Amazon is expanding its Influencer Program to Kenya to leverage the country’s high engagement on platforms like TikTok to boost its presence in the African market.

The program offers Kenyan influencers multiple monetization options. 

According to Techish Kenya, participants can create personalized storefronts on Amazon, curated product lists, and earn commissions on sales generated through their recommendations. 

The initiative also enables creators to produce shoppable content, integrating product promotions into their videos and photos.

Amazon’s Creator Ads program presents an additional revenue stream featuring influencer content across the company’s advertising ecosystem. 

This move follows Amazon’s recent entry into South Africa, signaling a broader strategy to tap into Africa’s digital markets.

The program caters to major influencers with large followings and micro-influencers who have carved out niche, highly engaged communities.

The program’s challenges include shipping logistics and product availability. Many Amazon products don’t ship directly to Kenya, though third-party services are commonly used to bridge this gap. The expansion is expected to impact local e-commerce, potentially increasing competition among existing players like Kilimall and Jumia.

TikTok’s popularity in Kenya plays a crucial role in Amazon’s strategy. The short-form video platform’s recent opening of its ad platform in the country aligns with Amazon’s expansion, creating potential synergies for content creators.

However, TikTok, owned by the Chinese company ByteDance, faced scrutiny in Kenya for similar reasons why it’s fighting a potential U.S. ban. Kenyan authorities threatened to ban the platform in 2023 to prevent the leakage of sensitive data and enhance citizen security. 

The Information Ministry subsequently opposed any suggestions of a TikTok ban and argued that ByteDance’s platform should be more regulated.