Amazon India Launches ‘Creator Central’ For Content Creators

Amazon India has rolled out one more content creation focused feature – Creator Central, with which it aims to streamline the content creation process.

The company plans to roll out the platform to more than 50,000 creators under its influencer programme.

The platform will enable creators to produce, upload, and schedule content like videos, photos, and product lists directly from the Amazon app, while tracking performance metrics and earnings in real time, the company said in a statement.

Here are the main features introduced by Amazon for the creators:

• Easy Content Creation & Storefront Management: An interface for creating and uploading content directly to personalised storefronts.
• Customised Recommendations: Automated product suggestions based on audience insights.
• Indepth Analytics: Performance metrics for tracking earnings, top products, and key categories.
• Flexible User Management: Multi-user access and store switching capabilities to support creators with multiple storefronts.

Notably, Creator University, which was launched earlier this year, will be integrated into Creator Central. 

Creator University is an education programme designed to equip content creators with the tools and knowledge necessary to prosper within the dynamic creator economy. 

This move builds on Amazon’s growing support for content creators, following initiatives like Amazon Live and increased commission rates for influencers across popular categories.

The development comes on the heels of the company launching three new fulfilment centres in Delhi NCR, Guwahati and Patna earlier this year. 

Recently, the company said that it created over 1.1 Lakh seasonal job opportunities in the country to meet the growing customer demand during the festive season. 

Amazon is also exploring the possibility of launching a standalone app for its payments service in India. 

It is also looking to launch its quick commerce services in India in the first quarter of next year. Its rival Flipkart launched Flipkart Minutes in select cities recently.  

Notably, Amazon India’s wholesale arm, Amazon Wholesale (India), trimmed its loss by 34% to INR 344.7 Cr in the financial year 2023-24 (FY24) from INR 615.7 Cr in the previous fiscal year. However, operating revenue declined marginally to INR 3,576.7 Cr from INR 3,600.5 in FY23. 

Its logistic arm, Amazon Transportation Services (ATS) reported a 7.6% increase in revenue to INR 4,889 Cr in FY24 from INR 4,543 Cr in the previous year. It also managed to trim its loss by 6.9% to INR 80 Cr from INR 86 in the previous fiscal year.