Live streaming is becoming popular, especially for sellers seeking more engagement with their buyers. As an Amazon seller, you need to keep adapting and finding new ways to market your products. And live streaming is one of those effective ways. Luckily, you don’t need third-party apps to live stream on Amazon. It regularly introduces Amazon Live, which lets you showcase your products through live streams to help customers find them easily on Amazon.
But what is Amazon Live? How does it work? How can you start live streaming on Amazon? This article will explain everything you need to know about Amazon Live commerce:
- What is Amazon Live
- How to Use Amazon Live
- Why to Live Stream on Amazon
- Best Practices for Amazon Livestream Advertising
If you’ve been hesitant to try Amazon Live, now might be the perfect time to give it a try.
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What is Amazon Live?
In this part, we’ll give you a basic understanding of what Amazon Live is, how it works, and who can use it.
What is Amazon Live & How does it work?
Amazon Live is a free live streaming service offered by Amazon, allowing sellers and influencers to broadcast live video content to Amazon customers. Here’s how it works:
- Live broadcasting: Sellers and influencers use the Amazon Live Creator app to broadcast Amazon Live shopping videos showcasing their products or discussing various topics.
- Product discovery: Amazon Live streams are featured prominently on the Amazon.com website, making it easy for customers to discover live content. Customers can find live streams by searching for “Amazon Live” in the main menu.
- Interactive experience: During live streams, customers can watch the broadcast and engage with hosts in real time. They can ask questions, chat with hosts, and interact with other viewers.
- Purchase integration: Featured products are displayed alongside the video, making it convenient for viewers to make purchases while watching Amazon Live advertising.
- Follow feature: Viewers have the option to “Follow” their favorite hosts. This allows them to receive notifications for future live streams and stay updated on new content from their preferred influencers or brands.
Who can use Amazon Live?
Now that you understand what Amazon Live is, you might be curious about who can use it. The answer is not everyone. Only these people are eligible for Amazon Live:
- Amazon Sellers: Sellers registered in the Amazon Brand Registry can use Amazon Live Creator to make and handle live streams.
- Amazon Vendors: Sellers who have made and shared a store on Amazon’s Advertising Console can use Amazon Live Creator to make and handle live streams.
- Influencers: People who are members of the Amazon Influencer Program can partner with brands to take part in Amazon Live streams.
3 types of Amazon Live-streaming ads
There are 3 Amazon Live advertising ways to connect with their audience and promote products:
- Amazon hosts or Managed service: Brands are incorporated into live shows produced and curated by Amazon, featuring a specific script provided by the marketplace. Multiple brands and sellers can participate in these shows, each with corresponding links. But you need to anticipate a minimum expense of $50,000 to get your product featured on Amazon.
- Amazon influencers: Brands exclusively sponsor live streams by Amazon influencers. The marketplace maintains profiles of trusted influencers selected for various product categories.
- Brands (self-service): Sellers live streaming directly from their devices using the Amazon Live Creator app, retaining complete control over the content. This approach is particularly beneficial for large brands seeking to enhance customer engagement through Amazon branded content.
In all three options, after the live stream, the videos are saved in a carousel format in the product’s file. During and after the broadcast, all Amazon Live shopping videos have a chat where brands and retailers can interact with users, answer questions, and provide special discounts.
Besides Amazon livestream advertising, you can check out our Amazon marketing strategies to boost your sales.
So, now that you know what Amazon Live is and its basic features, you may wonder how to live stream on Amazon. We’ll discuss this further in the next part.
How to Use Amazon Live?
Setting up and launching your livestream on Amazon is straightforward, and anyone can undertake it, regardless of their technical expertise.
There are two options available to live stream on Amazon: live streaming in real-time and recording & scheduling. Now, let’s explore each method to understand how to use Amazon Live to promote your products:
Livestream in Real-Time
Follow 5 steps below to start your Amazon livestream:
Step 1: Download the Amazon Live Creator app
Amazon Live Creator is a mobile app that lets brands and influencers make, control, and stream live videos on Amazon.com. It’s free and open to Amazon Sellers, Vendors, and Influencers. Understanding what Amazon Live is and how its Creator app works will make your live streaming smoother and more effective.
