How Amazon is planning to reach the top of influencer marketing

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All social networks are working to improve their e-commerce offerings, such as shoppable tools and selling products in real time thanks to live broadcasts. Especially for the annual Prime Day, Amazon wanted to increase its sales with the help of the company's own Influencer Program (AIP). But what is the AIP and how can marketers use it for their advertising strategy? Learn valuable insights about the program here on the Kolsquare blog.


The Covid-19 pandemic has intensified existing trends in the influencer marketing sector and accelerated changes in the market. For example, Insider Intelligence predicts a rise in unfiltered and unscripted content. In other words, everyday influencers and live streams are gaining popularity . While all social networks are pushing video content, Amazon has already recognized the potential of live content and is boosting its Influencer Program .

Content creator Carla Stevenné, face of the beauty account “ BEAUTYBYCARLA ,” explains on the Amazon Ads blog what Amazon Live means to her: “It’s like a FaceTime call with your family or friends. So you have to make sure you’re really yourself.” She also emphasizes being authentic and consistent, but more on that later.

What is the Amazon Influencer Program?
An extension of the Amazon Partners Program, the Amazon Influencer Program promotes the sharing of product-related content by influencers who inspire customers to purchase products, mostly appearing in live streams. Their strong customer engagement is significant.

The API, which launched in 2017, is going to be more customized than ever to influencers’ desires in 2022, according to Amazon’s Director of Creator Growth Meredith Silver . As Silver further notes, Amazon offers infl australia accountant email database uencers and brands alike several ways to earn commissions. However, it’s worth noting that for brands, Amazon recommends its affiliate program.

Read more about affiliate marketing and what you should consider on the Kolsquare blog.

In the Amazon Influencer Program, each “qualifying” purchase is compensated through affiliate links. The fees vary widely in different areas such as beauty, automotive or PC.

Although the API is similar to the Amazon Affiliate Program , it is not public. Accordingly, Amazon accepts applications from all types of influencers as long as they have an account on YouTube, Instagram, or Facebook. The review criteria for Amazon to include influencers are “several engagement metrics,” in addition to the number of followers.

Creators, if approved by Amazon as influencers, can build their own storefront and earn money from individual URLs . The number of followers and revenue can increase accordingly if the company also shows the storefronts to regular Amazon customers.

Influencers thinking about applying for Amazon's program can easily do so via this link . Also helpful is the Amazon Educational Hub , which offers creators of all kinds tips for their first and next Amazon Live video.