Madison Weaver, co-founder and CMO of influencer marketing firm The Creator Society, said that Amazon’s increase in commissions bucks the industry trend of retailers cutting commission rates.

“Over the past couple of years, we’ve seen brands like Amazon step back their commissions and bonus programs which has been defeating to a lot of creators—it’s encouraging to see a commission increase,” she said.

Giving influencers more creativity

The extension of Prime Day from two to four days gives creators more freedom to post a variety of products. When Prime Day was just two days long, influencers felt rushed to post as many products as possible, creator Frankie Tevares told ADWEEK.

“Prime Day is such a blur of influencers trying to get as many products out there,” said Tevares, who focuses on fashion and beauty content. “We promote so many products throughout the year that it’s impossible to show our audience everything that’s on sale.”

Tevares plans to post fashion links on the first day of Prime Day, home links on the second day, beauty links on the third day, and a wrap up on the final day. McMullan and Smith are utilizing similar strategies. 

The longer Prime Day also allows creators to incorporate unboxing videos into their content strategy. McMullan said that she plans to make unboxing videos about the products that she buys during Prime Day.

“Prime shipping is so fast that you still have time to film an unboxing—and people love an unboxing,” McMullan said. “You can buy a product [on] day one, tell your audience you’re buying it, and then day two or three is when you film the unboxing, and they still have a day to purchase it.”

The Creator Society’s Weaver is advising creators to stay true to what their audience is interested in and that they know sells well. 

“Just because a sale is on doesn’t mean you need to share it,” she said.