Inside Tostitos’ delicious America’s Test Kitchen shoppable campaign
Learn how Tostitos and Amazon Ads cooked up a delicious shoppable campaign with America’s Test Kitchen.
Amazon Live
Delivering content, commerce, and connection
Amazon Live offers brands an immersive way to communicate with customers, combining storytelling, social interactivity, and the ability to shop in real time.
Why should I use Amazon Live?
Amazon Live provides brands with real-time tools to engage customers, leverages recognizable creators, and drives product consideration and discovery through shoppable campaigns. No matter what the campaign objective, Amazon Live supports brands in developing educational and inspirational livestream experiences, along with a suite of creative assets to power a full-funnel campaign.
96%
Nearly all Amazon Live shoppers take some action related to brands they see while watching.1
2 in 3
Amazon Live shoppers say they like finding products online through creators.2
76%
of direct sales from sponsored Amazon Live streams came from new-to-brand customers.3
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
92% 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 livestreams and deeper brand storytelling to strategically power a shoppable campaign across multiple touch points, including the Brand Store, Prime Video, Freevee, FireTV, Amazon.com/live mobile and web experiences and targeted media reaching customers wherever they spend their time.
How do I create an Amazon Live campaign?
There are two ways brands can work with Amazon Live.
Managed-service livestreams
Work with Amazon Live via managed-service sponsorship with either brand produced content or utilize 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 fill out our contact form.
Self-service livestreams
Any brand registered selling partner is eligible to stream using the Amazon Live Creator app. These livestreams will appear on a brand’s Amazon Store for 30 days and can be viewed both live and on demand on Amazon.com/live.
Tips to optimize Amazon Live campaigns
Prioritize authenticity
Customers respond positively and connect with creators and personalities they relate to and who bring expertise to the subject matter they’re talking about.
Offer viewers something special
Give customers the opportunity to interact with talent through live chat, secure a discount code, or gain access to a new product drop.
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.
Utilize graphics with purpose
In the social content environment, many customers watch and shop content without sound, so on-screen graphics and CTAs are a part of every stream. We take a customized approach to the size, cadence, and design of on-screen graphics depending on the objective of your activation.
Amazon Live case studies
Amazon Live news
Additional resources
FAQs
How much does it cost to use Amazon Live?
Brand registered sellers can stream at no cost with the Amazon Live Creator app. Managed-service campaigns start at $125K USD.
What type of programming can I find on Amazon Live?
Amazon Live produces live and on-demand video in partnership with brands and creators that spans various categories: home, beauty, electronics, hospitality, automotive, financial services, seasonal themes (New Year New You, back-to-school, and holiday gifting), shopping events (Prime Day, Black Friday, and Cyber Monday), and culturally relevant content from media publishers.
How do brands get featured on Amazon Live?
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?
Amazon Live has access to best-in-class talent, from content creators who are part of the Amazon Influencer Program to media personalities, celebrities, and even talent supplied by a brand (e.g., celebrity spokespeople, founders).
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.
- 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).
Sources:
1,2,4 Kantar, US, Jan 2023
3 Amazon Live internal data, US, 2022