If you are an Amazon regular you might have bumped into Namrata Kalia on Live already. The content creator offers her viewers tips and tricks to organise their homes. Her latest livestream on the Amazon platform saw her recommending “affordable organisers” to help everyday individuals tidy up their kitchens. Some of her top picks include a rotatable spice rack, a masala box, storage containers, and an olive oil bottle — all listed on Amazon’s marketplace.
Kalia is one of thousands of members of the Amazon Influencer Programme.
But if you are Amazon you never say enough. The retail behemoth has now set its gaze on expanding its base in the creator economy. To that end it has unveiled two new initiatives — Creator Connect, a programme to foster collaboration among influencers, and Creator University, a project with the lofty goal of transforming creators into Amazon ambassadors.
The move isn’t exactly out of left field. The influencer marketing industry in India is on a roll, projected to reach Rs 3,400 crore by 2026 from Rs 1,900 crore in 2023, according to a FICCI-EY report. In a recent Meta report, 76% of the consumers surveyed said they discovered fashion brands on social media. Little wonder, big and small brands are turning to social media stars to reach out to potential consumers. “Influencers today are shaping public opinion and also brand and business choices. It is important for players like Amazon to have their own community,” says Lloyd Mathias, independent director and former HP Asia marketing head.
The first of Amazon’s two initiatives, Creator Connect, which was organised on the heels of the company’s Wardrobe Refresh Sale, unveiled an in-person event for creators and brands. These gatherings, designed to cultivate the professional growth of creators within the Amazon ecosystem, are timed to coincide with major sales and platform initiatives.
Members of the influencer programme receive their own personalised Amazon storefronts, meticulously curated with products they endorse across social platforms. These storefronts, complete with trackable vanity URLs, become one-stop shops for their followers. Each purchase driven through these portals translates into a commission for the influencer, creating a lucrative revenue stream that leverages their existing social media influence.
“Influencers are now playing a strategic role in handholding the customer. We have over 2,000 influencers as part of our fashion and beauty influencer programme. Our goal is to have everyone under the same roof,” says Zeba Khan, director, beauty, personal care & luxury beauty at Amazon India.
Creator University is a more strategic play. This educational platform functions as a digital bootcamp, equipping creators of all stripes — from established influencers to aspiring social media stars — with the tools they need to thrive within the Amazon ecosystem. It’s a win-win: creators gain a new revenue stream, while Amazon expands its reach and influence. Amazon emphasises the importance of partnering with creators who resonate with Gen Z’s desire for self-expression through social media. With 80% of Amazon’s beauty category business coming from Tier-II and III cities in India, educating regional influencers will help them become effective educators for the masses, she says.
Amazon is banking on the magical combination of content and commerce to compete aggressively with the big social networks and attract talent. Thanks to some of its other offerings such as Amazon Affiliates and Amazon Live, its live shopping network, it is already a key player in the creator economy. For their part, social media networks are falling over each other to tag a shopping option. Both Facebook and Instagram were early adopters of social commerce. As shoppers continue to flock to social shopping platforms, experts predict the segment to bloom into a mind-boggling $1.2 trillion industry by as early as 2025.
The numbers sound exciting but Amazon — whose marketplace arm saw its standalone net loss widen 33% YoY to Rs 4,854 crore in FY23, while operating revenue rose 3.4% YoY to Rs 22,198 crore — needs to watch over its shoulder. Says Samit Sinha, founder & managing partner, Alchemist Brand Consulting: “Amazon faces a critical challenge as it opens its platform to a wider range of creators. While inclusivity can expand its offerings and attract new customers, ensuring quality control becomes paramount. The question is how Amazon will effectively vet who it partners with and maintain a certain threshold of skill and quality, especially after they complete any training programmes offered.”