Amazon hosted more than a dozen influencers at a luxury hotel in Mexico last month.
It rebranded the hotel the “Amazon Resort” and provided cocktails, free products, and surf lessons.
Reports suggest Amazon has been struggling to win over influencers for its shopping livestream service.

Amazon is trying to up its game with influencers.

The tech giant invited more than a dozen influencers popular on Instagram, YouTube, and TikTok to a resort in Mexico in May, CNBC first reported.

Amazon rebranded a luxury hotel called Paradero Todos Santos as the “Amazon Resort.” Paradero Todos Santos’ website shows a one-night stay can cost between $400 and $900.

CNBC reports the resort trip lasted three days, and Amazon laid on a lavish spread for the attendees.

A YouTube video posted by influencer Kirsten Titus, who has 679,000 Instagram followers and over 250,000 YouTube subscribers, shows Amazon provided attendees with personalized towels, cocktails, free “internet famous” products, and surf lessons.

An Instagram video posted by beauty influencer Raye Boyce, who has over 3.5 million combined followers on Instagram and YouTube, showed attendees received spa treatments.

The company also held workshops for influencers on how to set up their own Amazon storefronts — pages on Amazon’s website where they can sell products. 

Meredith Silver, Amazon’s director of creative growth, told CNBC the purpose of the event was to “facilitate a sense of community among our creators, to educate and inspire them, and thank them for being part of our program.”

Amazon first launched its influencer program in 2017, and in 2020 it began actively recruiting influencers to sell products on its livestream platform Amazon Live.

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Influencers are able to earn commission on products they sell on Amazon Live streams. Company emails obtained by Insider showed the company offered influencers bonuses of up to $9,000 per month on top of their regular commissions in an attempt to court them.

Last month’s Amazon Resort could be a sign the company is having to up the ante to convince influencers that streaming on Amazon is worth their while.

Insider’s Amanda Perelli reported Thursday that Amazon has been struggling to win influencers over to Amazon Live.

Amazon did not immediately respond when contacted by Insider for comment on its influencer resort.

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Source:: Business Insider


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