Amazon Expands Its Amazon Influencer Program, Allowing Influencers To Live Stream On Amazon Live
Source: Amazon
Amazon is expanding its Amazon Influencer Program with the launch of a new live-streaming component in Amazon Live.
Earlier this week, the e-commerce giant announced that it would allow influencers to go live via its self-service Amazon Live Creator app to connect with fans and earn commissions on products that they feature in their live stream. Depending on the product category, commissions range from 1% to 10%.
Source: Amazon
Like Twitch, influencers and their viewers can engage with each other through interactive features such as product highlighting, live promotions, and chat. There is also a follow button that enables viewers who opt-in to receive a notification via the Amazon mobile app whenever their favorite creators go live.
Source: Amazon
As influencers stream longer and drive more sales, they move through different levels (Rising, Star, Insider, and A-List). With each level comes a new set of perks and benefits. For example, influencers who are A-List have exclusive access to Amazon Live events, opportunities, and priority support from the Amazon Live Creator team.
To live stream on Amazon Live, influencers must be part of the Amazon Influencer Program. Influencers who aren't currently part of the program can apply here for consideration.
Mirror & Thread, Beauty by Carla, The Deal Guy, and BrickinNick are some of the first influencers to go live on Amazon.
Insights & Analysis:
It's no secret that live streaming has taken off over the last few months, making it a no-brainer for the Amazon Influencer Program to expand into live streaming.
Influencers already could earn money by driving traffic to Amazon through content on Instagram, Facebook, Twitter, and YouTube. With the expansion, they have another way to generate funds in the form of live streaming on the e-commerce giant itself. Since viewers of live streams can click to purchase products immediately, there is a higher chance for influencers to drive sales. Additionally, due to Amazon being primarily a shopping destination, Amazon Live viewers likely have a stronger intent to purchase than the average viewer of other live streaming solutions such as Instagram Live and Facebook Live.
Influencers aren't the only ones who will benefit from this. With many brands diving deeper into e-commerce, there is the opportunity for brands to work with influencers on sponsored live streams as a way to drive sales of their products on Amazon directly.
One easy way is for brands to have influencers organically integrate their products in live streams and provide them with a promo code to share with viewers. Viewers can then add the promo code to their account via a ‘Redeem’ button below the video player during the live stream and purchase in real-time.
While many brands are still in the exploratory phase with working with influencers on sponsored live streams across Instagram, Facebook, Twitch, and TikTok, it would be wise for them to add Amazon Live into the mix.
Overall, the launch of Amazon Live for the Amazon Influencer Program is an excellent representation of three of the biggest trends in influencer marketing right now — social commerce, live streaming, and creator monetization.
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SOURCE: Amazon
