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Amazon Influencer Marketing 101

Graphic of characters greeting each other under the Amazon logo above the text: Amazon Influencer Marketing 101

E-commerce has become synonymous with influencer marketing. For some consumers, it’s almost impossible to shop online without first considering what their favorite influencer has to say about any particular product or service. Both brands and consumers have come to realize why understanding influencer marketing is key. In this Amazon influencer marketing guide, we’ll explore the wide world of Amazon influencer marketing. And we’ll dig into why it’s not going anywhere any time soon.

We’ve become quite familiar with YouTube, Instagram, and TikTok influencers. But many of us still ask, “What’s an Amazon influencer, anyway?” Similar to those on other platforms, Amazon influencers promote and or recommend products to their audience. 

Kev Blackburn put his engineering career on hold to become an Amazon influencer. He’s since solidified his place in Amazon influencer marketing for sellers. He’s not only an influencer but a mentor. Using his Amazon influencer marketing program, he teaches aspiring e-commerce entrepreneurs how to start, scale, and systemize their Amazon FBA businesses.

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Marketing Agencies for Amazon Influencers

Influencers can serve as the go-between for brands and consumers. Meanwhile, influencer marketing agencies work to bridge the gap between brands and influencers. Amazon influencer marketing agencies are expert matchmakers of brands and influencers — helping to flawlessly align their goals and values. These agencies also offer a vast array of services. They offer everything from influencer identification to campaign management. And they work to ensure a seamless, effective collaboration using data-driven strategies. This helps them understand the dynamic influencer marketing landscape and digital marketing trends. 

Why Do Brands Work with Amazon Influencers? 

Amazon has 310 million active users and over 600 million products on the marketplace. These numbers are growing daily. Amazon is the most popular marketplace in the world! In April 2023, Statista reported that had 4.8 billion visitors. In addition to having access to this growing audience, there are other reasons why brands want to collaborate and take advantage of the Amazon influencer marketing platform. 

Influencers have the unique ability to connect with their audience with ease and authenticity. This authenticity causes the influencers to appear to be trustworthy and credible to their audiences. This is, of course, incredibly valuable for brands.

Data highlights the impact of influencer marketing, confirming impressive returns on investment and increased brand awareness. The influencer marketing industry became an approximately $21.1 billion industry this year. Studies have shown that influencer marketing campaigns can deliver 11x ROI over all other forms of digital media. That’s over 1,100 percent more effective. 

Graphic of two sparkling coins next to text: $21.1B the influencer marketing market size in 2023

When influencers create genuine connections with their audiences, brands also benefit. The result is a beautiful community of like-minds with shared values. This makes for more relatable marketing messages that resonate with consumers on a much deeper level. And that drives brand success and customer loyalty.

On September 26, 2023, the FTC (Federal Trade Commission) and 17 states sued Amazon. They accused Amazon of creating a monopoly that hurts small businesses. The purpose of the suit is to address practices that “block competition, stunt rivals’ growth, and cement its dominance.” The plaintiffs seek to restore the lost promise of competition, benefiting consumers with lower prices, better quality, and greater innovation.

Amazon’s response points to its role in creating a competitive marketplace that supports its millions of merchants. However, a significant aspect of the case revolves around anti-discounting strategies that restrict the sellers’ pricing freedom on third-party platforms. For current and future Amazon sellers, the outcome of this case could be changes in Amazon’s operations. The hope is these changes will create fair competition and enhance UX. It’s also proof that adopting diverse marketing strategies works. It makes sense to utilize influencers on alternative platforms to adapt to changing regulations and shifts in the marketplace.

Amazon Influencer Marketing in Conclusion

Amazon influencer marketing has an undeniable impact on the e-commerce landscape. If your brand is preparing to navigate the ins and outs of Amazon Influencer Marketing, we understand that this is a huge undertaking. That’s why we’ve created a checklist of essentials to get you started. Let’s take a look at what we’ve covered:

  • Recognize Influencer Marketing’s Impact: Understand the undeniable influence of influencer marketing in the e-commerce world.
  • Embrace Authenticity and Trust: Value the authenticity and trust that influencers bring to your brand’s image.
  • Consider Marketing Agencies: Explore the role of marketing agencies in connecting brands with influencers.
  • Stay Informed About Legal Landscape: Keep an eye on legal developments, like the ongoing legal battle with the FTC, and its potential impact.
  • Diversify Your Marketing Strategies: Acknowledge the need to diversify marketing approaches, including considering influencers on alternative platforms.

Ready to ignite your Amazon influencer marketing strategy, and learn how to find Amazon influencers? Great! We’ve got you, and we’ll help take your brand to the next level. Schedule a strategy call today. Together we’ll help you unlock the full potential of Amazon influencer marketing. 

Lira Stone content strategist


Lira Stone | Effective, Magnetic Strategist

For over a decade, my focus has been ensuring that professionals stay ahead of the curve in the most time-efficient, task-prioritized, and stress-free manner possible. My extensive experience has equipped me with the knowledge to design a concise, company-culture-relevant, methodical approach to internet sales and marketing.



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