Amazon India launches Creator Central to streamline influencer content creation

Amazon India has introduced 'Creator Central', a platform aimed at simplifying content creation and management for influencers associated with the company's ecosystem. Launched on November 6, 2024, it integrates all aspects of content production, optimisation, and performance analytics into one tool within the Amazon app.

Creator Central will roll out to over 50,000 influencers in the Amazon Influencer Program in the coming weeks, providing a streamlined approach for managing content, earnings, and account features directly from the Amazon platform.

Through Creator Central, influencers can create and upload content, such as product recommendation lists, photos, and videos, and publish them directly to their personalized Amazon storefronts. The platform includes built-in analytics, enabling creators to track metrics like total earnings, popular promoted products, and high-performing categories.

Additional tools allow influencers to schedule posts for specific dates or align content around events like Amazon Prime Day, streamlining content planning for significant shopping events. This feature is available on both desktop and mobile, allowing influencers flexibility in managing their online presence.

In September 2024, Amazon has announced an increase in commission rates for the 50,000 creators that are a part of its influencer marketing network. This move was aimed at pushing sales during its flagship Great Indian Festival sale, underpinning the importance these content creators play in boosting business. 

To further support creators, Amazon has incorporated ‘Creator University’ within Creator Central, an educational program offering training on video editing, storytelling, and content marketing. Launched earlier this year, it caters to both new and experienced influencers, equipping them with practical strategies to develop a sustainable business within the Amazon ecosystem. The program aims to bridge knowledge gaps in digital marketing, helping creators better understand the tools and techniques required to boost engagement and optimise their Amazon storefronts.

The platform also introduces user-friendly account management features, allowing creators to manage multiple user accounts and switch between storefronts seamlessly. Automated product recommendations tailored to each creator’s audience add to the simplified user experience, potentially enhancing product discovery and engagement.

According to Zahid Khan, director of shopping initiatives for Amazon India and emerging markets, Creator Central is designed to "empower Indian content creators" by removing technical barriers and allowing them to concentrate on producing compelling content.

The launch of Creator Central comes as influencer marketing in India is growing rapidly. The industry is projected to reach INR 3,375 crore ($404.8 million) by 2026, with an 18% compound annual growth rate between 2022 and 2026, according to an Ernst & Young (EY) report. Influencer marketing is expected to become more performance-oriented, with around 29% of marketers considering performance-linked models to ensure accountability.

In categories such as FMCG, e-commerce, and automotive, brands plan to increase spending on influencer campaigns by approximately 10% by 2026. These campaigns aim to build brand awareness and engagement rather than solely focusing on direct sales, highlighting the influencer’s role in consumer engagement.

Many major consumer goods companies, including Hindustan Unilever, Dabur, and Godrej Consumer Products, have expanded their influencer marketing strategies. These brands are leveraging influencers to build brand loyalty, increase engagement, and drive awareness—emphasising the role influencers play in consumer purchasing decisions.

By focusing on partnerships with digital content creators, Amazon aims to further strengthen its position as a key platform for consumer engagement in India’s influencer marketing ecosystem. The company has previously introduced other initiatives for influencers in India, such as Amazon Live, which launched in 2022.

Through Amazon Live, creators can engage with customers in real-time, answering questions, running polls, and offering limited-time deals during live broadcasts. The Amazon Influencer Program allows influencers to curate Amazon products on their storefronts and earn commissions from sales generated through their content. These tools provide a source of income for influencers while also expanding Amazon’s reach through creators’ networks.

To enhance engagement within its influencer network, Amazon also launched ‘Creator Connect’, a series of in-person events designed to foster community among influencers and align promotional efforts with major sales events. Creator Connect features interactive workshops, networking opportunities with Amazon executives, and showcases of upcoming trends and products. This initiative seeks to build stronger ties within the Amazon creator community and attract new influencers to the platform.

The rollout of Creator Central signifies Amazon's strategic approach to consolidating its presence in India’s rapidly evolving influencer marketing space. By offering tools that reduce friction in the content creation process, Amazon aims to enable influencers to develop more engaging, relevant, and monetisable content. This comprehensive platform not only simplifies content management for existing influencers but also offers a scalable solution for new creators entering the Amazon ecosystem.