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June 4, 2024

Amazon Expands into Influencer Economy with ‘Creator University’ and ‘Creator Connect’

Amazon has introduced two new initiatives aimed at the burgeoning influencer economy in India: Creator University and Creator Connect. These initiatives are designed to support and educate both established and aspiring influencers on how to leverage the Amazon marketplace to sell their products and build sustainable businesses.

Creator University: Empowering Influencers

Amazon Creator University is a comprehensive educational platform that offers a variety of resources to help creators succeed. This initiative includes video tutorials, articles, actionable insights, workshops, and case studies. These resources are meticulously curated to provide influencers with foundational knowledge and practical strategies for cultivating a profitable presence on Amazon’s marketplace.

“Through a curated selection of resources, the program provides participants with the foundational knowledge and practical strategies to cultivate a sustainable business on the Amazon marketplace,” Amazon stated. This program is designed to cater to influencers at all stages of their journey, ensuring they have the tools needed to thrive in the competitive ecommerce landscape.

Creator Connect: Building Community and Excitement

In addition to Creator University, Amazon has launched Creator Connect, which focuses on fostering a community of influencers through in-person events and workshops. These events are not only a platform for learning but also for networking and growth within the Amazon ecosystem. Scheduled around major sales and promotional events, Creator Connect aims to generate excitement and attract new creators to the Amazon Influencer Program.

“Creator Connect is a series of in-person events designed to foster connections, learning, and growth for creators within the Amazon ecosystem. These events are strategically timed around major sales and Amazon initiatives to achieve two goals: generate excitement for upcoming promotions and attract new creators to the Amazon Influencer Program,” Amazon added.

Capitalizing on the Indian Influencer Economy

These new initiatives reflect Amazon’s strategic move to tap into India’s rapidly growing creator economy. According to a report by social media giant Meta, a significant number of Indian online shoppers discover beauty and fashion brands through social media. These are precisely the categories Amazon is targeting to drive sales and compete with rivals like Flipkart.

Amazon’s focus on influencers is not entirely new. In 2022, the company engaged content creators to demonstrate products and answer customer questions on its live commerce platform, Amazon Live. Additionally, the Amazon Influencer Program has been helping influencers monetize their content by earning commissions on qualified purchases.

Scaling Up in India Amid Financial Challenges

These creator-centric initiatives come at a time when Amazon is significantly expanding its presence in India. Recently, Amazon closed a deal to acquire Times Internet-owned video streaming platform MX Player for $100 million. This acquisition follows substantial financial support from its US parent company, with Amazon India receiving INR 1,660 crore last month and an additional INR 830 crore in February.

Despite these expansions, Amazon’s India operations have faced financial challenges. The company’s standalone net loss widened by 33% year-on-year to INR 4,854.1 crore in the financial year 2022-23 (FY23). However, Amazon Seller Services reported a modest 3.4% increase in operating revenue, reaching INR 22,198 crore in the year ended March 2023.


Amazon’s launch of Creator University and Creator Connect underscores its commitment to fostering the influencer economy in India. By providing educational resources and community-building events, Amazon aims to empower influencers to succeed on its platform, thereby driving sales and strengthening its position in the competitive Indian ecommerce market. These initiatives, combined with strategic acquisitions and financial backing, highlight Amazon’s aggressive push to capture a larger share of the growing digital economy in India.

Read more Business related news on R9 News
Jhumpa Lahiri

Jhumpa Lahiri

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