Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past webinars and other events.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Amazon turns to influencer marketing to reinvigorate Prime Day

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

The activation: 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.

  • In the weeks preceding Prime Day, the company invited participants in its Amazon Influencer Program to visit these “creator houses” in Los Angeles, New York, and Austin to produce content.
  • For creators who also sell on the platform, Amazon conducted two webinars that offered best practices on how to optimize Prime Day revenue.
  • Over 5,000 creators participated in these pre-Prime Day activities, the company reported.

Zoom out: 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.

  • Despite that equity, Prime Day sales growth in recent years has slowed. Average Prime Day order value dropped 8.5% in 2021 versus two years prior, per Numerator.
  • US sales will account for over half of global Prime Day sales this year—which could be why the massive retailer is adding a number of new markets to the sale for the first time.
  • The novelty is wearing off—which could be one reason Amazon is turning to influencers to reinvigorate the event.

Why influencers? 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.

  • That's important, since 68% of those who watch YouTube influencer videos recall the names of specific brands mentioned.
  • Of that cohort, 86% have purchased or would consider purchasing a product endorsed by such an influencer.

Ukonwa Ojo, then-CMO of Prime Video and Amazon Studios, said during June’s Cannes Lions festival that creators have gone from a “nice to have” to “a critical part of how we go to market and how we succeed” over the past few years.

  • One in four communication specialists plan to invest in mid-tier influencers (100,000-999,999) as part of their 2022 influencer marketing strategies, though authoritatives (experts such as doctors and chefs), top-tier influencers, and micro-influencers were in the plans of at least 20% of such professionals.
  • Three in four communication specialists spend somewhere between 20% and 50% of their marketing/communication budget dollars on influencer marketing.

The big takeaway: 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.