YouTube Shopping adds Amazon, Meesho, AJIO in India

Indian creators who review phones, kurtas or face serums on YouTube can soon tag products from far more stores. YouTube said on Thursday it is expanding its partnership with Amazon to India and adding AJIO, Meesho, Snapdeal and Tata CLiQ to the YouTube Shopping affiliate programme.

The new partners will "roll out soon", according to a post by Gunjan Soni, Managing Director for India at YouTube. They join Flipkart, Myntra, Nykaa, Purplle, Shopsy and Tira, which are already on the programme. YouTube calls the combined list India's most comprehensive commerce catalogue, spanning value marketplaces, large retailers and beauty specialists.

Why the retail list matters to creators

Under the affiliate model, a creator tags a product in a video and earns a commission when viewers buy through that tag. The wider the catalogue, the fewer products a creator has to skip because the store selling them is not on the programme. Adding Amazon and Meesho in particular closes two obvious gaps for Indian shoppers, one at the premium end and one in the budget segment.

YouTube shared figures to show how fast the programme has grown. Average affiliate payouts to Indian creators rose more than 160% year-on-year between the first quarter of 2025 and the first quarter of 2026. Over half of eligible creators in India were enrolled as of May 2026, and the number of enrolled creators more than tripled between June 2025 and June 2026. More than 19 million videos have been tagged with affiliate products since the feature launched in India.

On the viewer side, the company says over 450 million logged-in users in India searched for shopping content on YouTube in June 2026, and shopping-related watch time grew more than 55% year-on-year as of April.

These are company numbers, and YouTube has not disclosed absolute payout figures or commission rates.

New tools for viewers and brands

The retail expansion comes with AI features. Ask YouTube for Shopping lets viewers ask questions about a product, specs for example, directly on the watch page and follow up in a conversation. It works on the go and through voice commands while watching on a TV.

For creators with audiences abroad, product tags will now switch automatically to show localised offers based on where the viewer is watching from. YouTube Creator Partnerships is meant to help creators get noticed by brands, and a tool called Ask Studio will soon help draft responses to brand briefs and build pitch material.

Brands get something too. The recently launched Affiliate Partnerships Boost lets advertisers put paid money behind a creator's organic affiliate video. Nykaa plans to use it to drive festive-season sales, according to the post.

The timing lines up with the festive calendar. Amazon's Great Indian Festival and Flipkart's Big Billion Days both open to shoppers around 8 October, and YouTube argues it has already become the primary destination for purchase decisions in India. Every tagged video is a chance to keep that journey inside the app.

For creators, the question is less about features and more about commission terms, which vary by retailer and have not been published. Those who have relied on external affiliate links from Amazon and others may now find it simpler to tag products natively, but the payout comparison will decide how many switch.