Ah, Amazon: the holy mecca of e-commerce. Where you can one-click-checkout on everything from groceries to electronics. Where if you can dream it, you can buy it. With over 353 million product (AKA more products than the entire US population) it can be simultaneously easy and difficult to find what you’re looking for (we promise that makes sense). When each search produces thousands of results, many of us find ourselves unsure of what to purchase and become consumed comparing user reviews, prices and photos. Or, for those of us looking to save time, we automatically click on the first product to come up, known as the “Amazon’s Choice”, and leave the hard work to the pros. As a consumer, these endless choices are overwhelming, but also provide an enormous amount of purchasing power, comforting us with the idea that we can always find what we’re looking for on Amazon. It’s no surprise why 55% of online shoppers start their product searches on Amazon.
For sellers, however, saturated product categories can be a major hindrance to sales. What do you do if your product isn’t on the first page of results for a given search? How do sellers avoid becoming just another face in the crowd? Like most brands, Amazon sellers are turning to the ever growing world of influencer marketing to drive traffic to Amazon. Amazon itself has even gotten in on the action by establishing the Amazon Influencer Program. Through this program, influencers have their own shoppable Amazon page to share their favorite products with followers. Influencer marketing is an effective way to both raise awareness of a product and draw traffic directly to a product listing, making it the perfect marketing tool for Amazon.
How Its Done: Brands Driving to Amazon
Many retailers on Amazon are partnering up with influencers to post content promoting their product. Brands find influencers who align with their product, marketing strategy and who reach the intended audience. The influencer then promotes the product through agreed upon content (static post, Instagram Story, etc.), often including a direct link to the product on Amazon or making the user aware that this product is sold on Amazon. It’s no surprise why this marketing approach is so successful. 71% (and growing!) of millennials who consider themselves online consumers are already Amazon Prime members, and this social-savvy generation is turning to social media for purchasing suggestions. This year 76.8 million millennials reported using social media, making it the perfect place for a digital retailer like Amazon seller’s to reach their target market.
Watch and Learn: Brands Driving to Amazon
No matter what the industry or product, there’s an influencer out there for everyone. Dave’s Gourmet, specialty food brand, had influencers post on their Instagram Story to direct people to their Amazon page to grow sales. Dave’s Gourmet even provided a promo code for Amazon customers to encourage shoppers to give it a go, making it very enticing for Instagram users to click through the link in the Instagram story and purchase
The Amazon Influencer Program
The Amazon Influencer Program enables qualifying Influencers across any category to apply for the program with their YouTube, Instagram, Twitter or Facebook account. Metrics such as follower count and engagement rate are considered for acceptance, along with the type of content influencers post and it’s relevance to Amazon customers. Once chosen for the program, influencers get an exclusive URL to their personal Amazon page where they add products they recommend to their followers. Influencers can earn money on qualifying purchases when they share their URL and people shop their page.
Influencers can update their “shops” regularly and use them to align with seasons, events, or trips they are taking. Alyssa Cherise, below, filled her Amazon shop with looks from her vacation and provided followers with a promo code for 10% off those items! This is a great way to keep followers coming back for more.
There You Have It
Thanks to Amazon, you’re always just one-click away from your next purchase. For brands, this purchase demand great — but, only if you’re able to find their product! Influencers are a simple and effective way for brands to drive consumers directly to their Amazon listing, making it one of the most powerful strategies to employ to boost sales and raise awareness. The proof is in the purchase!
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