Grabbing and keeping customer attention is more important than ever, especially in a world of social media and decreasing attention spans. Static images and product descriptions are no longer enough to influence buying decisions. Consumers want to see products in action, ask questions, and feel connected to the brand they’re buying from. That’s where Amazon Live comes in.
Amazon Live is the marketplace’s own livestreaming platform, allowing brands and influencers to showcase products in real-time while interacting with viewers and driving sales directly on the platform. If you’re a seller looking for new ways to connect with shoppers and boost visibility, Amazon Live could be a game-changer.
What Is Amazon Live?
Amazon Live is a livestreaming platform built into the Amazon platform. Think of it as QVC meets modern social media; video content where hosts can demonstrate products, talk to viewers in real time, and highlight Amazon-exclusive deals.
Each livestream features products sold on Amazon. As the host showcases a product, it appears in a clickable carousel below the video, allowing viewers to shop instantly. These streams show up in multiple locations across Amazon, including:
- The Amazon Live homepage
- Product detail pages
- Category pages
- The brand’s Amazon Storefront
Amazon Live content can range from quick product spotlights to full-length demos or interactive Q&A sessions. Some streams are hosted by brand reps, while others are led by influencers in the Amazon Influencer Program. Either way, the goal is the same: increase discoverability, engage customers, and drive conversions.
Why Amazon Live Matters for Sellers
Why should Amazon sellers care about livestreaming? In short, because it works. Here’s how Amazon Live can help your brand grow.
1. Enhanced Product Visibility
Getting eyeballs on your product pages is half the battle on Amazon. Livestreams are featured in multiple high-traffic areas, which can significantly increase impressions and page views. Unlike paid ads, livestreams offer more organic, interactive exposure and can linger in visibility for hours or even days after they’re aired.
2. Real-Time Engagement
One of the most powerful features of Amazon Live is the ability to talk to shoppers while they’re watching. Viewers can ask questions in the chat, and you (or your host) can answer them on the spot. This helps reduce buying hesitations and builds trust. It’s like having a personal shopper experience on a massive scale.
3. Boost in Conversions
Shoppers are more likely to buy a product after seeing it in action—how it fits, how it works, or what makes it different. Amazon Live allows you to demonstrate features, provide comparisons, and give context beyond what a static listing can provide. This translates into higher conversion rates.
4. Brand Personality & Loyalty
Livestreaming gives your brand a voice. It humanizes your business and helps shoppers connect with the people behind the product. Sellers who stream regularly often build a loyal following of repeat viewers who trust their opinions and are more likely to buy again.
5. Built-In Analytics
Amazon Live provides post-stream analytics, including views, clicks, and sales tied to your livestream. These insights help you refine your content strategy and understand what resonates most with your audience.
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Rules to Participate in Amazon Live
Not every seller is eligible to start livestreaming on Amazon, but the barrier to entry is relatively manageable for most brand owners and influencers.
Here’s what you’ll need to participate:
1. Professional Seller Account
Only Professional Amazon Sellers can access Amazon Live. Individual accounts are not eligible. If you’re serious about selling on Amazon, upgrading to a professional account is a necessary step regardless.
2. Enrolled in Amazon Brand Registry
You must be enrolled in Amazon’s Brand Registry, which ensures you’re the rightful owner or authorized representative of your brand. This program also unlocks additional tools for brand protection, enhanced content, and brand-building resources.
3. Smartphone with Amazon Live Creator App
To stream, you’ll need to download the Amazon Live Creator app, currently available on both iOS and Android. While this limits accessibility somewhat, it’s a streamlined way to manage streams, product carousels, and performance data in one place.
4. Amazon Influencers Also Eligible
If you’re an influencer with a sizable following on YouTube, Instagram, or TikTok, you may qualify for the Amazon Influencer Program. Influencers use the same app but can stream content tied to their personal storefronts and earn commissions on affiliate sales.
How to Get Started with Amazon Live
Once you’ve confirmed your eligibility, getting started is relatively straightforward.
