By now, most people know what Prime Day is – an exclusive one day event where Amazon members can buy items discounted. To promote the event, Amazon partnered with different beauty and fashion Instagram influencers in 2019, which formed an average engagement rate of 4.6%.
Why Amazon Still Uses Influencers Despite Their Immaculate Success
Amazon has used micro and macro-influencers to promote Prime Day, using hashtags like #ad, #sponsored, and #sponsor. Product specific hashtags used include #amazonfresh, #primeday, #primenow, and #yougottaheartthis. The influencers range from dentists promoting electric toothbrushes to macro-fashion and beauty influencers like Arielle Charnas to promote Amazon fashion.
Last year, Charnas used the #PrimeDayPicks tag to show her audience of +1M her Amazon essentials. In 2019, Prime Day was estimated to make as much as $5.8 billion in sales, up from an estimated $3.9 billion in 2018.
Amazon’s apparel and accessories global market alone is worth more than $1 trillion, so it’s no surprise that the online retailer uses Influencer Marketing to promote their one day event. Last year, Amazon clearly used fashion savvy influencers to prove that the site is more than a shop for basic lifestyle items, but an established fashion retailer.
Amazon has the power and influence itself to bring together a unique network of influencers and their followers that surpasses tens of millions with a simple hashtag like #FoundItOnAmazon. These beauty and fashion influencers include Paola Alberdi, Sierra Furtado, Emi Suzuki, Leonie Hanne and Patricia Bright, who all have more than 1 million followers on Instagram.
The one thing that these powerful social media stars all have in common is Amazon. Amazon continues to use these fashion and beauty influencers to market their products to emphasize that the platform has the potential to be a destination for higher end brands like Rebecca Minkoff or Revolve.
This year, Prime Day is all about beauty and live streaming
This year, Prime Day will be live on the 13 and 14 of October, to kick off the year’s shopping season. Amazon so far has partnered with influencers like Gabrielle Union and Jessica Alba to get on board with their livestream shopping service.
In the past couple of months, many beauty brands have migrated to live shopping videos on streaming services through Amazon, due to the pandemic. Amazon is the perfect way to experiment with different shopping formats to attract new audiences.
Other beauty brands like Neutrogena, Elemis and Cetaphil also participated in Amazon’s Beauty Haul Live Event. This was an 11 hour event that drew viewers worldwide with special influencer and celebrity guests. This was promoted through brands’ and influencers’ social media accounts to help cause a buzz.
The main reason Amazon is likely to still be using Influencer marketing despite its rising success is because it wants to become the #1 supplier for many different industries. The Amazon Prime Day approach to Influencer marketing proves its success, and key role in Jeff Bezos ultimate goal:
“In order to be a two-hundred-billion-dollar company, we’ve got to learn how to sell clothes and food”