Stories
Amazon Influencer Program Doubles to 2 Lakh Creators with 107 Percent Jump in Purchases
- •Amazon's Influencer Program has grown to over 2 lakh creators, doubling year-on-year in India.
- •Creator-led purchases surged 107 percent with 30 million shoppers buying through these programmes between January and September 2026.
- •Amazon expanded creator commerce by partnering with YouTube and Pinterest to allow product tagging in content.
- •Non-metro cities drive the growth, accounting for nearly 70 percent of shoppers and 75 percent of creators.
Key Questions Answered
The Amazon Influencer Program has doubled year-on-year to reach over 2 lakh creators in India. Between January and September 2026, 40 million shoppers were influenced by creators, with 30 million shoppers making purchases through these programs—a 107% increase from the previous year.
Amazon is enabling eligible creators to tag products directly in their YouTube and Pinterest content, allowing them to earn commissions on qualifying purchases across Shorts, long-form videos, and livestreams. Additionally, tools like Creator Rewards, Creator Connections, Creator Central, and Creator University help creators access brand campaigns and performance-based incentives.
Non-metro cities are driving a significant portion of this growth, with nearly 70% of shoppers purchasing through Amazon's creator programmes originating from non-metro areas. Furthermore, around 75% of creators are based outside of metros in locations such as Kanchipuram, Meerut, Jammu, and Nashik.