Step 1: Download the Amazon Live Creator App
Head to the Apple App Store and download Amazon Live Creator. If you’re an Android user, the app is also available in the Google Play store. Log in using your seller or influencer account credentials.
Step 2: Set Up a Livestream
Use the app to schedule or begin a stream. You’ll choose:
- Title and description
- Products to feature (they’ll appear in a shoppable carousel)
- Thumbnail image
- Stream type: pre-scheduled or go-live-now
Step 3: Prepare Your Setup
You don’t need a Hollywood-grade studio, but make sure your setup includes:
- A stable tripod or mount
- Good lighting
- Clear audio (a lapel or shotgun mic is ideal)
- High-speed internet connection
Amazon recommends streaming in horizontal orientation for the best viewer experience.
Step 4: Go Live
During the livestream, engage with your audience. Introduce yourself, highlight product features, answer questions in real-time, and guide viewers to your product carousel. You can pin key products or promotions to keep attention where you want it.
While not necessary to be successful, it can be helpful to have someone else with you while you’re streaming. This person can be “behind the scenes” and able to prompt you with questions or handle some of the chat engagement with shoppers.
Step 5: Promote Your Stream
To maximize reach, share your stream link on social media, in email newsletters, and across your brand touchpoints. The more traffic you drive, the more impact you’ll see.
This is also a great way to grow your audience as well. While it’s helpful to have an owned audience to tap into to promote your livestream, it isn’t required.
Best Practices for a Successful Amazon Live Stream
While Amazon Live is simple to use, success takes planning. Here are some tips to elevate your livestreams:
1. Plan a Clear Structure
Before going live, outline the key points you want to cover. A simple format could be:
- Brief intro and brand story
- Overview of featured products
- Live demo or unboxing
- Customer Q&A
- Wrap-up with a call to action
We’ve also seen less structured videos be successful, but those have a very specific purpose. For example, LEGO once did an Amazon Live during Cyber 5 that consisted of kids building various LEGO sets.
2. Engage Early and Often
Welcome viewers as they join, ask them to drop questions in the chat, and respond in real time. Mention their names if possible! It creates a personalized feel that keeps people watching, plus a level of competition to see if another viewer could have their name mentioned.
3. Offer Exclusive Deals
Create time-limited discounts or coupons to coincide with your stream. Phrases like “only during this livestream” or “click below for today’s deal” drive urgency.
4. Be Consistent
Streaming once and hoping for results isn’t a winning strategy. Build some sort of schedule, whether it’s monthly or weekly. Then, you’re able to let your audience know when to expect you next (both on the livestream as well as in other marketing efforts). Consistency builds trust and repeat engagement.
5. Monitor and Adapt
Use post-stream analytics to see what worked and what didn’t. Did a certain product get more clicks? Did viewers drop off at a specific time? Use that data to shape future content.
Amazon Live vs. Other Platforms
You might wonder how Amazon Live compares to other livestreaming platforms like Instagram or TikTok. The key difference? Shoppers on Amazon are already in a buying mindset.
While social platforms are great for brand awareness, Amazon Live is built for conversions. Your viewers are already browsing for products, so a livestream is that final nudge before purchase. In fact, audiences exposed to Amazon Live campaigns and at least one other ad product observed a 17x higher purchase rate compared to those not exposed to Amazon Live campaigns. That’s the power of livestreaming directly on the world’s biggest online marketplace.
Final Thoughts: Is Amazon Live Worth It?
If you’re an Amazon seller looking to stand out, connect with customers, and boost sales, Amazon Live is absolutely worth exploring. It’s not just a flashy add-on. It’s a powerful tool that combines video marketing, community engagement, and direct selling in one seamless experience.
With minimal equipment, a bit of planning, and some on-camera confidence, you can turn Amazon Live into a meaningful channel for product discovery and brand growth. Plus, it can help take your advertising campaigns to a whole new level.
As you’re ramping up this new channel, work with a partner that will integrate directly with this strategy. Book a demo with Trellis today to see how our platform can maximize your full-funnel profitability.
