Amazon Courts Creators to Drive Business Growth

Amazon is diving into the creator economy to support digital stars and entrepreneurs who are launching products and businesses built on social media-distributed content. The company's target audience includes born entrepreneurs who have leveraged their fan communities to succeed.

Matt Sandler, Amazon's general manager of creator services, explained that creators are now viewed as entrepreneurs who drive business through content creation. He cited the example of Jason and Travis Kelce's podcast 'New Heights,' which has spawned a range of merchandise sales through the Amazon-built e-commerce storefront Kelce Clubhouse.

Amazon is working with brands to make it easier for them to reach customers throughout their journey, from discovery to purchase. Angie More, head of creator ad partnerships, said that advertisers are looking for ways to close the loop and leverage Amazon's creator suite to connect with fans.