Amazon has taken a minority stake in Spotter, a Los Angeles-based startup that provides upfront capital and services to digital content creators.

According to Variety, the companies are partnering to expand business opportunities for Spotter’s roster of creators across Amazon’s content and retail channels, including Amazon MGM Studios, Prime Video, Twitch, and Amazon Live. Financial terms of the investment remain undisclosed.

Founded in 2019, Spotter’s core business provides creators with upfront financing in exchange for licensing rights to their existing YouTube content. The company, which recently secured $7.4M in funding, reports deploying more than $940 million to prominent YouTube creators, including Jimmy Donaldson (MrBeast), Dude Perfect, Colin & Samir, Eric Decker (Airrack), and Donald De La Haye Jr. (Deestroying).

“Amazon is forward-thinking in recognizing the immense potential of the Creator economy,” Aaron DeBevoise, Spotter’s founder and CEO, said in a statement. DeBevoise previously co-founded YouTube multichannel networks Machinima and StyleHaul.

Vernon Sanders, head of television at Amazon MGM Studios, added that the partnership aims to “bring more compelling content to our global customers while fostering the growth of today’s most influential creators.”

The announcement follows Spotter’s recent launch of Spotter Studio, an AI-powered software platform designed to help creators optimize video production through ideation tools.

Spotter’s current content portfolio generates more than 88 billion monthly watch-time minutes, with 71% of viewership occurring on connected TV platforms. The company monetizes these views through its licensing arrangements with creators.

The investment adds to Spotter’s backing from investors, including Mark Bezos, brother of Amazon founder Jeff Bezos, and SoftBank. The partnership represents Amazon’s expansion in the creator economy space, building on its existing content creation and distribution platforms.

Recent IZEA research showed that influencers were 1.9 times more likely to purchase products on Amazon than other social media users more than once per week. The increased engagement suggests that influencers may impact Amazon’s ecosystem more than previously thought.