Amazon Increases Commissions For Over 50,000 Influencers Ahead Of Great Indian Festival Sale: Here's Why

Amazon will offer higher payouts of up to 2x for active content creators across categories.

Amazon is ramping up its efforts for the festive season by increasing commissions for more than 50,000 influencers in its marketing network. The company has announced higher payouts, ranging from 1.5x to 2x, for active content creators across categories like fashion, beauty, personal care, home appliances, and toys.

Influencers promoting fashion and luggage will see their commissions rise from 5 per cent to 9 per cent, while those in the sports equipment sector will enjoy a jump from 2.5 per cent to 7.5 per cent. On top of that, Amazon is introducing performance-based incentives, offering up to 15 per cent of revenue generated by creators who drive significant sales.

Tapping Into Influencers To Draw Traffic

Zahid Khan, Amazon’s director for shopping initiatives in India and emerging markets, highlighted the company's commitment to supporting creators. "By significantly increasing commission rates across key categories and offering additional resources through programs like Creator University and Creator Connect, we’re providing creators with the tools and incentives they need to thrive during the festive season and beyond," he said, as reported by Inc42.

This move aligns with Amazon’s broader strategy of tapping into the reach of influencers to draw more traffic ahead of its Great Indian Festival, which starts on September 27. Prime members, however, will get early access, starting a day earlier.

Facing intense competition from Flipkart in India's e-commerce landscape, Amazon has introduced various new initiatives. These include the launch of three new fulfilment centres in Delhi NCR, Guwahati, and Patna, benefiting over 2.5 lakh sellers, as well as a reduction in merchant selling fees by 3 per cent to 12 per cent.

Additionally, Amazon recently rolled out its AI chatbot, Rufus, in India, just weeks after appointing Sameer Kumar to lead its India operations following Manish Tiwary’s departure. These moves come as Amazon continues to tackle regulatory challenges and management shifts, while Flipkart expands its rapid-commerce presence with its new "Minutes" service.