How does the Amazon Influencer Program work (and how do you find a creator's storefront)?

Last updated · by Elena Sofia Marchetti

The Amazon Influencer Program gives approved creators a storefront at amazon.com/shop/their-handle, where they curate products and earn commission on qualifying purchases. It builds on Amazon Associates and adds onsite earnings when Amazon features your videos. To find any creator's storefront, check their bio link or try that URL pattern.

What is an Amazon influencer storefront?

An Amazon influencer storefront is a creator's own page on Amazon, at a vanity address such as amazon.com/shop/yourname. On it, they group the products they recommend into Idea Lists, shoppable photos, videos and livestreams. When a shopper arrives through that page and makes a qualifying purchase, the creator earns commission at the category rates in Amazon's commission statement.

The page fixes a practical problem. Social platforms limit where you can put clickable links, so one storefront link in your bio, a YouTube description or a podcast mention does the job of dozens of single-product links. Followers can then browse everything you have recommended in one place. A skincare creator might run lists called 'Morning routine' and 'Sensitive skin edit'. A fashion creator might run 'Holiday capsule wardrobe'.

'Influencer stores', 'Amazon storefronts' and 'shop pages' all mean the same thing. Brand Stores on Amazon are a different product: sellers own those, not creators.

Idea Lists

Themed collections of products with your short comments on each one. They are the backbone of most storefronts because they match how followers ask questions: 'what do you use for dry skin?' or 'what's in your gym bag?'. Keep each list focused on one problem so shoppers can decide quickly.

Shoppable photos

Photos of products in use, with the products tagged so shoppers can click straight through. They work well for flat lays, outfit shots and shelfies. They take less effort than video and still give your storefront a personal look that a plain product grid lacks.

Videos

Short demonstrations or reviews uploaded to your storefront. Video earns the most because Amazon can select it to show to shoppers who are already browsing, and that pays onsite commission on top of the traffic you send yourself. Show the product being used and keep the claims honest.

Livestreams

Where it is available, Amazon Live lets influencers stream product demonstrations and earn on purchases made during the stream. It suits creators who already go live elsewhere and are comfortable answering questions in real time. Think of it as a channel to add once your lists and videos are working.

How do content creators and influencers make money

Who counts as an Amazon influencer or Amazon creator?

An Amazon influencer is a creator with a social audience who has been approved into the Amazon Influencer Program and given a storefront. 'Amazon creator' is the wider term Amazon uses across its tools, such as Creator University and the Creator Hub. Amazon's help centre describes the Influencer Program as an extension of the online Associates program for qualifying social media influencers: you get the same reporting and account tools, plus a page of your own on Amazon.

In practice, the three labels below overlap. Every Amazon influencer also sits inside the Associates system, and both influencers and Associates can create content on Amazon. What separates them is mainly the storefront and the chance to earn from content Amazon features on its own pages.

Amazon Associate

Anyone with a qualifying website, app or channel who joins Amazon's affiliate program and shares tagged product links. You earn the standard category commission on qualifying purchases. There's no storefront page, so the program works best for bloggers and publishers who can put links right next to the products they write about.

Amazon influencer

An Associate whose social account has been reviewed and approved for the Influencer Program. You get a vanity storefront URL, which helps when hyperlinks are awkward or impossible, such as in Instagram captions or spoken mentions. You also get an Onsite Store ID that tracks earnings from content Amazon features.

Amazon content creator

A creator who publishes shoppable videos, photos or livestreams through their storefront. Amazon may show this content on product pages and in search, and pays onsite rates when shoppers buy after seeing it. A paid creator video is a different thing from an ordinary customer review, which earns nothing.

Affiliate marketing vs influencer marketing: which is better (and can you combine them)

How do you find a creator's Amazon storefront?

The quickest way is to type amazon.com/shop/ followed by the creator's handle. Most creators use the same name as on Instagram, TikTok or YouTube. If that address doesn't load a storefront, the link is almost always somewhere on the creator's own profiles.

Amazon's social sharing tips tell influencers where to put their link: the Instagram bio, the Facebook 'About' section and 'Shop Now' button, the YouTube channel 'About' tab and video descriptions, plus spoken mentions in videos and podcasts. That list is also a good map of where to look. The same steps work whether you want to find a storefront for the first time or get back to one you followed and lost.

Try the URL pattern

Go to amazon.com/shop/ and add the creator's handle, without the @. If it fails, try common variations: with or without underscores, full name, or the brand name they trade under. UK shoppers should check the creator's amazon.co.uk storefront too, because storefronts are set up separately for each marketplace.

Check bios and descriptions

Open the creator's Instagram, TikTok or YouTube profile and tap the bio link. Many creators use a link-in-bio page that lists their Amazon storefront next to other shops. On YouTube, look in the channel's About tab and under product videos, where single-product links usually sit beside the storefront link.

Search the web

Search for the creator's name or handle together with 'amazon.com/shop'. Search engines index storefront pages, so this often turns up the exact address even when the creator uses a different handle on Amazon. It also helps when you only remember a list name, such as 'travel essentials' or 'skincare favourites'.

