Amazon Quietly Launches Influencer Program Rife with Potential FTC Violations
The Fashion Law
In its push to gain traction in the fashion world, which has not been an easy feat to date, Amazon quietly launched an influencer platform last month. As distinct from its existing Amazon Affiliates initiative – which is open to just about anyone and enables users to receive a commission on sales garnered through links they share – the e-commerce giant’s Influencer Program is a more exclusive endeavor. Currently in beta mode, it is “open by invitation only.” As such, influencers must apply for an invitation and be approved in order to join.
According to the beta build out of the Influencer Program, it “is exclusively designed for social media influencers with large followings and a high frequency of posts with shoppable content.” Amazon further notes, “An intuitive vanity URL [aka – one that mirrors the influencer’s other social media handles] makes it easy for customers to find, browse and buy the products introduced to them through social media influencers. The program allows influencers to earn fees for purchases they drive through their social media platforms.”
As for who will meet the cut, Amazon states that in evaluating invitation requests, it “looks at various factors, including but not limited to number of followers on various social media platforms, engagement on posts, quality of content and level of relevancy for Amazon.com.” Note: “There is no set cut-off and influencers across all tiers and categories are represented in the program.”