How does the Amazon Influencer Program work?
Amazon Influencer Program: Amazon Influencer is an influencer store program to recommend products to their audience in exchange for a commission.
The program essentially allows the influencer to create their own Amazon store with an easy to remember URL (amazon.es/shop/linfluencername) and personalize it with their favourite products. This URL will enable you to quickly guide the influencer’s followers towards the recommended products, especially when talking about them in places where you cannot place URLs.
In return, the influencer takes a commission for sales made through their store (usually between 3 and 10%).
The Amazon Influencer Program is open to influencers of any category who have a presence on YouTube, Instagram, Twitter, or Facebook.
There are no predetermined requirements, but Amazon itself evaluates whether a user is eligible to participate in the program, taking into account the number of followers and other presence metrics on the networks.
This program is an extension of the traditional Amazon Affiliate Program, which allows you to recommend products in exchange for a commission.
The difference is that influencers can create their own Amazon page with a custom URL to group all the products they recommend to their followers. This program offers an additional way to direct traffic to Amazon.
To launch your influencer store on Amazon, you have to follow these steps:
- Go to affiliates.amazon.com/influencers and click “Get Start” to find out if you meet the requirements. If the answer is no, you can come back later, as the conditions may change over time.
- After your account got approval, you can choose your store’s name and add the products that you find interesting.
- Promote your store’s custom URL on your social media channels.
- When customers visit your store, you will earn commissions for each purchase.
Amazon Influencer Program FAQs
How long does Amazon take to approve my request?
The waiting time to get your Amazon Influencer account depends on the social network you work before. You can get approval for Youtube or Twitter account instantly, but for Facebook and Instagram, it can take the time up to five days.
How does Amazon define what an influencer is?
According to Amazon, an influencer is “anyone who has a significant following on social media.” There are no particular requirements for the number of followers, but each request is always evaluated independently.
For Amazon, it is essential that an influencer generates interactions and can attract traffic to the platform.
Does Amazon control the opinions of influencers?
No, influencers independently decide whether to recommend a product and what to say about it. Amazon does not modify the content as long as it complies with its publication standards. Influencers can even make negative comments about products as long as they adhere to these rules.
The content should clearly be label as promotional. When Amazon shows the influencer’s content to the user during the purchase, it tags it with the program’s name (Amazon Influencer).
Other Amazon collaborations with influencers: The Drop and Prime Day
Amazon Influencer Program is not the only initiative of the e-commerce giant to engage with influencers. We are going to see two other closely related initiatives: The Drop and Prime Day.
The Drop: fashion designed by influencers
The Drop is a section launched by Amazon in 2019 in which visitors can buy clothes designed by influencers from around the world.
An exclusive collection designed by a different influencer goes on sale every week. The garments are available for a maximum of 30 hours, and users always get notified through a notification.
In this way, Amazon combines the appeal of influencers with exclusivity and a sense of urgency. As these mean minimal offers, the user is encouraged to buy to get a unique garment.
The Drop also echoes green trends, as it has a sustainable production system: clothing is made on-demand to avoid surpluses. Production begins once the sale has been closed and the user receives their garment at home within ten days.
To purchase items from The Drop, users have to register and leave their mobile phone to receive SMS notifications.
Prime Day: advertising with influencers
Prime Day is an event organized by Amazon and in which it combines shopping with entertainment, for example, through live concerts. In this way, they manage to generate traffic to the platform and incentivize sales.
In 2019, Amazon kicked off Prime Day with a concert led by Taylor Swift, which you can see on Amazon Prime. The show was held the week before Prime Day to generate excitement.
For this campaign, Amazon collaborated with celebrities such as actor Will Smith, dancer JoJo Siwa or even Lady Gaga. They promoted the beauty products of Haus laboratories (available only through Amazon).
But Prime Day not only relies on macro-influencers, but it has also sought to collaborate with micro-influencers and content generators. Doing this has reinforced the Amazon Influencer program during the dates leading up to Prime Day. It has created a “teleshopping” format for influencers to comment on their favourite products.
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