Amazon Storefronts and Overconsumption

We are living in the age of the influencer. 

The idea of social media influencers is a new one, emerging within just the last decade. In 2005, only about 5% of adults owned a social media account.

Now, around 79% of adults are on some form of social media platform. As usership grew at an alarming rate, it brought along with it the new concept of virality. Millions of users log onto social media apps everyday. With so much interaction, it became easy for people to blow up overnight and amass huge followings. This opened a new frontier for big brands to reach millions of consumers quickly. Influencers changed the world of digital marketing. 

Now, when you open an app like TikTok, it is nearly impossible to escape the thousands of advertising posts pushing some product or brand down your throat. Amazon storefronts are a new development in online marketing, and they are alarmingly effective. 

When the average user sees a beautiful girl link her “must have products” in her Amazon Storefront, we are compelled to purchase them in hope of our own beautification. It is also concerningly convenient; one click, and this package will arrive at your doorstep in 2-3 business days. 

What many influencers do not tell you, though, is that they make commission off of every purchase made from their storefront. They post hundreds of their “favorite” makeup products or clothes, and their vulnerable followers buy them. The influencer and Amazon makes money with little effort. 

In a few months, though, these purchases will suddenly become “out of style,” and the consumer is left trying to keep up with all of the latest trends. Microtrends are pushed heavily by brands and influencers alike because they profit on these continuous purchases. 

Consumers should be thoughtful about the truthfulness behind the advertisements and be mindful of what products they really need versus what they are being told they do.

Karson Green