Amazon boosts influencer payouts ahead of key festival sales

Mumbai: Amazon has announced a commission rate hike for 50,000 creators who are part of its influencer marketing network, in a bid to boost sales during its flagship Great Indian Festival sale.

“At Amazon India, we are committed to supporting the creator community and enabling them to succeed,” said Zahid Khan, Director, Shopping Initiatives for India and Emerging Markets, Amazon. “We believe that this enhanced support system will not only benefit creators but also lead to a more engaging and rewarding shopping experience for our customers.”

The revised model will offer influencers a significant increase in commission, up to twice as much, the e-commerce giant said in a press release. It also introduced goal-linked incentives of up to 15% of generated revenue to encourage influencers whose content drives sales.

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“This increased Amazon.in commission for the Great Indian Festival is a huge win for creators like me,” said influencer Surbhi Bhargava, aka Mombuddy, in a press statement. “With the festive season approaching, people are actively looking for deals, and this additional support means we can be even more helpful in guiding them towards their ideal purchases.”

The top categories that saw the highest increases in standard commission rates were clothing and accessories, cosmetics and personal care, household appliances, household and kitchen products, garden products, furniture, sports equipment, and toys and books.

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In addition to the fee changes, as part of Amazon Live, a live shopping program where customers can interact directly with content creators who showcase products, answer customer questions in real time, conduct surveys, and offer limited-time deals, hundreds of creators will host more than 1,500 live streams across categories including mobile, home appliances, home décor, fashion and beauty, and more, as part of the Festival Sale.

The sale will begin on September 27, but Prime members will have access 24 hours earlier than everyone else.