Amazon is letting eligible creators in India tag its products directly on YouTube and Pinterest, expanding the ways creators can earn commissions through product recommendations beyond their Amazon storefronts.

The expansion builds on Amazon’s push into social commerce in the country, where the Amazon Influencer Program has grown to 2 lakh creators, doubling year over year, and has helped close to 40 million customers shop on Amazon.in this year. “Creators are redefining how customers discover, research and shop for products today,” said Nidhi Thakkar, Head of Social Commerce for Emerging Marketplaces at Amazon, in a blog post. “Through Amazon’s Creator Programs like the Amazon Influencer Program, we’re empowering storytellers to turn their passion into entrepreneurship.”

On YouTube, Amazon has joined the platform’s Shopping affiliate program, letting creators tag products across Shorts, long-form videos and livestreams. Viewers who tap a tag can explore the product and complete their purchase on Amazon.in. “Over 450 million people in India have shopping-related searches on YouTube, and this partnership lets creators easily tag millions of items across Shorts, long-form videos, and livestreams,” said Gunjan Soni, Managing Director for India at YouTube.

The India rollout follows a similar move YouTube made for U.S. creators in August, when it added Amazon to its Shopping Affiliate Program alongside existing merchant partners including Nike, Best Buy and Etsy. That program requires creators to be enrolled in the YouTube Partner Program and to hold an active Amazon Influencer or Amazon Associates account, with linking handled through the creator’s Amazon Storefront.

Pinterest’s version works through a similar storefront link. Creators connect their Amazon Storefront to Pinterest once, and their affiliate link then applies automatically whenever they tag an eligible product on a Pin. Their Storefront handle also appears on their Pinterest profile. Amazon points to Pinterest’s reach as the rationale: the platform sees more than 80 billion searches a month, and over half of its users say they visit to shop.

Amazon’s India creator ecosystem has been building toward this kind of platform integration since at least late 2024, when it launched Creator Central to consolidate content and analytics tools, and expanded further in 2025 with category-specific efforts like its Tech Influencer Program. The company says nearly 70% of shoppers buying through its creator programs now come from non-metro cities such as Guntur, Dehradun and Patiala, and about 75% of participating creators are based outside major metros, in cities including Kanchipuram, Meerut and Jammu. Amazon reports that earnings per creator are up 60% year over year.

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