Amazon Live

Amazon Live offers you the ability to engage with shoppers in real time and drive consideration through interactive, shoppable live streams.

Why use Amazon Live

Amazon Live is designed to inspire, educate and entertain customers in a format that allows real-time brand interaction. Amazon Live helps give customers confidence to consider new brands and make purchase decisions.

Bright idea

Drive awareness and consideration

Introduce shoppers to your products and provide them with the information they need to make confident purchase decisions.

Computer, phone, streaming media

Educate shoppers

Inform audiences on product features, benefits and special offers in an interactive environment with live product demonstrations.

Smiley face and heart social media interactions

Connect in real time

Engage with customers using Live’s chat feature, answering questions and providing information in real time to help drive connection.

Sample brand-created live streams

Who can use Amazon Live

You can create your own Amazon live stream for free by downloading the Amazon Live Creator app, or collaborate with us for an Amazon-produced live stream.

The Amazon Live Creator app is available in the US to vendors who have a Store and professional sellers enrolled in Amazon Brand Registry.

Amazon-produced live streams typically require a minimum spend of $35,000 (US). Contact a sales consultant for more information.

Countries where Amazon Live is available

North America
  • CA
  • MX
  • US
South America
  • BR
  • DE
  • ES
  • FR
  • IT
  • NL
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG

How brands can use Amazon Live

Brands can use the Amazon Live Creator app to produce live streams to help shoppers discover your brand, see your products in action and drive sales. Use your live stream to demonstrate product features and offer shoppers special in-stream promotions.

Amazon-produced live streams allow you to showcase your products within themed live streams that appear in prominent placements across Amazon. This can amplify your reach on important shopping days such as Prime Day, Black Friday and Cyber Monday, or seasonal events such as Back to School or Off to College.

Young man drinking coffee in a kitchen while listening to headphones connected to his phone. A laptop is featured on the table in the foreground.

How to set up a brand-created Amazon live stream


Sign in with your Seller Central or advertising console credentials.


Follow the in-app instructions to select products to feature, choose a title and set a start time. Review the Community Policy.


Capture your Live video either directly through Amazon Live Creator or by using an external camera and streaming it to Amazon.


Where can I learn how to create a live stream?

Visit the Amazon Live learning page for guides, short video tutorials and live Q&As to help you successfully livestream on Amazon. Learn best practices such as the recommended length for your live stream, ways to interact with shoppers with the chat feature and how to avoid common video or audio issues.

How much does live streaming on Amazon cost?

There is no cost for brands to create their own live stream on Amazon using the Amazon Live Creator app. There is a minimum cost of $35,000 (US) to integrate into an Amazon-produced show. All live streams can be found on and in the Amazon mobile app under Amazon Live.

What devices can I use to live stream?

The Amazon Live Creator app is available on the App Store for iOS-enabled devices. Customers can view live streams on desktop, mobile web, mobile app, Fire Tablet and Fire TV.

Is the Amazon Live Creator app supported on other devices?

The Amazon Live Creator app is currently only available and optimized for the iPhone. Amazon Live Creator can be used on an iPad, but the experience is not optimized.

The app is currently not available for Android devices.

Where on Amazon do live streams appear?

Amazon shoppers can discover live streams in several locations on and the app. Brand-created live streams can appear on the detail pages for the products in the live stream, as well as across various placements where Amazon shoppers browse. Amazon-produced live streams appear in prominent placements across Amazon relevant to the content, such as the home page, event pages and category pages. All live streams can be found on and in the Amazon mobile app under Amazon Live.

How do I make Amazon Live part of my advertising strategy?

Amazon Live is part of Amazon’s suite of brand content solutions for helping you drive discovery and connect with shoppers, also known as mid-funnel marketing or consideration advertising. Make live streaming part of your strategy for introducing new audiences to your business, in combination with creating a branded shopping destination with Stores, sharing brand content with Posts and advertising with Sponsored Brands.

How can customers follow my brand?

All live streams display a prominent Follow button, where interested shoppers can click to stay up to date with the influencers, people, brands and interests that they care about on Amazon. When a customer follows an entity, they will be notified when that entity goes live. Read more about Amazon Follow.

How do I get my brand and products featured in Amazon-produced live streams?

Contact a sales consultant to learn more about available packages and eligibility requirements.

What shows does Amazon Live produce throughout the year?

Amazon-produced live streams include Today’s Deals Live; live streams for shopping events such as Prime Day, Black Friday, Cyber Monday and Off to College; live streams supporting holidays such as Mother’s Day, Father’s Day and Halloween; and live streams that amplify other specific seasonal moments, including Holiday Gift Guides.