Amazon Launches ‘Creator Connections’ in India to Empower Creators with Performance-Led Commerce Opportunities

Amazon has announced the launch of “Creator Connections” in India, a new program designed to connect eligible creators directly with relevant brand campaigns, enabling them to unlock earning opportunities through performance-led engagement. The program is rolling out in a phased manner to members of Amazon’s creator community, which exceeds 1.65 lakh creators. Creator Connections simplifies collaborations by recommending campaigns tailored to a creator’s profile, audience, and content, while also allowing them to browse campaigns matching their interests. For instance, a tech creator targeting an audience interested in consumer technology may receive recommendations for smartphone brand campaigns, allowing them to share affiliate links and earn through eligible clicks and conversions.

Expanding Reach and Impact Beyond Metro Cities:
Over 1.65 lakh creators currently participate in the Amazon Influencer Program, assisting customers with product discovery and informed shopping choices. In the past year, creator-led discovery contributed to the sale of over 6 crore products on Amazon.in. Furthermore, creator-led commerce extends heavily beyond metro areas, with nearly 70% of purchases originating from non-metro cities, underscoring the vital role of regional and emerging creators. Commenting on the launch ahead of the festive season, Nidhi Thakkar, Head of Social Commerce – Emerging Countries at Amazon, stated that the program provides transparent and rewarding monetization aligned with the value creators generate for their audiences. Popular beauty and lifestyle creator Scherezade Shroff also welcomed the initiative, noting that it empowers creators who produce organic content to earn from sales driven by products they genuinely love.