Amazon taps 1 lakh influencers to power Great Indian Festival 2025

New Delhi: As India gears up for the 2025 festive season, e-commerce giant Amazon.in has announced the start of its much-awaited Amazon Great Indian Festival on September 23, with Prime members enjoying 24-hour exclusive early access. 

Promising the widest selection at competitive prices and the fastest delivery, the festival spans categories from smartphones and electronics to fashion, beauty, home essentials, and groceries. Traditional perks like bank discounts, EMI offers, and extra cashback on Amazon Pay ICICI Bank Credit Cards are all part of the mix. Yet, what stands out this year is Amazon’s ambitious pivot toward the influencer and creator ecosystem, a move that signals the growing intersection of social commerce and traditional e-commerce.

In a conversation with BuzzInContent, Kishore Thota, Director of Customer Experience & Marketing at Amazon India, outlined the rationale behind this strategy. “We’ve expanded live influencer commerce to address three key consumer pain points. The lack of touch-and-feel in e-commerce, the trust deficit as people relate to influencers more than celebrities and the absence of two-way communication, which live streaming solves by allowing direct questions,” he said.

The numbers underscore Amazon’s commitment. The company has grown its Amazon Influencer Program from 68,000 to 1 lakh creators, including tech influencers, and is broadening the scope beyond technology into lifestyle, fashion, and home categories. This approach is not just marketing, according to Thota, it’s a calculated strategy where influencers showcase products, build trust, and create scalable engagement with consumers. “It may sound like we’re biased against celebrities, but it’s just a different strategy,” he explained.

By leveraging influencers, Amazon is tapping into the growing power of social commerce, a trend that allows real-time product discovery and trust-building. Unlike traditional ads, which are one-way communication, influencer-led live sessions allow customers to ask questions, see product demonstrations, and make purchase decisions with greater confidence. This personalised experience is particularly relevant for first-time or cautious online buyers during the festive season.

Thota emphasised that while some may undervalue social commerce, Amazon sees tangible results. “Social commerce is giving a plus to Amazon. While some may feel it’s not worth it, we are actually seeing growth from it,” he noted. By working with 1 lakh influencers this festive season, the company aims to reach a vast spectrum of consumers with relevant products, selections, and services delivered efficiently.

As per the Director of Customer Experience & Marketing at Amazon India, this strategy is not just about expanding sales; it’s about evolving the shopping experience. Amazon is betting that influencers, with their relatability and expertise, will bridge the gap between digital and physical shopping, helping consumers discover and trust products in real-time.

As the Amazon Great Indian Festival kicks off, one clear takeaway is that the future of e-commerce is increasingly social, and influencers are now central to shaping how millions of Indians will shop this festive season.