Boost Amazon Traffic and Sales Through Creators, Influencers, and Affiliate Partnerships

In the competitive world of eCommerce, many Amazon sellers are continually looking for innovative ways to grow and adapt. If you’re eager to drive traffic to your products and expand your brand’s reach, an effective strategy might include partnerships with creators, influencers, and affiliates. Effectively harnessing the power of these external traffic-drivers can enhance brand visibility, build trust with potential customers, and increase sales across all of your channels. This blog will discuss the basics of these relationships and how to incorporate them into your marketing strategy in 2024 and beyond.

Before you start seeking out partnerships, it’s important to understand who’s who. The terms “creator,” “influencer,” and “affiliate” are often used interchangeably in digital marketing, but they actually refer to distinct roles, each with unique characteristics and contributions.

What is a content creator?

A creator, sometimes referred to as a “content creator” primarily produces original content across platforms. This might include TikTok, YouTube, Amazon Live, etc. Creators may be bloggers, videographers, podcasters, artists, or other people who create and publish content online. Creators are typically known for their skills in content creation, rather than the size or scope of their audience.

Thinking of using a content creator? Look for engaging content that stands out and matches your brand’s tone and voice. Think about your product’s needs and how best to showcase this before hiring a content creator. For example, a toy or beauty product may need someone who can show the product in use, like with a tutorial or GRWM. Showing products in real-life scenarios can answer potential customers’ questions and erase uncertainty they might feel about a product.

What is an influencer?

Influencers are individuals who have built a following and reputation on social media, blogs, etc. Influencers have a highly engaged group of followers and can affect these followers’ purchasing decisions due to their perceived speciality plus authority or trustworthiness in a particular niche. Influencers often monetise their influence through endorsements, brand partnerships, or sponsorships.

Thinking of using an influencer? Influencer partnerships can tap into a loyal following with sponsored posts, product reviews, and more. There are many social media accounts calling themselves “influencers” these days. Again, be sure to find ones that align with your brand’s values and cater to your target audience. Follower counts aren’t everything. Micro-influencers may have less than 5,000 followers, for example, but offer a highly engaged audience that can convert better than a celebrity with millions of followers but low engagement.

What is an affiliate?

An affiliate might be an individual or a company. Affiliates promote products or services offered by other businesses in exchange for commission on the leads or sales they generate. This is usually done via special links that track sales. By earning a percentage of revenue, affiliates are encouraged to promote a brand or business’ products on their blog, website, email, social media, etc.

Thinking of using affiliates? Good affiliates will make their marketing efforts more effective with good images, product descriptions, and more. You can tap into affiliates through the Amazon Affiliate Program directly through Amazon, or use a number of external sites.

What works best?

The way each partner engages with brands may create some overlap. But in general, the roles of creator, influencer, and affiliate all have a slightly different function. Creators may wish to be more creative with their time and less tied down to specific products and brands. Influencers may be more directly involved with marketing campaigns across all channels and more long-term. Affiliates are there to drive transactions, no matter the channel they’re working on.

Creating a digital marketing strategy

To effectively tailor a digital marketing strategy for the best results, it’s important to understand which type of partnership best suits your needs. For boosting sales on Amazon, brands need to understand their goals before they start engaging with content creators, influencers, and affiliates. For example: Is the goal to drive traffic directly to your Amazon products and generate quick sales? Or is it to build brand awareness and increase social media following for your brand regardless of platform? How will you measure results? And how will you find partners to collaborate with?

Brands must also consider their budget and the resources required internally to manage these partnerships. For example, is someone at your company available to invite collaboration with individual, hand-picked influencers? How much free product are you willing to give away to potential influencers? What is the appropriate commission for products worth $350? What about products worth £10? Are you looking for a one-off promotion for a new product launch? Or an ongoing partnership to support your brand every month for the next year? Or maybe you just want someone to make a month’s worth of social media posts for you?

Because the answers to these questions will vary drastically depending on the brand and business goals, it’s crucial to understand before jumping in. Additionally, there are many services and business models set up to source these partners for brands ready to engage, which can add additional costs for subscriptions and fees. By ensuring you know what type of digital marketing partner you want, the time frame, and what you hope to achieve with the partnership, you can make your budget and reach go further.

Lastly, consider if your brand and Amazon business is ready for promotion. This should take into account retail readiness (product page content, images, reviews, etc.) as well as stock levels. There’s no need to pay to hire an influencer to sell 500 units you don’t have on-hand. Lastly, consider seasonality and timing. Many partners work months ahead and good content takes time, so if you’re anticipating scheduling for your peak season, Prime Day, or the Christmas period, ensure there is adequate planning.

How to source digital marketing partners

Whether you’re looking to find one or 500 per month, there are many options to help source digital marketing partners. You can start on the platform you are considering. TikTok, for example, has a creator marketplace and affiliate marketplace to help brands find partners. There are also places like ShareASale for affiliates across any marketplace. Companies like Levanta can assist with finding affiliates, creators, and influencers. Other agencies partner with brands and creators in specific spaces and on specific platforms (for example, cultivating beauty influencers on Instagram).

If you are a smaller brand, consider simply reaching out to accounts at an individual level. This can sometimes blossom into a longer, mutually beneficial relationship and also attract similar influencers in the niche. Sites like Fiverr and Upwork can be useful if you’re looking for smaller-scale work. Of course, if you are looking for content creation assistance or account management, eCommerce Nurse can assist. As experts in Amazon and integration with TikTok, contact eCommerce Nurse, as we’re ready to meet the robust needs of today’s eCommerce landscape.

By integrating creators, influencers, and affiliate partners into an overall marketing strategy, brands can drive traffic to their Amazon listings and increase conversion while boosting brand awareness. But the key to success is in proper alignment and authenticity. Be sure to partner with digital marketers that will showcase your brand properly and with an engaged audience. With the right approach and proper planning, you can certainly leverage these partnerships to grow your business.