India's creator economy continues to evolve, with more individuals exploring structured ways to turn content into a sustainable business. From product recommendations to live shopping and curated collections, Amazon has expanded its creator ecosystem to support different content formats and creator goals.
Amazon India’s creator programs have driven creator-based discovery for over 2 crore shoppers in 2025 with the Amazon Influencer Program growing from 1 lakh creators before the festive season to over 1.25 lakh in 2025—a 25% increase in a few months. In the 2025 festive season alone, over 40 lakh customers discovered products through creators, with lifestyle, electronics, beauty, and home categories seeing the strongest traction.
Regional creators driving growth across India
Nearly 70% of all creator-led purchases now come from non-metro cities such as Karnal, Bhubaneswar, Vijayawada, and Dehradun. More than two-thirds of Amazon's creators are from over 500 non-metro pin codes, highlighting the expanding influence of regional creators across India.
A snapshot of Amazon's creator opportunities
Amazon's creator ecosystem is designed to connect content with commerce. Instead of relying on a single format or platform, creators can choose how they want to participate based on their strengths.
Key opportunities include:
- Amazon Influencer Program: Enables creators to earn commissions through curated product recommendations across categories.
- Creator Central: A unified hub to create content, track performance, and manage storefronts.
- Amazon Live: Allows creators to host live shopping sessions and interact with customers in real time.
- Creator University: Offers structured learning through videos, articles, and workshops.
- Creator Connect: In-person events focused on learning, networking, and collaboration.
Together, these initiatives aim to support creators across discovery, content creation, and growth.
What the Amazon Influencer Program offers
The Amazon Influencer Program allows creators to monetise their content by recommending products available on Amazon India. Approved creators receive a personalised storefront, which acts as a dedicated page on Amazon.
Through the storefront and affiliate links to Amazon products, followers can browse curated product recommendations, view creator content such as photos, videos, and Idea Lists and shop directly on Amazon. Creators earn commissions when shoppers make qualifying purchases through their storefront or affiliate links.
The program now includes specialized verticals like the Fashion Influencer Program, Tech Influencer Program, and Home Influencer Program, enabling creators to curate personalised storefronts and deliver interactive shopping experiences that resonate with customers across India.
Amazon Live: Interactive shopping in real time
Amazon Live is a unique live shopping programme on Amazon.in where customers can directly interact with content creators who showcase products, answer customer questions, offer limited duration deals, and help customers make informed decisions. In just 30 days, customers spent a record 43 million minutes watching creator-led content on Amazon.in, demonstrating the growing appetite for interactive, creator-led shopping experiences.
Tools that simplify content and performance tracking
To streamline creator workflows, Amazon has introduced Creator Central, accessible on mobile and desktop. It brings multiple creator tools into one place.
Creator Central enables creators to:
- Upload photos, videos, and Idea Lists directly to their storefront
- Schedule posts around major events like Prime Day
- View performance insights such as earnings, top products, and categories
- Manage multiple storefronts and user access
- Switch between accounts with ease
Automated product and category recommendations also help creators identify relevant items for their audience. The platform equips creators with advanced analytics, performance insights, and monetisation tools to help them grow sustainably.
Learning and community-building for creators
Education and collaboration are key parts of Amazon's approach to the creator economy. Creator University provides structured learning resources, including video tutorials on storytelling and video editing, articles on product selection and content optimization, and workshops focused on audience growth and performance.
Alongside this, Creator Connect is a series of in-person events timed around major Amazon sale events. These events bring together creators, Amazon leaders, and brands for workshops, trend discussions, and networking opportunities. Amazon hosted its second Creator Connect in November 2025, attended by 170 top creators including Sameera Reddy, Saransh Goila, Kritika Khurana, and Rajiv Makhani. The event featured interactive workshops on content strategy, brand collaborations, and emerging trends in creator commerce.
Setting up your Amazon Influencer Program account
Amazon accepts applications from all types of influencers, provided you have a YouTube, Instagram or Facebook account. If you are applying using an Instagram or Facebook account, you are required to use a business account. When reviewing your application, Amazon looks at the number of followers you have in addition to other engagement metrics such as content quality, relevance, and audience engagement.
Once accepted into the Amazon Influencer Program, creators can begin setting up their storefront and creating content around Amazon products on their channels.
Popular formats like Amazon Finds, Get Ready With Me, Product Unboxing, Beauty and Fashion Hauls help creators increase their earnings on the program.
To make storefronts more engaging, creators can pin up to four posts at the top to highlight seasonal or deal-led content, organise recommendations using Idea Lists, and rearrange and edit published or draft content easily.
The future of creator commerce on Amazon
"Creators are redefining how India shops and are at the heart of how customers discover, research, and purchase products today," says Zahid Khan, Director, Shopping Experience, Amazon India.
"Through Amazon's Creator Programs like Amazon Influencer Program and Amazon Live & Shopping Videos, we're empowering storytellers from every corner of the country to turn their passion into entrepreneurship. This year's growth proves that creator-led discovery is transforming ecommerce—making shopping more authentic, interactive, and accessible to customers across the depths of the country," he adds.
Amazon.in continues to scale discovery through AI-driven personalisation, immersive video commerce, and creator-led livestreams. The company will soon be launching immersive short shopping creator videos, served to customers contextually across their shopping journey, further deepening integration across short-form and live content formats.
Turning creativity into opportunity on Amazon
For creators, working with Amazon is less about a single format or moment and more about building consistency over time. With a storefront as a central hub and tools like Creator Central to guide decisions, creators can experiment with different content types, refine what resonates with their audience, and gradually grow their presence. As the creator ecosystem continues to expand, these structured pathways offer creators a way to turn everyday recommendations into a more sustainable, long-term pursuit.
Frequently asked questions
How much can Amazon creators earn?
Earnings depend on factors such as audience engagement, content quality, and product categories. Creators earn commissions on qualifying purchases, with recent increases in standard commission rates across several popular categories.
How do I join the Amazon Influencer Program?
Visit the Amazon Influencer Program page on Amazon.in and submit your application. You'll need to provide details about your social media presence and content focus. Applications are assessed based on content quality, relevance, and engagement rather than follower count alone.
Can beginners join Amazon's creator programs?
Yes. Amazon's creator ecosystem includes tools and educational resources for aspiring creators. Creator University, in particular, is designed to help beginners build foundational skills.
Is the Amazon Influencer Program free?
Yes. There is no fee to apply for or participate in the Amazon Influencer Program.
Do creators need to show their face?
No. Creators can choose formats that suit their comfort and style, including photos, videos, Idea Lists, or written recommendations.
