Influencers create movements: Amazon India Dir-Shopping Initiatives

Amazon.in has introduced Creator Central, a comprehensive platform designed to equip content creators with advanced tools for creating, promoting, measuring, and monetising their content. The platform allows creators to engage with millions of shoppers and enhance their performance using automated product recommendations and detailed reports.

Creator Central ensures a seamless user experience with features such as account management and store switching. Creators can efficiently manage multiple accounts, assign different levels of access to their storefronts and switch between stores, optimising their workflows and productivity.

Zahid Khan, director of shopping initiatives for India and emerging markets, Amazon, shares with afaqs! that with Creator Central, creators can make content such as idea lists, photos, and videos, and directly upload it to their personalised storefronts through the Amazon app.

They can also view their performance reports, which include total earnings, top promoted products, and categories at a glance, along with details of available deals. He adds that to ensure a seamless user experience, Creator Central offers user-friendly features such as account management and store switching.

“Creators can also schedule their shoppable posts: they can select a specific date and time or easily align their posts with upcoming major events like Prime Day or the Amazon Great Indian Festival. This feature is accessible on both mobile and desktop,” explains Khan.

As part of its broader efforts to harness the power of social media influencers, the initiative builds on the decade-old Amazon Influencer Program, which currently boasts over 50,000 influencers globally.

“Influencers have become pivotal in shaping online shopping behaviours through authentic recommendations, personalised content, and by fostering trust with their audiences,” says Khan.

The Amazon Influencer Program extends the company's affiliate initiative, enabling influencers to curate personalised storefronts, recommend products to their followers, and earn commissions on qualifying purchases.

With the influencer ecosystem rapidly expanding, questions arise about how Amazon plans to sustain long-term creator engagement while maintaining personalisation and quality across such a diverse base. Addressing this, Khan emphasises the importance of continuously evolving tools and resources.

“Through Creator Central, we ensure that creators have access to intuitive features like automated product recommendations, performance analytics, and streamlined account management. These features allow them to focus on their content while optimising engagement and relevance,” he says.

To maintain quality, Amazon combines rigorous data analytics with a deep understanding of consumer needs. Influencers receive insights on their performance, allowing them to refine their content strategy.

“Our goal is to empower creators to deliver authentic, high-quality content that resonates with their unique audiences,” Khan adds.

As social commerce grows increasingly competitive, content creators face mounting challenges in carving out a sustainable presence. 

Highlighting the biggest obstacle for creators today, Khan states that the most pressing challenge for them is understanding how to expand their presence in e-commerce marketplaces like Amazon while standing out in a crowded social commerce environment.

In addition to Creator University, Amazon also launched Creator Connect to foster collaboration and peer support among influencers. The platform provides a space for creators to exchange ideas, share experiences, and engage in meaningful discussions.

“A vibrant community is essential for creators to grow. Creator Connect enables them to collaborate, network, and support one another,” says Khan.

Surge in regional market engagement

India’s growing internet penetration, particularly in tier-2 and tier-3 cities, is reshaping the e-commerce landscape. Khan states that with nearly 900 million internet users and 350 million engaged in online transactions, much of the growth stems from rural and semi-urban areas.

“More than 65% of customer orders and 85% of traffic on Amazon.in come from tier-2 cities and beyond. This shift has been fuelled by affordable smartphones, low-cost data, and increasing reliance on digital influencers for purchase decisions,” he shares.

To cater to this expanding audience, Amazon.in has developed initiatives to support regional and language-specific creators. “We understand the importance of local context and personalization. Amazon’s Creator Programs empower regional influencers by offering tools and platforms that cater to their unique needs,” Khan notes.

What makes influencer-driven commerce truly transformative is its ability to connect with regional and cultural nuances. In India, a country of diverse preferences and tastes, this approach resonates deeply.

“Creators are not just promoting products; they’re curating experiences that align with their followers’ lifestyles,” says Khan.

He adds that from smartphones to surprise hits, their impact is reshaping the e-commerce landscape, making Amazon not just a marketplace but a hub for discovery and inspiration.

“Influencers are the tastemakers of today’s digital economy. They’re not just moving products—they’re creating movements,” Khan conveys.