Amazon Live's Shoppable Back-to-School Campaign Livestreams
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.
Amazon Live
Delivering content, commerce, and connection
With Amazon Live, brands host real-time video shopping experiences on Amazon that combine immersive storytelling, social interactivity, and the ability to seamlessly shop.
Why should I use Amazon Live?
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.
+17x
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
+55%
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
79%
of Amazon Live shoppers say shopping events are enjoyable and keep them entertained.3
73%
of Amazon Live shoppers feel confident in purchases they make while live shopping.4
Benefits of Amazon Live
Inspire and educate in an engaging environment
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.
Partner with relevant talent or feature your own brand ambassador
Tap into Amazon Live hosts, media personalities, and celebrity influencers, leveraging their unique voices to deliver authentic brand storytelling and expand social reach.
Leverage Amazon Live’s best-in-class production resources
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.
Launch your brand with Amazon Live
90% of Amazon Live shoppers surveyed discovered a new product while watching an Amazon Live stream.4
Where can my Amazon Live content appear?
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.
How do I create an Amazon Live campaign?
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.
Tips to optimize Amazon Live campaigns
Blend brand storytelling with unique offerings
Give customers the opportunity to secure a discount code, gain access to a new product drop, or interact with talent through live chat. Focus on authentic brand storytelling by sharing context behind products, demonstrating real-world applications, or highlighting unique features through genuine experiences that help customers make informed decisions.
Prioritize authenticity and consistency
Customers respond positively and connect with creators and personalities they relate to and who bring expertise to the subject matter they’re talking about. If you’re already working with a creator, extend their contract to include Amazon Live content.
Let objectives guide the length of your stream
As experts in shoppable videos, we’ve seen success with a variety of broadcast lengths from 10 to 30 minutes, depending on the format and creative. Longer run times usually include segments for the creator or expert to engage with the live chat.
Create a cohesive campaign through line
Build anticipation and extend engagement by developing content that spans before, during, and after your live shopping event. Utilize traffic-driving media to maximize reach, tease upcoming livestreams on social media, and repurpose compelling moments into short-form content afterward—knowing that a single, effective video can boost full-funnel performance.
Amazon Live case studies
Amazon Live news
Additional resources
FAQs
How much does it cost to use Amazon Live?
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.
What types of content drive engagement on Amazon Live?
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.
How can brands participate in live shopping on Amazon?
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.
What type of talent can I work with?
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.
How do customers shop Amazon Live content?
Customers can shop Amazon Live content in a seamless, integrated way, depending on where you’re viewing:
- On Amazon.com or the Amazon app, you can shop directly through a dynamic shopping carousel without leaving your viewing experience.
- In the U.S., when watching Amazon Live on Fire TV, Freevee or Prime Video, simply say or type "Shop the Show" in the Amazon app or your mobile device to access shoppable products featured in show.
What type of metrics are provided with reporting?
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).
What can I expect with Amazon Live outside of the U.S.?
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.
Sources:
1 Analysis based on US historical data for 20 campaigns and not indicative of future results in other locales. Median purchase rate. Purchase rate = number of purchases/number of ad-exposed users. Amazon internal data, US., May 1–Oct 31, 2024.
2 Branded search rate = number of searches containing an advertiser’s product/number of ad-exposed users. Average branded search rate. Analysis based on US historical data for 11 campaigns and not indicative of future results in other locales. Amazon internal data, US, May 1–Oct 31, 2024.
3,4 GWI Core, Amazon Ads USA - Live Shoppers U&A Q3 2024, (n=324). *Content usage rights are negotiated for individual campaigns.