Amazon Creator Program has hit over 60,000 influencers: Nidhi Thakkar

As the Indian creator economy continues its meteoric rise, projected to surpass $500 million, platforms are racing to empower the next generation of digital storytellers. Among the key players, Amazon India is strategically positioning itself at the intersection of content, commerce, and community. In an exclusive conversation, Nidhi Thakkar, Head of Creator Programs at Amazon India, shares how the e-commerce giant is nurturing creators across the country through innovative monetisation models, regional inclusivity, and scalable mentorship—all while redefining what sustainable success looks like for content creators in India.

At Amazon, market access is about enabling anyone with creativity and intent to become part of the creator economy. While anyone can start creating content, true participation begins when that content starts generating income. That’s where the Amazon Influencer Program (AIP) comes in. Designed with inclusivity in mind, the program lowers the barrier to entry, typically welcoming creators with a public profile, over 2,000 followers, and a minimum level of watch time. Currently, over 60,000 creators are part of this thriving ecosystem.

Once onboarded, creators are equipped with Creator Central—a tool within the app that provides performance insights like product availability, helping creators optimise their content for better monetisation. To scale mentorship in a sustainable way, Amazon launched Creator University, a comprehensive learning hub filled with tutorials and best practices that guide creators on analytics, idealist offers, and content creation without requiring one-on-one support.

As creators evolve, they may become eligible for our Managed Programs in categories like Fashion, Tech, and Home. These programs offer more personalised support, higher commission rates, potential product fees (especially in high-investment categories like appliances), access to professional studio setups like Link Studios in Delhi, and exclusive monetisation opportunities. While not every creator qualifies, around 5,000 are currently part of these curated initiatives. For top-tier performers, Amazon has introduced the Elevate program, which provides dedicated business development support and personal account managers to its top 500 creators.

Beyond these structured programs, creators are also supported through a community-led approach. Amazon maintains a vibrant WhatsApp group to share updates, tips, and best practices in real time. Opportunities also extend to live commerce formats like Amazon Live and short shopping videos, both of which offer creators a path to revenue through direct Amazon support or contractual brand sponsorships.

Sustainability is at the heart of Amazon's approach to creator monetisation. Unlike traditional models that rely heavily on brand collaborations, Amazon prioritises performance-based monetisation, allowing creators to earn directly from the platform. Through the AIP, creators embed affiliate links in their content and earn commissions based on actual purchases they influence. This means creators don’t need to tailor their content for brands or wait for campaigns; they simply share what they love and get paid for it.

This model is transparent, democratic, and scalable. It provides creators with consistent, reliable income that doesn’t depend on unpredictable sponsorships. One standout feature is Amazon Live, a real-time shopping experience where creators engage directly with purchase-ready audiences. For top live sellers, Amazon offers added benefits like minimum guarantees and weekly support, helping transform what used to be gig-based income into a steady revenue stream. Brand deals, in this ecosystem, become an added bonus—not the foundation of a creator’s livelihood.

Yes, Amazon continues to see strong performance in core verticals such as Tech, Fashion & Beauty, and Home. These remain the platform’s most successful categories in terms of creator-driven content and sales. However, there’s also rapid growth in emerging niches, with Parenting being a standout example. Parenting content resonates deeply with self-selecting communities—those who are parents naturally gravitate toward parenting creators—making the content highly relevant and targeted, something traditional media often fails to achieve.

Home and Kitchen is another consistently strong category. It thrives on a blend of utility and aspiration—creators excel at showcasing how everyday products can enhance lifestyles, making the category highly engaging for both functional and aesthetic reasons. Additionally, regional content continues to dominate, with creators producing in languages like Tamil, Telugu, Bengali, and Marathi consistently ranking among the top performers. Their hyperlocal, culturally attuned content drives superior engagement and conversion rates.

Amazon is investing deeply in immersive and intelligent content experiences to elevate creator storytelling. On the generative AI front, the company is working on scalable AI-powered video solutions that enhance the user experience across the Amazon site. These tools allow for dynamic, personalized, and compelling content formats that make product discovery more intuitive and engaging.

In the realm of augmented reality, Amazon Lenses stands out as a transformative tool. It enables customers to visualize products in their real-world environments—like seeing how a couch would look in their living room or how an appliance would fit in their kitchen. This feature has proven particularly effective for creators working in categories such as furniture and home décor, where physical reviews can be difficult to produce. By using AR and VR tools, creators can deliver more immersive, informative, and realistic experiences, ultimately helping consumers make better purchase decisions.

Small-town and regional creators are playing an increasingly central role in Amazon’s creator ecosystem. These influencers often deliver localized, relatable content that resonates powerfully with their audiences. Many of them are among the platform’s top-performing creators, especially those producing content in regional languages like Tamil, Telugu, Bengali, and Marathi.

What makes Amazon’s approach unique is its inclusivity. Creators don’t need to be based in metro cities or have high-end production capabilities to succeed. With access to intuitive tools, mentorship resources like Creator University, and transparent monetization opportunities, creators from Tier 2 and Tier 3 cities can build substantial followings and incomes. The platform’s democratic ethos ensures that success is determined by impact and authenticity, not location or resources.

Amazon believes the Indian creator economy is still in its infancy, and its long-term vision is to be the platform of choice for commerce-first creators—those whose content naturally drives consumer purchases. At the heart of this vision is a mission to help creators earn fame, money, and love. Fame comes from increased visibility and growth opportunities; money comes from reliable, performance-based earnings; and love is expressed through continuous support, mentorship, and empowerment.

What sets Amazon apart is its core commitment to authenticity, democracy, transparency, and flexibility. Creators are not asked to compromise their voice or promote products they don’t believe in. Anyone with 2,000 followers and a public profile can join, and earnings are based purely on measurable impact. Many creators earn their first paycheck from Amazon—not a brand deal—which is a powerful motivator and a proof point of the platform’s value. Ultimately, Amazon’s customer-first approach seamlessly aligns with a creator-first philosophy—ensuring that creators are integral at every stage of the shopping journey.

For Amazon, success over the next few years will be defined by two primary outcomes. First, it aims to become the default launchpad for every commerce-driven content creator in India. Any creator looking to build a sustainable business around content that influences purchases should instinctively think of Amazon as their starting point.

Second, Amazon envisions creator-led content being deeply embedded across the customer journey—from product detail pages to live streams and beyond. When creator voices influence how customers discover, evaluate, and buy products both onsite and offsite, Amazon will know it has truly moved the needle. The goal is not just to scale numbers, but to create meaningful, lasting value for both creators and consumers in the evolving digital commerce ecosystem.