Amazon Storefront & Influencers

Same-day delivery, free shipping, and access to a streaming platform are all included in an Amazon Prime membership. According to Statista, an e-commerce statistical tracker, "In 2023, roughly 71% of all U.S. Amazon shoppers were Prime members" (Black Box Corp, 2018). For the past five years, Amazon has infiltrated many e-commerce storefronts on its website to empower small companies to showcase their products and reach new customers.

From a business standpoint, selling on Amazon is beneficial to expand internationally to reach their target audience worldwide. Amazon Storefront allows sellers to customize their consumer's shopping experience, efficiently organize their products into proper categories, study analytics on company performance, and advertise through Amazon on other platforms to drive traffic their way. Influencers have been able to capitalize off Amazon Storefront because Amazon offers them an on-site commission for their influence alone (Graham & Vassiliou, 2022). From YouTube's "clothing hauls" to TikTok's video compilations, public figures can impact how their audience spends their money. The significant impact derives from a strong fan base of people who see these videos as trendy and aspire to resonate and align their lifestyles to mimic the influencers they watch.

In the description of a YouTube video, TikTok, or an Instagram profile, fashion influencers typically have a Linktree with different promo codes or items they show in their content. In one click, followers can seamlessly shop for the influencer's looks rather than scouring the internet for different pieces. Amazon Storefront is now a popular link influencers add because they can earn an on-site commission through Amazon with each purchase made by clicking the link.

Laura Jean Calcagno, an East Coast influencer, has made a considerable following on social media for posting videos on her TikTok account of on-trend fashion and lifestyle "must-haves." She includes many affordable dupes made to replicate designer fashion in her storefront and has categories for various types of clothing, such as "tops," "basics," "dresses," and "loungewear." Furthermore, influencers tend to create outfit inspiration categories during holidays and special occasions. Recently, Calcagno has added a category to her storefront labeled "NYE outfit inspo" to encourage her followers to purchase not just a dress but earrings, heels, and a shoulder bag to complete the look. Due to the convenience she provided the consumer shopping for a New Year's outfit, Calcagno turned a single-item sale into a multiple-item sale.

Influencer success through Amazon Storefront is beneficial for everyone involved in the process. Amazon and the seller get a sale on the board and brand recognition to a larger audience. Influencers gain popularity on their platforms and earn on-site commissions, and consumers are guided through a seamless channel to buy trendy and affordable items. It is promising for the popularity of Amazon Storefront to remain steady in e-commerce for years to come, serving consumers, influencers, and Amazon all synonymously.

Sources

Black Box Corp. (2018). Ecommerce storefront: Build an online store on Amazon.com. Amazon. https://sell.amazon.com/learn/ecommerce-storefront#:~:text=from%20Amazon%20sellers.-,Storefronts%20opened%20in%202018%20to%20empower%20small%20companies%20and%20provide,small%20and%20medium%20sized%20businesses

Graham, A., & Vassiliou, S. (2022). Earning Onsite Commissions. Amazon. https://affiliate-program.amazon.com/help/node/topic/GV7VUCCSS8MQFSQT#:~:text=Now%2C%20shoppable%20content%20and%20product,and%20make%20a%20qualifying%20purchase

Laura Jean Calcagno: Amazon Storefront - https://www.amazon.com/shop/influencer-d6db5c33

Statista, “Topic: Amazon Prime.” Statista, 2023, www.statista.com/topics/4076/amazon-prime/#topicOverview

Written by Emily Arreola
Copyedited by Kaitlyn Talsky
Graphic by Evelyn Krakovski