Amazon Live is reshaping e-commerce by blending real-time entertainment with instant shopping. From global brands to niche players, many are leveraging livestreams and influencer-driven videos to drive both engagement and sales.
So, What Is Amazon Live?
Imagine if the teleshopping channels from the early 2000s had a glow-up. There’s no calling in, no waiting, just simple messaging and direct product links, all within an app most of us have in our back pocket.
Amazon Live is a livestreaming platform built into Amazon that allows sellers, brands and influencers to showcase their products via live video. The goal is to help sellers connect directly with customers through live demonstrations, answer questions in real-time, and highlight each product’s best features.
Every item featured in an Amazon Live stream appears in a shoppable product carousel just beneath the video. Viewers can scroll through, tap on a product, and land straight on its listing, often completing a purchase within seconds, thanks to Amazon already having payment and delivery info securely stored. For Prime members, that means your new product could be on your doorstep the very next day.
The live chat function makes Amazon Live streams far more engaging than old-school shopping broadcasts, allowing customers to raise questions and resolve doubts instantly. According to Amazon, 76% of sales from sponsored Live streams come from new-to-brand customers.
Strategic Campaign Successes: Influencers Fueling Growth
At the heart of Amazon Live’s rise are creators and influencers who bring products to life with authenticity and personality. One standout example is Gabrielle Union’s livestream for her Flawless haircare line, which attracted nearly 100,000 viewers and generated massive brand buzz. Micro-influencers are also proving effective, often delivering higher conversion rates thanks to loyal, niche audiences and stronger engagement.
Brands That Are Winning
General Mills ran a back-to-school campaign featuring Olympic gymnast Shawn Johnson. The result: a 25% year-over-year sales boost and a 64% increase in new-to-brand customers. Meta used lifestyle influencers to promote Ray-Ban smart glasses, successfully reaching new audiences and driving commerce outside traditional retail environments.
How a Brand Partnership on Amazon Live Could Work
More and more agencies are building Amazon Live directly into their influencer strategies and with good reason. Here’s how a typical collaboration between a brand and influencer can work:
1. Find the Right Fit
Start by selecting creators who already stream on Amazon Live or have an Amazon storefront, and align with your product category and brand values. It’s important to choose an influencer who consistently engages audiences that are ready to shop.
For example: A fitness brand might collaborate with a pilates instructor who frequently shares wellness routines on social media.
2. Structure the Partnership
A strong campaign might include a main livestream (30–60 minutes), supported by teaser content, Instagram Stories, recap posts and perhaps a promotional code or giveaway to drive urgency.
3. Livestream with Purpose
Schedule broadcasts during peak retail periods like weekends or Prime Day. Use the time to share demonstrations, real-life product usage and expert tips, and include strong calls to action like “Tap the product below to shop now.”
For example: Gabrielle Union shared her personal haircare routine while linking directly to each product.
4. Use Amazon’s Built-In Tools
During the livestream, brands can pin featured products, answer live questions via chat, and track performance through Amazon’s post-stream analytics dashboard. Most purchases on Amazon Live come from first-time buyers, making it a strong tool for customer acquisition.
5. Maximise Content Lifespan
Post-livestream, you can repurpose content across social media, include clips in email campaigns, host the video on your Amazon storefront, or embed it on your own website.
Tip: Meta extended their campaign reach by having creators share key livestream moments across platforms.
Livestreams That Sell
Amazon Live is rapidly becoming a core element in brand proposals and influencer campaign planning. With direct links, instant purchasing and powerful conversion data, it’s a uniquely effective channel that delivers both brand exposure and sales.
For agencies, talent managers and brand teams alike, this is a chance to pitch partnerships that don’t just make content, but make content that converts.