With festive lights about to dazzle the Indian market, e-commerce is ready to ride the influencer wave, and Amazon is ready to cash in for the same. In this era, where 800 million Internet users are just a click away, the stakes are high, and brands are vying for attention. In a conversation with BrandWagon Online, Zahid Khan, director of shopping initiatives for India and Emerging Markets, Amazon, talks about how influencers play a pivotal role in Amazon’s strategy, especially during this year’s Great Indian Festival.
Khan emphasised the rapid growth of e-commerce in India, where nearly 800 million internet users are now online. “About 350 million of these users engage in online transactions, driven by smartphone adoption and affordable data,” he noted. This surge is complemented by the increasing influence of digital media, with over 60% of consumers acknowledging that their buying decisions are swayed by influencers active on platforms like YouTube, Instagram, and various regional social media channels.
A tailored approach to influencers
Amazon’s recent strategy around its Influencer Programme has expanded significantly since its launch in India 11 years ago. Currently, over 50,000 influencers participate, leveraging their personal brands to engage followers and drive product discovery. “The Amazon Influencer Programme evolved from our Associates Programme and provides influencers with tools to highlight trending products,” Khan explained. Influencers earn commissions through affiliate links, with select content featured directly on Amazon’s platform.
For the Great Indian Festival, Amazon has rolled out several enhancements for influencers. “We’ve increased the standard commission rates for influencers during this period, with some categories seeing commissions as high as 12%,” Khan said. Popular categories include fashion, beauty, home & kitchen, toys, and books. Additionally, influencers receive a monthly product budget of up to Rs 5,000 to try and review items, further incentivising genuine engagement.
Elevating customer interaction with Amazon Live
Khan highlighted the innovative Amazon Live feature as a key driver for customer engagement. This format allows influencers to interact with viewers in real-time, answering questions and providing authentic product demonstrations. “The immersive nature of the experience builds confidence among customers, helping them make informed decisions,” he stated.
This two-way communication mimics the traditional in-store shopping experience. Khan illustrated this point with an analogy from his hometown of Lucknow, where shopkeepers often showcase products live. “Amazon Live replicates that dynamic, allowing customers to feel more connected to the products,” he added.
Ensuring authenticity in promotions
With the rise of influencer marketing, ensuring authenticity remains a priority. “Our influencers adhere to guidelines that require them to disclose sponsored content clearly,” Khan remarked. This commitment to transparency helps maintain trust with consumers, differentiating Amazon’s influencer marketing from traditional paid endorsements.
Strategic initiatives for the Great Indian Festival
Amazon’s preparations for the Great Indian Festival involve aligning influencer strategies with broader business objectives. Khan mentioned the company’s expectations for this year’s event, driven by festive celebrations like Rakshabandhan and Ganesh Chaturthi. “We believe this year’s festival will be even bigger, backed by strong indicators such as increased seller and customer numbers,” he stated.
To enhance influencer engagement, Amazon provides insights into trending products, enabling creators to produce relevant content. “This year’s Prime Day was our largest shopping event ever, with 24% more Prime members shopping than in any previous two-day event,” Khan noted, showcasing the potential for high engagement during the festival.
Infrastructure and investment in the creator economy
While Khan refrained from disclosing specific monetary figures, he affirmed Amazon’s commitment to supporting the creator economy through significant investments. The company has ramped up its infrastructure to handle increased traffic, with fulfillment centers now spread across 19 states and optimised for efficiency.
In terms of inclusivity, Amazon is creating over 110,000 seasonal job opportunities and has focused on hiring women and associates with disabilities. Khan concluded, “We are dedicated to serving customers across every serviceable PIN code in India, ensuring that products are close for faster delivery.”
As Amazon amplifies its creator economy, it exemplifies a broader trend among e-commerce players striving to build communities of influencers. By fostering authentic relationships and investing in creator infrastructure, companies are not just marketing products but also building intellectual property that resonates with consumers. The success of these initiatives could redefine the landscape of online shopping, ensuring that both brands and creators thrive in the digital marketplace.