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In today’s ultra-competitive Amazon marketplace, sellers can no longer afford to overlook any strategy or tool that could potentially offer a new way to actively engage prospective buyers and established customers. Amazon Live Interactive Livestreams offers sellers an accessible way to create meaningful interactions that foster product/brand visibility and connection.
Livestreaming has become the next evolution of video marketing. Livestreaming offers brands the opportunity to raise their exposure and to increase the diversity of their target audiences. It allows them to send live video content and receive real-time feedback from their followers, facilitating the highest rate of engagement of all content types.
Brands can take their viewers on a journey that is specific to them, like having ‘all-access’ passes at a concert…showcasing new products, hosting Q&A sessions, or providing information that enhances the user-experience of their products.
Amazon Live is a livestreaming service designed to give sellers an unprecedented level of connectivity with their prospects and current customers by bringing interactive live video to the Amazon shopping experience.
Shoppers are given the choice to watch live or recently live videos, with both options allowing them to purchase the products featured in the video. With Amazon Live, sellers can stream at any hour of the day to drive sales with features like live-only promotion and “reactions”, a button that permits viewers to share their real-time responses (excitement, curiosity, etc.) with the host.
Amazon Live Interactive Livestreams display a prominent “Follow” button. Amazon Follow enables shoppers to receive updates about the people, brands, and interests that they care about on Amazon. When shoppers follow someone, they receive notifications when content from their channel goes live.
A shopper’s ‘follows’ appear publicly on their public profile unless they’re hidden by the shopper using their Profile page settings. Their ‘follows’ may also appear in other locations, like on the page of the person the shopper is following.
Interact with shoppers – sellers interact directly with shoppers as they watch the livestream, either answering questions live in real-time, or in the chat box.
Offer promotions – sellers can offer limited time promotions on their products for shoppers to redeem as they watch the livestream.
Increase sales – shoppers can purchase featured products in the carousel displayed alongside the livestream.
Unlock benefits – sellers are eligible to receive additional benefits, by applying to achieve new Amazon Live levels. This is achieved by streaming longer and helping shoppers make informed purchases. The higher the seller’s Amazon Live level reaches, the more benefits are unlocked, such as additional placements for livestreams (example: on the Amazon.com home page).
All livestreams can be found on Amazon.com/Live and in the Amazon mobile app under Amazon Live.
The Amazon Live Creator app allows sellers to stream directly from their iOS devices to Amazon and have complete control over the content. The Amazon Live Creator app is available in the App Store and is currently only available and optimized for the iPhone. Also, the Amazon Live Creator app can be used on an iPad, but the experience is not optimized. The app is currently not available for Android devices.
Shoppers can view livestreams on desktop, mobile web, mobile app, Fire Tablet, and Fire TV. Livestream events can be located on the Prime Video website and Prime Video apps. All live events appear on the “Live & Upcoming” row of the Prime Video or Channels homepages.
Sellers can create their own Amazon livestream for free by downloading the Amazon Live Creator app or they can collaborate with Amazon for an Amazon-produced livestream. Amazon-produced livestreams typically require a minimum spend of $50,000 (US). Pricing varies by contract and is subject to change.
Livestreaming’s impact on how brands are interacting with new and established audiences is growing day-by-day. Live video gives sellers a mechanism to bring their products to life and engage with shoppers in new creative ways.
Sellers who are seeking to build their brand should make the Amazon Live tool a part of their marketing strategy. It’s presently free and can be combined with Sponsored Brands ads, Amazon Posts and Stores to educate shoppers about their products and to enhance their shopping experience on Amazon.
If you need help putting together a marketing plan for your Amazon brand that includes livestreaming, advertising, and more, consider working with one of the expert coaches at Entourage’s Amazon Ads Coaching+. We’ll help you to develop short term and long term strategies to scale your Amazon brand’s profits.
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Hi, I’m Mike Zagare and I created the Amazon Ads playbook series which contains over 35 ad campaigns with step by step instructions to help you increase product sales.Get The Free Playbook!
He is the owner and founder of PPC Entourage, one of the original amazon ad software and management companies. Mike started off as a physical therapist in 2015 and just knew there had to be a better way so he started his ecommerce journey. Using the power of Amazon Ads, he built a 7 figure brand in less than one year. He is also the author of the Amazon Ads Playbook, designed to help bigger brands scale by matching all Amazon ad types with the customer journey.