Amazon wants to build an army of small influencers to help sell products, particularly like its own fashion line and Amazon Echos.
Over the past few few months, a growing number of social stars have been accepted to Amazon’s influencer program.
Influencers say that revenue from the program can vary drastically — from a few dollars to $1,500 a month.
Amazon is also hands-off with how it handles helping influencers grow a presence on the platform.
Amazon is making an aggressive push to recruit influencers to sell its products, but the jury is still out on whether influencers can make real money on it.
In recent weeks, a number of “microinfluencers” have posted social posts about joining Amazon’s influencer program and a document shared with Business Insider revealed that Amazon is willing to pay anywhere from 10% to 1% commissions to influencers who promote and sell products. Amazon is especially interested in promoting its own products, so it offers a 10% commission on sales of its in-house fashion label, while for other categories like toys, the commission is only 3%.
Influencers have long struggled with driving sales from products they recommend on social media, and Amazon positions its influencer program as a way to extend the work that creators are already putting into posting on YouTube, Instagram and Twitter without a lot of heavy lifting. Amazon declined to comment on the details of its influencer program.
“With the Influencer Program, you get your own page on Amazon with a URL to showcase the products you recommend to your followers,” reads Amazon’s website. “This gives you an additional way to direct traffic to Amazon, which is especially useful where hyperlinking isn’t possible (e.g. Instagram captions or video content.)”
Read more: Amazon is now paying influencers big commissions to sell its products. We got a leaked document that shows how it all works.
With Amazon’s advertising clout growing as the third-biggest platform for digital budgets, the influencer program provides Amazon with another source of data showing whether social posts lead directly to sales.
“There’s so much data that Amazon can start to build within their advertising ecosystem,” said Krishna Subramanian, a cofounder of Captiv8, an influencer marketing firm. “All of this data starts getting aggregated and they can leverage it for all sorts of things — they could retarget me on my own and get me to purchase something.”
Amazon’s size and trove of purchase data makes it an intriguing platform for content creators. But Amazon is hardly encroaching on YouTube or Instagram’s dominance when it comes to marketers’ preferred influencer platform. Sources familiar with it said Amazon’s program is poorly organized, gives little support for influencers who may not have e-commerce and merchandising expertise, and that it doesn’t provide a significant amount of revenue for creators.
Amazon has several video tutorials that explain how to set up a store but offers little information on which product categories influencers are seeing the most success with, said Roberto Blake, an Atlanta-based creative entrepreneur who’s been an Amazon affiliate for …read more
Source:: Businessinsider – Tech