Amazon Great Indian Festive Sale: E-commerce giant Amazon has increased commissions for over 50,000 creators in its influencer marketing network to bolster sales during the upcoming festive season.
Amazon increases commissions of content creators
In a statement, Amazon India revealed that payouts for “active” creators across categories like fashion, beauty, home, and toys will increase by 1.5 to 2 times under the revised structure. Commissions for fashion and luggage categories have been hiked from 5% to 9%, while sports equipment commissions have jumped from 2.5% to 7.5%.
Additionally, the company is offering “target-linked incentives” of up to 15% for influencers who drive significant sales. Amazon’s director of shopping initiatives, Zahid Khan, emphasized the company’s commitment to providing creators with the tools and incentives they need to succeed, stating – “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…,” said Amazon’s director of shopping initiatives for India and emerging markets Zahid Khan.
Will Amazon lure more users through content creators?
By leveraging the fan base of these content creators, Amazon aims to attract more users to its platform. This move comes ahead of the company’s annual flagship sale, the Great Indian Festival, which begins on September 27. Prime subscribers will get early access to the sale on September 26.
In its battle for dominance in the Indian e-commerce market with Flipkart, Amazon has introduced several new offerings and incentives. The company has recently launched three new fulfilment centres and reduced selling fees for merchants. It has also fully rolled out its AI chatbot, Rufus, in India.
Is Amazon under scrutiny by CCI?
Amazon India has faced leadership challenges and regulatory hurdles in recent months. Samir Kumar took over as the head of India operations following Manish Tiwary’s exit. The company has also been under scrutiny by the Competition Commission of India (CCI) for allegedly violating antitrust norms. The CCI has directed Amazon to provide turnover details to determine the penalty amount for these violations.
As Amazon continues to navigate the competitive Indian e-commerce landscape, the company’s efforts to boost influencer marketing and offer new incentives demonstrate its commitment to driving growth and staying ahead of the competition.
