Amazon has expanded its creator monetisation programme in India, allowing eligible creators to tag products on YouTube and Pinterest and earn commissions on qualifying purchases.

The move builds on its growing influencer ecosystem, which now spans 2 lakh (200,000) creators, and aims to help them turn product recommendations into revenue while enabling customers to make informed shopping decisions, an Amazon India statement said yesterday.

The company has joined YouTube’s Shopping affiliate programme, enabling creators to tag Amazon products across Shorts, long-form videos and livestreams.

Viewers can click on the tags to explore products and complete purchases on Amazon.in, with creators earning commissions on eligible transactions. YouTube says more than 450 million people in India conduct shopping-related searches on the platform.

“Creators are redefining how customers discover, research and shop for products today,” said Nidhi Thakkar, Head of Social Commerce-Emerging Marketplaces at Amazon.

Through its creator programmes, the company is “empowering storytellers to turn their passion into entrepreneurship,” she added.

On Pinterest, creators can link their Amazon Storefront to their accounts, allowing affiliate information to be applied automatically when they tag eligible Amazon products in Pins.

Their Storefront handle is also displayed on their profile, helping followers discover their product recommendations. More than half of Pinterest users visit the platform to shop, which records over 80 billion searches a month.

The expansion comes amid growth in Amazon’s creator-led commerce business. The Amazon Influencer Program has doubled in size year-on-year, while creators have helped nearly 40 million customers shop on Amazon.in this year.

Nearly 70 percent of shoppers are purchasing through Amazon’s creator programmes and around 75 percent of creators are from non-metro India. Earnings per creator have risen 60 percent year-on-year.

Amazon is also supporting creators through Creator Rewards, which offers performance-based incentives, and Creator Connections, which provides access to brand campaigns and additional monetisation opportunities.

Creator Central and Creator University offer performance insights, tools and learning resources to help creators grow their businesses.