Amazon’s affiliate and influencer programmes are two of the most powerful tools for businesses to expand reach, drive sales, and build credibility. However, for brands with robust e-commerce platforms—like Dyson or Peloton—the question arises: why send customers to Amazon instead of driving traffic to your own site?
Amazon Associates: A Traffic Machine
The Amazon Associates Programme connects businesses with affiliates who promote products in exchange for commissions. Affiliates include bloggers, niche websites, and review platforms like TechRadar and Wirecutter, both of which frequently feature top products on Amazon (TechRadar, Wirecutter).
Why Businesses Use Affiliates Over Direct Sales
- Massive Reach: Amazon has over 300 million active users (Statista). Affiliates rank highly in search engines, creating visibility for your products in ways your website might not.
- Trust and Convenience: Customers trust Amazon’s seamless purchasing process, one-click checkout, and Prime shipping—features that convert browsers into buyers.
- SEO Benefits: Blogs featuring affiliate links, such as “Best Vacuums of 2024,” frequently rank higher than brand sites, pushing traffic to Amazon listings rather than a brand’s own store (Ahrefs).
Example: Dyson
Dyson heavily leverages affiliates to showcase products on Amazon. While Dyson has a sleek direct-to-consumer (DTC) site, Amazon’s user-friendly platform and customer trust drive significant sales through affiliate referrals.
Amazon Influencer Programme: Driving Credibility Through Creators
The Amazon Influencer Programme pairs businesses with creators who showcase products on social media and personalised Amazon storefronts. Influencers create curated lists and interactive content like Amazon Live streams, where they demo products, answer questions, and encourage real-time purchases (Amazon Live).
How Influencers Work for Businesses
- Shoppable Content: Influencers link products in tutorials, hauls, and reviews. For example, a fitness influencer might feature your yoga mat in a workout video, directing their audience to buy it directly on Amazon.
- Storefronts as Mini Shops: Influencers like Patricia Bright curate Amazon storefronts (Patricia’s Store), acting as a trusted bridge between businesses and audiences.
- Social Proof: Influencers build trust. 58% of consumers have purchased products based on influencer recommendations (HubSpot).
Example: Garnier
Garnier works with influencers who share tutorials featuring their products on platforms like TikTok and Instagram. These posts link directly to Amazon storefronts, creating a frictionless shopping journey while leveraging influencers’ credibility.
Why Not Drive All Traffic to Your Website?
Businesses often prefer direct sales to control customer data and retain profit margins, but Amazon offers unique benefits:
- Global Reach: Amazon’s infrastructure supports international sales without the logistical headaches of running your own global operations.
- Higher Conversions: Customers prefer Amazon for its speed, convenience, and policies like free returns, leading to higher conversion rates than most DTC sites (eMarketer).
- Discoverability: Amazon’s algorithm promotes your product to shoppers, while affiliates and influencers amplify visibility.
Finding the Balance: Amazon + Direct Sales
For many brands, the sweet spot is integrating Amazon sales into a broader strategy:
- Use Amazon for new customer acquisition through affiliates and influencers.
- Incentivise repeat buyers to shop directly on your site with loyalty programmes or exclusive discounts.
Example: Peloton
Peloton balances both worlds by offering their bikes on Amazon for accessibility while using their website to sell premium memberships and customised bundles.