Marketplaces: How to Boost Amazon Sales with On-Platform Influencer Content, with Kathleen Kobel

Kathleen Kobel is an Amazon selling expert. She’s spent the last 15 years helping over a 1,000 brands to launch and grow on the platform.

Three years ago she doubled down on the Amazon Influencer opportunity – both earning over $250,000 in earnings herself, helping other influencers create better content AND helping brands recruit and manage the right affiliates for their program.

Dive in:

[04:32] Transition to Amazon Influencer Program

[09:58] Influencer Videos on Amazon Listings

[10:53] Amazon's Creator Connections Explained

[15:10] Long-term Influencer Partnerships

[17:38] Influencer-Seller Collaboration Dynamics

[21:44] Influencer Strategy and Management

[24:38] Insider Tips from Kathleen!

Amazon Influencer Marketing Is All About On-Site Content—which Boosts Conversions

A key insight from this episode is the distinction between traditional influencer campaigns driving traffic from Instagram or TikTok to Amazon versus working with influencers directly on Amazon’s own platform. Kathleen explains that the Amazon Influencer Program lets creators upload honest, relatable videos straight to Amazon product pages. When shoppers see real people using and reviewing products right where they’re considering making a purchase, conversion rates go up. Kathleen’s case studies found that this kind of user-generated content only ever increased sales for the brands she worked with.

Creator Connections—Amazon’s Built-in Brand/Influencer Marketplace

For brands looking to proactively harness influencer content, Kathleen champions the Creator Connections tool. This Amazon feature is a game-changer because it removes the guesswork: Brands set up a campaign, specify which products they want influencers to feature, set budgets and commission rates, and communicate directly with influencers through Amazon’s portal. It’s low risk (you pay per sale and set a max budget), while creating real partnership opportunities. As Kathleen shares, longer campaigns (think 3–12 months) are particularly attractive to top influencers, ensuring higher quality, consistent content.

The Importance of Research, Persistence, and Relationship-Building

Whether you’re a brand or an aspiring influencer, thorough research pays off—figure out which products are likely to perform well and which influencers are a good fit. Kathleen stresses persistence: for influencers, getting accepted to the program can take several tries, but don’t give up when things get too hard. For brands, Kathleen encourages building lasting partnerships: if you find an influencer whose content works, nurture that connection, perhaps by offering flat fees and rights to use that UGC on your own sites and social. It’s all about mutual benefit and clear, ongoing communication.

Takeaways:

• On Amazon, UGC is more than a buzzword—authentic creator videos directly boost your sales and conversion rates. The platform is evolving, making it easier than ever for brands and influencers to win together.
• Amazon’s Creator Connections lets brands run influencer campaigns, set budgets, and even pay extra commission. It’s a win-win-win for Amazon, creators, and you. Would you trust someone else’s review over a brand’s?
• Influencer content builds trust on Amazon pages—real people, honest opinions, huge impact. Put yourself in the shopper’s shoes: who do you listen to first, polished ads or everyday voices?
• Building partnerships with creators? Start in-platform, then develop deeper relationships off Amazon. The best content isn’t transactional—it’s collaborative and built on real connection.
• Don’t ignore Q4—80% of eCommerce revenue can come in just three months. Early prep, smart influencer strategy, and the right partnerships will set you up for a stellar year-end finish.

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