Amazon is banking on influencers to drive sales on Prime Day

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Promote Prime Day – 2022Amazon announced today that its QVC-style live shopping marketplace Amazon Live hosts live chats with creators discussing Prime Day deals.

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Celebrities will also be in attendance, including comedian Kevin Hart, Australian model Miranda Kerr, actress Kyle Richards, as well as US TV presenters Kandy Burruss and Sunset Sale star Chrischel Staus. Viewers who watch Prime Day live streams can purchase featured products and brands using the scrollable carousel below the video.

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Amazon is using influencers to help the e-commerce giant have a successful sell-off at a time when shoppers are wary of a potential recession and understandably more conservative in their spending during times of inflation. In its recent earnings, the company reported a loss $3.8 billiontherefore, Amazon’s stakes in increasing sales are high.

The company believes Amazon Live is one answer to his current struggles, and his decision to lean more on influencers in Prime Day 2022 is an attempt to reach lightly influential buyers – mainly Gen Z – at a time when the creator economy is expanding.

Many Gen Z shoppers trust the creators they follow, and Gen Z makes up 40% of influencer-targeted shoppers based on June 2021 Survey from the creator of the LTK marketing platform. The study also found that 92% of all Gen Z adults (ages 18-25) purchased a product from a recommendation from a social media influencer.

It’s also not the first time this year we’ve seen Amazon leverage the skills of creators and big names in hopes of a successful Prime Day. On the 21st of JuneAmazon began offering early Prime Day deals on Amazon Live during livestreams with influencers and celebrities such as The Real Housewives of Atlanta’s Porsha Williams, Vanderpump Rules star Lala Kent, actress Hilary Duff, and TikTok creators Joe and Frank Mele.

The e-commerce giant is making headway with its Amazon Live Prime Day broadcasts during Prime Day 2021. According to the company blog, “tens of millions of customers” watched streams on Amazon Live and interacted with creators over 100,000 times via the live chat feature. The company also boasted that when the Acer convertible laptop and Sony headphones were unveiled live, they sold out in less than 25 minutes.

Market research firm Digital Commerce 360 reported that Amazon sold $11.2 billion worth of merchandise during last year’s Prime Day, up 7.7% from $10.4 billion in 2020.

Last year’s success explains why Amazon is able to second prime day autumn.

Amazon Live launched in 2019 with the aim of establishing itself as a leading place for real-time online shopping. A typical Amazon Live stream lasts an hour or more, with about a dozen products being showcased during that time.

However, some influencers are still unhappy with its online shopping platform. Two creators told business insider Last month they have been struggling to build an audience on Amazon Live and it’s taking way too long for the small amount of money they’ve made.

The commission varies for influencers as there are different rates for different categories. Based on rates posted on Web siteelectronics earn influencers a 4% discount, and luxury beauty products a 10% discount.

Since many already have followers on YouTube, Instagram, and TikTok, promoting and making money from products is more accessible on these platforms. So while Amazon Live could help boost Prime Day sales, overall the platform is likely to remain the last resort for many creators (and viewers) as more mainstream influencer-focused platforms come to the fore.

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