We all understand that live streaming has become increasingly popular over the last few years. Live streaming technology lets you watch, create and share videos in real-time. Amazon has come up with a new opportunity for sellers to reach the massive audience of the world’s biggest retailer with Amazon Live. The Livestream is the next best thing by Amazon for shoppers as it fills the void of being unable to see, touch, and experience products.
Streaming in front of thousands of potential buyers on Amazon is free despite you’ll still need to be a registered brand. This article will cover everything you want to know about Amazon Live.
What is Amazon Live?
Amazon Live is a new way to shop on Amazon with live streaming. Amazon came up with this new Amazon live feature for sellers so that sellers can inspire, inform, and entertain customers with real-time brand interaction. Amazon Live is similar to live streaming on social media platforms like Instagram, Facebook, YouTube, or TikTok, except that the audience watching Amazon live streams is there with purchase intent. Therefore, the chances of them converting to customers are very high.
Brands can use pre-recorded or live video content of products, and shoppers can interact with the video in real time by leaving a comment, sharing the video, or reacting.
Display Locations
While playing, the videos that appear on the brand’s listings, brand store, and Amazon.com/Live – Amazon’s FAQ page also states that “Livestreams can appear across the various placements where Amazon shoppers browse.” While we have seen live streams from one brand appear on another competing brand’s listing, below is the “Sponsored Products related to this item” section. As Amazon Live keeps on growing, this placement could become a significant asset or a paint point for brands.
Who can Use Amazon Live?
Brand Registered Brands & Vendors
US professional sellers registered in Amazon Brand Registry can use Amazon live to sell their products. Also, the Amazon Live Creator app is available in the US to the vendors who hold a store and professional sellers enrolled in Amazon Brand Registry.
Amazon Influencers With An Active Influencer Storefront
Amazon rolled out live streaming for influencers, which is an extension of Amazon’s affiliate program that allows influencers to earn a commission on each item they sell. Brands can sponsor influencer live streams produced by top influencers using the Amazon Live Creator app.
Third-Party Sellers & Amazon Agencies
While not a traditional user of Amazon Live, third-party sellers and agencies can certainly Livestream on behalf of the brands they represent.
How to Get Amazon Live?
Your brand must be enrolled in Amazon’s Brand Registry to gain access to Amazon Live. You just have to download the Amazon Live Creator app and log in to your brand’s Amazon account. Currently, Amazon offers these services solely through an iOS mobile app (Amazon has not yet released an app for Android or Google phone users).
How To Use Amazon Live For Brands?
Option #1: Go Live with the Live Creator App
Setting up your Livestream is an easy process that anyone can do.
Step 1 : To stream your videos live on Amazon.com, you’ll preferably need to download the Amazon Live Creator app. This app is currently available only on iOS.
Step 2 : Sign into the app with the login credentials.
Step 3 : Click the plus button in the bottom center of the app to create a new Livestream or schedule a future Livestream.
Step 4 : Fill out all the details – add the relevant product(s) from your catalog to the Livestream, add a title, start time, video source, and any applicable promo codes.
Step 5 : Tap the big “Go Live” red button when you are ready to go live. It will count down from 3, and then you’re live on Amazon!
Step 6 : While you’re Live, have someone monitor the Livestream app for questions so you can promptly respond and engage with customers in real-time. You can also broadcast a pre-recorded video if you use broadcast software.
Option #2: Broadcast a Pre-Recorded Video
Setting up an Amazon Live broadcast video using a pre-recorded video takes quite a bit more effort than streaming a live video. We’ve been using Amazon Live since it was released in 2019, and we’ve developed a reliable process for it.
Where can Shoppers Watch Live Stream on Amazon?
Shoppers can watch the Amazon live streaming of any brand at the below 3 places:
- Amazon.com/Live
- Detail pages of the products belonging to the brand that is live streaming
- Amazon seller storefront
Three Levels and their Overview for Brands
As you live stream more and sell more, you can “level-up” on Amazon Live, which unlocks additional live stream placements beyond just Amazon.com/live.
Advantages of Amazon Live
Live streaming is one of the most easily overlooked marketing strategies. Most brands are unsure about doing live streams or are completely unaware of Amazon Live. If you have the time, resources, and an enthusiastic face to host and create meaningful content for your potential shoppers, Amazon Live is worth it. Here’s why:
1) Zero Cost
Yes, Amazon Live is completely free of cost just download the Live Creator App, and you can start live streaming. Also, the technical barriers to entry are low and so the brands with a limited budget and technical knowledge can jump in and run awesome broadcasts in front of hundreds of shoppers.
2) Drive More Sales
This is your chance to inform audiences about product features, benefits, and special offers in an interactive environment when hosting your live product demonstrations. Your products are featured directly next to the video player, so shoppers can consider adding them to their carts more easily.
