Amazon India has launched Creator Connections, a new programme that brings creators and brands on its marketplace together through campaign-based opportunities. The programme is starting with 5,000 creators and 50,000 brands, with plans to extend it across Amazon India’s wider creator ecosystem of more than 1.65 lakh creators.

The timing is significant. Amazon is introducing Creator Connections ahead of the festive shopping season, when creator earnings on its platform have historically increased sharply. The programme gives creators another way to monetise the traffic and engagement they generate around products, while giving brands a direct route to work with eligible creators.

Amazon Moves Creator Earnings Beyond Completed Sales

One of the biggest changes introduced through Creator Connections is the way creators can earn.

Under the new programme, creators can earn through a cost-per-click model while continuing to receive affiliate commissions from qualifying purchases. This creates a distinction from a model where a creator earns only when a recommendation eventually results in a sale.

Eligible creators can view campaigns through their Amazon creator dashboard and select opportunities that fit their content and audience. Campaigns can also be recommended to creators based on their profile and the type of content they produce.

For brands, Creator Connections provides a structured way to create campaigns around products, budgets and creator participation. The programme brings campaign discovery and creator-brand collaborations into Amazon’s existing commerce ecosystem.

The 70% Non-Metro Figure Shows Where Creator Commerce Is Growing

A key part of Amazon India’s creator strategy is the role of consumers outside the country’s major metropolitan markets.

Amazon has said that nearly 70% of creator-driven purchases come from non-metro locations. The figure highlights the importance of creators who have built audiences in smaller cities and towns, where product discovery through social content is becoming an important part of online shopping.

This gives Creator Connections a broader purpose than simply adding another income option for established influencers. The programme can connect brands with creators whose audiences may be relevant to particular product categories and regional markets.

Amazon has also said creator-led discovery has contributed to the sale of more than 6 crore products on Amazon.in this year, highlighting the scale that creator-driven product discovery has already reached on the platform.

Festive Shopping Will Put the New Model to the Test

Creator Connections arrives just before the Amazon Great Indian Festival and the wider festive shopping period.

Amazon has said creator earnings on its platform can rise by up to five times during the festive season compared with regular periods. That makes the upcoming shopping cycle an important early period for the new campaign model.

The initial rollout covers 5,000 creators, while the wider ecosystem includes more than 1.65 lakh creators. The phased approach allows Amazon to begin with a defined group before making the programme available across its broader creator network.

A Bigger Opportunity for Affiliate-First Creators

Creator Connections also changes the relationship between creators and brands. Instead of relying only on conventional sponsorship arrangements, creators can discover campaigns through Amazon’s platform and choose opportunities that are relevant to their audiences.

That could be particularly relevant for creators who already use affiliate links as part of their content strategy. Their existing connection between content and product recommendations gives them a direct starting point for participating in campaign-based commerce.

At the same time, brands get access to a wider pool of creators without having to depend exclusively on traditional influencer partnerships. The programme places campaign discovery, creator participation and product promotion within Amazon’s existing commerce environment.

Amazon Is Building Around a Growing Creator Network

The launch comes as Amazon’s creator ecosystem continues to expand in India. With more than 1.65 lakh creators in its broader network, Creator Connections gives Amazon another way to build monetisation opportunities around its existing creator base.

The initial combination of 5,000 creators and 50,000 brands, followed by a planned expansion, puts the focus firmly on connecting creator content with measurable shopping activity. The addition of cost-per-click earnings alongside affiliate commissions also gives the programme a distinct structure within Amazon’s creator commerce efforts.

For creators, the immediate attraction is straightforward: product-focused content can now open up more than one route to earnings. For brands, the programme offers another way to put products in front of audiences through creators who already influence purchasing decisions.

The festive season will provide the first major opportunity to see how effectively that connection works at scale.

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