Amazon’s Creator Programs reaches over 2 crore shoppers
Amazon India announced that its Creator Programs have driven creator-based discovery for over 2 crore shoppers this year. From 1 lakh creators before the festive season to over 1.25 lakh today - Amazon’s Creator Programs has grown by 25% in a few months, underscoring the marketplace’s growing role in nurturing creator-led entrepreneurship. 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 coming from over 500 non-metro pin codes, highlighting the expanding influence of creator commerce and regional creators across India.
This festive season, over 40 lakh customers discovered products through creators, with lifestyle, electronics, beauty, and home categories seeing the strongest traction as creators bridged the gap between entertainment and commerce.
Amazon Influencer Program now has over 1.25 lakh creators across technology, fashion, lifestyle, parenting, fitness, and more. The program enables creators to pursue their creative vision by producing tailored affiliate content with editorial freedom, fostering authentic engagement with their audiences. Furthermore, there are specialized verticals like the Fashion Influencer Program and the recently introduced Tech Influencer Program that empower creators to curate personalized storefronts and deliver interactive shopping experiences that resonate with customers across India.
With interactive formats like Amazon Live which is a unique live shopping program 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.
“Creators are redefining how India shops and are at the heart of how customers discover, research, and purchase products today. 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. Through our creator programs, we will continue to empower India’s rapidly growing creator economy.” Zahid Khan, Director, Shopping Experience, Amazon India.
Amazon.in continues to scale discovery through AI-driven personalization, immersive video commerce, and creator-led livestreams, deepening integration across short-form and live content formats, to make customer journeys smooth on Amazon.in. Apart from programs like Amazon Live in-app, the company will be launching immersive short shopping creator videos, served to customers contextually across their shopping journey, soon.
Amazon.in continues to invest in the creator network in India with programs like Amazon Live & Shopping Videos, Amazon Influencer Program, Special Category Programs, Creator Central, Creator University, Elevate, and Creator Connect that provide a medium for influencers to learn, engage and grow. Amazon Creator Programs equip influencers with advanced analytics, performance insights, and monetization tools to help them grow sustainably and catalyze their growth in India’s thriving digital economy.