Storefronts you already follow

If you followed a storefront while signed in, Amazon shows followed creators inside its app. The menu location changes between app versions, though, so it's not always easy to find. The reliable fix is to bookmark the storefront address, or save the products to your own list, the moment you find a creator worth returning to.

How do you become an Amazon influencer?

You apply through the Amazon Influencer Program sign-up page, connecting the social account where your audience is. Amazon reviews that account before it gives you a storefront, so approval isn't automatic. Apply with your most engaged account, not your biggest one, and make sure it is public and posts regularly about products people can actually buy on Amazon.

Once you're approved, the work moves to your storefront. A page with a few thoughtful lists and some video earns more than one stuffed with hundreds of untagged products. Treat it like a shop window your followers will judge in seconds.

1. Choose the account to connect

Pick the platform where people already ask what you use, whether that's Instagram, YouTube, TikTok or Facebook. Your recent posts should show real product use in a clear niche, such as beauty, fitness, home or parenting. A focused account is easier for Amazon to assess and easier for followers to shop from.

2. Apply and wait for review

Sign in with your Amazon customer account, link your social profile and submit the application. While you wait, plan your first three or four Idea Lists around questions your audience asks often. Then you can publish as soon as approval comes through, instead of launching an empty page.

3. Set up payment and tax details

Add payment and tax information to your Associates account. You need to add it again for your separate Onsite Store ID, which usually starts with 'onamz'. Amazon doesn't copy these details between Store IDs, so onsite earnings stay unpaid until both IDs are complete.

4. Disclose every link

Amazon requires you to identify yourself as an Associate. According to the ASA and CMA influencers' guide, affiliate content counts as advertising, so label UK storefront posts 'Ad'. In the US, use '#ad' or a clear statement. Products sent to you free are still an ad when you post about them.

How do content creators and influencers make money

Amazon commission rates that matter

  • 10% Luxury Beauty pays Amazon's highest standard rate on sales your storefront or links drive.
  • 4% Apparel, shoes, jewellery and 'All Other Categories' earn 4% on purchases you drive.
  • 3% Mass-market Beauty, Home and Pets Products pay 3% per qualifying purchase.
  • 1% Health & Personal Care and Grocery pay 1%, the lowest non-zero standard rate.

Source: Amazon Associates, Standard Commission Income Statement, 2025

How much commission do Amazon influencers earn?

Amazon influencers earn a fixed percentage of each qualifying purchase, set by product category. The rate also depends on how the shopper arrived. You earn the offsite rate when you sent them yourself, and the onsite rate when Amazon showed your content to someone who was already browsing. According to Amazon's Standard Commission Income Statement, offsite rates go from 10% for Luxury Beauty down to 1% for Grocery and Health & Personal Care. Apparel and 'All Other Categories' pay 4%.

Onsite rates are lower: 0.5% to 4% for standard placements, and a little more when your video runs as a Creator Ad. The two are tracked under separate Store IDs, and an onsite session never overrides a session you drove from outside Amazon.

Your niche makes a big difference. A beauty creator earns 10% on a Luxury Beauty sale but 3% on mass-market Beauty. Supplements generally sit in Health & Personal Care, which pays 1% offsite and 1.25% onsite, one of the few categories where onsite pays more. In that niche, a storefront tops up paid brand deals but rarely replaces them.

Offsite (traffic you drive)

This covers purchases that follow a click on your storefront link or a tagged product link you shared on social media, a blog or in a newsletter. Rates come from the standard category table. It's usually your biggest earner, because people who arrive from your content already trust your recommendation.

Onsite (content Amazon features)

This covers purchases made after Amazon shows your Idea Lists, photos, videos or livestreams to shoppers on product pages or in search. Standard placements pay 0.5% to 4% by category. You can earn it without promoting anything yourself, but Amazon decides which content to feature.

Creator Ads

This is a separate onsite rate table for creator content run as ads. Most rates are higher than standard onsite: Luxury Beauty pays 5%, Beauty 3% and 'All Other Categories' 2%. It's worth checking if your videos are clean, product-focused demonstrations that could work in an ad placement.

Bounties

Amazon also pays fixed bounties when people sign up for its services through your link. For example, a Prime free trial earns $12 and creating a baby or wedding registry earns $3. Parenting and lifestyle creators can stack these on top of product commission without changing their content.

Affiliate marketing vs influencer marketing: which is better (and can you combine them)

How do you get more sales from an Amazon storefront?

Storefronts sell when you organise them around questions your audience already asks, and when you publish video, because video is the content Amazon can feature onsite. Amazon's onsite earnings help page says shoppable content you upload may be chosen to appear as customers search and browse. It also says content has to be published in a country's storefront to earn onsite there. UK creators therefore need content on their amazon.co.uk storefront, not just on amazon.com.

Treat each list as a small, edited answer, not a catalogue. Keep it current and point to it from every post that shows a product.

Build lists around routines

Name lists after situations, not categories. 'Five-minute school-run make-up' beats 'Beauty', and 'Desk-to-dinner outfits' beats 'Clothes'. Situational lists match how followers search their memory for your advice, and they make it obvious which product solves which problem.

