You can use Instagram for Amazon partners
External Traffic on Amazon - The Key to Success?
Almost all retailers think about how they can further increase sales on their products on a daily basis. The obvious things are usually already done: researching keywords (opens new window) and optimizing listings, creating A + content (opens new window) and running advertising campaigns (opens new window). But that's just the compulsory program. If these things are not fully exhausted, one quickly falls behind the competition.
However, there are other ways to increase sales on Amazon. In the following we would like to give you a few examples. At the beginning, we also explain why it is easy for you as a retailer on Amazon to win potential partners. It will primarily be about "bloggers", "influencers", "authors" or "(content) creators". So all those who provide content on the respective platform.
The Amazon partner program
Influencers or content creators are perfect for a partnership with you as a retailer. Content creators often have the problem or the challenge that the consumers of their content are not yet ready to pay for the content directly, e.g. via a paid membership or similar. Only large media such as "DER SPIEGEL" can currently do so allow the content to be hidden behind a paywall.
Influencers are dependent on either voluntary donations or so-called affiliate commissions. And this is where Amazon comes in. Amazon operates the so-called Amazon partner program (opens new window) - too PartnerNet called. This program allows, for example, operators of a website to link to products from Amazon. If a reader clicks on this product and then this product is bought within a certain period of time, the partner (also called "Affiliate") receives a commission from the gross sales (opens new window), for example 3%. The partner does not have to do anything other than register in the partner program free of charge and link to the respective product with a special link. In this link there is a unique identifier that identifies this partner. This means that Amazon knows where the traffic is coming from and can provision the partner accordingly in the event of a turnover. The consumer does not notice any of this. The price is the same, the cost of the commission is borne by Amazon alone.
Possible traffic channels
Let us assume that we sell household items that are used, among other things, in baking or cooking. So let's start looking for possible partners together. We look at old and new media:
A few other channels could be cited, e.g. Pinterest. But this is supposed to be more about the principle than completeness.
Amazon and Blogger
In addition to the countless anonymous consumers, there are also a few who make their passion public and record what they have experienced in their own blog. They regularly add additional content, such as blog articles, videos or interactive applications, to their own website. Not infrequently, a career as an influencer began with such a blog.
Despite the niche, bloggers manage to achieve considerable reach, as the following example from the blog sonachgefuehl.de (opens new window) shows:
Amazon retailers often know the purposes for which their products are used in the household. The possible subject areas or niches are quickly identified. In our fictional example, our dealer sells products that can be used for baking and / or cooking. The topic of "baking bread" is currently on the rise. If we do a little research in this area, we will quickly find wide-reaching blogs on the subject of "baking bread". A simple search on Google is enough:
The list already contains a large number of potential partners on the first page.
Recipes are typical of these food blogs. In this case, different bread recipes are shown and the preparation is explained step by step. As part of these explanations, these blogs are happy to link to the required accessories or kitchen appliances. Often these links point directly to Amazon, as shown in the following example:
In the example above, reference is made to a pizza pusher or pizza stone. Readers are grateful for these tips. The respective product is quickly placed in the shopping cart and purchased. Why not just trust the expert's recommendation? And these links are also easy to use for the creator. Almost everything is available on Amazon and you don't have to worry about billing with Amazon. Amazon automatically transfers the earned commissions at the end of the month.
If the author already links to one of your products, as in the example above, it is up to your creativity to convince the reader of your brand. In addition, you could offer the blog operator to enter into a long-term dealer partnership with you and support them with a regular monthly contribution.
In the following example, a blog owner has entered into a media partnership with the company "Reishunger":
Another possibility of support would be that you make your products available to the author free of charge so that he can either use them for himself or raffle them among his readers. In any case, you have to show him added value so that he can cooperate with you and not with other brands, at least for selected products.
Amazon and Youtube
In addition to text and images, video has now become the most important medium on the Internet. And there is actually only one top dog here and that is YouTube. Tons of new video are uploaded every minute. Countless people are trying to build and expand their YouTube channel. The variety of topics is just as diverse as outside of YouTube. Here, too, there are a large number of influencers who explain to you how to cook, bake properly or get sportier, to name just a few examples.
These content creators also like to refer to the utensil used in their videos or in the video description. Here is an example of what that looks like in practice.
The video shown above was less than two months old at the time this article was written and already had almost 1 million views. This shows what reach certain content creators now have. So if one of your products is hiding behind one of these links, you have a real unfair advantage over your competition that is so easy to imitate.
Amazon and Twitch
It's not far from YouTube to Twitch. Twitch is a specialized video portal. Here mainly videos are streamed that show the channel operators playing computer games.
In contrast to YouTube, there is often a close, close connection between the creator and the community on this platform. The personality of the creator has a significant influence on his reach, as he interacts with his community in real time (live).
Here, too, creators can place links on their profile pages, e.g. to their equipment. It often looks like this:
These links also all point to the respective product on Amazon.
Since Twitch has specialized very much on the subject of computer games, it will be difficult to place topics from other areas here. But if you sell in the electronics category, you should definitely put out your feelers here as well.
