New Delhi, October 16, 2026 – KlugKlug, a leading global Influencer Marketing SaaS platform, released findings from its analysis of creator-led content around Flipkart’s Big Billion Days and Amazon’s Great Indian Festival. The data shows that creators have become critical sales drivers for both marketplaces, turning awareness into purchase consideration through product reviews, deal-led content and relatable recommendations, while also revealing two clearly different playbooks.
Flipkart deployed 2.88K influencers across 3.96K posts, which together generated 1.7 billion views, 5.66 million likes, 829.37K comments and 2.32 million shares. Amazon worked with 1.36K influencers across 2.59K posts, drawing 655.67 million views, 3.39 million likes, 230.58K comments and 556.06K shares. Flipkart’s comment volume was more than three and a half times Amazon’s, and its shares were more than four times higher, pointing to stronger consumer interaction and content shareability backed by a much larger creator deployment.
The engagement rates tell a different story. Amazon recorded an engagement rate of 1.12% on followers and 0.62% on views, against 1.05% and 0.48% for Flipkart. In other words, Amazon’s smaller group of creators converted attention into interaction slightly more efficiently, while Flipkart won on sheer volume.
Speaking on the findings, Kalyan Kumar, Co-Founder and CEO, KlugKlug, said, “Everyone wants to talk about who has more creators, but the more useful question is what those creators are actually doing for the sale. Flipkart has built a machine that gets people talking and sharing at a scale Amazon simply did not match this season, while Amazon has proven that a tighter creator set can earn more engagement per view. Neither approach is wrong, but a brand that copies the headline numbers without understanding the playbook underneath is just buying noise.”
Adding to this, Vaibhav Gupta, Co-Founder and CPO, KlugKlug, said, “Brands selling on these marketplaces can learn a great deal from how the two giants run their creator programs. The useful questions are which creators get shoppers to act and which formats make that happen, and those are far more valuable than a count of who posted the most. Brands that ask those questions before the next sale season, and back their answers with data, will spend their creator budgets with a lot more confidence.”
The data also shows a small group of 136 creators who featured both brands, and their content recorded engagement rates of 4.43% on followers and 4.55% on views, roughly four times the single-brand figures.
About KlugKlug
KlugKlug is an influencer marketing SaaS platform that empowers brands, agencies, and marketers with data-driven insights to optimize influencer collaborations. With a presence across South Asia, Southeast Asia, and the Middle East, KlugKlug enables its clients to achieve 40 – 60% efficiency in influencer marketing campaigns. These comprehensive analytics enable Optimization, Transparency, and Compliance for brands and thus revolutionize a new approach to Influencer Marketing Globally.