However, the app is only for iOS and works on iPhones or iPads. You can click here to download it.
Step 2: Create your Amazon Live account
After downloading the Amazon Live Creator app, open it and sign in to your Amazon Sellers, Vendors, or Influencers account.
Step 3: Choose the product you want to include in your stream
Next, choose the products/detail page you want to display in your Amazon Live shopping videos. Simply click on “Add to stream,” and it’ll be shown on your livestream.
Step 4: Edit product details and Preview
In the Settings section, you must fill in your stream title, start time, and video source. If you have any deals for your customers, put them into the promo codes in the Engage with Viewers section.
On the screen, you can also see Using Amazon Live is free. But you can boost your livestream by using the Amazon advertising feature.
Now your stream is all set. If you’re not ready to livestream, you can turn on the practice mode in the Settings section to prepare talking points and responses to customers’ questions.
Step 5: Click “Go Live”
If you’re ready, click on “Go Live”. Your live stream will begin on Amazon.com, and viewers can join in.
Tip: When you’re live streaming, it’s helpful to have someone else manage the live comments. This allows you to focus on engaging with your audience while your assistant can address any specific questions about your products.
Once your live session ends, you’ll have access to key statistics, including:
- Sales
- Views
- Engagements
Approximately 24 hours later, Amazon will provide a breakdown of all the Amazon live streaming sales made during your live stream. This data allows you to analyze which types of live streams are most effective for your brand.
You can check out our detailed guide on how to increase sales on Amazon to boost your revenue.
Record and Schedule
Instead of doing Amazon live sales in real time, you can record a video and upload it to your Creator app account on Amazon. You can make the video public or schedule it to be published when your audience is most active. Then, use your Amazon Overview dashboard to track your engagement rate and find patterns to identify when your sales peak.
However, streaming live is likely the better choice of the two. It lets you quickly respond to viewers’ comments. It also allows you to interact individually or with a small group, which can boost sales and loyalty to your brand.
Regardless of which livestream option you choose, ensure to thoroughly understand what is Amazon Live and follow its rules to avoid penalties or account suspension.
Why to Live Stream on Amazon
One of the best benefits of Amazon Live commerce is that it’s free. Yes, streaming to thousands of potential buyers on Amazon is totally free. Here are some additional advantages of using the Amazon Live selling app:
- Increased brand recognition and visibility: You know what Amazon Live is. It’s a potent platform for brands to boost visibility by showcasing products to a vast audience on Amazon.com. Live streaming captures potential customers’ attention, fostering greater brand awareness.
- Better product understanding and improved customer engagement: Real-time interactions enable brands to address questions, offer detailed information, and provide personalized recommendations, enhancing the Amazon Livestream shopping experience.
- Direct impact on sales: Amazon Live sales provide a direct way to sell products beyond regular ads. Viewers can buy items smoothly during live streams, turning interaction into instant sales and income.
- Enhanced customer satisfaction and loyalty: The live interaction on Amazon Live helps brands connect directly with customers, leading to positive experiences. This could increase brand loyalty and encourage customers to buy again because they feel connected and supported while shopping.
- Valuable insights: Amazon Live provides analytics tools that furnish brands with vital data on viewer demographics and interests. This helps brands understand customer preferences better, so they can improve marketing and product strategies.
Best Practices for Amazon Live Advertising
By far, you understand what Amazon Live is, how to use it, and its benefits. You may wonder how to livestream on Amazon effectively. Here are some of the most effective ways to follow:
- Curate your product list carefully: Products that appear at the top of your carousel often receive the highest visibility. So, featuring your offers in the Buy Box to make your listings more prominent.
Check out our Amazon SEO guide to optimize your product listings before you livestream on Amazon.
- Stream for at least 30 minutes: This duration is ideal for your viewers to watch your streams and engage. You can also discuss multiple products and interact with your audience to make the livestream longer.
