Amazon.in has introduced Creator Central, a platform that consolidates content creation and analytics tools for members of its Influencer Program. The company plans to roll out access to over 50,000 creators across India in the coming weeks.

The new platform enables creators to manage content, track performance metrics, and handle multiple accounts directly through the Amazon app. Creators can upload photos, videos, and curated product lists to their personalized storefronts while monitoring earnings and engagement data.

“This launch signifies Amazon.in’s commitment to fostering the growth of the creator community in India,” said Zahid Khan, Director of Shopping Initiatives for India and Emerging Markets at Amazon, in a news release.

The platform integrates with Creator University, Amazon’s educational program launched earlier this year, providing resources for established and new creators. Key features include automated product recommendations, performance tracking tools, and the ability to schedule content around major shopping events like Prime Day.

Amazon has recently increased Standard Commission Income Rates for creators by 1.5-2x across categories, including fashion, beauty, home goods, and personal care appliances. This follows the 2022 launch of Amazon Live, where creators can interact with customers through real-time product showcases and polls.

The company also runs Creator Connect, a series of in-person events featuring workshops and networking opportunities with Amazon leaders and established creators. These events align with major sales periods to generate promotional awareness and attract new participants to the Influencer Program.

Through Creator Central, users can:

• Create and schedule content for their storefronts
• Access automated product recommendations
• Track earnings and performance metrics
• Manage multiple accounts and user access levels
• Participate in Creator University training programs

The Amazon Influencer Program allows creators to earn commissions on qualifying purchases through their storefront URLs and affiliate links. Creator Central will be available on both mobile and desktop platforms.

The Creator Central launch follows YouTube’s Shopping affiliate program in India, which was recently launched in partnership with the e-commerce marketplace Flipkart and fashion retailer Myntra. This program enables creators to earn revenue by tagging products in their videos.

In September, Instagram rolled out its Creator Lab in India, introducing three new features to enhance user engagement. 

According to a Kofluence report, over 80% of Indian brands are expected to spend up to 30% of their marketing budgets on influencer collaborations by 2028. Total industry spending is projected to reach $2.8-3.5 billion during this period.