Amazon Launches “The Celebrity Store” to Spur Influencer Marketing

Amazon has launched a new hub for customers to find and buy products endorsed by celebrities called The Celebrity Store.

The Celebrity Store is live with 18 celebrities and 10 brands. Customers can choose a celebrity and then see a custom page from the endorsed brand listing products to buy. For example, here’s Jessica Biel’s page for Gaiam.

The Celebrity Store represents Amazon’s latest effort to provide brands with celebrity endorsers a way to increase their impact on Amazon. Previously, Amazon has created services like the Amazon Influencer Program that allow people with large social media followings to get an Amazon storefront with a vanity URL and earn affiliate commissions on sales.

However, The Celebrity Store appears to be a more coordinated effort with the brands themselves, since celebrities’ individual pages live within brands’ respective official stores on Amazon.

(Side note: the browser title of the page is “The Influencer Store” vs “The Celebrity Store” in the body of the page itself, reflecting that The Celebrity Store page may still be a work in progress.)

The 18 celebrities that are part of The Celebrity Store as of today are:

  1. Aaron Rodgers (Izod)
  2. Bryce Harper (Blind Barber)
  3. Cam Newton (Under Armour)
  4. Chris Hemsworth (Hugo Boss)
  5. Dwyane Wade (Mission, Tie Bar, and Way of Wade)
  6. Jessica Biel (Gaiam)
  7. Jordan Spieth (Under Armour)
  8. Jozy Altidore (Puma)
  9. Lindsey Vonn (Under Armour)
  10. Lupita Nyong’o (Calvin Klein Fragrances)
  11. Misty Copeland (Under Armour)
  12. Rob Gronkowski (Gronk Fitness)
  13. Ryan Seacrest (Polished)
  14. Saoirse Ronan (Calvin Klein Fragrances)
  15. Skylar Diggins (Puma)
  16. Stephen Thompson (Van Heusen)
  17. TJ Dillashaw (Van Heusen)
  18. Zac Efron (Hugo Boss)

Amazon has not yet responded to our request for comment about when The Celebrity Store went live; we will update this if they do.

Brands and celebrities themselves are likely to promote their Amazon Celebrity Store on social and traditional media as a way to drive sales of endorsed products.

It remains to be seen how much Amazon promotes The Celebrity Store to customers. Currently, Amazon is promoting The Celebrity Store with house ads like the following:

Amazon is trying new ways of improving various social media marketing conversion funnels.

Two weeks ago, Snapchat introduced a “visual search” feature allowing its users to buy detected items on Amazon, presumably earning Snap an Amazon affiliate commission in the process.

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