Amazon Creator Programs drive discovery for 2 crore shoppers, empower 1.25 lakh creators in India

Amazon India’s Creator Programs have engaged over 2 crore shoppers this year, with 1.25 lakh creators driving discovery, especially in non-metro cities. Programs like Amazon Live and the Influencer Program empower creators to deliver authentic, interactive, and personalized shopping experiences nationwide.

Hyderabad: Amazon India announced that its Creator Programs have driven creator-based discovery for over 2 crore shoppers this year. The number of creators grew from 1 lakh before the festive season to over 1.25 lakh today, marking a 25% increase in just a few months and highlighting the growing role of 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 from over 500 non-metro pin codes, underscoring the expanding influence of 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.

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The Amazon Influencer Program now has over 1.25 lakh creators across technology, fashion, lifestyle, parenting, fitness, and other verticals. The program allows creators to pursue their creative vision by producing tailored affiliate content with editorial freedom, fostering authentic engagement with their audiences. Specialized verticals, such as the Fashion Influencer Program and the recently introduced Tech Influencer Program, empower creators to curate personalized storefronts and deliver interactive shopping experiences to customers nationwide.

Interactive formats like Amazon Live, a unique live shopping program on Amazon.in, allow customers to interact directly with content creators who showcase products, answer questions, offer limited-duration deals, and help customers make informed purchasing 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 the 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 across India. Through our creator programs, we will continue to empower India’s rapidly growing creator economy,” said Zahid Khan, Director, Shopping Experience, Amazon India.

Amazon.in continues to scale discovery through AI-driven personalization, immersive video commerce, and creator-led livestreams, integrating short-form and live content formats to enhance customer journeys. The company plans to launch immersive short shopping creator videos, served contextually across customers’ shopping experience, soon.

Amazon.in also invests in its creator network through programs such as Amazon Live & Shopping Videos, Amazon Influencer Program, Special Category Programs, Creator Central, Creator University, Elevate, and Creator Connect, providing influencers with learning, engagement, and growth opportunities. Amazon Creator Programs equip influencers with advanced analytics, performance insights, and monetization tools to help them grow sustainably and catalyze their success in India’s thriving digital economy.