Amazon Live

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

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 livestreams

Who can use Amazon Live

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

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 livestreams 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 livestreams to help shoppers discover your brand, see your products in action, and drive sales. Use your livestream to demonstrate product features and offer shoppers special in-stream promotions.

Amazon-produced livestreams allow you to showcase your products within themed livestreams that appear in prominent placements across Amazon. This can amplify your reach on important shopping days like Prime Day, Black Friday, and Cyber Monday, or seasonal events like 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 livestream


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 livestream?

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 livestream, ways to interact with shoppers with the chat feature, and how to avoid common video or audio issues.

How much does livestreaming on Amazon cost?

There is no cost for brands to create their own livetream 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 livestreams can be found on and in the Amazon mobile app under Amazon Live.

What devices can I use to livestream?

The Amazon Live Creator app is available on the App Store for iOS-enabled devices. Customers can view livestreams 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 livestreams appear?

Amazon shoppers can discover livestreams in several locations on and the app. Brand-created livestreams can appear on the detail pages for the products in the livestream, as well as across various placements where Amazon shoppers browse. Amazon-produced livestreams appear in prominent placements across Amazon relevant to the content, such as the home page, event pages, and category pages. All livestreams 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 livestreaming 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 livestreams display a prominent Follow button, where interested shoppers can click to stay up to date with the influencers, people, brands, and interests 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 livestreams?

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

What shows does Amazon Live produce throughout the year?

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