Amazon launches ‘Creator Connections’ in India

Bengaluru, September 8, 2026:  Amazon today announced the launch of Creator Connections in India, a new program designed to connect eligible creators directly with relevant brand campaigns and enable them to unlock additional earning opportunities through performance-led engagement. The program will be rolled out in a phased manner to creators from across Amazon's growing creator community of more than 1.65 lakh creators.

Creator Connections simplifies how creators participate in brand collaborations by recommending campaigns based on their profile, audience and content, while also allowing them to browse campaigns aligned with their interests. For example, a tech creator whose audience is interested in consumer technology may be recommended a relevant campaign from a participating smartphone brand; the creator can choose to participate, share the campaign through their affiliate link and earn through eligible clicks and conversions.

More than 1.65 lakh creators are already part of the Amazon Influencer Program and are helping customers discover products and make more informed shopping decisions. This year, creator-led discovery has contributed to the sale of over 6 crore products on Amazon.in. Creator-led commerce is also increasingly distributed beyond metros, with nearly 70% of creator-led purchases coming from non-metro cities, highlighting the growing role of regional and emerging creators. Creator Connections further broadens access to brand opportunities for creators across cities and communities.

"Creators today are looking for monetisation opportunities that are transparent, rewarding and aligned with the value they create for their audiences. Ahead of the festive season, we have introduced Creator Connections designed to make that journey simpler by connecting eligible creators with relevant brand campaigns that match their content and interests. By rewarding both engagement and conversions, we're helping creators unlock more meaningful earning opportunities while continuing to create authentic content that their audiences trust," said Nidhi Thakkar, Head of Social Commerce - Emerging Countries, Amazon.