Amazon has introduced fresh initiatives aimed at creators in India. The e-commerce giant has unveiled Creator University and Creator Connect, educational programs tailored to meet the needs of the expanding influencer community in the country.
The corporation announced that Amazon Creator University will provide creators with a range of resources including video tutorials, articles, practical advice, workshops, and case studies, all geared towards helping them effectively sell their products on the marketplace. This initiative will serve both established influencers and those aspiring to become influencers.
The e-commerce site stated in a statement that “through a curated selection of resources, the programme offers participants with the foundational knowledge & practical strategies to cultivate a sustainable business on the Amazon marketplace.”
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Meanwhile, Creator Connect will organize in-person events and workshops for creators, enticing new talent to join its flagship Amazon Creator Program. Within this endeavor, Amazon will facilitate interactive workshops led by influencers, seeking to nurture a thriving community of creators in anticipation of its upcoming major sales events later this year.
“Creator Connect comprises a series of face-to-face gatherings aimed at nurturing connections, knowledge acquisition, and advancement for creators within the Amazon network. Strategically scheduled alongside significant sales events and Amazon initiatives, these gatherings serve dual purposes: igniting anticipation for forthcoming promotions and enticing fresh talent to join the Amazon Influencer Program,” the statement elaborated.
With this move, the US-based ecommerce behemoth aims to capitalize on the burgeoning Indian creator economy, which has surged in prominence in recent years. To provide context, social media powerhouse Meta highlighted in a report last year that a significant portion of surveyed Indian online shoppers found beauty brands through social media channels.
The report also emphasized that 76% of surveyed consumers discovered fashion brands through social media. These two core categories are precisely the areas Amazon intends to leverage to drive sales and launch a robust offensive against its competitors, including the Walmart-backed ecommerce giant Flipkart.
Amazon’s Previous Engagements with Creators
Nevertheless, this isn’t Amazon’s inaugural foray into creator-focused endeavors. Back in 2022, the company enlisted content creators to spotlight products and address customer inquiries on its live commerce platform, Amazon Live.
Additionally, Amazon operates the Amazon Influencer Program, which empowers influencers to monetize their content within the marketplace and earn commissions on eligible purchases.
This comes as Amazon rapidly expands its presence in the country. Just last month, the ecommerce giant was set to finalize the acquisition of MX Player, a video streaming platform owned by Times Internet, for $100 million.
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Last month, Amazon India received INR 1,660 Cr from its US parent. Earlier in February, it also secured an additional INR 830 Cr from the same parent company.
In the financial year 2022-23 (FY23), the standalone net loss of the ecommerce major’s India marketplace arm widened by 33% year-on-year (YoY) to INR 4,854.1 Cr. Conversely, Amazon Seller Services saw a modest 3.4% increase in operating revenue, reaching INR 22,198 Cr in the year ending March 2023, up from INR 21,462 Cr in FY22.