When Amazon Live launched in 2019, it was hailed as “the new QVC.” The Amazon Live page still feels reminiscent of the original shopping channel’s signature show-and-tell video style, and perhaps that’s just what the largest online marketplace needed.
Capitalizing on the livestream trend was a brilliant move by Amazon because livestream fills the void of not being able to see, touch, and experience products before online shoppers buy. For Amazon shoppers, livestream is the next best thing.
In 2021, consumers will spend an estimated $6.78 billion in social apps, according to a new report. This figure is expected to rise to $17.2 billion by 2025. What makes this even more interesting is that $3 out of every $4 spent in the top 25 apps came from social apps that offer livestreams!
Combine this data with a report that 74% of shoppers start their online shopping journey on Amazon, and the incredibly potential of Amazon Live quickly becomes apparent.
So, how do you as a seller take advantage of this free (I repeat, FREE) opportunity? Keep on reading.
“Amazon Live takes the fun and interactive nature of live video and joins it with online shopping,” states Amazon.com. “Bring products to life by featuring them in your product carousel. Features like product highlighting, live promotions and chat help you engage with your audience during your streams.”
Amazon Live has been drawing more attention this year as Amazon pulls publicity stunts, like partnering with celebrities like Demi Lovato to promote products and brands on Prime day 2020.
Amazon first unveiled Amazon Live in early 2019. The US-only service allows brands to broadcast live or pre-recorded videos to Amazon shoppers demonstrating product usage and features. Shoppers can watch the livestreams across devices and platforms. While pre-recorded video is not technically livestreaming, the expectation is that brand representatives will engage with shoppers while the video broadcasts.
However, Amazon Live will ban pre-recorded videos that are longer than 5 minutes and/or looped. Amazon also requires that pre-recorded videos must not appear to be pre-recorded in order to retain the “live” feel of Amazon Live.
Amazon stated, “Content you stream should be primarily live, with the majority of your livestream content captured and streamed in real-time. If any pre-recorded video is included in your livestream, it cannot be “looped” or played on repeat multiple times, and any such pre-recorded video cannot exceed 5 minutes in duration.”
While playing, the videos appear on the brand’s listings, brand store, and Amazon.com/Live.
Amazon’s FAQ page also states, “Livestreams can appear … across various placements where Amazon shoppers browse.” While vague, we’ve seen livestreams from one brand appear on a competing brand’s listing, below the “Sponsored Products related to this item” section.
As Amazon Live grows, this placement could become a significant asset or paint point for brands.
US professional sellers registered in Amazon Brand Registry and US Vendors with an approved Amazon Store.
Recently, Amazon rolled out livestreaming for influencers, which is an extension of Amazon’s affiliate program that allows influencers to earn a commission on each item they sell.
While not a traditional user of Amazon Live, third-party sellers and agencies can certainly livestream on behalf of the brands they represent. This is a service we offer to our clients free of charge here at Kaspien.
All you need to do is download the Live Creator App (more on that later) and you can start livestreaming.
You’re on Amazon to make more sales, and Amazon Live is a free way to do that with attribution capabilities. When you’re live, your livestream appears at the top of the Amazon Live page, which is a very highly trafficked page. Underneath your live video is the product carousel that features all the products you’ve associated with that livestream. Entice viewers to click through to your listings by offering special pricing or deals, as those promos are displayed in the product carousel.
By its very nature, livestreaming is engaging. Through this platform, you can talk directly to potential customers, show them your passion, and sell them on your brand and products. Especially if you’re in a category that is ripe with counterfeiters or pricing wars, Amazon Live is the perfect place for you to show why your products are the best.
As you livestream more and sell more, you can “level-up” on Amazon Live, which unlocks additional livestream placements beyond just Amazon.com/live.
Your brand must be enrolled in Amazon’s Brand Registry to gain access to Amazon Live. Learn how to sign up in Brand Registry in our Brand Registry enrollment guide.
Download the Amazon Live Creator app and log in to your brand’s Amazon account. Currently, Amazon offers the service solely through an iOS mobile app (Amazon has not yet released an app for Android or Google phone users).
Use this method if you are going live with your iPhone.
Use this method if you want to use a broadcast software to stream a pre-recorded video.
Setting up an Amazon Live broadcast using a pre-recorded video takes quite a bit more finagling than streaming a live video. We’ve been using Amazon Live since it was released in 2019, and we’ve developed a reliable process for it. To get the guide, click the button below!
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