Last week, Amazon held its first-ever “Prime Early Access” sale, essentially an equivalent to the company’s annual “Prime Day” event, but with an added holiday shopping slant. During the sale’s 48-hour span, influencers flooded TikTok and other social media platforms with videos promoting specific products and major discounts; and social media users accordingly flocked to these videos. On TikTok alone, the hashtag #PrimeEarlyAccessSale was viewed over 24 million times in just two days.
“[W]atched this and immediately bought the leggings,” one user commented on creator @laurenwolfe’s TikTok video about products included in the sale.
“Please stop I just bought the green dress,” another user posted on a video from creator @conqueringasya_ that listed on-sale clothing items.
Across almost all of these videos, there was one common factor—a prompting from the influencer for their followers to visit their “Amazon storefront,” available at a link posted in their TikTok bio, to view the specific products recommended in their videos in one centralized space. These “storefronts” aren’t new, but events such as Amazon’s latest sale emphasize creators’ expanding role in driving consumers’ purchasing decisions.
Over the past two years, a growing number of influencers have turned to platforms such as Amazon and the creator-oriented shopping app LTK, which each offer influencers customizable “storefronts” to consolidate product recommendations from dozens of different brands, as major sources of income. Creators share links to these storefronts in their social media bios, encouraging their followers to visit their storefronts and purchase the clothing, jewelry or other products featured in their content— because when one of their followers makes a purchase from these curated collections of products, influencers get a cut of the money involved in that transaction.
And with the meteoric rise of hashtags like “TikTokMadeMeBuyIt,” which currently has over 25 billion views on TikTok, it’s clear that this relationship between influencers and their followers is symbiotic, with consumers increasingly looking to influencer recommendations when making a purchase.