Amazon is ramping up its engagement with India’s social media influencers by promoting them to create content directly on its platform.
The e-commerce giant is hosting offline connect workshops to educate influencers on product features and content creation.
“We are creating more avenues for these creators to syndicate or create new content directly on Amazon. Amazon Live is a great example of this. Through live streaming, creators can talk directly to customers, who can chat back in real time. In fact, in India, we have some of the highest chat rates, and these streams are phenomenal,” said Zahid Khan, Director of Shopping Initiatives, India & Emerging Markets at Amazon.
Khan highlighted Amazon’s dual approach: leveraging external social media platforms and fostering engaging content directly on Amazon. According to Amazon’s secondary data, approximately 60% of customers rely on information from creators or influencers before making a purchase decision. This underscores Amazon’s strategy to partner with both popular and mid-tier creators to boost sales.
On Monday, Amazon announced the launch of Amazon Creator University, an educational program designed to equip content creators with video tutorials, articles, workshops, and case studies to succeed on the platform.
“Creator University equips creators with the knowledge of what type of content works best in a shopping context. It covers topics such as audience cultivation, where creators learn how to build an audience of shoppers, and content optimization, ensuring that content is both enjoyable and informative for customers. Additionally, it discusses various monetization strategies,” Khan explained.
He further added that Amazon Associates, India’s largest affiliate marketing program, significantly involves creators. “Additionally, we’ve had the Amazon Influencer Program (AIP) where creators of any size can apply if they have a business account on Instagram or WhatsApp.”
Participants in the AIP can link back to Amazon from their sites or create content for publishing on Amazon. “They can engage in long-term deals, receive fixed payouts, or earn performance-based commissions as they perform on Amazon,” said Khan.
With these initiatives, Amazon aims to enhance the shopping experience by integrating influencer-driven content, thereby driving engagement and sales on its platform.
