Top B2B Influencer Marketing Platforms for Amazon Brands in 2025
If you run a brand on Amazon US, you know the challenge of standing out. Traditional ads are getting more expensive, and shoppers trust authentic recommendations more than ever. This is where a b2b influencer marketing platform comes in. But what exactly is it, and how does it differ from the typical B2C platforms focused on social media trends? These platforms are designed to connect your brand with industry experts, thought leaders, and professional reviewers who can build genuine trust and drive sales for your products.
This guide breaks down the best options for Amazon brands, helping you find the right tool to manage partnerships, track performance, and grow your presence. To maximize the impact of your influencer initiatives, it's also helpful to work with a b2b influencer marketing agency that can complement your campaigns. We will explore platforms built to handle everything from creator discovery and onboarding to commission tracking and measuring ROI, all with a focus on building direct, long-term relationships with creators. Each review includes screenshots and direct links to help you make an informed decision quickly.
What is a B2B influencer marketing platform?
A B2B influencer marketing platform is a software solution designed to help businesses connect with, manage, and measure the impact of industry experts, thought leaders, and niche content creators. Unlike consumer-focused platforms that prioritize lifestyle and entertainment influencers on platforms like Instagram and TikTok, a B2B platform focuses on identifying professionals with credibility and authority in specific industries. For an Amazon brand, this means finding creators who can provide authentic, in-depth reviews and demonstrations of your products, influencing purchase decisions through expertise rather than just broad reach. These platforms provide essential influencer marketing tools for discovery, outreach, campaign management, and performance analytics.
How do B2B influencer platforms differ from consumer platforms?
The primary difference lies in the type of influencers and the campaign goals. Consumer (B2C) platforms often have massive databases of lifestyle, fashion, and entertainment creators, with campaign success measured by vanity metrics like likes, shares, and broad brand awareness.
In contrast, a B2B influencer platform is built for precision and credibility. The focus shifts from follower count to audience relevance and expertise. Key differentiators include:
- Influencer Profile: B2B influencers are often industry analysts, professional reviewers, consultants, or niche experts who have built trust with a specific professional audience. For Amazon brands, these are the creators who run YouTube channels dedicated to product testing in your category or write detailed blog posts comparing technical specifications.
- Targeting Options: B2B platforms offer more granular targeting based on professional credentials, such as job title, industry, company, and specific areas of expertise, rather than just audience demographics.
- ROI Tracking: Success is measured by tangible business outcomes, not just engagement. For an Amazon brand, this means tracking direct sales, conversions, and calculating a clear influencer marketing ROI through integrations with tools like Amazon Attribution.
- Relationship Focus: B2B collaborations are typically long-term partnerships built on mutual respect and shared expertise, rather than one-off promotional posts. The platform should facilitate direct communication and relationship management.
Which platforms work best for B2B campaigns?
Here are the top platforms that excel in different aspects of B2B influencer marketing, with a special focus on what works for Amazon brands.
1. Coral
Coral establishes itself as a premier b2b influencer marketing platform specifically engineered for Amazon brands seeking to build, manage, and scale long-term creator partnerships. Its core strength lies in transforming one-off influencer promotions into a predictable, measurable revenue channel by bridging the gap between Amazon sellers and professional content creators. The platform provides the infrastructure for brands to launch and control a sophisticated affiliate program in minutes.
This platform excels by focusing on the unique ecosystem of Amazon. It empowers brands to move beyond simple vanity metrics and measure the direct financial impact of their influencer collaborations. Coral is a comprehensive B2B solution that connects brands with professional influencers while helping you maintain direct relationships with them, which is crucial for long-term success.
Strategic Analysis: An Amazon-First B2B Solution
Coral’s design philosophy addresses a critical pain point for Amazon-centric brands: attribution. While many influencer platforms struggle to track sales on third-party marketplaces, Coral integrates directly with Amazon Attribution. This gives you a clear line of sight from a creator's post to a customer's purchase, answering the crucial question: "Which influencers are actually driving sales?"
This deep integration also allows your brand to automatically capture the Amazon Brand Referral Bonus, a 10% commission kickback on sales from external traffic. Coral essentially turns a marketing expense into a source of incremental revenue, directly improving your campaign ROI.
Key Takeaway: Coral isn't just a discovery tool; it's a performance marketing engine. It shifts the focus from brand awareness to measurable revenue, enabling you to treat influencer marketing as a scalable sales channel rather than a speculative brand-building exercise.
