The eCommerce market keeps getting more crowded and competitive, and you can’t expect to get ahead by falling back on decades-old marketing techniques. Consumers are looking for authenticity, personal connections, and trusted voices. Smart brands are adapting by leveraging influencer marketing to boost their conversions.
Though it may seem like uncharted territory compared to traditional marketing activities, the size of the influencer market surpassed $16 billion in 2022, and it’s still growing fast. It’s one of the most effective ways to reach the all-important Millennial and Gen Z demographics, nearly three-quarters of whom follow influencers on social media.
While the influencer market is typically associated with social platforms like Facebook, Instagram, and TikTok, you can also find influencers on the world’s biggest online marketplace—Amazon. By collaborating with Amazon influencers, you can build trust with key consumer segments and provide them with a seamless shopping experience.
This post will discuss the Amazon influencer program, the benefits of working with an influencer, and how to find the right ones to collaborate with. You’ll also find a list of the top ten influencers for 2023 across five different product categories.
- What is an Amazon Influencer?
- How Do Amazon Influencers Benefit Sellers?
- How to Work with an Amazon Influencer
- Top 10 Amazon Influencers by Category for 2023
- Health & Beauty
- Arts & Crafts
- Drive Smarter Sales with the Right Influencers
What is an Amazon Influencer?
The Amazon Influencer program allows bloggers and social media personalities to earn commissions when their followers purchase recommended products. It expands on the Amazon Affiliate Program by allowing influencers to set up personalized storefronts and provides them with opportunities to be featured across Amazon’s website.
Not everyone can become an Amazon Influencer. To join the program, applicants must have an established following on Facebook, Instagram, TikTok, or YouTube. Amazon doesn’t specify a minimum follower count, but applicants need to engage with their audience frequently and create content that clearly relates to the products they’re recommending.
Once approved, Amazon Influencers get to set up a personalized storefront where they can showcase their recommended products, making it easier for their followers to find and purchase them. They can also post content such as photos, videos, and livestreams to their storefront page.
Amazon commands nearly 38% of the U.S. eCommerce market, so it’s critical for sellers to have an effective Amazon sales strategy. However, many consumers start their purchasing journeys not by searching Amazon but by consulting blogs and social media pages they trust. Working with your target audience’s favorite Amazon Influencers can deliver significant, proven results.
How do Amazon Influencers benefit sellers?
The Amazon Influencer program has been running since 2017.The fact that it’s still around means it’s succeeding at driving sales for Amazon and the sellers whose products get featured.
There are two steps to making a living as an influencer. First, you need to attract a large following, and second, you have to find a way to monetize it. Influencers are highly incentivized to promote the products in their Amazon storefront because it allows them to earn money on commissions without a lot of overhead costs or risk.
It can be challenging for sellers to stand out in the endless scroll of Amazon search results. Influencer collaborations can be one of the most effective ways to establish visibility and trust with your target audience. The sales you make through influencers can help your search rankings and lead to favorable reviews, creating a positive feedback loop that enhances your brand reputation and lowers your average cost of sale.
How to Work with an Amazon Influencer
Choosing the right influencer can be tricky. To find an influencer match with potential, you’ll want to review each candidate’s content to ensure their tone and personality fit your brand well.
A great way to find the perfect influencer is to see who is already engaging with your brand and talking up your products on social media. You can search for candidates on the Amazon platform by watching influencers stream on Amazon Live or by scrolling through the #FoundItOnAmazon feed. Influencers can also be found by exploring relevant hashtags on social media or checking out influencer marketplaces.
Once you’ve narrowed the field down to your best options, reach out and make an introduction. It’s a good idea to get to the point quickly and tell them you’re interested in a collaboration. It can help to follow them and engage with their content first.
The best influencers won’t necessarily have the largest follower count. If you’re selling niche products, working with a relevant influencer with a small but loyal audience can be much more effective. Here are a few qualities to watch for when you’re making your final selections:
- Their social media pages include a balanced mix of promotional and non-promotional content.
- Their promotional content is thoughtful, creative, and entertaining in its own right.
- Their Amazon storefront is organized and frequently updated.
- Their persona and values are aligned with your brand.
Now that you know why and how to work with an Amazon Influencer, here’s a list of ten prominent figures helping sell products in various categories on the marketplace.
Top 10 Amazon Influencers by Category for 2023
1. Felicia Day
Find them at: https://www.amazon.com/shop/feliciaday
Products: Baby products and toys
Felicia Day is an actress who got her start writing and performing in web series like The Guild and Critical Role. She now stars in the revival of Mystery Science Theater 3000, a long-running show beloved by fans of sci-fi and cult movies. You’ll find baby items and toys with a geeky theme on her Amazon store.