Film short demonstrations

Upload short videos showing the product in use: texture, fit, size in the hand, before and after. Product-focused clips like these are the ones Amazon is most likely to feature onsite. They also double as content for your own channels, so one shoot does two jobs.

Point every post at the storefront

Mention the storefront in captions, stories and videos, and pin a highlight or story that explains where to shop. Amazon's own tips suggest saying the link out loud where you can't hyperlink it. Repetition matters, because followers rarely go looking for your bio link on their own.

Refresh seasonally

Remove products that are out of stock or replaced by a newer version, and add seasonal lists ahead of key moments: summer holidays, back to school, Black Friday and Christmas gifting. A dated storefront with broken listings costs you trust and clicks every time someone visits.

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How do brands find and work with Amazon influencers?

Brands find Amazon influencers by working backwards from content. Search your product category on Amazon, note which creators keep showing up with videos, then check their storefronts and social accounts for fit. Third-party 'Amazon influencer lists' go out of date fast, so use any list only as a starting point and check every name yourself.

Most partnerships combine the creator's storefront commission with something the brand pays directly. That might be a flat fee for content, free product for an honest review video, or a higher commission through a campaign. Free product is still an ad when it's posted, so build disclosure into the brief. Marketplace growth agencies often bundle creator sourcing with Amazon advertising and listing work. That makes sense when Amazon is your main sales channel, and is overkill when it's one channel among several.

If you also need vetted creators to make UGC for your Amazon listings and ads, a marketplace such as #Collabz suits beauty, supplement and fashion DTC brands.

Search product pages for creator video

Look at competitors' and neighbouring products' pages for creator videos and Idea Lists. Creators already featured in your category know the format Amazon rewards and have an audience that buys there. Write down their storefront names so you can review their whole page, not just one clip.

Check storefront fit

Open the storefront and ask three questions. Are the lists in your category? Are they kept up to date? Does the creator explain why they recommend each product? A beauty storefront full of tagged, commented products is a better partner than a bigger account with one stale list.

Pick a payment model

Commission alone suits creators who already rank in your category. A flat fee plus storefront placement suits launches, when you need content quickly. Product seeding for review videos works for smaller creators, as long as every post is labelled 'Ad' in the UK or '#ad' in the US.

Brief for Amazon-ready content

Ask for short, product-focused demonstrations that can sit on your listing: clear shots of the product, honest use, and no claims your product page can't back up. Agree up front where the content can run and for how long, so you can reuse it in your own Amazon ads later.

Affiliate marketing vs influencer marketing: which is better (and can you combine them)

Sources and further reading

Frequently asked questions

What is Amazon influencer marketing?

Amazon influencer marketing means using creators to send shoppers to products on Amazon, usually through storefront links, tagged product links and review videos that can appear on listings. Creators earn commission from Amazon on qualifying purchases, and brands often add a flat fee or free product on top. Any paid or gifted post must be labelled as an ad.

How do you add Amazon links to TikTok videos?

Put your Amazon storefront link in your TikTok bio, or on a link-in-bio page, and tell viewers in the video and caption to shop it there. Tagging products directly in videos depends on TikTok's own shopping tools rather than Amazon. Label every affiliate post as an ad.

What makes a good Amazon influencer storefront?

The best storefronts, including the strongest fashion ones, have a few clearly named lists built around situations, such as workwear capsules or holiday packing. They also have a comment on every product and recent video showing items in use. Browse storefronts of creators you already trust in your niche, and copy their structure, not their products.

Is Amazon UGC the same as an Amazon influencer video?

Not quite. UGC is content a brand commissions to use in its own listings and ads, usually for a fee and under a usage-rights agreement. An Amazon influencer video sits on the creator's storefront and earns them commission when Amazon features it.

How do you negotiate with Amazon influencers?

Start from what the creator already earns. If your category pays a low rate, such as Health & Personal Care at 1%, commission alone rarely motivates anyone, so offer a flat content fee or free product as well. Agree deliverables, usage rights and disclosure in writing before any product ships.

Do you need an agency or a platform to run Amazon influencer campaigns?

Not always. A brand with a few products can find creators by searching its category on Amazon and contacting them directly. Agencies and platforms earn their fee when you need volume, vetting, contracts and payments handled for you across many creators at once.

Is Amazon Associates the only affiliate option for US creators?

No. Networks such as Rakuten Advertising, Impact and Partnerize run affiliate programs for thousands of retailers and DTC brands, often at higher rates than Amazon's category table. Many creators keep an Amazon storefront for everyday products and join brand programs directly for their best-selling niches.

Do Amazon storefront links need an 'Ad' label?

Yes. Amazon requires you to identify yourself as an Associate, and UK rules treat affiliate content as advertising, so label posts 'Ad'. In the US, use '#ad' or an equally clear statement. Products you were sent free still count as an ad when you post about them.

Is the Amazon Influencer Program available in the UK?

Amazon runs influencer storefronts in several marketplaces, including the UK, and each one is set up separately. If you have influencer Store IDs in more than one country, Amazon gives you a separate Onsite Store ID in each. Content has to be published in a country's storefront to earn onsite commission there.