Actionable Insights for Amazon Brands
For a brand manager running an Amazon store, Coral offers a streamlined workflow. You can approve specific creators for your program, select which of your products they can promote, and set custom commission rates for each one. This level of control is vital for B2B relationships where you want to foster direct connections with key opinion leaders in your niche.
The platform is equally compelling for creators. By offering payouts of 10-20%, it presents a far more lucrative opportunity than the standard ~4% from Amazon Associates. This higher earning potential attracts more professional, high-quality influencers to your program, elevating the overall quality of your brand collaborations.
Practical Application:
- Launch a Pilot Program: Use Coral’s free trial to onboard a small group of 5-10 trusted influencers. Assign custom commission rates based on their reach and past performance.
- Optimize Product Selection: Monitor the dashboard to see which of your products convert best with influencer traffic. Focus your top-performing partners on promoting these high-conversion SKUs.
- Scale Winners: Identify the top 2-3 creators driving the most revenue and deepen your partnership with them, potentially offering higher commissions or exclusive product access.
Pricing and Access
Coral offers a straightforward and accessible pricing model, making it suitable for brands at various stages.
- Starter Plan: $0/month with a 5% platform commission and a 7-day free trial.
- Pro Plan: $99/month with 0% platform commission and a 30-day free trial.
This flexible structure allows brands to start with minimal risk and scale to the Pro plan as their program's revenue grows, making the platform fee negligible.
Website: https://coral.ax
2. Onalytica
Onalytica positions itself as a specialized B2B influencer marketing platform designed for enterprise tech and professional services companies. It goes beyond simple discovery, providing a full suite of tools for program management, content co-creation, and detailed reporting. This makes it a strong choice for brands needing to connect with technical experts, industry analysts, and niche practitioners rather than broad consumer-facing creators.
Its primary differentiator is the B2B-first influencer graph. This proprietary database helps you pinpoint credible experts in complex fields, ensuring your collaborations are with authentic, respected voices. The platform also offers the MyOnalytica marketplace, where creators opt-in and share their collaboration preferences and rate cards, streamlining the outreach process.
Strategic Breakdown
- Best For: Enterprise B2B brands, particularly in tech and professional services, that need to identify and build relationships with highly specific subject matter experts.
- Key Features: B2B influencer discovery, relationship management CRM, campaign workflows, and benchmarking against competitors.
- Pricing: Pricing is not public. Access typically requires a demo and an annual contract, positioning it for established teams with dedicated budgets.
Actionable Takeaway: Use Onalytica's benchmarking tools to analyze your competitors' influencer "share of voice" before launching your own campaign. This data helps you identify untapped experts and craft a unique influencer strategy that stands out. You can learn more about influencer outreach tools to refine your approach.
Pros & Cons
| Pros | Cons |
|---|---|
| Deep specialization in B2B for relevant, technical influencer discovery. | Pricing is not public and requires an annual commitment. |
| Offers both software and managed services for quick program launches. | Creator network is smaller and more curated compared to B2C platforms. |
| Robust reporting on audience reach and competitive insights. | May be overly complex for smaller brands or those new to influencer marketing. |
Website: https://onalytica.com
3. Traackr
Traackr is an enterprise-grade b2b influencer marketing platform built for scale, governance, and data-driven insights. While historically strong in consumer sectors, its robust features for global search, multi-brand management, and standardized measurement make it a powerful choice for large B2B organizations that require a system-of-record for their influencer programs. It excels at providing the structure and compliance needed for complex, multi-region campaigns.
The platform's key advantage lies in its operational efficiency at scale. Features like global influencer payments in 62 currencies, detailed cost-per-metric reporting, and comprehensive competitor benchmarking are designed for sophisticated marketing teams. This allows B2B brands to manage global influencer relationships while maintaining centralized control and clear ROI tracking.
Strategic Breakdown
- Best For: Mid-to-large scale B2B companies that operate globally and require strong governance, multi-brand permissions, and standardized performance measurement.
- Key Features: Global influencer discovery, worldwide influencer payments, standardized ROI measurement, competitive benchmarking, and spend tracking.
- Pricing: Traackr offers transparent enterprise pricing with published tiers, though specific costs require a consultation. It is positioned for teams with significant, dedicated budgets.
