Amazon has launched Creator Connections in India, a new programme designed to connect content creators with brands selling on Amazon. The programme will initially bring 50,000 brands and 5,000 creators together, with plans to expand across Amazon’s wider creator ecosystem of more than 1.65 lakh creators.
The programme allows eligible creators to discover brand campaigns through Amazon’s creator dashboard. Creators can earn through a cost per click model while continuing to receive affiliate commissions from qualifying product sales, creating another revenue channel beyond conventional brand collaborations.
The launch comes ahead of India’s festive shopping season, when creator activity and earnings on Amazon typically see a sharp increase. Amazon said creator-led discovery has contributed to the sale of more than 6 crore products on Amazon.in this year, while nearly 70% of creator-driven purchases come from non-metro cities.
Creator Connections is also built around specific product categories and audience interests. Beauty, parenting, technology, home improvement and fitness are among the areas seeing strong participation, as creators in these categories can influence product discovery and purchase decisions through recommendations and content.
Amazon’s broader creator ecosystem already includes its Influencer Program, Creator Central and Amazon Live. The company said its creator programmes reached more than 2 crore shoppers in 2025, while the Influencer Program grew to more than 1.25 lakh creators.
The new programme reflects a wider shift in the creator economy from one-time sponsorships towards performance-based monetisation. Platforms are increasingly linking creator earnings to measurable actions such as clicks, bookings, product discovery and sales rather than relying only on fixed brand campaign fees.
Amazon expects affiliate-focused and mid-sized creators to be among the early users of Creator Connections because they already have experience directing audiences towards products. For smaller creators, these programmes could provide additional income streams in an ecosystem where earnings remain concentrated among the biggest influencers.
Amazon’s existing creator tools are also designed to connect content creation with commerce. Creator Central allows influencers to manage storefronts, publish content, schedule posts and track performance, while the Influencer Program enables creators to earn commissions through qualifying purchases generated through their recommendations
FAQs
- What is Amazon Creator Connections in India?
Amazon Creator Connections is a platform that connects creators with brands on Amazon, allowing them to discover campaigns and monetise product focused content.
- How does Amazon Creator Connections work?
Creators can find eligible brand campaigns through Amazon’s creator dashboard and earn through cost per click payments and qualifying affiliate sales.
- How can creators earn money through Amazon Creator Connections?
Creators can earn through eligible clicks on participating campaigns and affiliate commissions from qualifying purchases.
- How many brands are joining Amazon Creator Connections?
Amazon is initially opening the programme to 50,000 brands and 5,000 creators in India.
- How many creators are part of Amazon’s creator ecosystem?
Amazon says its wider creator ecosystem includes more than 1.65 lakh creators in India.
