Amazon has teamed with at least twenty Aussie influencers in a bid to hype up its annual Prime Day event.
HypeAuditor, an AI analytics platform, found that over the past six months, Amazon Australia was mentioned in a total of 632 social media posts on Instagram.
Close to half (311) of these posts were from influencers, with 174 of these being sponsored.
#AmazonAustralia was included in 189 Instagram posts, #ad appeared in 142 posts (22 per cent), #gifted was mentioned in 72 posts, and #sponsored and #primelife were in 56 and 48 posts respectively.
According to HypeAuditor’s report, the total number of posts mentioning Amazon Australia reached over 1.5 million people across Australia.
In terms of which influencers the retail giant targets, so-called micro-influencers with between 10,000 and 50,000 followers made up 44.3 per cent of these posts, while 34.4 per cent were by influencers with over 50,000 and less than half a million followers.
65.6 per cent of the posts were from humans and 34.4 per cent were from brands.
This ploy doesn’t seem to be working too hard, if results from a recent Finder survey are anything to go by.
Only 15 per cent of Australians said they will make purchases on Prime Day, well below the global average of 29 per cent.
“While Amazon Australia still has a long way to go in order to be considered a serious threat to Aussie retailers, merchants cannot ignore the effort the tech giant is putting in year after year to make their annual sales event a nationwide success,” Alexander Frolov, CEO and Co-Founder of HypeAuditor said.
“Currently Australian retailers are facing inflation, supply chain issues, and a looming economic downturn, all of which are poised to make business harder for merchants. But they cannot afford to put their marketing efforts on the back burner, because now is the time to double down on customer engagement to maximise profitability for the tough years ahead, and keep competitors like Amazon at bay”.
