Amazon launches 'Creator University' in India

Amazon.in has launched a 'Creator University' and an series of events called 'Creator Connect' in a bid to equip content creators with the more tools and knowledge to succeed in the creator economy.

With a curated selection of resources, the Creator University education programme aims to provide established and aspiring influencers with foundational knowledge and practical strategies to build a sustainable ecommerce business. The curriculum incorporates video tutorials, articles, case studies and workshops, covering a wide range of topics aiming to help creators cultivate a robust audience and optimise content performance within Amazon. 

Creator Connect is a series of in-person networking and learning events, strategically timed around major sales and Amazon initiatives. The aim is to generate excitement for upcoming promotions and attract new creators to the Amazon Influencer Program.

The first Creator Connect event, ‘A Summer Escape’, kicked off on 3 June, 2024 in Mumbai, focusing on building a community of fashion and lifestyle creators coinciding with Amazon Fashion's Wardrobe Refresh Sale.

Kishore Thota, director for shopping experience at India and emerging markets, Amazon.

A report by EY and Collective Artists Network’s Big Bang Social titled 'The State Of Influencer Marketing in India' predicted that this sector will touch Rs 3,375 crore by 2026, up from the estimated Rs 2,344 crore in 2024. This 25% growth underpins the huge potential of the influencer marketing industry, presenting ample opportunities for brands, marketers, and influencers alike.

In recent years, the tech giant has introduced several programs for content creators. In 2022, it introduced Amazon Live—a live shopping program on Amazon.in where customers can directly interact with content creators who showcase products, answer customer questions in real time, run polls, and offer limited duration deals.

It also has the Amazon Influencer Program where influencers gain access to tools that enable them to select and recommend Amazon's products and services to their followers while earning commissions on qualifying purchases. They can monetise their content by sharing their storefront URL or affiliate links, expanding their reach and attracting new customers with their posted content.