Amazon has always been optimistic about live e-commerce. Since the live broadcast e-commerce has become popular in the past few years, Amazon has begun to test the water live broadcast. In the Prime Day that just passed, Amazon has also put a lot of effort into trying to give the weakening Prime Day a lot of blood through live broadcasts. In fact, Amazon 's live broadcast is not very good.
Seeing that China's domestic e-commerce live broadcasts are in full swing, e-commerce platforms and anchors not only harvest traffic, but also make a lot of money . As a global e-commerce giant, how can Amazon have no turbulence in his heart and let himself be left behind by live broadcast e-commerce. What's behind?
How did the Amazon Live Room on Prime Day fare?
Prime Day is a carnival day for Amazon's global members. Even though this day has been mocked by many sellers as inventory clearance day, sellers feel that the official support is not as strong as before. In fact, Amazon is still going strong.
Roughly the same as the domestic shopping carnival, celebrities were also invited to livestream during Amazon Prime Day from July 11 to 13, including comedian Kevin Hart, Australian model Miranda Kerr, actress Kyle Richards and others were the supporting guests of the live broadcast. But the effect is jaw-dropping. The peak online number of Amazon's live room is only more than 3,000. There is a big gap with the domestic live broadcast room with millions of people at every turn.
Amazon can't bring goods, because there is no head anchor?
Traffic is the password to realize wealth. If the number of viewers is not large, and then calculate the conversion rate or something, the data of Amazon's official live broadcast room is really not very good . The data of other live broadcast rooms are even more dismal, and most of them are only watched by a dozen people. It’s also a day when Amazon’s traffic has exploded during the Prime Day shopping festival. In China, the live broadcast rooms of niche anchors can easily have tens of thousands of views . Even if they do not become the top anchors, these traffic can be converted to a certain extent.
At present, the domestic top anchors are gradually withdrawing from the scene, but the live broadcast e-commerce is still booming. There are still many mainland actors and TVB artists who enter the live broadcast and bring goods. It is not that Amazon did not try to bring goods through the power of Internet celebrities. But with little success. Some Internet celebrities even feel that the live broadcast takes a long time to bring goods, and the money they can earn is too little at present. Although Amazon also rewards celebrities, the motivation for internet celebrities to bring goods is not enough.
How does Amazon Live affect the average seller?
Overseas live broadcasts have gradually become mainstream, and the popularity of short videos and the popularity of Tiktok overseas is a good proof. Although there are also many sellers who have begun to bring their own goods on Tiktok. But after all , Tiktok is a third-party platform. In early July, some foreign media reported that Tiktok was ready to give up the expansion of live broadcast delivery projects in Europe and the United States due to internal problems and failure to attract consumers. This is undoubtedly an opportunity for Amazon and Amazon sellers. If Amazon can live broadcast and bring goods in its own ecology, it is definitely the best choice.
If Amazon’s live streaming of goods can be successful, it can bring more exposure opportunities to sellers. The introduction of graphics and videos does not have the stronger sense of presence brought by live broadcast, which is the advantage brought by live broadcast. The interaction during the live broadcast makes it easier for the seller to have a deeper understanding of the product, thereby speeding up the process of completing the purchase.
But the current problem is that consumers in Europe and the United States are not keen on watching live broadcasts. Consumption habits are deeply etched in the DNA. If Amazon wants to gain a new driving force from live streaming, it has to spend time and energy to guide the change of consumer attitudes. This will be a big challenge for Amazon. Let's also look forward to the surprises that Amazon will bring us in the future!
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