This is the most important Amazon influencer storefront audit I’ve ever done, and it has almost nothing to do with the person I audited needing help. Scott asked me for an audit months ago. Scott doesn’t need one. He is one of the biggest performers in the Amazon influencer program right now, earning at a level I have rarely seen on a monthly basis. I did it anyway, because you almost never get to look under the hood of someone who is actually doing this at a high level and reaping the rewards. Everything I talk about on this channel — product selection, creator connections, video quality — Scott is living proof of it working.

What’s In This Audit

The Numbers: 50 Videos Under a Microscope

I built the audit tool inside Oink for exactly this. It takes a storefront, looks at the last 50 videos you made, and gives me a snapshot of the products you’re selecting and how you’re making decisions. Fifty videos is enough to see a pattern. You can’t fake fifty.

Buckle up, because Scott’s snapshot is wild. Out of his last 50 videos, 42 had products that are actually selling. That’s 84%. I have audited storefronts sitting in the 50s. Most of Scott’s videos — more than eight out of ten — are on products that move. And I’ll keep saying this until people are sick of hearing it: the product has to sell for you to make money. You cannot out-hustle a dead product.

92% Creator Connections Is Not Normal

Here’s where it stopped being a normal audit. Out of Scott’s last 50 videos, 46 had a Creator Connections campaign attached. That’s 92%.

I have done a lot of these audits. I have never seen anything above 90%. Rarely do I see anything above 85%. Sometimes someone gets up to 84 and I’m impressed. Ninety-two percent is bonkers.

The reason that number is so high is simple: Scott does not play around. Plenty of people tell me they’re committed to Creator Connections, and then I run their storefront and it comes back in the 70s. That’s still good — it’s just not what commitment actually looks like in the data. Ninety-two percent means Scott is effectively not making videos for products that aren’t on Creator Connections. A lot of people say it. Scott does it. And he is winning massively right now.

Price Doesn’t Matter — Until It Does

Scott’s average product price is 124.84 dollars. Now, I’m not a big believer that price matters much on its own. A 10 dollar product that sells constantly can make somebody a lot of money. A million dollar product that never sells makes you nothing. Price is almost always less important than opportunity.

But when you are already being extremely strategic about product selection — when the opportunity is genuinely there — a higher price point is gasoline on the fire. That’s the right way to think about it. Chase opportunity first, then let price amplify it. Don’t do it backwards and start with expensive products nobody is buying.

His selling products are moving just over 2,000 units on average. That’s a touch under the 2,500–3,500 I usually like to see, but I’ve seen storefronts come back with triple digits. Two thousand units is a strong number. No notes there.

When Scott picks a product, 83% of the time it has an upper carousel. For context, my own personal best was 84.5%, and nobody had ever come close. Scott almost took it from me.

Why this matters so much: the upper carousel is where visibility lives. But look at what’s happening here as a whole. His products sell. Almost all of them have Creator Connections campaigns. And 83% of them have an upper carousel. This is stacking an important thing on top of an important thing on top of an important thing. That compounding is the entire game.

Why I Stopped Caring About Video Count

His carousels average just over five influencer videos each. A couple of false positives crept in there, so realistically it’s right around five. And this is a perfect example of why I don’t care about video counts anymore, and why I don’t think you should either.

We are swapping video count for Creator Connections. Creator Connections is far more powerful with a little bit of visibility than hunting for products with open carousel slots ever was. Scott is the proof — he’s earning at a high level and he isn’t sitting there counting how many videos are already on a carousel. He’s checking whether there’s a campaign.

The Three-Minute Average

Here’s one of the big ones. Scott’s videos average just over three minutes. I do audits where the average is under a minute.

The analysis I ran a couple of days ago, the work Coach Claire did last year, the data McKay published later that year — all of it points the same direction. Longer-form videos are getting favored, because they’re more in depth and they answer more questions.

