Amazon Creator Connections has been launched in India as a new monetisation programme that allows content creators to connect with brands and earn through campaigns.
The programme is starting with more than 50,000 brands and 5,000 selected creators.
Under the programme, creators can discover relevant brand campaigns through a dashboard and choose which ones they want to participate in.
The initiative adds another earning option beyond traditional sponsorships and affiliate commissions.
How Amazon Creator Connections Works
Creator Connections gives participating creators access to campaigns from brands through Amazon’s platform.
Instead of depending only on third-party agencies to find promotional opportunities, creators can view available campaigns and apply directly.
Campaign recommendations can also be matched with a creator’s content category. For example, creators working in fashion or beauty can be shown campaigns relevant to those areas.
The programme combines different ways of earning. Participating creators can receive affiliate commissions when purchases are made through their content and can also earn through cost-per-click, or CPC, payments on eligible links.
This means earnings do not necessarily depend only on a completed product purchase, as eligible campaign structures can also compensate creators for clicks.
Starting With 5,000 Creators
Amazon has initially introduced the programme with 5,000 selected creators and more than 50,000 brands.
The company plans to eventually make it available across its wider creator network, which includes more than 165,000 creators.
The launch comes ahead of the Great Indian Festival, an important festive shopping period for the e-commerce platform.
According to information shared with the announcement, creator earnings during the festive period can rise by up to five times compared with regular periods.
More than 60 million products were sold through creator-driven content this year, according to figures cited with the programme. Nearly 70% of purchases generated through creators came from non-metro areas.
Smaller Creators Could Get More Opportunities
Amazon said creators today have more ways to generate income compared with the earlier model, where brand deals were a major source of earnings.
Nidhi Thakkar, Social Commerce Head for Emerging Countries at Amazon, said the programme could particularly benefit mid-level, nano and micro creators who rely on affiliate marketing.
Creators working in categories such as beauty, parenting, technology, home decor and fitness could find relevant opportunities through the platform.
Amazon Creator Connections could therefore provide another monetisation route for creators who may not regularly receive large sponsorship or brand deals.
However, earnings can vary based on campaigns, clicks, sales, audience engagement and other applicable programme conditions. The programme does not guarantee a fixed or stable income for every participating creator.
Creator Monetisation Is Expanding in India
Amazon is not the only company exploring performance-based earning opportunities for content creators. Travel platforms MakeMyTrip and Cleartrip have also introduced affiliate or performance-linked programmes for creators.
India’s creator ecosystem has expanded considerably, but earning opportunities are not distributed equally.
Smaller and regional creators can find it more difficult to secure regular sponsorships compared with established influencers and celebrities.
Performance-based programmes offer another route by linking earnings more directly to measurable actions such as clicks or purchases.
For participating creators, the latest programme provides an additional way to work with brands and monetise their audiences without relying entirely on conventional sponsorship deals.
