Amazon Opens Creator Connections — 1.65 Lakh Creators Meet Brand Campaigns
~ Amazon India rolls out Creator Connections so eligible influencers can pick brand campaigns that fit their audience — and earn on clicks and conversions ahead of festive shopping ~
Bengaluru, September 2026: Amazon has launched Creator Connections in India — a new programme that plugs eligible creators straight into relevant brand campaigns, with earnings tied to performance-led engagement rather than one-off shoutouts.
The roll-out is phased across Amazons creator community of more than 1.65 lakh creators. Creator Connections recommends campaigns based on profile, audience and content, while also letting creators browse briefs that match their interests. A tech creator, for example, might see a smartphone brand campaign, opt in, share via their affiliate link, and earn on eligible clicks and conversions.
This year, creator-led discovery has already contributed to the sale of over 6 crore products on Amazon.in. Nearly 70% of those creator-led purchases came from non-metro cities — a signal that regional and emerging creators are no longer a side act in India’s shopping feed.
Nidhi Thakkar, Head of Social Commerce – Emerging Countries, Amazon, said: “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.”
Beauty and lifestyle creator Scherezade Shroff said: “The launch of Creator Connections ahead of the Amazon Great Indian Festival is incredible for creators who do a lot of organic content. It enables creators like us to earn from sales driven by our content and we get to talk about products that we genuinely love. With the festive season approaching, people are actively looking for deals, and this way creators can share products and earn through organic content making it a win-win for creators and customers.”
Creator Connections sits alongside the Amazon Influencer Program, Amazon Live, Creator Central and Creator University — stacking discovery, live shopping and monetisation into one festive-season funnel.
Marketing take: Brands don’t need another influencer rate card they need creators who already own the shopping conversation. Amazon’s bet is that matching campaigns to audience fit, then paying on performance, turns festive discovery into measurable commerce beyond the metros.