2. Nicole Sposato-Torres
Find them at: https://www.amazon.com/shop/nicoles_lounge
Products: Baby products, toys, and household items
Nicole Sposato-Torres is a mother of three from New York City with a YouTube channel and a large following on Facebook. She’s an official Amazon product tester, which lends additional credibility to her reviews and endorsements. Her Amazon storefront features many products for babies and children, as well as beauty, clothing, and household products for moms.
3. Jalissa Queen
Find them at: https://www.amazon.com/shop/jalissa_queen
Products: Clothing, beauty products, and technology
This influencer is a top Amazon product reviewer based in Columbus, Ohio, and boasts a strong following on Instagram and YouTube. Jalissa Queen posts many product review videos on her Amazon page, featuring tech and photography gear, household goods, beauty products, and women’s apparel.
4. Leticia Gardner
Find them at: https://www.amazon.com/shop/leticiamariegardner/
Products: Clothing and household products
With more than two million followers on TikTok and 476,000 on Instagram, Leticia Gardner is a fitness instructor from New Jersey and a highly successful influencer with a massive reach. Known for creating the Total Body 21 Challenge, this influence frequently streams on Amazon Live and maintains a storefront for fashion, jewelry, home décor, gifts, and much more.
HEALTH & BEAUTY
5. Cassandra Bankson
Find them at: https://www.amazon.com/shop/cassandrabankson
Cassandra Bankson is a model and aesthetician who has made numerous appearances on TV shows like The Today Show and Good Morning America and in magazines such as Vogue, Glamour, and Cosmopolitan. More than ten million viewers subscribe to her YouTube channel, where she provides advice and information about skincare. You can find links to her recommended products (all vegan and cruelty-free) on her Amazon storefront.
6. Naoumie Ekiko
Find them at: https://www.amazon.com/shop/naoumie
Products: Beauty and hair products, skincare, and workout gear
A model, talent mentor, and travel agent from Cameroon, Naoumie Ekiko maintains multiple social media channels related to her various endeavors and has more than 30,000 Instagram followers. Her Amazon storefront features videos and photos promoting her recommended beauty and clothing products.
7. Trisha Hershberger
Find them at: https://www.amazon.com/shop/trishahershberger
Products: Gaming and computer gear
Trisha Hershberger has been a popular vlogger since 2010, with over 145,000 YouTube subscribers and a massive following on her Twitch channel. Her content focuses on video games and technology, and that’s exactly what you’ll find featured on her Amazon page—along with lots of engaging video reviews and livestreams.
8. Scott Ayres
Find them at: https://www.amazon.com/shop/livestreamlabs
Products: Technology, toys, and household products
Scott Ayres is the creator and host of The Live Stream Labs, a testing and review site for a wide variety of products ranging from high-tech toys to smart appliances. Scott has a sizable following on Facebook, Instagram, and Twitter. His Amazon store is full of informative video clips and interesting products.
ARTS & CRAFTS
Find them at: https://www.amazon.com/shop/makoccino
Products: Art supplies, photography equipment
This influencer is a watercolor artist, teacher, and author who provides online painting classes on her website. With over two million YouTube subscribers and many followers on Facebook and Instagram, Makoccino is a well-known and trusted voice in the art community. Her Amazon storefront features her favorite art supplies and her recommendations for filming equipment.
10. Ivy Pink
Find them at: https://www.amazon.com/shop/ivypinkmade
Products: Art, crafting, and party supplies; fashion
With a strong presence on various social media channels, including Instagram and TikTok, this mom of three from Illinois has been a do-it-yourself “serial crafter” since 2004. Ivy Pink’s Amazon storefront emphasizes fabric and paper crafts and includes lots of demonstrative video clips.
Drive Smarter Sales with the Right Influencers
When it comes to reaching new customers, there’s no eCommerce platform better than Amazon—and every seller knows this. Working with influencers can be a great way to stay competitive in Amazon’s increasingly crowded marketplace, but not every collaboration will be a guaranteed winner.
The only way to know for sure whether or not an influencer is helping your Amazon sales strategy is to track how many conversions they’re generating, which you can do by monitoring things like social media engagement and promo code usage. Tools like Noogata can help you keep track of eCommerce analytics while enhancing your strategy by identifying consumer trends and leveraging competitive intelligence data.
If you want to supercharge your Amazon sales, try using Noogata to combine AI-powered eCommerce analytics with engaging and trustworthy influencer marketing.