The Rise of Amazon Influencers

Amazon influencers like Sydney Nicole Gifford and Alyssa Scheel curate content that promotes products available on Amazon, focusing primarily on aesthetics and relatable lifestyles. Both influencers create videos featuring recommendations of various items, usually in neutral tones and minimalist styles, attracting followers who aspire to emulate their looks and lifestyles. Their success in the Amazon Influencer Program hinges on viewer engagement, where they earn a commission on sales driven by their recommendations. This ecosystem incentivizes a homogenous style of content that can lead to overlap among influencers, raising questions about originality and creativity in a crowded digital marketplace.