News
Amazon Live introduces an interactive and shoppable channel on Prime Video
The new FAST Channel enables customers to more seamlessly browse, shop, and engage with content they’re watching on the TV screen by using their mobile device.
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
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.
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 FireTV
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.
Case studies
Amazon Live case studies
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 benchmark 6
+14%
+14% ROAS for the overall campaign compared to the CPG benchmark 7
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.
Key learnings
14%
14% lift in awareness from Display ads8
12%
12% lift in awareness from Streaming TV ads9
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 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 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 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
- 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.
- 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.
- GWI Core, Amazon Ads USA - Live Shoppers U&A Q3 2024, (n=324). *Content usage rights are negotiated for individual campaigns.
- GWI Core, Amazon Ads USA - Live Shoppers U&A Q3 2024, (n=324). *Content usage rights are negotiated for individual campaigns.
- GWI Core, Amazon Ads USA - Live Shoppers U&A Q3 2024, (n=324). *Content usage rights are negotiated for individual campaigns.
- Amazon Internal, U.S., July-Sept 2024
- Amazon Internal, U.S., July-Sept 2024
- Kantar brand lift study, January 2023; in-field December 5– 31, 2022, US, relevance n=495, 18-34 purchase intent and agree with brand message n=43, Fire TV drove ad awareness n=54. Results are representative of performance of one advertiser are not typical and are not indicative of future performance.
- Kantar brand lift study, January 2023; in-field December 5– 31, 2022, US, relevance n=495, 18-34 purchase intent and agree with brand message n=43, Fire TV drove ad awareness n=54. Results are representative of performance of one advertiser are not typical and are not indicative of future performance.