Amazon has emerged as a key player in the creator economy, from its gaming live-streaming service Twitch to the Clubhouse competitor it is reportedly working on. But a less well known part of Amazon’s ambitions is how it has been tapping into creators to recommend products on its ecommerce site for years.

Some popular creators like Tinx have been curating virtual storefronts on Amazon with their favorite products as a way to bring in supplemental income through commissions. But there’s also a new generation of micro-influencers who have dedicated more of their creator careers to selling Amazon products. 

One example is Cyndi Lundeberg, who runs an Amazon storefront page called News, Booze and Shoes, lives in Las Vegas and has a full-time job in public relations. Storefronts are personalized landing pages where creators can customize shoppable lists, photos and videos of Amazon products. Almost eight years ago, Lundeberg started writing unpaid reviews on Amazon for fun. Amazon took notice, and in 2015 approached her about joining an early version of its influencer program, which allowed her to create her storefront.