Amazon Targets Creators
The e-commerce giant is expanding its Creator Services to support digital entrepreneurs in building businesses and scaling their reach to big brands, with partnerships like Keke Palmer's podcast and the Kelce brothers' e-commerce storefront
Amazon is making a significant push into the creator economy through its Creator Services, aiming to support digital entrepreneurs in building businesses and scaling their reach to big brands. The company's general manager of creator services, Matt Sandler, and head of creator ad partnerships, Angie More, are leading the charge.
Amazon has seen a dramatic change in the conversation around creators and media over the last year, with creators increasingly being viewed as entrepreneurs who are shaping culture and influencing how customers buy products. The company is targeting born entrepreneurs who launch products and businesses rooted in their social media success, providing them with tools to monetize their content and connect with customers.
One example of this is the Jason and Travis Kelce podcast 'New Heights', which has an Amazon-built e-commerce storefront called Kelce Clubhouse. This storefront sells a range of fan and lifestyle products, demonstrating the potential for creators to build successful businesses beyond their core content. Another example is Keke Palmer, who has teamed up with Amazon Creator Services for her podcast 'Baby, this is Keke Palmer' and plans to go live on Twitch twice a month.
## What's driving the push Amazon's move into the creator economy is driven by the desire to make the creator economy more adaptable and scalable for marketers. By providing creators with the tools and support they need to build successful businesses, Amazon is hoping to create new opportunities for brands to reach their target audiences.
## Why it matters The creator economy is a rapidly growing space, with more and more entrepreneurs building businesses around their social media presence. By supporting these creators, Amazon is positioning itself at the forefront of this trend, and providing brands with new ways to reach their target audiences. As the creator economy continues to evolve, Amazon's Creator Services is likely to play a major role in shaping the future of digital marketing.
The company's efforts are focused on providing creators with the support they need to succeed, from building e-commerce storefronts to connecting with customers through social media. With its vast resources and expertise, Amazon is well-placed to help creators build successful businesses and reach new heights.
