Amazon connects Indian content creators with 50,000 brands

Amazon India has launched the Creator Connections initiative, a program designed to link social media influencers directly with over 50,000 brands on its marketplace. The initiative aims to support small and midsize content creators by providing a centralized dashboard where they can discover brand campaigns, review briefs, and select products that align with their specific niches.

The program utilizes a dual income model. Creators can earn revenue through standard affiliate commissions on sales driven by their external traffic, as well as through cost-per-click incentives. Additionally, the Amazon Influencer Program allows creators to host curated storefronts. Amazon may use creator-uploaded videos and photos on its own product detail pages, paying a separate commission when shoppers make purchases after viewing that content onsite.

This structured approach seeks to eliminate the need for traditional talent agencies or direct brand outreach, which often excludes smaller accounts. In India, more than two-thirds of creator-driven shopping traffic on the platform originates from non-metro locations.