Amazon India has revealed that its Creator Programs have facilitated creator-driven product discovery for over 2 crore consumers this year. The number of creators has increased from 1 lakh before the festive season to over 1.25 lakh now, marking a 25% growth in just a few months and highlighting the platform’s expanding role in supporting creator-led businesses. Approximately 70% of all purchases influenced by creators originate from non-metro areas, including Karnal, Bhubaneswar, Vijayawada, and Dehradun. More than two-thirds of Amazon’s creators are based in over 500 non-metro postal codes, indicating the rising impact of creator commerce and regional influencers throughout India.
During this festive season, over 40 lakh customers found products through creators, with lifestyle, electronics, beauty, and home categories experiencing the highest engagement as creators connected entertainment with shopping. The Amazon Influencer Program now comprises over 1.25 lakh creators across various sectors such as technology, fashion, lifestyle, parenting, and fitness. This program allows creators to follow their creative vision by generating custom affiliate content with editorial independence, fostering genuine interaction with their followers. Additionally, there are specialized programs like the Fashion Influencer Program and the new Tech Influencer Program, which enable creators to curate personalized shopping experiences that resonate with Indian customers.
Features like Amazon Live provide a unique live shopping experience on Amazon.in, where customers can engage directly with creators showcasing products, responding to queries, offering time-limited deals, and assisting customers in making informed choices. In just 30 days, customers have spent a remarkable 43 million minutes viewing creator-led content on Amazon.in. “Creators are reshaping the shopping landscape in India and are integral to how consumers discover, research, and purchase products today. Through our Creator Programs, including the Amazon Influencer Program and Amazon Live & Shopping Videos, we are enabling storytellers from every region of the country to transform their passions into businesses.
This year’s growth signifies that creator-driven discovery is revolutionizing ecommerce, making shopping more authentic, interactive, and accessible throughout the country. We are committed to empowering India’s rapidly expanding creator economy through our programs,” said Zahid Khan, Director of Shopping Experience at Amazon India. Amazon.in continues to enhance product discovery through AI-driven personalization, immersive video commerce, and creator-led livestreams, ensuring seamless customer experiences across short-form and live content. In addition to initiatives like Amazon Live, the company plans to introduce immersive short shopping videos tailored to customers’ shopping journeys soon.
Amazon.in is dedicated to expanding its creator network in India through various programs such as Amazon Live & Shopping Videos, the Amazon Influencer Program, Special Category Programs, Creator Central, Creator University, Elevate, and Creator Connect, which provide influencers with opportunities to learn, engage, and grow. Amazon Creator Programs offer influencers advanced analytics, performance insights, and monetization tools to support their sustainable growth in India’s flourishing digital economy.
