Nearly 75% of Amazon Influencers in India from non-metro cities

Amazon today announced that its Amazon Influencer Program has grown to over two lakh creators, doubling year-on-year. It continues to expand opportunities for creators to build scalable businesses through content-led commerce, on and off Amazon.in. Creators can now tag Amazon products in their YouTube and Pinterest content, earn commissions on qualifying purchases and help millions of shoppers across the country make better shopping decisions.

The expansion builds on Amazon’s broader approach to creator-led commerce, where creators play a pivotal role across the shopping journey – from inspiration and discovery to consideration and purchase. This year, creators have enabled close to 40 million customers to shop for hundreds of millions of products on Amazon.in. This is accelerating further with the ongoing Amazon Great Indian Festival, which continues through the festive shopping season.

Talking about Amazon’s Creator Programs, Nidhi Thakkar, Head of Social Commerce – Emerging Marketplaces, Amazon said, “Creators are redefining how customers discover, research and shop for products today. Through Amazon’s Creator Programs like the Amazon Influencer Program, we’re empowering storytellers to turn their passion into entrepreneurship. With partners like YouTube and Pinterest, we look forward to continue empowering creators from every corner of the country and help customers make more informed shopping decisions.”

Talking about the partnership, Gunjan Soni, Managing Director - India, YouTube said, “We’re thrilled to bring Amazon to the YouTube Shopping affiliate program. Over 450 million people in India have shopping-related searches on YouTube, and this partnership lets creators easily tag millions of items across Shorts, long-form videos, and livestreams – turning their recommendations into a reliable revenue engine. Most importantly, it gives viewers an effortless way to make confident purchase decisions from the creators they trust.”

Budhabhushan P Khobragade, a lifestyle creator, said, “A big part of being a creator is helping my audience make decisions, whether that’s by reviewing a product, sharing something I genuinely use or simply helping them discover something new. This latest integration by Amazon makes that journey more seamless, where I can connect my content with the products my audience is watching on YouTube and they can easily purchase on Amazon with a simple tap or click.”

Amazon’s insights reveal nearly 70% of shoppers purchasing through Amazon’s creators are from non-metro cities. These shoppers include customers in cities such as Guntur, Dehradun, Bhubaneshwar and Patiala among others. Close to 75% of creators are themselves from non-metro cities, including Kanchipuram, Meerut, Jammu and Nashik. Creator earnings per creator have also increased 60% year over year, reflecting the growing opportunity to build sustainable businesses through Amazon.

The Amazon Influencer Program provides creators with tools to recommend products and earn commissions on qualifying purchases through personalized storefronts and affiliate links. Amazon continues to invest in opportunities designed to help creators increase their earnings. Creator Rewards uses scaled, performance-based incentives to recognize creator performance, while Creator Connections gives creators access to relevant brand campaigns and additional monetization opportunities. These sit alongside Creator Central and Creator University, which provide creators with performance insights, tools and learning resources to strengthen their capabilities and grow their businesses. These opportunities allow creators to reach customers beyond their existing audiences, while helping customers discover products through relevant recommendations and content. Click here to join the program or learn more.