Amazon expands creator services to help influencers monetize and attract brand advertising
Amazon executives Matt Sandler and Angie More discussed how the company is building tools for creators to grow businesses and offer scalable ad solutions to major brands.
During a recent episode of Variety’s “Strictly Business” podcast, Amazon’s Matt Sandler and Angie More explained the firm’s push into the creator economy. Sandler, who oversees creator services, and More, who leads creator ad partnerships, said Amazon now views creators as entrepreneurs whose businesses stem from content on platforms like YouTube, Twitch, podcasts, and social media series. The company is developing a suite of tools that lets brands buy ads at scale while linking those campaigns to creators’ fan communities and Amazon’s own shopping infrastructure.
They highlighted the “New Heights” podcast by Jason and Travis Kelce, which drives traffic to an Amazon-run Kelce Clubhouse storefront, and Keke Palmer’s podcast that feeds into her Twitch livestreams and merchandise sales. Their effort focuses on delivering measurable impact and a seamless customer journey from content discovery to purchase. The initiative is positioned to make influencer-driven marketing more adaptable and data-driven for advertisers.
Why it matters
Amazon’s new creator platform could reshape how influencers monetize and how brands reach audiences online.
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