

  1. Identify the appropriate platforms: Understanding which social media platforms your target audience is most active on is crucial. Instagram, for example, is excellent for engaging a younger audience, whereas Twitter is particularly effective at reaching Millennials. Snapchat, TikTok, and YouTube are also popular, but the best choice depends on your specific audience and campaign goals.
  2. Utilise tools and analytical methods: There is a plethora of tools and methods available to identify potential influencers. Tools such as Storyclash’s free Instagram Influencer Search Tool are useful for filtering influencers based on account size and location. Additionally, Ahrefs provides methods for finding authors of popular industry websites who could act as influencers. Often, existing influencers are already part of the Amazon Influencer Programme and have an Amazon Storefront.
  3. Competitor analysis: Examine the influencers your competitors are collaborating with. This can not only provide insights into effective strategies but also highlight potential influencer candidates.
  4. Understand influencer types: Choosing the right type of influencer for your brand is essential. Celebrities, macro-, micro-, nano-influencers, or even virtual influencers may be suitable, depending on your goals, budget, and desired authenticity.
  5. Consider qualitative factors: In addition to follower count, pay attention to qualitative factors such as authenticity, interaction rate, and the influencer’s relevance to your target audience. Tools like Dealspotr and Heepsy can assist in identifying influencers with genuine and engaged followers.
  6. Network and recommendations: Use your existing network and seek recommendations from colleagues and industry peers. Personal recommendations can often lead to the most suitable and effective partnerships.


Amazon Influencer Marketing can be a powerful tool for sellers to showcase their products and expand their brand’s reach. The key to success lies in the correct selection and collaboration with influencers.

Manuel Kretschmer
Manuel Kretschmer

Founder von ama-X

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