Actionable Takeaway: Use Traackr's spend tracking and cost-per-metric reporting to build a clear business case for your B2B influencer program. By connecting investment directly to performance KPIs, you can justify budget and demonstrate value to stakeholders. You can explore how to visualize this data effectively by learning more about building an influencer marketing dashboard.
Pros & Cons
| Pros | Cons |
|---|---|
| Strong governance and data export options for complex organizations. | Higher annual price point is less suitable for SMBs or emerging brands. |
| Transparent enterprise pricing page with clear tiers and user minimums. | Historically strongest in consumer sectors; best for large-scale B2B use. |
| Excellent for managing multi-region campaigns with global payment capabilities. | May be too feature-rich for teams just starting with influencer marketing. |
Website: https://www.traackr.com
4. Sprout Social Influencer Marketing (formerly Tagger)
Sprout Social positions its influencer marketing product (formerly Tagger) as a fully integrated component of a broader social media management suite. This makes it a compelling b2b influencer marketing platform for teams that want a single vendor to handle creator discovery, campaign management, social publishing, listening, and reporting. The all-in-one approach is designed to streamline workflows for multi-brand B2B organizations.
The platform's strength lies in combining a robust influencer CRM and AI-assisted discovery with Sprout's core social media tools. It features brand-safety vetting, content approval workflows, and a Creator Hub for streamlined collaboration. This unified system allows brands to manage influencer relationships and their own social channels without switching between different software, which is a key differentiator.
Strategic Breakdown
- Best For: B2B brands and agencies that already use or are considering Sprout Social for social media management and want to consolidate their influencer marketing into one ecosystem.
- Key Features: Integrated social listening and influencer discovery, brand safety tools, influencer CRM, content approvals, and workspaces for managing multiple brands or regions.
- Pricing: Influencer marketing is an add-on product to a core Sprout Social subscription. Pricing is not public and requires a custom quote, targeting enterprise-level teams.
Actionable Takeaway: Use the integrated social listening feature to identify B2B professionals who are already talking about your industry's key pain points. This provides a warm list of authentic potential influencers to vet and engage, rather than starting your search from scratch. You can discover more about the best tools for influencers to complement this strategy.
Pros & Cons
| Pros | Cons |
|---|---|
| Single vendor simplifies the tech stack for social and influencer tasks. | Influencer marketing features require a core Sprout Social subscription. |
| Robust enterprise support, onboarding, and documentation. | Best value is realized only if you need the broader social media suite. |
| In-platform boosting of creator content and UTM link tracking. | Pricing is not transparent and is aimed at larger B2B marketing budgets. |
Website: https://sproutsocial.com/influencer-marketing/
5. BuzzSumo
While not a traditional end-to-end b2b influencer marketing platform, BuzzSumo is an indispensable tool for discovery and content research. It excels at helping B2B content and PR teams find influential authors, subject matter experts, and journalists who are creating and sharing content in a specific niche. This makes it a powerful starting point for identifying potential collaborators for earned media, content co-creation, or targeted outreach.
Its strength lies in its robust content-first approach. Instead of just searching for people, you can search for topics to see who is writing the most engaging articles or creating the most shared videos. The platform includes a massive database of over 500,000 journalists, allowing you to find the right media contacts to support your product launches and campaigns.
Strategic Breakdown
- Best For: B2B brands focused on content marketing and PR who need to identify key voices and media contacts driving conversations in their industry.
- Key Features: Cross-platform influencer search (X/Twitter, YouTube), a 500k+ journalist database with contact details, content trend analysis, and alerts for brand mentions.
- Pricing: Offers several self-serve plans with transparent pricing, including a free trial. Paid plans start around $199/month, making it accessible for teams of various sizes.
Actionable Takeaway: Use BuzzSumo's "Find Influencers" feature to search by keywords relevant to your Amazon product category. Filter by "Journalists" to build a targeted media list for a new product launch, then export their details to kickstart your PR outreach.
Pros & Cons
| Pros | Cons |
|---|---|
| Excellent for content-led influencer and earned media strategies. | Not a full campaign management or payments tool; requires other software. |
| Clear, self-serve pricing and a free trial make it easy to get started. | Social network data can be limited depending on API availability. |
| Powerful discovery engine for journalists, authors, and niche experts. | Primarily a discovery tool, lacking relationship management features. |
Website: https://buzzsumo.com
6. LinkedIn Thought Leader Ads (and creator partnerships on LinkedIn)
LinkedIn doesn't function as a traditional B2B influencer marketing platform but offers powerful native tools for amplifying creator partnerships. Thought Leader Ads allow brands to promote organic posts directly from an employee's or a partner creator's profile, leveraging their authentic voice and credibility. This format is ideal for distributing co-created content to hyper-targeted professional audiences using LinkedIn's robust Campaign Manager.
