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Amazon is no stranger to influencer marketing, and the digital retailer wants to use the power of online video creators to bolster its yearly gift guides. In June, as shoppers search for gifts for dads and grads, Amazon teamed up with influencer marketing agency gen.video to integrate recommendations from three YouTube personalities into its suggestions.

The three creators in question are UrAvgConsumer, Dom Esposito, and Krystal Key, all of whom ply their respective trades within YouTube’s tech community. Taken together, the offered their recommendations in categories like “Smart Home,” “Gaming,” and “Gadgets & Gizmos,” providing professional voices for consumers who may not be sure which gift to pick up. Each suite of recommendations is accompanied by a video featuring that category’s resident YouTuber. Links with each video’s description send viewers directly to the products discussed therein.

The launch of this campaign comes just two months after the launch of the Amazon Influencer Program, which expanded the Amazon Affiliates program to offer more selling privileges and tools to “social media influencers with large followings.” With its recent updates, Amazon is encourage personable creators to set up shot on its platform, and given the heat generated by the influencer marketing industry, that is a smart decision.

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