More than 125,000 creators in India are now earning income through the Amazon Influencer Programme and related creator initiatives, as content-led commerce gains traction across the country, according to information released by Amazon India yesterday.

The company said its creator ecosystem — which includes the Amazon Influencer Program, Amazon Live and Creator Central — has helped drive product discovery for over 20 million shoppers in 2025, highlighting the growing role of creators in shaping online shopping behaviour.

Amazon said the number of creators participating in its influencer ecosystem increased from around 100,000 before the festive season to more than 125,000, marking a 25 percent growth within a few months. During the 2025 festive season alone, over 4 million customers discovered products through creators, particularly in categories such as lifestyle, electronics, beauty and home.

The company said creators earn commissions by recommending products through personalised storefronts and affiliate links, allowing followers to browse curated product lists, photos, videos and ‘Idea Lists’ directly on Amazon. Earnings depend on factors such as audience engagement, product categories and the volume of purchases generated through creator recommendations.

Regional creators are playing a key role in the growth of the programme, with nearly 70 per cent of creator-led purchases now coming from non-metro cities such as Karnal, Bhubaneswar, Vijayawada and Dehradun, Amazon India said, adding over two-thirds of participating creators are from over 500 non-metro pin codes, indicating the widening reach of the creator economy beyond major urban centres.

Amazon also highlighted the rapid growth of creator-led shopping formats such as Amazon Live, where influencers showcase products and interact with customers in real time. In a recent 30-day period, customers spent 43 million minutes watching creator-led content on the platform, reflecting increasing consumer interest in interactive shopping experiences.

The company said its broader creator ecosystem includes tools and initiatives such as Creator Central for content management and performance tracking, Creator University for training resources, and Creator Connect events aimed at helping influencers build sustainable businesses through content-driven commerce.