The primary advantage is reaching B2B buyers in their native professional environment. Instead of pulling them to a different platform, you engage them where they are already researching solutions and networking with peers. This approach combines the authenticity of an influencer's perspective with the precise targeting of an ad campaign, making it a highly effective tool for account-based marketing (ABM) and reaching specific buying committees. For individuals and brands leveraging these partnerships, it's essential to understand how to optimize your LinkedIn profile for success to attract relevant opportunities.
Strategic Breakdown
- Best For: B2B brands that have already identified their key influencers or employee advocates and need a scalable way to amplify their content to targeted professional audiences.
- Key Features: Promote employee or partner posts via Campaign Manager, B2B-grade targeting (job title, seniority, company, industry), and ABM list integration.
- Pricing: Pay-per-campaign (CPC/CPM) model. Costs vary based on audience targeting and competition, making it flexible but requiring budget management.
Actionable Takeaway: Identify a top-performing organic post from a key executive or partner creator. Use Thought Leader Ads to turn it into a campaign targeting a specific list of accounts for your ABM strategy. This allows you to test the content's resonance with high-value prospects before committing a larger budget. You can find partners through a content creator marketplace to build your initial roster.
Pros & Cons
| Pros | Cons |
|---|---|
| Direct access to decision-makers in a professional, trusted context. | Not a discovery platform; you must source and manage creators separately. |
| Excellent for amplifying expert content created on or off LinkedIn. | Ad costs (CPC/CPM) can be higher than on other social networks. |
| Powerful targeting options align perfectly with B2B sales goals. | Requires an active ad budget and campaign management expertise. |
Website: https://business.linkedin.com/marketing-solutions/native-advertising/thought-leader-ads
7. G2 – Influencer Marketing Platforms category
While not a platform itself, G2 serves as a critical first step in the B2B influencer marketing platform selection process. It is a leading software marketplace and peer-review site that provides an aggregated view of the landscape, allowing you to shortlist, compare, and validate potential solutions. For Amazon brands and e-commerce teams, this is an invaluable resource for navigating a crowded market and understanding which tools meet specific operational needs.
G2's primary value lies in its verified user reviews and dynamic filtering capabilities. You can sort platforms by company size, must-have features, and recent customer sentiment, quickly eliminating options that don't align with your goals. This saves significant time by helping you create a targeted list of vendors for demos, ensuring you only engage with platforms that have a proven track record with businesses like yours.
Strategic Breakdown
- Best For: B2B marketing teams at the start of their platform research phase who need to survey the market, compare features, and read authentic user feedback.
- Key Features: Verified user reviews, side-by-side platform comparisons, feature-based filtering (e.g., integrations, audience analytics), and direct demo/quote requests.
- Pricing: Free to browse and research. Pricing for individual platforms listed on G2 varies, with many enterprise solutions requiring a direct sales inquiry.
Actionable Takeaway: Use G2’s comparison feature to create a shortlist of 3-5 platforms. Filter specifically for features like "Audience Analysis" and "Campaign Reporting," then read the most recent reviews from users in a similar industry to gauge real-world performance before scheduling any demos.
