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How influencers make money on Amazon, from affiliate links to livestreaming

Business Insider logo Business Insider 11/28/2022 aperelli@insider.com (Amanda Perelli)
Witthaya Prasongsin/Getty Images © Provided by Business Insider Witthaya Prasongsin/Getty Images
  • Amazon offers a number of programs for content creators to monetize their audiences.
  • The e-commerce giant has affiliate-marketing tools and ways to sell products live.
  • Here are some of the ways influencers are earning money on Amazon, and how much they've made.

In recent months, Amazon has grown its influencer program, and the suite of tools it offers social-media creators to let them earn money on the platform.

Amazon's influencer program offers a variety of different tools and programs used by creators on TikTok, YouTube, and Instagram. The company has even recruited influencers, and offered secret payments, to get them to join its livestreaming platform and sell products.

 Here's a breakdown of Amazon's five main influencer programs:

Amazon launched its live-shopping feature for influencers in 2019. The feature is part of a larger push by many platforms to bring the concept of influencers selling products live and directly to fans to the US. For every item an influencer mentions during a livestream, a special link is added under the video directing viewers to the product. Creators earn a commission — between 1% and 10% — every time someone purchases a product with their link. 

Although live commerce has taken off in other regions, the trend has struggled to gain mass popularity in the US. And some creators told Insider that Amazon Live just wasn't worth it for them.

Amazon's most widely used program for influencers is its affiliate marketing program, which has proven to be a valuable platform for many tech, fashion, and beauty creators. Some influencers are even earning commissions by reviewing products and creating unboxing videos for Amazon.

One influencer spoke with Insider about how he was able to build the income from his Amazon product review videos to $16,000 per month. (Read the full breakdown of his Amazon strategy.)

Here's how much influencers are earning on Amazon and a look at the platform's creator strategy.

Amazon has recruited YouTube and Instagram stars to post livestreams

Early into its launch, Amazon actively recruited video influencers in categories ranging from tech to beauty, home, and fashion to join Amazon Live. Anyone who is a part of the Amazon Influencers Program can join by downloading the Amazon Live Creator app.

In 2021, Instagram influencer Hélène Desmettre, and YouTube creators Shea Whitney and Tiffany Ma, told Insider that they heard about Amazon Live after the company reached out to them over email. Some influencers have also partnered with brands for sponsored livestreams.

Read more:

Why Amazon Live has struggled to win over content creators

The main problem influencers said they have had with Amazon Live has been driving traffic to the platform.

Amazon doesn't have a portal where users can see all of the Amazon influencers that they follow, unlike TikTok or YouTube.

Creators told Insider that they often have to rely on promoting their livestream to Instagram or YouTube (where they already have an established following).

Read more:

How much money Amazon has paid influencers to post shoppable videos

Along with recruiting influencers, Amazon has also offered additional payments — on top of standard commission rates — to some creators who post live-shopping videos for a minimum of two months.

The rates ranged from $2,000 to $9,000 per month, according to emails viewed by Insider.

Read more:

How influencers are earning money on Amazon by reviewing products

To make money reviewing products on Amazon, creators must upload at least three videos to their individual profile page. Those videos will be considered for additional placement on Amazon. Creators earn an onsite commission of between 1% and 10% when a customer clicks on the video and makes a qualifying purchase.

Read more:

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