SETTING THE STAGE – AFFILIATE MARKETING AS A
LEVER FOR BRAND CONNECTION

Affiliate marketing has evolved from a performance lever into a creative growth engine, one that can amplify storytelling, drive measurable results, and deepen brand visibility on Amazon.

For ColourPop, a beauty brand known for its playful innovation and inclusive beauty ethos, this success came to life on Amazon during Prime Day. With Front Row, the brand set out to prove that affiliate could convert products while simultaneously strengthening the brand’s presence on the channel.

Goal

Prime Day for ColourPop was an opportunity to turn discovery into lasting brand connection. As one of beauty’s most playful and inclusive brands, they wanted to meet new audiences where they already are, across creators, communities, and publisher networks, while driving measurable results on Amazon.

The goal was clear: build an affiliate strategy that could spark genuine engagement, amplify top-performing products, and convert social buzz into shoppable demand, all without losing the brand’s voice.

Approach

Front Row launched dedicated affiliate campaigns designed to highlight the brand’s top performers, collaborating with creators and publishers who reflected the brand’s creative energy while delivering tangible sales impact.

The Results

Front Row developed a strategic affiliate framework that balanced brand storytelling with measurable sales performance.

During Prime Day, affiliate creator Lilac and Lip Gloss featured their Vitamin C Serum Stick as part of her “In My 40s Skincare Favorites” content, a natural alignment between creator authenticity and brand positioning.

The results were immediate. ColourPop's Amazon Best Seller Rank improved from #418 → #221 for the featured SKU, highlighting the power of affiliate marketing to drive brand visibility and conversions on the marketplace.

This success translated across the brand’s program the following quarter:

• 2x increase in affiliate-attributed sales
• +81% clicks and +61% conversions
• Increased efficiency at a $7 ROAS

Top-performing partners included InStyle, BuzzFeed, and Brainjolt Media generating consistent content via both creator and publisher partners.

This performance proved that affiliate programs, when aligned with brand positioning, can drive significant performance while amplifying a brand’s visibility on Amazon.

Connected Commerce

This brand’s affiliate success is a textbook example of how off-channel traffic fuels Amazon’s flywheel. By sending high-intent traffic from trusted creators and publishers, Front Row helped signal demand to Amazon’s algorithm, driving higher organic visibility (great for SEO), search volume, and conversion.

Affiliate became more than a conversion tactic; it acted as a bridge between brand storytelling and measurable demand, extending the brand’s reach beyond social and into retail media performance.

As their program scales, the brand is doubling down on proactive affiliate growth leveraging tiered exclusive rates for top partners, running publisher campaigns, and further aligning SEO strategy, ensuring every creator and article not only sells but strengthens the brand story.

Discover how Front Row helps brands unify creative, affiliate, and commerce strategies to drive performance without compromise.