With Amazon Live, brands host real-time video shopping experiences on Amazon that combine immersive storytelling, social interactivity, and the ability to seamlessly shop.
Live shopping on Amazon provides brands with an interactive tool to engage customers, leverages recognizable creators, and drives product consideration and discovery. No matter the campaign objective, Amazon Live supports brands in developing educational and inspirational content experiences, along with a suite of creative assets to power a full-funnel campaign.
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.1
Audiences who saw Amazon Live campaign creative assets (as display ads or online video ads), plus at least one other ad product, showed a 55% higher branded search rate compared to those not exposed to Amazon Live campaigns.2
of Amazon Live shoppers say shopping events are enjoyable and keep them entertained.3
of Amazon Live shoppers feel confident in purchases they make while live shopping.4
Integrate Amazon Live as a part of your broader marketing strategy, leveraging live shopping content and deeper brand storytelling to strategically power a shoppable campaign across multiple touch points. Amazon Live content can be integrated into your Brand Store, Amazon.com/live mobile and web experiences, the Amazon Live free, ad-support TV (FAST) channel on Prime Video and Fire TV, and targeted media and social content, reaching customers wherever they spend their time.
*Note: Amazon.com/live mobile and web experiences is only available in India and the U.S. The Amazon Live FAST channel is only available on Fire TV and Prime Video in the U.S.
The show-and-tell format allows customers to visualize products in real life, enabling brands to showcase product benefits, use cases, and the value proposition. Customers can ask questions live and brands can offer exclusive deals and rewards.
Tap into Amazon Live hosts, media personalities, and celebrity influencers, leveraging their unique voices to deliver authentic brand storytelling and expand social reach.
Whether it’s creating a custom campaign or integrating into existing Amazon Live programming, we’re experts in producing live and shoppable video content, offering end-to-end creative asset development for any advertising needs.
90% of Amazon Live shoppers surveyed discovered a new product while watching an Amazon Live stream.5
Amazon live placements
Brands can download the Amazon Live Creator App and review tips, tricks, and tutorials to get started today, or work with Amazon Live via managed-service. This includes either brand-produced content or our end-to-end production support with talent booking, promotional media strategy, guaranteed placement, and full-funnel post-campaign reporting. Reach out to your Amazon Ads account team or contact us for more support.
Case studies
Find out how Amazon Live and Amazon Ads helped to drive awareness and consideration through branded content during a peak sales period for a grocery brand.
Key learnings
+74% CTR for the overall campaign compared to the blended campaign CPG benchmark 6
+14% ROAS for the overall campaign compared to the CPG benchmark 7
Learn how Tostitos and Amazon Ads cooked up a delicious shoppable campaign with America’s Test Kitchen.
Key learnings
14% lift in awareness from Display ads8
12% lift in awareness from Streaming TV ads9
Resources
Any registered brand owner in the U.S. and India can go live while following the Amazon Live Shoppable Videos Content Guidelines.
Reach out to your Amazon Ads account executive or contact us if you’re interested in Amazon Live campaigns as a managed service in North America, Europe, or Asia Pacific.
In the U.S., brand registered sellers can stream at no cost with the Amazon Live Creator App. Managed-service campaigns in the U.S. provide customers with white-glove service and have package minimums starting at $150K USD. For international campaigns, contact an Amazon Ads account executive to learn more.
Content that resonates most on Amazon Live aligns closely with customers' shopping interests and key retail moments throughout the year. High-interest categories like home, beauty, electronics, hospitality, automotive, financial services, and general lifestyle content consistently draw engaged audiences, especially when featuring expert demonstrations and in-depth product showcases. Customers are particularly responsive to content that maps to seasonal themes like "New Year New You," back-to-school, along with shopping events like Prime Day, Black Friday, and Cyber Monday.
Brand registered sellers can stream any time, anywhere. Through managed service, brands can guarantee placement within streams through sponsorship and integration within existing programming, or through custom storytelling.
Brands can supply their own talent (e.g., celebrity spokespeople, founders), or Amazon Live can source best-in-class talent, including content creators who are part of the Amazon Influencer Program to media personalities, and celebrities to support a brand’s campaign objectives.
Customers can shop Amazon Live content in a seamless, integrated way, depending on where you’re viewing:
For brand-produced livestreams, metrics include total sales, followers, follower growth, unmuted views, video views, total watch hours, average view duration, product clicks, minutes streamed, and total livestreams published.
Managed-service sponsorships receive full-funnel post-campaign reporting including awareness metrics (video impressions, video views, and reach), ASIN-level metrics (click-through rate (CTR), detail page view rate (DPVR), and percentage of new-to-brand sales), and supporting media metrics (e.g., impressions, reach, views, CTR, sales lift, glance views).
Outside the U.S., Amazon Live delivers the same interactive, live shopping experience, but with a key difference in how customers discover the content. Rather than having a central destination like Amazon.com/live or a FAST channel on Fire TV and Prime Video, international live shopping experiences are integrated directly into a brand’s custom landing page and/or Brand Store on Amazon, offering brands the opportunity to create an integrated campaign across creative assets that lead customers to a tailored content destination.
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