[eMarketer] Amazon turns to influencer marketing to reinvigorate Prime Day

This week’s Amazon Prime Day event, its eighth-annual such sale, will incorporate a new wrinkle: influencer marketing.

The digital retail juggernaut booked event spaces and loaded them with goods that would be on sale on Prime Day. Think: bathrooms stocked with cosmetics and bedrooms loaded with home furnishings.

Approximately 313 retailers promoted sales alongside Prime Day in 2021—11% less than the prior year, per RetailMeNot. That could signal how difficult it is to compete against a massive event that has built such equity over time.

Influencers are growing in importance to the typical consumer.

In Q4 2021, the number of minutes watched on influencer-created content on Facebook and YouTube was up 7% versus the same period in 2020; media companies and brands, conversely, were down significantly.

According to eMarketer, Creating visually appealing content takes time and effort. Making that process easier for creators so they can produce and distribute content ahead of a big sale should be the goal of any retailer invested in influencer marketing.

Read the full eMarketer article here

www.emarketer.com