What Amazon Influencers Should Put in Their First Message to a Seller

ByInfluencer Playbook

As an Amazon influencer, once you know how much of your message a seller sees, the next question is what to put in it. I wrote about the first part in Amazon Influencers: How Much of Your Message Do Sellers See at First Glance? I work in Amazon seller operations and read influencer messages in Creator Connections every day, so this is what I look for and how I would write a first message.

Your message is all the seller has

From the Messages panel, I cannot click through to an influencer’s profile page. The message is the only thing I have, so anything you leave out of it is something I cannot check. That is why the facts that matter need to be in the message itself.

What sellers look for in an Amazon influencer’s message

As a seller, I am not reading for style. I am scanning for a few signals that tell me whether this influencer is worth a reply:

  • Audience size. How many followers or subscribers do you have?
  • Amazon influencer level. Where are you in the Amazon Influencer program?
  • Other platforms. Do you also publish on YouTube, Instagram or TikTok?
  • Category fit. Have your past videos covered products like mine?

These are my own habits, not an official Amazon rule. Other sellers may weigh them differently, but I see the same questions come up when I talk with people who run brands.

What many messages spend their space on

I receive many long messages: a full biography, a list of every product the influencer has reviewed, or several paragraphs about their story. In one message I opened, most of the twelve lines went to repeating a long product title and giving a shipping address. I learned nothing about the influencer’s audience or past videos.

A long message does not look more serious. More often, it buries the part I need.

What to write instead

A common version I scroll past:

Hi team, my name is [Name] and I’m an influencer on Amazon. I love working with brands and I would love to collaborate with you on [product]. Do you have a budget for a collaboration? I look forward to hearing from you.

Nothing in it is wrong, but it tells me nothing I can act on. I do not learn how big the audience is, what the videos are about, or why this product.

A short version that makes me keep reading (about 190 characters):

Hi, I’m [Name]. I make [category] videos: Amazon level [X], YouTube [X]K, Instagram [X]K. Recent videos: [product A], [product B]. I’d like to review your [product]. What commission rate is available?

A fuller version (about 270 characters, well within the 600-character limit):

Hi, I’m [Name], an Amazon level [X] influencer. I make [category] videos on YouTube ([X]K subscribers) and Instagram ([X]K followers). Recent videos: [product A], [product B]. I’d like to review your [product] and can share my closest video. What commission rate is available?

Both versions answer the four questions in the first few lines. If the seller reads nothing else, they still know who you are and why you wrote.

A quick checklist before you hit send

  • Do the first 300 characters include your audience size, influencer level and other platforms?
  • Do they name the category you cover and point to a relevant past video?
  • Does it mention the specific product, not just your brand?
  • Is the ask clear, such as a sample, a commission rate or a campaign?
  • Is it one block of about twelve lines or fewer, so a busy seller can read it without scrolling? See the 12-line trick.

Are you an Amazon influencer with a question, or a story about working with sellers? You can reach me on the Contact page.

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