Amazon has taken a stake in Spotter, a creator-focused platform founded in 2019, with plans to leverage the partnership across many of its businesses.

In a press release, Vernon Sanders, head of television, Amazon MGM Studios, said the transaction will accelerate Amazon’s recent push into the creator economy. Spotter says it has given creators $940 million in proceeds since it launched, with a roster including many of YouTube’s top names, among them MrBeast and Deestroying.

“Spotter’s track record of empowering creators is exceptional in our industry. We are thrilled to join forces to support the creator economy in innovative ways whether it’s on Prime Video or via our dynamic commerce offerings,” Sanders said. “This initiative will give us the opportunity to bring even more compelling content to our global customers, while fostering the growth of today’s most influential creators, by forging new opportunities for them to thrive.”

The investment, whose terms were not disclosed, will boost creators by “unlocking new IP and monetization opportunities — ranging from content development to retail and more,” the press release said.

Major tech companies have been moving aggressively into the creator space in recent years, with incumbent YouTube seeing particular strides in its long-established model. The Google-owned video service has become the dominant player in streaming and on Tuesday reported better-than-expected financial results in the third quarter. YouTube advertising revenue has reached $50 billion in the most recent four quarters combined, a new milestone, Google corporate parent Alphabet reported. Growing viewing in the living room, Google execs emphasized during an earnings call with Wall Street analysts, has been a key ingredient in YouTube’s success.

“We are excited to partner with Amazon and take our mission even further, offering our Creators exceptional opportunities to monetize their brand, content, and build lasting connections with audiences,” Spotter CEO and founder Aaron DeBevoise said. “Amazon is forward-thinking in recognizing the immense potential of the Creator economy, and together, we’re excited to explore new opportunities to invest in Creators and drive deeper engagement and growth.”