The move comes through Creator Connections, Amazon's programme designed to connect creators with brands and enable them to earn from product discovery and sales.

The company expects affiliate-first and mid-sized creators to be among the earliest adopters, given their existing experience in driving product discovery and conversions through content.

The shift reflects a broader change in India's creator economy. Brand deals were once the primary monetisation route for creators, but creators are increasingly looking for multiple income streams.

Amazon's approach allows creators to move beyond simply promoting a product for a fixed brand fee. By connecting content with commerce, creators can potentially earn based on the business generated through their recommendations.

For brands, the programme offers another route to reach highly engaged audiences through creators who already influence purchasing decisions.

The expansion also highlights how India's creator economy is becoming increasingly intertwined with e-commerce, affiliate marketing and social commerce.

As more creators build businesses around their audiences, platforms are increasingly looking beyond advertising and sponsorships to create direct pathways between content, product discovery and transactions.

Amazon's latest move signals that the creator economy could increasingly become a major distribution channel for brands, while giving creators more ways to turn influence into sustainable income.