Pros & Cons
| Pros | Cons |
|---|---|
| Quickly see market coverage and up-to-date customer sentiment. | Many listed platforms are B2C-focused; B2B suitability must be vetted. |
| Saves time shortlisting based on must-have features and integrations. | Pricing details for enterprise vendors are often limited or not public. |
| Verified reviews provide insight into real-world platform performance. | Some niche or emerging B2B platforms may not have extensive review data. |
Website: https://www.g2.com/categories/influencer-marketing-platforms
Top 7 B2B Influencer Marketing Platforms — Feature Comparison
| Solution | Implementation 🔄 | Resources & Cost ⚡ | Expected outcomes ⭐📊 | Ideal use cases 💡 | Key advantages |
|---|---|---|---|---|---|
| Coral | Low — Amazon-first, fast setup and approval flows | Low–Medium — Starter $0 (+5% commission) or Pro $99/mo (0% commission) | ⭐ Measurable Amazon conversions via Attribution; recovers Brand Referral Bonus 📊 | Amazon sellers, creator affiliate programs on Amazon | Amazon-specific tracking, higher creator payouts (10–20%), quick setup |
| Onalytica | Medium — B2B workflows, taxonomy and program management | Medium–High — custom pricing; optional expert services | ⭐ Better B2B expert discovery and program governance 📊 | Enterprise B2B (tech, professional services) needing topical experts | B2B-first influencer graph, program workflows, marketplace with rate cards |
| Traackr | High — enterprise governance, multi-region and compliance | High — published enterprise tiers, user minimums | ⭐ Scalable ROI tracking, benchmarking and spend governance 📊 | Mid-to-large organizations needing global scale and compliance | Global search/payments, strong governance, benchmarking |
| Sprout Social (Tagger) | Medium — integrated into Sprout Social stack; adds CRM and approvals | Medium–High — pricing add-on to Sprout seats (not public) ⚡ | ⭐ Unified social + influencer measurement; streamlined publishing 📊 | Teams wanting single vendor for social management + influencer programs | Single-vendor stack, enterprise support, in-platform boosting and approvals |
| BuzzSumo | Low — discovery & trend tracking; not a campaign manager | Low–Medium — clear self-serve pricing, free trial | ⭐ Strong content/journalist discovery and trend alerts 📊 | Content-led B2B, PR, earned media and outreach lists | Large journalist DB, cross-platform search, alerts and exports |
| LinkedIn Thought Leader Ads | Low — native ad setup in Campaign Manager; requires creator sourcing | Variable — paid ads (CPC/CPM can be higher) | ⭐ Amplifies executive/creator posts to targeted decision-makers 📊 | ABM, executive/partner content amplification on LinkedIn | Precise B2B targeting by role/company, native amplification |
| G2 (category) | Low — research and shortlist via marketplace and reviews | Low — browse free; demos/quotes by vendor | ⭐ Fast vendor validation and shortlist with user reviews 📊 | Procurement and vendor selection for IM platforms | Verified reviews, filters/grids, side-by-side comparisons |
What features should you look for in a B2B influencer platform?
Choosing the ideal b2b influencer marketing platform ultimately comes down to your brand’s specific needs, scale, and strategic goals on Amazon. As we've explored, the landscape is diverse. Enterprise-level solutions like Onalytica and Traackr offer deep analytics and discovery for large-scale B2B campaigns, but their complexity and pricing might be excessive for an Amazon-native brand focused on driving direct sales.
The key takeaway is that features tailored to the Amazon ecosystem are non-negotiable. Direct integration with Amazon Attribution and support for the Brand Referral Bonus are critical. These capabilities transform your influencer program from a brand awareness play into a measurable, performance-based sales channel. Without them, you're flying blind, unable to accurately track influencer marketing ROI or prove the direct impact on your bottom line. Platforms like Sprout Social provide robust social listening and management, while content tools like BuzzSumo help you identify influential voices in your niche.
For most Amazon brands, the most effective strategy is to find a platform that bridges the gap between traditional influencer marketing and performance-based affiliate marketing. This approach allows you to build authentic, long-term relationships with professional creators while tying their compensation directly to the sales they generate.
Here are the essential factors to consider as you make your decision:
- Amazon-Specific Integrations: Does the platform seamlessly connect with Amazon Attribution to provide accurate, SKU-level sales data?
- Commission Flexibility: Can you set custom commission rates, offer performance bonuses, and easily manage payouts to your creator partners?
- Direct Relationship Management: Does the tool empower you to communicate directly with your influencers and build a genuine community, or does it act as a restrictive middleman?
- Scalability and Simplicity: Is the platform intuitive enough for a small team to manage but powerful enough to grow with your brand as you scale your influencer program?
By focusing on these core requirements, you can select a b2b influencer marketing platform that not only helps you discover the right partners but also equips you with the tools to build a profitable and sustainable creator-driven growth engine for your Amazon business.
Ready to build a high-performing affiliate and influencer program specifically for your Amazon brand? Coral provides the direct Amazon Attribution integration, flexible commission structures, and relationship management tools you need to turn creator partnerships into your most powerful sales channel. Discover how Coral can help you scale your Amazon sales today.