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What is Amazon Live? And more importantly, is it worth investing in it? Statistics say yes. 

Amazon is the most powerful e-commerce platform in the world. In the US alone, the retail giant owns 45% of the market share. This growth is due, in part, to its support to sellers.

Amazon offers many tools for merchants to promote their products, drive more sales, and gain new customers. One of the latest is Amazon Live

Here’s a seller’s guide to Amazon’s streaming service. Let’s see if it’s worth your time, and learn how sellers can use streaming to their advantage.


What Is Amazon Live?


Amazon Live is a streaming service where brands can interact with customers and promote their products. When buyers are shopping on Amazon, they can view your live stream and interact with your brand.

Customers can ask questions to sellers and also follow them, as they would do with regular influencers. They can also follow general product interests and categories. This way, buyers can receive notifications when their followers go on Amazon Live.


Who Can Create a Live Video?


Vendors and brand-registered merchants can make Live videos. Users on the Amazon Influencer Program can also stream tobrand followers. Those with a personal Amazon account can’t make a video, but they can browse videos and follow different creators.


Benefits of Creating Amazon Live Videos


Many buyers watch Live videos while shopping to learn more about brands and their products. Thus, the biggest perk of this service is engaging with shoppers and enticing them to buy from you.

It’s common for buyers to ask questions or make comments during a live stream. You can read these comments and respond directly to your audience.

Many are interested in seeing your product in action before making a purchase. This is a great opportunity to sell all the advantages of using your product and how it stands out from the competition. All of these factors will help your brand nurture customer trust.

Videos are also personable. Instead of hiding behind a logo or storefront, you can let customers enjoy a human connection with your brand.

Sellers can take Live videos further than other promotional tactics. For example, you can announce limited-time offers and sales to your Amazon Live audience. In doing so, you’ll boost brand loyalty even more.


How to Create an Amazon Live Video


It’s easy to make a Live video. Here are the steps to follow:

  1. Download the Amazon Live app (only available on iOS) and sign in.
  2. Choose the products you want to feature.
  3. You will see a preview of your camera. When you’re ready, click “Go Live.”

It’s free to create an Amazon Live video, but you may wish to advertise your live stream and gain more viewers. Before creating your video, you will see an option to boost your video with Amazon OTT advertising.


Tips When Creating a Live Video


Now that you know how to create an Amazon Live video, you’ll want to know the tricks to set up streams that convert leads. Here are a few tips to keep in mind:

  • Urge your viewers to offer feedback. For example, host an FAQ at the end of each video.
  • Make sure your live streams last at least 30 minutes.
  • Offer a CTA for viewers to follow your brand page.
  • Create promotions that you will only host on Amazon.
  • Show as many details of your product as possible. Tell users how it works and emphasize its benefits.
  • Go live to introduce new products.
  • Host live streams on or around Amazon holidays and events, such as Prime Day and Black Friday/Cyber Monday, in order to connect potential customers to holiday-themed products and sales.
  • Share stream URLs outside of Amazon, such as in your email newsletter and on social media.
  • Use an external camera and microphone to produce the best-quality video.
  • Use great lighting so viewers can see your product clearly.
  • Speak clearly, confidently, and concisely.
  • Create a unique thumbnail for each live stream.
  • Use an interesting background that makes sense for your brand identity. 


Amazon Live Levels


When you advance as an Amazon Live Creator, Amazon will move you up to different levels. Here are the 3 levels you can achieve.


Level 1: The Rising Star


This is the introductory level that all users achieve when they sign up. When you go live, the Amazon Shopping app will notify your followers. Viewers can watch your videos in the Amazon Live section of your website. 

When buyers are on your Amazon page, they can click the “Live Now” button under your products and view your stream.

Level 1 also offers benefits to influencers, such as the potential to earn commissions on qualifying products.


Level 2: The Insider


To achieve level 2, you must stream for 90 minutes over the course of 30 days. You will keep the same benefits as Rising Star, but your Amazon Live position will be at the top of the page. Your product details page will also appear on your live stream.


Level 3: The A-List


The final tier is the A-list. To achieve this level, you must stream for 1,000 minutes, sell 100 products (for sellers), or drive 5,000 purchases (for influencers). 

As an A-lister, the Amazon Live support team will give you priority service. You’ll also get event opportunities on a first-come, first-serve basis. Plus, your streams will also appear on the Amazon homepage.




Do you have more questions? So do other sellers. Here are some common questions that sellers and influencers ask about Amazon’s streaming service.


Is It Available in My Country?


Amazon Live is available in these regions:

  • North America: US, Canada, and Mexico
  • South America: Brazil
  • Europe: Spain, Germany, Italy, France, Sweden, Netherlands, and the UK
  • Middle East: United Arab Emirates and Saudi Arabia
  • Asia Pacific: India, Australia, Singapore, and Japan


Which Device Can I Use to Stream?


The  app is only available on iOS. Therefore, only Apple users can create live streams on the app.

Customers, however, can view Amazon Live videos on any mobile device, desktop, Fire TV, and Fire Tablet.


My Customers Can’t Find My Stream! Can You Help?


To access the service, go to Amazon and open the main menu. Then, scroll down to Programs & Features and click ‘Amazon Live.’

If your customers can’t find your live stream, ask them to follow your brand. They will receive notifications of your streams, and the videos will more than likely appear on their account home page.


Do You Need Help With Your E-Commerce Video Marketing Strategy?


Amazon Live is a powerful way to promote your products and connect with buyers. But this isn’t the only way to engage your audience. 

With video marketing, you can film product videos in addition to advertising and brand story videos. Learn more about our e-commerce video marketing services.



sephanie-jensenStephanie Jensen has been writing e-commerce content for seven years, and her copy has helped numerous stores rank on Amazon. Follow her on LinkedIn for more insight into freelance writing and creating high-quality content.


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