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Amazon India has shared new numbers that clearly show how powerful creator-led shopping has become. This year alone, more than 2 crore shoppers discovered products through Amazon’s creator ecosystem. The number of active creators has also grown from 1 lakh to over 1.25 lakh in just a few months. That is a big jump, and it shows how fast creator commerce is growing in India.
For someone like me, who has been using Amazon’s affiliate program right from the time Amazon entered India, this shift feels natural. Amazon has always been one of the biggest and most trusted affiliate networks in the country. Many creators, bloggers, and reviewers, including us at Techlomedia, have relied on Amazon Associates for years. The new Influencer Program is basically an extension of that long-running system. It adds storefronts, videos, livestreams, and better discovery tools. In a way, Amazon has simply evolved the affiliate model into something more visual, interactive, and creator-friendly.
One of the most interesting insights is that creator-led purchases are no longer limited to big cities. Nearly 70 percent of creator-driven sales now come from non-metro cities such as Karnal, Vijayawada, Bhubaneswar, and Dehradun. More than two-thirds of creators also come from over 500 non-metro pin codes.
This is a huge shift for Indian e-commerce. It shows that people in smaller cities are not only consuming creator content but also trusting creators enough to make shopping decisions. Regional creators are becoming powerful voices, and Amazon’s system is helping them reach a wider audience.
During the festive season, over 40 lakh customers discovered products through creator videos, livestreams, and recommendations. Lifestyle, electronics, home, and beauty were the strongest categories. Creators helped people understand products in simple terms and showed real-life usage, which is something traditional ads cannot do.
This is exactly why creator-led shopping works. Viewers trust creators because they speak the same language, share real experiences, and explain things clearly. It makes shopping feel more reliable.
The Amazon Influencer Program has now crossed 1.25 lakh creators. It covers all major categories such as tech, fashion, lifestyle, fitness, home décor, and parenting. Creators get full editorial freedom and can build personalized storefronts where they list recommended products. These storefronts work on top of the Amazon Associate Program, so creators earn commissions on sales just like before, but now with better tools and higher engagement.
Amazon has also introduced specialized programs like the Fashion Influencer Program and the new Tech Influencer Program. They help creators build dedicated spaces that feel more organized than generic affiliate links.
Amazon Live is another major piece of this puzzle. It is a live shopping section where creators go live, show products, answer questions, and offer time-limited deals. In the last 30 days alone, customers watched 43 million minutes of creator-led livestream content on Amazon.in.
Live commerce has been popular in markets like China for years. India is finally catching up, and Amazon is positioning itself strongly by giving creators a proper platform. When creators answer questions in real time, it reduces confusion and increases trust. This directly helps conversion.
Amazon is now integrating more AI-driven personalization and immersive video shopping on its platform. Soon, shoppers will see short creator videos appear in product listings, search results, and even review sections. This is where Amazon has a strong advantage. It is making video discovery part of the natural shopping process. Customers will not need to leave the app or search YouTube for quick reviews. Everything will appear within their shopping journey.
For creators, this means more visibility. For customers, this means faster decisions. And for Amazon, this means deeper engagement.
Amazon continues to invest in programs like Creator Central, Creator University, Elevate, and Creator Connect. These offer training, analytics, and monetization tools that help new creators grow. Since these programs sit on top of the trusted Amazon Associates framework, creators feel confident about the long-term earning potential.
Having personally been part of Amazon’s affiliate ecosystem for years, I can say that Amazon has always maintained a strong, reliable payout system and clear data reporting. This is one of the reasons creators feel safe investing their time in Amazon’s ecosystem. The new creator tools simply build on that foundation and make it more modern and scalable.
What we are seeing is a gradual but clear shift. Shopping in India is no longer driven only by search bars and category menus. It is now shaped by creators who explain products in simple language and show them in real scenarios. Amazon understands this change well. Its creator programs, livestreams, and AI-backed discovery tools show a long-term commitment to the creator economy.
India has millions of new shoppers entering ecommerce every year. Most of them prefer short videos, clear demonstrations, and trusted recommendations. Creator-led shopping fits perfectly into this new behaviour. Amazon’s rapid growth in this space shows that creator commerce is not just the future. It is already happening. And it is reshaping how India shops.
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