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Amazon builds creator services arm to package influencers for brand deals

Amazon executives Matt Sandler and Angie More detail a push to treat creators as entrepreneurs, building e-commerce storefronts and ad packages around shows like “New Heights” and Keke Palmer’s podcast.

Why it matters. Brands gain a single, scalable path through Amazon to buy against creator audiences instead of negotiating one-off deals with individual influencers.

Signal from variety.com · Cynthia Littleton · read the original.

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