The "e-commerce + live broadcast" model seems to have become the e-commerce brand distribution of major brands in China, but overseas, this field is still a business field that needs to be developed urgently and has unlimited potential.
In the world's largest consumer market, the United States , the total sales of live broadcast e-commerce in 2020 is only 6 billion US dollars (about 38.1 billion yuan), while the scale of China's live broadcast e-commerce market exceeds 1.2 trillion yuan in the same period. 1
But it is understandable that live e-commerce has become an irreversible global trend.
American mother and baby brand
The Honest Company
Opened her own brand live broadcast room in Amazon Live , which was hosted by the brand founder and well-known Hollywood actress Jessica Alba . The product information is embedded in the video clip, and the main product is also displayed in the live carousel picture, which is convenient for viewers to add to the shopping cart or purchase immediately .
For Chinese sellers, the competitiveness in live e-commerce is even more significant. As the birthplace of live e-commerce in China, sellers have experienced the baptism of “from 0 to 1” in live e-commerce, and have rich experience in live broadcasting and the advantage of “prophet” . ) to work hard and taste the sweetness.
Chinese seller of a CE category
In 2021, Black Friday and Cyber Monday sold products on Amazon Live through Internet celebrities, and the results were gratifying: "The effect of the live broadcast was very good. On the day of DOTD, we cooperated with the live broadcast, and the number of broadcasts in a single game was 6,000 – 7,000 views. After measuring about it, I suddenly rushed to the third place."
Amazon Live influencer Stevenné believes Amazon Live can help her provide viewers with a simplified shopping experience. Also, it's not just a place to sell merchandise, by staying on stream and truly connecting with your audience, you've built your business and brand on Amazon Live.
Amazon Live Influencers
"If you go to Amazon and you go to the live stream, you see the item, you don't have to step through your iron shoes to find the item to buy. When I share the baby on the live stream, I ask everyone to leave a question in my chat window, And then I would answer the question, and they would say, 'Okay, I'm going to add this to my cart now.' They let me know that the reason they bought right away was that I answered their question in real time."
So, how do sellers turn on the Amazon Live feature? How to help brand exposure and sales growth through live broadcast?
01What is Amazon Live?
Amazon Live makes it easy for buyers to buy from sellers while watching the live broadcast. Sellers can chat directly with buyers, answer questions about products, or get buyer feedback under this feature. Sellers can also easily share promotional codes and offers to boost sales. This is an effective way to communicate with potential buyers in real time.
Two ways to apply for Amazon Live
Option 1: Participate in an official live series produced in-house by Amazon
Method 2: Brand owners can self-service live broadcast through the Amazon Live Creator app
2. Amazon Live placements
It will be displayed in a prominent position on the computer, mobile, and App sides of the Amazon store . At the same time, sellers can also pay to promote your live broadcast to attract more buyers.
1. The live broadcast section of Amazon Marketplace
2. Product details page
3. Brand flagship store
3. Advantages of Amazon Live
Ability to provide buyers with an interactive live experience that helps:
Increase sales. During the live broadcast, a carousel of the selected product will be displayed next to the live video, and buyers can purchase directly.
Interact with your audience. Chat and interact with buyers watching the live broadcast during the live broadcast.
Increase exposure. Reach more buyers and build your brand with interactive live broadcasts.
02How to achieve a fascinating live broadcast?
If you want to continuously improve the quality of live broadcasts, create an Amazon live broadcast that attracts buyers’ continuous attention, become brand fans and may lead to purchases, sellers must first understand various live broadcast indicators before they can optimize live broadcasts in a targeted manner.
What are the viewable metrics for Amazon Live?
Sellers can use the Amazon Live Creator app to learn about the relevant indicators of existing live broadcasts
How to Improve Amazon Live Performance?
1. Use practice mode to safely practice your live stream before your live stream
2. Rehearse your live content and practice with the photographer, the more comfortable you are, the more attractive your audience will be
3. When brands promote live streaming through their own marketing campaigns (email and social media, etc.), live streaming performance can be seen boosted.So share your channel URL to drive traffic to your live stream and convert your fans into buyers on Amazon
4. Directly interact with Amazon buyers who chat or ask questions by replying to chat messages on the live broadcast or by mouthing replies in the live broadcast
01Who can use Amazon Live?
You can create your own Amazon Live for free by downloading the Amazon Live Creator app, or you can partner with Amazon and let Amazon create the live.
In the US, the Amazon Live Creator app is available to vendors with Stores and professional sellers with Amazon Brand Registry . If using an Amazon-produced live stream, you typically pay a minimum of $35,000 (US). Please contact an Amazon Advertising Account Manager for more information.
02Where can I find out how the live broadcast was created?
Visit the Amazon Live Learning page for guides, short video tutorials, and live Q&A that can help you successfully live stream on Amazon. Learn about best practices, such as recommended live broadcast lengths, how to use chat to interact with customers, and how to avoid common video or audio issues.
03How much does a webcast on Amazon cost?
If brands use the Amazon Live Creator app to create their own livestreams on Amazon, there is no charge. If you want to use a live stream produced by Amazon, the minimum fee is $35,000 (US). All live broadcasts can be found on /Live and under Amazon Live in the Amazon mobile app.
04 Where is the live broadcast displayed on Amazon?
Amazon customers can see the livestream in multiple locations on and on the mobile app. Brand-created livestreams appear on the detail pages of the products featured in the livestreams, as well as in various ad slots viewed by Amazon customers. Amazon-produced live streams are displayed in prominent, contextually relevant ad placements on Amazon, such as the homepage, event pages, and category pages. All live broadcasts can be found on /Live and under Amazon Live in the Amazon mobile app.
05How do customers pay attention to my brand?
All livestreams display a prominent “Follow” button that interested customers can click to stay up to date on the influencers, people, brands and interests they follow on Amazon. After a customer follows an object, they will be notified when the object goes live. Read more about Amazon Watch.
06How do I showcase my brand and products in a livestream made by Amazon?
Contact an Amazon Advertising Account Manager to learn more about available plans and eligibility.
07What shows does Amazon Live produce throughout the year?
Amazon-produced livestreams include Today's Deals Live, livestreams for big sales such as Prime Day, Black Friday, Cyber Monday, and college admissions, livestreams for holidays such as Mother's Day, Father's Day, and Halloween, and Livestreams that attract more customers at other specific seasonal moments, including holiday gift guides.
Sellers, hurry up to catch the pulse of the trend and don't miss the new outlet of overseas e-commerce! If you have any questions about Amazon Live, please leave a message in the comment area to tell the editor.