Amazon Testing Social Media-Based Influencer Program

The invitation-only plan seeks those with many followers and shoppable content
April 6, 2017Joanne Friedrick

amazonSEATTLE—Social media stars with large followings, lots of posts and shoppable content are the target for the new Amazon Influencer Program, which is in beta testing and being rolled out by the e-commerce company.

The invitation-only plan allows influencers to earn fees for Amazon purchases they drive through their social media platforms like YouTube and Instagram. According to information supplied by Amazon on its website, “An intuitive vanity URL makes it easy for customers to find, browse and buy the products introduced to them through social media influencers.”

Interested parties are asked to submit a list of URLs for their social media accounts. While not specifying the number of followers needed to quality, the Amazon site states that in addition to follower data, potential influencers will be evaluated by “engagement on posts, quality of content and level of relevancy for Amazon.com. There is no set cut-off and influencers across all tiers and categories are represented in the program.”

The Amazon Influencer Program does differ from its existing Amazon Associates set-up, which is designed for affiliates with websites. Associates who are also social media influencers are being encouraged to apply for the program.

In its report on the program, TechCrunch quoted Liane Mullan, president and COO of WhatsUpMoms, a YouTube parenting network. “We are constantly asked by our community for product recommendations and about the products used in our videos,” said Mullan. “Now that we have our own Amazon store it makes it much easier to have a curated collection all in one spot.”

The WhatsUpMoms Amazon page features about 50 items, including several home and housewares-based products such as a Capresso coffeemaker, a 17-piece Cuisinart knife set, a Nordic Ware springform pan along with hangers and a storage ottoman. The shop is linked to their YouTube videos, such as one on closet reorganization.

Joanne FriedrickJoanne Friedrick | Contributing Editor

Joanne Friedrick is a contributing editor for HFN with more than 20 years of retail and housewares business reporting, writing and editing. For the past 15 years she has been operating her own business with clients that include Convenience Distribution, Seafood Source and Zest, a Maine-focused consumer food and lifestyle magazine.

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