Amazon’s influencer program attracts social media stars

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Sivan Ayla, a social media creator, recently hosted a workshop on Amazon’s influencer program while on a paid getaway to Mexico.

Amazon influencer program

Over three days in May, more than a dozen Instagram, YouTube and TikTok stars converged on the coastal town of Todos Santos, Mexico, where they were treated to sunset dinners and spa sessions.

It’s the kind of luxurious getaway that internet influencers have come to expect from the growing number of companies trying to capitalize on their online fame. But the event on Mexico’s Pacific coast wasn’t spearheaded by one of the social media powerhouses. It was hosted by Amazon.

The online retail giant took over the opulent Paradero and renamed it Amazon Resort. The outing was for members of Amazon’s influencer program, which launched five years ago and allows creators to make money by recommending the company’s products on their social media accounts. Amazon has held events in New York and Los Angeles earlier this year.

According to a study by Influencer Marketing Hub, Amazon is diving into the influencer marketing industry, which has skyrocketed from a market of around $1.7 billion in 2016 to an estimated $13.8 billion in 2021 is. It’s expected to grow to $16.4 billion this year, reflecting the amount of money companies are spending on the increasingly popular marketing channel.

Influencers are considered key trendsetters who can help businesses gain access to a specific target demographic, and they often have rabid and dedicated fanbases. Many social media stars now have lucrative endorsement deals with big brands.

You will also be entertained, entertained and otherwise spoiled.

In addition to the lavish meals and spa offerings at the Amazon resort, the host company hosted a workshop to help developers set up their own Amazon storefront, a dedicated page where they can post shoppable videos and a selection of their favorite products to make purchases to promote and earn commissions .

Attendees were also able to browse a curated pop-up shop featuring “net-known” items for sale on Amazon, visit the “Kindle Beach Oasis” and hang out at a Prime Video movie night.

Amazon influencer program

Attendees were also able to browse a curated pop-up shop featuring “net-known” items for sale on Amazon, visit the “Kindle Beach Oasis” and hang out at a Prime Video movie night.

Raye Boyce was one of the participants. She’s been part of Amazon’s influencer program for almost a year and said she joined the program after regularly hosting makeup tutorials on Amazon Live, the company’s live streaming service, which gives her extra income Has.

Boyce, who has more than a million followers on her YouTube and Instagram accounts, has turned what was a hobby into a full-time job a decade ago.

“Now there’s Amazon, a way to earn commissions on products that you would normally buy yourself,” Boyce said. “You can make money from it on top of your brand stores and YouTube and TikTok and everything else.”

Amazon isn’t the first company to send social media influencers on lavish excursions. In recent years, as social media creators have proven their worth, brands are inviting them on paid getaways, typically to promote their latest products and post content that can go viral and convince other influencers to join the party .

For Amazon, influencers serve as unofficial marketers of its online store, the company’s largest source of income. Influencers must apply to join the program, and Amazon considers metrics like the number of followers they have before allowing them.

“Today, creators are truly decentralized media companies,” says Ryan Detert, CEO of influencer marketing startup Influential. “These channels that are on TikTok, Instagram, YouTube, you name it. They can direct traffic where they want their audience to go.”

Cocktails, cabanas and surf lessons

Amazon pays a commission to influencers every time a customer buys a featured item. Payouts vary by product type, but influencers make the most money promoting Amazon Games titles and luxury beauty items, which earn commissions of 20% and 10%, respectively.

Influencers were not required to post content while at the event in Mexico, Amazon said. But many of them did, including creator Kirsten Titus, who posted a vlog on YouTube chronicling her experiences.

“They have a whole setup here,” Titus said in the video, as she walked onto a beach where free cocktails were available, as well as access to cabanas and surfing lessons on Amazon Resort-branded boards.

Meredith Silver, director of creative growth at Amazon, told CNBC that the events “foster a sense of community among our creators, educate and inspire them, and thank them for being part of our program.”

Gracey Ryback is a frequent Amazon Live streamer and has been part of Amazon’s influencer program for the past two years. She said her monthly earnings from the program are in the “low five figures”.

Ryback said she started out on TikTok, posting content under the username “DealCheats.” Most of their videos focused on shopping, helping users find “dupes” or cheap imitation products to buy on Amazon.

“I started becoming TikTok’s personal shopper,” Ryback said.

As her following grew, Ryback realized she needed to diversify into other platforms. She joined Amazon’s influencer program and began hosting live streams five days a week, each lasting an hour or two.

In a recent stream, Ryback promoted products including a clone Apple Watch, an LED face mask light, and a shiatsu foot massager. Each stream requires hours of preparation, and Amazon has a long list of guidelines that developers must follow.

“It’s a whole production,” Ryback said. “Usually I sweat afterwards and my house looks like a warehouse because I have all these products lying around.”

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