Oh, influencer "store fronts" as main drivers of retail on Amazon? Sure seems popular for at least 5 years now. And there's a cross-platform promotion of "unlocking" influencer storefronts via Tiktok user count. Not sure how much Amazon is paying for it but there is a dedicated "Amazon-ads" team at Tiktok.
IMO it's a way to stay relevant. And, it works. Customers are more likely to buy more than one item from Amazon if they feel connected to the site in some way. What better way to do this than via the "influencer" persona. It's a solid marketing strategy.
It does require monitoring of influencer behavior as potentially brand damaging, which means influencers are signing up to be monitored by Amazon in some capacity. Kinda creepy, but hey! It's a way to learn about your customer group by which influencer pages they interact with (on Tiktok and Amazon store front). It's smart.