Whats new
Measure Amazon Live performance with new AMC signals
Create custom audiences and analyze cross-channel performance by accessing Amazon Live engagement signals in AMC.
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?
Amazon Live enables social commerce on Amazon by providing brands with an interactive tool to engage customers, leverage recognizable creators, and drive product discovery and consideration. No matter the campaign objective, Amazon Live helps brands develop educational and inspirational content experiences, along with a suite of creative assets to power full-funnel campaigns.
+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
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-supported 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.
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.5
Amazon live placements
Where can my Amazon Live content appear?
Brand Store functioning as a campaign destination
Targeted media featuring co-branded creative
Amazon Live content on Prime Video and Fire TV
Amazon Live content on social
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.
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.
Key learnings
+74%
+74% CTR for the overall campaign compared to the blended campaign CPG benchmark6
+14%
+14% ROAS for the overall campaign compared to the CPG benchmark7
Tree Hut leverages Amazon Live to launch hand wash collection
See how Tree Hut used New Product Campaigns, including a branded Amazon Live streaming event, to drive awareness and sales velocity for a new lifestyle product launch.
Key learnings
41%
Tree Hut’s hand wash launch reached its sales goal 41% faster with New Product Campaigns8
1.5x
higher CTR versus Amazon Live benchmarks9
Samsung Supercharges Galaxy S25 Series Launch with Amazon Live
Find out how Samsung brought Amazon Live to the U.K. and launched an innovative full-funnel campaign for their new Galaxy S25 Series.
Key learnings
32%
32% of all Samsung campaign sales on Amazon were influenced by Amazon Live media10
Resources
Additional resources
Ready to get started with Amazon Live?
Get in contact with an Amazon Ads account executive today.
Frequently asked
questions, answered
How can I customize Amazon Live content on my Brand Store?
Brands can choose to customize how long the Amazon Live Shopping Widget appears on their Brand Store, displaying content for up to 60 days after a stream ends, depending on talent agreements secured as part of their participation in the content. The widget can be placed on the Brand Store’s most visited page and brands can pin a single stream (instead of a full playlist) to highlight specific content. Learn more about adding the widget to your Brand Store.
Can I use Amazon Live in the U.S. if I don’t sell on Amazon?
Yes. Amazon Live in the U.S. is available to businesses who do not sell on Amazon. Many brands have successfully utilized Amazon Live across different industries, including: entertainment (Wicked), travel (Visit Florida, Virgin Voyages), and auto (Hyundai).
How do customers shop Amazon Live content?
Customers can shop Amazon Live content in a seamless, integrated way, depending on where they’re viewing:
- On Amazon.com or the Amazon app, customers can shop directly through a dynamic shopping carousel without leaving their viewing experience.
- In the U.S., when watching Amazon Live on Fire TV or Prime Video, shoppers can use their mobile device to simply say or type "Shop the Show" in the Amazon app to shop products directly from their TV.
What type of metrics are provided with Amazon Live 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 (impressions, reach, views, CTR, sales lift, and glance views). Amazon Marketing Cloud (AMC) now includes Amazon Live signals, enabling advertisers to evaluate Amazon Live with more flexibility and create custom audiences.
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.
- 3-5GWI Core, Amazon Ads USA - Live Shoppers U&A Q3 2024, (n=324). *Content usage rights are negotiated for individual campaigns.
- 6-7Amazon Internal, U.S., July-Sept 2024.
- 8-9 Amazon Marketing Cloud, US, 2025. Performance metrics are based on a single advertising campaign for an early-stage or newly launched product in 2024.
- 10 Amazon Internal Data, U.K., Oct 2, 2024–Feb 4, 2025.