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Flipkart out-reaches Amazon on creator views in festive sales, but Amazon wins on engagement per view, KlugKlug data shows
Our read
Flipkart will more likely than not keep its creator reach lead through the festive sales while working to close Amazon's engagement-per-view advantage.
For operators
Flipkart reached 1.7 billion views through 2.88K influencers and 3.96K posts against Amazon's 655.67 million views, but Amazon's 0.62% engagement per view beat Flipkart's 0.48%, so festive creator budgets should be judged on engagement quality as well as reach.
Watch
Flipkart's engagement per view above the 0.48% reported, in KlugKlug's end-of-Diwali-sale data, would mean reach is converting and Amazon's 0.62% edge is closing.
The report,
Flipkart deployed 2.88K influencers across 3.96K posts that drew 1.7 billion views in its festive sale, against Amazon's 1.36K influencers and 655.67 million views, KlugKlug data shows. Amazon led on engagement rate per view, 0.62% versus 0.48%.
| Metric | Flipkart | Amazon |
|---|---|---|
| Influencers deployed | 2.88K | 1.36K |
| Creator content views | 1.7 billion | 655.67 million |
| Engagement rate on views | 0.48% | 0.62% |
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Reported figures
From the report. Source details below
| Creators featuring both brands: | 136 |
|---|---|
| Both-brand creators' engagement rate on views: | 4.55% |
Why it matters for the brand
With 136 creators working for both Flipkart and Amazon at a 4.55% engagement rate on views, creator-analytics and influencer-marketing firms such as KlugKlug look like useful data or partnership targets for anyone building a creator-commerce strategy.
What to track next
- Amazon's creator roster growing past 1.36K influencers in later KlugKlug tallies
- Flipkart's post count moving away from 3.96K toward fewer, higher-engagement creators
- Dual-brand creators rising above 136, and whether their 4.55% engagement rate holds
- Either platform's festive sale announcement citing creator-led traffic or orders
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Flipkart is likely to keep its large creator programme running through Diwali, since its reach lead is already about 2.6 times Amazon's views.
- Flipkart may reweight spend toward creators and formats that earn higher engagement per view, to answer Amazon's 0.62% against its own 0.48%.
- Amazon is likely to stay with a smaller, selective roster rather than match Flipkart's headcount, and to publicise engagement quality over raw views.
- Expect both platforms to compete for the 136 creators who featured both brands, through exclusivity terms or higher fees as Diwali nears.
- Creator agencies and tracking firms such as KlugKlug will probably publish updated festive tallies, and the platforms will use them in their own sale-performance messaging.
The source
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