Three minutes sounds like a lot until you actually do the program right. Sit down before you shoot and ask: what are the three or four main questions a buyer has about this product? That’s why they’re watching in the first place. They have questions. Your job is to answer them. Once you genuinely start answering — showing the thing being used, giving some insight, some authority, some real experience — you’ll hit two minutes without noticing.

Every metric in Scott’s audit is top tier, and all of them are running at once. In most audits I’ll see one number below average and think, that’s fine, the others make up for it. There’s no making up for anything here. Everything is at full speed. That isn’t luck. That’s strategy plus consistency.

Inside the Videos: Demonstrate, Don’t Describe

Product selection is only half of it. So I went inside the videos to see how he converts.

Scott grabs attention fast. He isn’t trying to be perfect — sometimes he’s goofy. And then he demonstrates. Every time. He’s holding the thing, using the thing, showing it work. He does a taste test on a drink in a 2:45 video: overview, explanation, then he actually drinks it. The pool product? It’s in the water, in use, for three minutes. Most people would talk about it and stop there.

These videos are longer, but they are not fluff. He takes time ahead of the shoot to understand why someone is watching, and then he covers exactly that. Expertise, experience, authority, demonstration — across the board. He isn’t trying to get out quick. He’s trying to make the video good enough that he can make fewer videos that convert higher.

This is where most people fail. They’re racing in and out chasing volume, and they never spend one minute asking why the viewer is there. So they just start talking and whatever comes out, comes out. Scott knows the answer before the camera turns on, and it becomes the template for the whole video.

And he’s not an expert on all these products — a lot of them are brand deals. He just takes the time to understand the product before filming. Most people pull it out of the box, glance at it, get the bare minimum, and shoot. Buyers can tell the difference. They want to know you know what you’re talking about.

Where Even Scott Can Improve

It feels weird giving notes to someone performing at this level, but it’s an audit, so here they are.

  1. Always wear the lav mic. On a handful of videos he’s in a large, echoey space without a lavalier. He uses one on 90–95% of his videos, so this is nitpicking — but if a video is worth making, it’s worth making well. Good audio isn’t just quality, it’s consistency across your whole storefront.
  2. Change the opening. Scott starts almost every video with “I’m going to show you…” and then dives in. Remember that someone took a risk choosing your video over the others in that carousel, and they are finicky. It’s like flipping channels — every show gets about three seconds. Instead, open by connecting: “I know why you’re here. You want to know if this vacuum actually sucks, if this toaster burns your food, if this grabber can really grab.” Name their question in the first line and they stay.

What You Should Actually Steal From This

If you’re new and you’re wondering whether this program actually works — here’s your proof of concept. And if you’re overwhelmed by everything you’re supposedly supposed to be doing, look at how simple Scott’s strategy really is:

  • Pick products that are selling, that are on Creator Connections, and that have an upper carousel. That combination is the winning one.
  • Once you have the product, get into the buyer’s head. What are their three or four questions? Answer those.
  • Demonstrate the product instead of describing it.
  • Let the video be as long as it needs to be to actually answer those questions.

He doesn’t win because his videos are long. He wins because he makes good videos, and good videos end up being longer. Everything else — the campaigns, the tooling, the optimization — sits on top of that foundation. Scott’s been using Oink for at least the last year to find these products, but the tool only accelerates a strategy that’s already right. Nothing else matters if you’re not getting the basics right, and Scott is doing it more than right.

This audit turned out to be too important to fit in one video, so I made a part two covering his thumbnails and titles — the other half of why he wins the click. Watch part one below, then go watch part two.

Want to find the products that check all three boxes — selling, on Creator Connections, and with an upper carousel — without manually digging through Amazon for hours? That’s exactly what I built Oink to do. Come see what your own storefront audit says.

I'm an Amazon Influencer since 2023 and blogger since 2021. My goal is to help you succeed in the Amazon Influencer Program.

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