Amazon India introduced ‘Creator Central,’ a comprehensive platform designed to streamline content creation, management, and analytics for influencers. Aimed at the 50,000 creators in the Amazon Influencer Program, the new tool brings together various functions of content production, optimization, and performance tracking, making it simpler for influencers to manage their Amazon storefronts and grow their businesses.
The Creator Central platform allows influencers to produce and upload content—such as product recommendation lists, photos, and videos—and publish it directly to their personalized storefronts on Amazon. Built-in analytics let creators monitor their content’s performance, tracking key metrics like total earnings, popular products, and high-performing categories. The platform also includes scheduling tools, allowing influencers to plan posts for specific dates or align content with major shopping events like Amazon Prime Day.
Available on both desktop and mobile, Creator Central offers the flexibility for influencers to manage their online presence from any device. It also introduces advanced account management features, enabling creators to handle multiple user accounts and seamlessly switch between storefronts. The platform incorporates automated product recommendations tailored to each creator’s audience, potentially enhancing engagement and product discovery.
An additional feature, ‘Creator University,’ provides training modules on video editing, storytelling, and digital marketing strategies. This educational program, launched earlier this year, is available within Creator Central and supports influencers of all experience levels in honing their content creation skills. It’s intended to bridge digital marketing knowledge gaps, giving creators practical strategies to increase engagement and make the most of Amazon’s platform.
“Creator Central is designed to empower Indian content creators by removing technical barriers and allowing them to focus on producing compelling content,” said Zahid Khan, Director of Shopping Initiatives for Amazon India and Emerging Markets. This launch reflects Amazon’s ongoing efforts to expand its ecosystem for influencers, providing them with user-friendly tools that streamline content management and improve earnings.
Amazon has also taken steps to increase influencers’ earning potential. In September 2024, the company announced a commission rate hike for creators in its network, aiming to boost sales during major events like the Great Indian Festival. This aligns with the broader trend in India’s influencer marketing industry, which is projected to reach INR 3,375 crore (approximately $405 million) by 2026, growing at an 18% annual rate according to Ernst & Young. As influencer marketing becomes more performance-driven, with brands linking pay to performance metrics, Amazon’s initiatives help creators meet these evolving standards.
The platform’s launch comes amid growing demand for influencer-driven engagement strategies in sectors such as FMCG, e-commerce, and automotive. According to industry reports, brands plan to increase influencer marketing spending by around 10% by 2026, shifting focus from direct sales to building brand awareness and consumer loyalty. Companies such as Hindustan Unilever, Dabur, and Godrej Consumer Products have already expanded their influencer marketing strategies, relying on creators to engage consumers and influence purchase decisions.
Amazon India has previously introduced other influencer-focused tools, including Amazon Live in 2022, where creators can interact with customers in real-time during broadcasts by answering questions, running polls, and offering limited-time deals. The Amazon Influencer Program allows influencers to curate products on their storefronts, earning commissions based on sales generated through their content. Additionally, the company’s ‘Creator Connect’ series fosters community among influencers with in-person events featuring interactive workshops, networking opportunities with Amazon executives, and previews of upcoming trends and products.
With Creator Central, Amazon consolidates its commitment to supporting influencers by simplifying the content creation process, empowering creators with advanced tools, and positioning itself as a leader in India’s fast-evolving influencer marketing space. This launch is set to enable more streamlined, engaging, and monetizable content for influencers, while reinforcing Amazon’s role as a key platform for consumer engagement in India.
