How to Find Amazon Influencers Without Paying Upfront
I've been getting DMs about influencer marketing.
So here's exactly what's been working for me over the last year.
Not saying this is the only way. Just sharing what worked for my Amazon brand.
Why Do Most Amazon Influencer Programs Fail?
Most sellers make the same mistake.
They jump straight into Amazon Creator Connections or pay influencers upfront and get no sales in return.
Here's what happened when I tried that:
Amazon Creator Connections: Terrible interface. Tons of sample requests from people who never drove any sale.
Influencer Platforms: Everyone wanted money upfront. Some charge $500-$2,000 per post. The ones who immediately talk about money for posting are the ones that convert THE LEAST in my experience.
What's the Best Way to Find Influencers Who Actually Sell?
Filter for creators who are FIRST interested in your product.
THEN talk about collaboration.
The logic is simple:
If they like using your product, they would post about it anyway.
Commissions give them a reason to keep posting over time.
This means you're working with creators who genuinely love what you sell. That authenticity shows in their content. And their audience can tell.
How Do You Find the Right Instagram Influencers for Amazon?
Here's my exact process 👇
Step 1: Find 5-10 perfect accounts
I look for small accounts on Instagram. Usually 5k-10k followers.
I'm not chasing follower count.
I'm looking at the actual content they make.
The question I ask myself: If I put my product in their hands, does it make sense?
Can I envision it fitting naturally in their feed?
Step 2: Use Instagram's "similar accounts" feature
This is literally the best way I've found to discover relevant influencers.
No need to pay hundreds of dollars for influencers platforms, just use Instagram algorithm. It's free and more effective.
Once I follow those initial 5-10 accounts, Instagram shows me similar creators.
I keep going until I have 20-30 solid accounts to start with.
Step 3: Engage like a normal person
Then I actually engage with their content.
I watch their videos. Leave real comments.
Sometimes I'll share one of their posts back to them with a question.
The goal? Just interact like a normal person.
Even better if it starts a conversation.
Step 4: Send a DM (but not right away)
After a few days, I'll DM them.
I introduce myself. Tell them I love their content. And I'd love their feedback on my product.
I make it super clear: There's no expectation to post.
Many don't respond. That's okay.
The ones who respond usually say yes.
If they ask for money upfront? I move on to other influencers.
Step 5: Ship the sample and stay engaged
I ship them a sample through Amazon.
Then I just stay engaged with their content.
I'll check in every few days but try not to be pushy. I know they're busy.
What Happens After You Send Free Samples to Influencers?
Here's where it gets interesting 💡
Most of them actually DO post. Even though I said they don't have to!
When they do—or when they tell me they're thinking about it—that's when I mention the affiliate program on Coral.
How Do You Set Up an Amazon Influencer Affiliate Program?
I use Coral to handle affiliate links and payouts.
Creators sign up and get their own Amazon Attribution links automatically. So we can both track their sales.
This also creates trust, since we are both seeing the same data coming straight from Amazon Attribution
I offer 25-30% commissions.
Sounds high, right?
But Amazon gives me 10% back through the Brand Referral Bonus.
So it's really like 15-25% ACoS. That's in line with my Amazon PPC cost.
How Long Does It Take to Get Influencers to Post?
The whole process takes time.
Each influencer is probably 2-3 weeks from first contact to them posting.
But here's why it's worth it:
The ones who do post tend to actually drive sales.
Because they genuinely like the product. And it shows in their content.
Their audience can feel the difference between a paid post and a genuine recommendation.
Should You Pay Influencers Upfront or Use Affiliate Commissions?
Both can work. But here's my take:
Upfront payments = You're establishing a transactional relationship where all the risk is on you. You pay whether they drive sales or not.
Affiliate commissions = You only pay for results. And you attract creators who actually believe in your product and will keep posting about it over time.
For an Amazon brand like mine? Affiliate-only makes more sense.
It keeps costs low. And the quality of partnerships is higher.
What's Better: Amazon Creator Connections or Instagram DMs?
Amazon Creator Connections has its place. But for me, Instagram DMs win.
Here's why:
✅ You control who you reach out to
✅ You build real relationships
✅ You can see their content style before reaching out
The personal touch matters.
How Many Influencers Should You Contact Per Week?
I aim to reach out to 20-30 new accounts per week.
From those:
- Maybe 5-10 respond
- 2-4 actually want samples
- 1-2 end up posting consistently
So yeah, it's a numbers game. But they add up over time.
But the ones who work out? They're gold.
Recap: My Influencer Strategy for Amazon Sellers 🚀
- Start with 5-10 perfect-fit Instagram accounts (5k-10k followers)
- Use Instagram's "similar accounts" to find 20-30 total prospects
- Engage with their content for a few days
- DM them with no pressure to post
- Ship samples through Amazon
- When they post, offer affiliate commissions via Coral (25-35%)
- Track sales with Amazon Attribution links
- Payouts are automated
The whole process is slow. But it works.
And the best part? You're building real relationships. Not just transactional partnerships.
Questions? Drop them below 👇
Building my Amazon brand one influencer at a time.
— Dobro
P.S. Curious what's been working for you? Reply and let me know.
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