3) Engage Customers
Live streaming is engaging. Talk directly to potential customers, show them your passion, and sell them your brand and products if your category is ripe with counterfeiters or pricing wars. Amazon Live is the perfect place to show why products are the best.
4) A New Way to Get Noticed
Amazon Live is not “just another way” to market and promote your product. If you get a desirable time slot, the chances are that you will be able to showcase your product in front of hundreds and thousands of potential shoppers. Just like PPC and Amazon SEO, Amazon Live can help you reach untapped audiences effectively because we are wired to prioritize visual content before the text.
5) It Makes Your Brand Looks More Human
Content and graphics such as images simply cannot beat the multi-sensory engagement that a live video can provide. Amazon Live especially appeals to shoppers who like to learn about the ingredients or want to see a dress worn by someone else before purchasing it. If there is someone demonstrating the product and seeing the product in action fills the void of not being able to touch or experience the product before making a purchase decision.
6) Provides More Results Than Social Media Lives
All the people watching social media lives are not customers who come to buy the products but all the people who are watching Amazon Live are customers as they browse on Amazon are already there with purchase intent, and so your videos and Amazon live streams are more likely to be converted into sales.
How to Measure the Success of your Live Stream?
Sellers can find the performance metrics from within the app. Although the sales lift because of live stream is not disclosed by Amazon, you can still get to know the organic reach of your broadcast or video and a breakdown of paid boosting if you have done any.
The only drawback of Amazon Live is that measuring success can be challenging. Brands do not have access to the percentage of sales uplift because of Amazon Live. We can never know how many shoppers who visited your live video actually decided to go to your product detail page and make a purchase.
But despite the challenge in measuring success, Amazon Live is worth investing your time and efforts in. It’s a prime space to tap into a broader customer base, educate about your product and increase reach. Also, we never know if Amazon updates the feature and after a few years we can even track these things for Amazon Live.
Options Brands Have for Amazon Live Streaming
All sellers do not have the creativity to do the live streaming on their own and so these kinds of brands have the following options to try:
1) Create Videos Themselves
A brand owner or any in-house team member who understands the products well can do the live streaming so that if a shopper asks a question the person can be ready with the answers. Also, it’s affordable too! The only downside of this option is if you aren’t very comfortable in front of the camera, you may not be able to effectively sell the product, despite knowing all the features and benefits.
2) Partner with an Influencer
Influencers create content day in and out, so the videos created by them look professional, creative, and more engaging. By partnering with a well-known influencer, you can leverage their loyal audience of followers who may be looking for a product like yours. The only disadvantage is that the cost of hiring influencers can quickly eat up the profits you earned from live streams.
3) Let Amazon Promote your Products on Amazon Live
Brands can integrate with Amazon-produced live shows which means Amazon hosts provide authentic testimonials and demonstrations to educate shoppers on products available on the Amazon store. These live streams typically require a minimum spend of $50,000 (US).
Important Points to Remember Regarding the Live Stream
- Customers watch the live videos, so they can browse and purchase the featured product, thanks to the ever-visible “buy it now” button
- Customers who “follow” your brand will also receive every notification when you go live, so they never miss a live stream.
- Although Amazon has kept denying giving any numbers on how many brands are using Amazon Live, they did say that on Prime Day 2020, around 1200 live streams were running on the page. (as per the Amazon Prime Day Report 2020)
- If at all the customers are busy when their favorite brand is streaming live they can save the videos for viewing later, beyond the “live” period.
What Not to do in the Live Stream?
For every good thing we do, there are some things we should never attempt and Amazon Live also has some points which we should never do:
- Don’t attempt to steal Amazon customers and lure them to your website, social media channels, or anywhere outside Amazon.
- Do not get live in a day multiple times or the customers or your brand followers will get bored and unfollow your brand.
Best Practices For Your LiveStream
- Keep the Amazon Live Creator App open on your phone to watch for any comments that arrive and respond as the brand when suitable.
- Do the live streaming during the afternoon and evening on Mondays, Fridays, and Saturdays as per the study.
- If you stream live, take a few test runs before broadcasting to work out the irregularities. Ensure you’re in a controlled environment with minimal risk of disruption.
- Use Amazon Live to promote complex or high-price point products.
- Use eye-catching visual elements or settings to increase viewership.
- Promote the live stream ahead of time on your social media.
- Restate vital messages and themes throughout the Livestream.
- Pair live streams with promo codes. It provides a clear CTA and increases viewership, especially when promoted on your brand’s social media accounts.
- If you use or have used influencer marketing, reuse the product video they created for your brand.
Conclusion
Promote your products in a way that sets you apart! If you are brand registered on Amazon, then you need to start streaming live today. If you have any more questions about streaming on Amazon, let us know. Hire our expert team and represent your brand through Amazon Live easily. Get creative Amazon services with SIPRANSH ECOMMGROWTH.
