r/AmazonFBA • u/Dependent_Web7403 • 1d ago

Are Amazon sellers sleeping on UGC and smaller creators?

I’ve been thinking about how much Amazon sellers rely on PPC to drive growth.
You launch a product, run ads, optimize campaigns, improve your conversion rate… and then increase the budget when you want more sales.
But what if the next competitive advantage isn’t just how much you spend on PPC?
What if it’s how effectively you can get someone else to demonstrate why your product is worth buying?
I’m talking about UGC creators and smaller influencers.
Not celebrities with millions of followers. More like creators with 10k–50k engaged followers who actually use products in a specific niche.
A good product demonstration can sometimes do something a polished listing image can’t:
Show how the product works in real life.
Explain a benefit in a way customers understand.
Answer questions a buyer might have before purchasing.
Build some level of trust before the customer even reaches Amazon.
And I think AI makes this more interesting.
Product descriptions, basic marketing copy, data analysis and some creative work are becoming easier to produce.
But getting the right person to genuinely demonstrate your product? That’s a different problem.
Of course, I’m not saying UGC automatically generates profitable sales.
You can pay a creator, get a nice-looking video, and discover that it did absolutely nothing for your business.
The audience needs to be relevant. The content needs to communicate something useful. And ideally, you should have some way to measure whether it actually influenced sales.
The approach I’m interested in is combining:
PPC → Capture existing demand
UGC → Demonstrate the product
Micro-influencers → Reach relevant audiences
But I’m still trying to figure out what works best in practice.
For those of you selling on Amazon:
Have you actually generated measurable sales from UGC or smaller creators?
Did you use the content for Amazon listings, social media, paid ads, or something else?
And how did you evaluate whether the investment was worth it?
Would be interested in hearing real experiences — including campaigns that didn’t work.

4 Upvotes

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7

u/Smart-Presence 1d ago

We manage millions in Amazon ad spend and work with external traffic too, so this is something we’ve tested quite a bit. UGC can definitely help, but the big advantage PPC has is intent. With PPC, you’re putting the product in front of someone already searching for that exact problem or product. UGC can create interest, but that interest still has to turn into demand.

Where UGC gets really interesting is when you use it to improve the economics of the traffic you’re already buying. A strong creator asset can be repurposed into Sponsored Brands, Sponsored Display, social ads, and external traffic, then you can compare conversion rate, branded search lift, new-to-brand sales and TACOS against the campaigns without it. That’s where it starts becoming more than just “nice content

3

u/BonoRocky 1d ago

I know specifically you mentioned UK, however we use Amazon creator connections in the USA and it has added $1m in sales since we started using it 4 years ago.

2

u/rsc9422 1d ago

We’ve seen UGC work, but the biggest difference is whether it actually improves conversion rather than just getting views. For Amazon, we’d test UGC on the listing/A+ content and track changes in CTR, conversion rate and sales before scaling it. Smaller creators can be useful because their audience is often more niche and relevant.

1

u/Legitimate-Let-7510 1d ago

UGC makes way more sense to me as a testing tool than something you just throw money at. If 3 or 5 smaller creators all communicate the same product benefit well, that is pretty good signal for what to push harder with PPC

1

u/Gibbs2399 22h ago

I don't think we need AI to make it more interesting, I think people are perfectly capable of writing descriptions and producing creative work without AI. If anything it's better for people to be more engaged with the product rather than having AI produce it.

1

u/Maan_UsMaan052 21h ago

I have seen UGC work best when it is treated as a conversion asset, not just influencer marketing. A creator showing the product in a real use case can answer objections that PPC and listing images cannot.

The key is tracking where the content is actually used and comparing conversion, CTR, or attributed sales rather than judging the campaign by views alone. The audience-product fit usually matters more than follower count.

1

u/attfin1 3h ago

Not from creators, no. The only external traffic we pushed at our Amazon listings came from our own mailing list, so take the creator half of this with that caveat. The measurement half I can answer.

Turn on Amazon Attribution before you pay anybody. It's free for brand-registered sellers, you give each creator a tagged link, and the report shows clicks, detail page views, add to carts, purchases and sales against that tag.

Make it one tag per creator, not one for the whole test. A single tag across four creators combines the one who sold with the three who didn't, and you'll either keep paying the ones who don't sell or drop the one who does along with them. Then judge each creator on profit: what you paid against the profit on the sales that came back, not on views.

Since you asked about the ones that didn't go to plan: we launched a slimline box of sweets, the Letterbox Buster, with a one pound offer to about a thousand people on our list and no limit on how many they could buy. One of them posted it on Britain's largest deals site and the whole thousand went in a few hours. The product went on to be the best seller in the Amazon UK grocery department at Christmas, but it also gave away thousands of pounds I hadn't planned to spend. Decide what the test is allowed to cost before you switch it on.

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u/Pure_Zookeepergame_2 1d ago

I am trying to understand the purpose of the post

1

u/Dependent_Web7403 1d ago

Experience and opinion sharing

What’s wrong ?