Amazon India launches Creator Connections

That matters because Amazon is trying to turn creator-led discovery into a bigger revenue engine at a time when Indian digital platforms are racing to give influencers more stable income streams. Creator monetisation has long been concentrated in high-value sponsorship deals, but performance-based models let platforms pay for measurable outcomes such as clicks, bookings and purchases.

For Amazon, the timing is important. The launch comes ahead of the Great Indian Festival shopping period, when creator earnings on Amazon typically rise five-fold, giving the company a chance to test whether paid creator campaigns can lift traffic and conversions during one of the year’s busiest retail windows.

Amazon said creator-led discovery has helped sell more than 6 crore products on Amazon.in this year, with nearly 70% of creator-driven purchases coming from non-metro cities. That underlines how regional creators are increasingly shaping online shopping behavior outside India’s biggest urban markets, a shift that could matter for sellers looking to reach a broader customer base.

The initiative also fits a wider trend across consumer internet firms. MakeMyTrip and Cleartrip have both rolled out creator-focused programmes this year, reflecting a broader move away from one-off promotional deals toward performance-led monetisation that rewards creators for commerce outcomes rather than brand awareness alone.

For smaller and mid-sized creators, the appeal is clearer than for top-tier influencers, many of whom already earn from sponsorships and other businesses. Amazon said affiliate-first creators are likely to be early adopters, especially in categories such as beauty, parenting, technology, home improvement and fitness, where creators can influence purchase decisions more directly.

The bigger investment case is that Amazon is tightening the link between content and commerce in India, a market where online retail growth still depends heavily on discovery, trust and regional reach. If Creator Connections gains traction through the festive quarter, it could give Amazon a more scalable way to activate creators, while offering brands a cheaper, performance-based channel to chase sales.