Amazon’s creator programs reaches over 2 crore shoppers

Content creators are becoming India’s new shopping guides with Amazon’s creator programs, like Creator Central, Creator University and more.

Amazon’s creator ecosystem is becoming one of the biggest drivers of product discovery in India, especially outside the major cities. Over the past year, more shoppers are finding new products through creator videos, livestreams, and recommendations on Amazon, and the shift is very clearly coming from smaller cities rather than the usual big urban centres.

What stood out this year is just how fast the creator community on Amazon has grown. Before the festive season, the platform had about a lakh creators. A few months later, that number has jumped past 1.25 lakh—driven mostly by creators from non-metro pin codes who are building local audiences and introducing them to new categories and brands. 

This growing creator influence shows up in shopper behaviour too. Amazon says more than 2 crore people have discovered products through creators so far this year, and nearly 70% of those creator-led purchases came from towns like Karnal, Bhubaneswar, Vijayawada, and Dehradun. During the festive rush alone, over 40 lakh customers found products because a creator talked about them, with lifestyle, beauty, home, and electronics seeing the most traction.

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A big chunk of this push is coming from Amazon Live, the platform’s live shopping format, where creators go on stream, talk through products, answer questions, and share quick deals. In just a month, viewers spent 43 million minutes watching these livestreams turning them into a mix of entertainment and shopping advice rather than a typical sales pitch.

Alongside livestreams, Amazon is also expanding short creator videos that appear across the app while people browse, making recommendations feel more contextual and less intrusive. The idea is simple: instead of hunting for reviews, shoppers get creator inputs right in the middle of their search.

Behind the scenes, Amazon is building a full creator ecosystem with training, analytics, and tools through programs like Creator Central, Creator University, Elevate, and the Amazon Influencer Program, giving creators access to storefronts, performance insights, and more ways to monetise their content.

Overall, the company’s focus seems to be on making shopping feel more personal and interactive by letting creators lead the discovery process, and the strongest growth is coming from India’s smaller towns, where creator-led commerce is becoming a natural extension of everyday online shopping.

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Une publication partagée par Amazon Influencer Program (@amazoninfluencerprogram)

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