IZEA has released a new report that provides insights into the effectiveness of influencer marketing in driving Amazon product purchases among American consumers. The report is based on a survey of 1,280 U.S. social media users conducted in March/April 2024.
The data shows that influencers play a significant role in Amazon’s purchases. 59% of U.S. social media users say they have purchased a product after seeing it promoted by an influencer. Drilling down further, 94% of those making influencer-inspired purchases have done so on Amazon’s platform.
The numbers suggest that over half of an estimated 136 million U.S. social media users have made influencer-inspired purchases on Amazon. Influencers themselves are even more likely to turn to Amazon after being inspired—92% say they have purchased a product on Amazon after seeing it used by another influencer.
Frequency of Amazon Shopping
80% of survey respondents identify as Amazon Prime members. Looking at purchase frequency, 51% of those aged 45-60 shop on Amazon at least once per week. Influencers tend to shop on Amazon more frequently, being 2.1 times more likely than average social media users to make purchases more than once per week.
Men are slightly more likely than women to make frequent Amazon purchases, with 42.8% of males making purchases more than once per week or about weekly, compared to 35.9% of females.
Social Search Before Purchase
The report investigates the intersection of social media and e-commerce purchasing behavior. 63% of weekly Amazon shoppers and 83% of influencers say they are likely or very likely to search social platforms when researching products before buying.
TikTok, Threads, and Snapchat users are most likely to turn to social media for pre-purchase research across all social platforms examined.
Purchase Drivers and Influencer Content
When making influencer-inspired purchases, consumers are 7.6 times more likely to purchase on Amazon than on other websites and 2.4 times more likely than other online retailers combined.
The type of influencer content that most effectively drives Amazon purchases is short video formats like product reviews and unboxings (67% of 18-29-year-olds). All age groups rate influencer posts as 2.2 times more effective than paid social ads for influencing product trials.
Other key drivers of trust in influencer recommendations include the authenticity of the influencer’s content (41%), seeing the influencer use the product (41%), the influencer’s expertise (38%), and transparency about brand partnerships (29%).
Review Importance
Up to 69% of all respondents and 78% of those aged 45-60 believe online user/influencer reviews outside of Amazon are essential in influencing their purchase decisions.
The survey also found that 85% of Prime members, 74% of weekly Amazon shoppers, and 69% of influencers have abandoned an intended purchase because the product was not available to buy on Amazon’s platform.
In summary, IZEA quantifies influencers as significant drivers of product discovery and purchases, specifically on Amazon among U.S. consumers who rely on the e-commerce giant. Read the full report here.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
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IZEA has released a new report that provides insights into the effectiveness of influencer marketing in driving Amazon product purchases among American consumers. The report is based on a survey of 1,280 U.S. social media users conducted in March/April 2024.
The data shows that influencers play a significant role in Amazon’s purchases. 59% of U.S. social media users say they have purchased a product after seeing it promoted by an influencer. Drilling down further, 94% of those making influencer-inspired purchases have done so on Amazon’s platform.
The numbers suggest that over half of an estimated 136 million U.S. social media users have made influencer-inspired purchases on Amazon. Influencers themselves are even more likely to turn to Amazon after being inspired—92% say they have purchased a product on Amazon after seeing it used by another influencer.
Frequency of Amazon Shopping
80% of survey respondents identify as Amazon Prime members. Looking at purchase frequency, 51% of those aged 45-60 shop on Amazon at least once per week. Influencers tend to shop on Amazon more frequently, being 2.1 times more likely than average social media users to make purchases more than once per week.
Men are slightly more likely than women to make frequent Amazon purchases, with 42.8% of males making purchases more than once per week or about weekly, compared to 35.9% of females.
Social Search Before Purchase
The report investigates the intersection of social media and e-commerce purchasing behavior. 63% of weekly Amazon shoppers and 83% of influencers say they are likely or very likely to search social platforms when researching products before buying.
TikTok, Threads, and Snapchat users are most likely to turn to social media for pre-purchase research across all social platforms examined.
Purchase Drivers and Influencer Content
When making influencer-inspired purchases, consumers are 7.6 times more likely to purchase on Amazon than on other websites and 2.4 times more likely than other online retailers combined.
The type of influencer content that most effectively drives Amazon purchases is short video formats like product reviews and unboxings (67% of 18-29-year-olds). All age groups rate influencer posts as 2.2 times more effective than paid social ads for influencing product trials.
Other key drivers of trust in influencer recommendations include the authenticity of the influencer’s content (41%), seeing the influencer use the product (41%), the influencer’s expertise (38%), and transparency about brand partnerships (29%).
Review Importance
Up to 69% of all respondents and 78% of those aged 45-60 believe online user/influencer reviews outside of Amazon are essential in influencing their purchase decisions.
The survey also found that 85% of Prime members, 74% of weekly Amazon shoppers, and 69% of influencers have abandoned an intended purchase because the product was not available to buy on Amazon’s platform.
In summary, IZEA quantifies influencers as significant drivers of product discovery and purchases, specifically on Amazon among U.S. consumers who rely on the e-commerce giant. Read the full report here.