- Showcase your products in action: Offer your viewers a thorough demonstration of how they work, emphasizing their key benefits. You can also encourage your audience to ask questions in the chat box for live answers
- Offer live-only deals: This Amazon pricing strategy effectively delivers value to those who invested their time in watching your stream. You can especially offer unique deals on holidays, as customers are generally more engaged during big events.
- Invest in high-quality video and good lighting: When streaming on Amazon, you can use an external video camera and microphone. Ensure your videos are well-lit with natural light or bright photography lighting to improve visibility for yourself and your product.
- Share your streams across different marketing platforms: Create a special link to share with your audience, offering an exclusive deal only for viewers. This will increase the viewership of your livestreams.
- Practice your stream beforehand: Before broadcasting, you can practice using the “Practice Mode” in the Live Creator app. This will help you get more comfortable with the Amazon Live commerce platform.
Level Up Your Amazon Live Account
You know what Amazon Live is. But you may not know that it offers three tiers aimed at helping you achieve milestones and meet targets. As you continue streaming and generating Amazon Live sales, Amazon gives you more benefits to increase traffic and sales. Once you meet the requirements for each level, you can apply to move up.
Let’s look at the three levels you can achieve on Amazon Live:
Level 1: Rising Star
The Rising Star tier acts as the starting point for all eligible sellers on Amazon Live. It serves as a foundational stage for influencers to establish their presence, develop content strategies, and grow their audience on the platform.
Here are some key benefits of the level Rising Star:
- Able to stream using the Amazon Live Creator app
- Share livestream links via the Amazon Live Creator app
- Lets Amazon followers receive notifications from the Amazon Shopping app when you go live
- Amazon Live advertising automatically appears on: The Amazon Live site, in relevant product category rows and the “Live now” section or detail pages of your brand’s products
Level 2: Insider
To reach the Insider level, you need to meet certain performance standards. You must demonstrate your ability to engage viewers, make Amazon live streaming sales, and be active on the platform regularly. These are the requirements and benefits for leveling up to Insider.
- All Rising Star benefits
- Longer stream durations required (at least 20 minutes, preferably 60+ minutes)
- 75% of carousel products must be physically available
- Livestreams automatically appear on all Rising Star placements and top-of-page placements on the Amazon Live site
Level 3: A-List
The A-List tier is the highest level of achievement for Amazon Live sellers. It’s reserved for those who consistently deliver outstanding performance, engagement, and influence on the Amazon Live commerce platform.
Let’s see what its requirements are:
- High-quality content required
- All carousel products must be physically available
- Consistent livestream schedule expected
And here are its benefits:
- All Rising Star and Insider advantages
- High viewer chat rate
- Access to exclusive Amazon Live events and opportunities
- Priority support from the Amazon Live Creator team
- Livestreams automatically appear on all Insider and Rising Star placements and the Amazon.com homepage
What is Amazon Live? – FAQs
Yes, it’s free to live stream on Amazon using its Amazon Live Creator app. Amazon Live provides a platform for eligible sellers and influencers to connect with customers in a live. It allows for an interactive space, facilitating product discovery, engagement, and sales. Amazon Live isn’t accessible to everyone. You can only stream live on Amazon if you fall into one of these categories: U.S. sellers enrolled in Amazon Brand Registry, U.S. vendors with an authorized Amazon Store, or Amazon Influencers with an active storefront. Amazon Live is basically a part of Amazon’s range of brand content solutions. It aids in boosting discovery, engaging with shoppers, and retaining customers. This approach is commonly referred to as mid-funnel marketing or consideration advertising. Achieving success with livestreaming may not happen right away. It might require numerous sessions to make profits on Amazon Live, particularly if you initially have no followers.
Let’s Go Live on Amazon Now!
Now you know what is Amazon Live. Amazon Live is a powerful tool for your brand’s online success. It’s like having a live showcase where you can display your products, answer questions, and interact with shoppers in real-time. It’s not just about selling; it’s about creating excitement and leaving a lasting impression.
Get ready to go live and show the world what your brand is all about! If you have any questions relating to Amazon live streaming shopping, don’t hesitate to reach us for more insights.