The recommendations of the channel operator are particularly important because of the close connection between the creator and the community.
Amazon and TikTok
No other social network is currently growing as rapidly as Tiktok. Young people in particular feel attracted to the short videos. It is often less about explanatory videos or informative content, but rather the focus is clearly on entertainment. Creators who have a good sense of humor and their community manage to build high numbers of followers very quickly. As with Instagram, you can subscribe to the different channels. New videos are then automatically displayed in your own feed.
In this case, too, the creators think about how they can monetize their content. Therefore, product recommendations would also be possible on this platform. However, a balance has to be found here between classic product placement and the entertainment expected on Tik Tok. Therefore, it is not so easy to place such products as, for example, on YouTube.
If you as a retailer have a young target group, you should act quickly. Influencers who are still small today can be significantly further in a month.
Amazon and Instagram
Young people today use less and less social networks like Facebook. Instead, most of them romp around on Instagram, which is also part of Facebook. Instagram is a very image-heavy medium. Nothing works here without a photo. As on the other platforms, there are also many influencers on Instagram who have a considerable reach and keep their followers up to date with daily updates. In contrast to Tik Tok, Instagram is much broader. Influencers are used to working with companies to promote their products.
Coral's campaign, in which various influencers built the product into their stories, showed that some influencers are fairly pain-free. If you want to have a look at it, you can read this article at t3n (opens new window). An example of how not to do it as this campaign attracted a lot of ridicule. This form of product placement was too obvious and at the same time inappropriate.
But it can also take place in a much more subtle and targeted manner, as the following example shows:
Amazon and Twitter
Twitter also has many "accounts" ready that have a lot of followers and thus potential customers. The content is diverse, everything from politics to entertainment is included. The posts allow the placement of images as well as external links. Links to Amazon are therefore not uncommon, as the following example shows:
Otherwise, this account shows interesting pictures or videos from the area of "engineering". But again and again a product recommendation "gets lost" in the feed. Most should be paid. But here no random, unrelated products are recommended, but only products that fit into the topic of the blog and therefore do not necessarily attract attention.
Amazon and Facebook
Facebook is still one of the largest social networks, even if its importance is declining among the younger generation. Nevertheless, many people use the Facebook app every day. Facebook groups should be of interest to you if they are in your niche and have a large number of members. If the group owner makes a recommendation here, you should quickly have significantly more visitors on your page, if the fit between product and group is given.
Here is an example of a Facebook group all about unicorns:
Note the high interaction rate of this post.
You might even be able to start a group yourself. But be forewarned. It takes more effort than expected and is a full-time job in itself. Nothing happens overnight here, but at the end of several years of development work, there could be the possibility of having direct access to potential customers without middlemen.
How do I address influencers?
Tip # 1: work at eye level
A partnership with an influencer or creator should always take place on an equal footing. Well-known or major influencers in particular are well aware of their influence and thus their importance. The prices and investments that you have to make if you want to work with these creators are correspondingly high. The well-known influencers therefore often only work with big brands that can or want to afford it.
Tip no. 2: The chemistry should be right
As an Amazon retailer, you therefore have to search a little more carefully to find an influencer that suits you. The influencer should suit you both in terms of content and personally as well as in terms of reach (and the associated costs). These people receive a large number of inquiries every day. Good preparation makes sense here. Answer yourself why the creator should work with you.
Tip # 3: Make your partner a part of the success
Infuencers are often interested in a long-term partnership. In the case of one-off campaigns, the coordination effort often does not pay off and, as with classic advertising, one-off advertising messages often fizzle out. Only a real testimonial that stands by a brand on a long-term basis wins the trust of readers or followers.
Also, consider your partner to let you share in the success. This increases the motivation of the potential partner again. Even if your campaign with the influencer is just about to break even, you will win in the long term, as your organic product ranking will improve through the additional (non-profit) sales. Therefore, you also sell more on Amazon. And you get more reviews through the increase in sales, which in turn has a positive effect on future sales.
The Amazon Parnet-Net makes it possible for the affiliate to see how many products he or she has recommended. Settlement is definitely possible based on these figures.
Tip # 4: Promote high-conversion products
A prerequisite is of course that your products also meet the high quality requirements that the creator should naturally have. With bad products, you don't even have to try, because the influencer's reputation is also at stake. At the same time, your product should have a lot of positive ratings so that it does not end up being abandoned on the product detail page. The influencer relies on the product being presented in the best possible way, as they cannot give more than a recommendation. That's why you have to do your job as a dealer and have already pulled out all the stops for listing optimization.
Tip # 5: Give the creator the freedom they need
Don't try to control the influencer 100%. He or she knows his community best and knows what is authentic and what is not. The influencer must put their hard-earned credibility above everything. Therefore, she / he should be able to decide how something can be placed in the best possible way.
Finding the right partner who suits you and is affordable is not an easy endeavor. But if you can do it, you will have found an advantage that your competition may not be able to easily replicate.
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