Guide to Boost Amazon Live Performance for Amazon Sellers

Amazon constantly comes up with new and exciting ways to market your product. Amazon Live Streaming is one such.

It captured the interest of many sellers for marketing their products in an interactive, creative and engaging way that drives more sales conversion.

Your brand is unique, and so should your marketing tactics.

Amazon gives you an opportunity to market your brand and product range in the best possible setting with live, interactive, and engaging video content.

Amazon Live streaming is just as similar to the live streams you must’ve already come across on Facebook and Instagram to drive both sales and traffic to the product detail page.

If you’re wondering who even shops on Amazon Live stream, here’s an example or two. The US livestream shopping market is estimated to be worth $68 billion by 2026.

During Prime Day 2023, Amazon Live had over 100 million livestream views, with thousands of Amazon sellers using the platform. In China, livestream shopping is huge. In 2021, it generated $300 billion in revenue, accounting for 11.7% of total retail e-commerce sales in the country. In the US, we’re seeing a similar spike in livestream popularity.

With FOMO on every shopper’s mind, sellers can alienate this through live stream shopping, where shoppers don’t miss out on any new product launches or updates. Dive in to explore Seller’s Guide to Amazon Live’s feature of seamless and exciting shopping experience.

What is Amazon Live?

Amazon Live is an interactive streaming feed that opens doors to Amazon sellers to present their brands in their truest, most engaging form. Sellers can advertise and demonstrate how their product is and works to show their products in a more real-time and practical way within their Amazon store. Customers can interact with the live video, leave questions in the comments sections, or chat with hosts.

Who is Eligible to be Part of Amazon Live?

This form of Amazon advertising allows you to connect with shoppers and viewers on a more personal, deeper level. As a seller, you can grab attention and establish one-on-one connections with your shoppers to improve brand awareness and eradicate any doubts about your product.

In order to set up and start live streaming on Amazon, you have to be a U.S. Professional Seller registered in Amazon Brand Registry or a U.S. Vendor.

All live streams are created through the Amazon Live Creator mobile app, so you’ll need an iOS/android device to further set things up.

Amazon Live allows customers to interact with talent through live chat, get discount codes, and access new products.

What are the benefits of Live Streaming for me as an Amazon seller?

• Less returns

When the customer has already witnessed the working and features of the product live, they have a much clearer idea as to what to expect when they purchase it. When we as consumers deeply rely on reviews and ratings, Amazon live gives us a real-time view of the same experience.

• Its FREE!

Amazon livestreaming is free for all sellers! It’s not very often that Amazon gives a free option to advertise your product and maximize your ROI (return on investment). So why even give a second thought over this?

Start advertising your product and use Amazon live in the best way through this platform and attract viewers to your brand store and start cashing in!

• Brand awareness and visibility

With plenty of e-commerce players in the market, it gets challenging to stand out with your product and make a difference. With respect to the Amazon listing images, A+ creatives or video content, it can all be plagiarized. While, live streaming videos are one of a kind and are extremely authentic to your brand and your brand story.

• Improved sales

If your brand engagement and visibility is heightened, its quite a given that it will positively impact your sales. It builds the brand more credibility and helps with quicker conversions when viewers are given a chance to watch your product in use. For example, a beauty product being demonstrated on various skin tones, showcasing its consistency and shade leaves a better impact on the viewer.

• Customer satisfaction and positive review

When your customers know what they signed up for and what to expect from your product, it leads to customer satisfaction and positive review about your product, where there is no room for disappointment.

These positive reviews further push your future shoppers also to make informed decisions.

• Live Stream Insights for Better Strategic Decisions

When you are live streaming, Amazon allows you to extract a wide range of metrics that give you deep insights and understanding of your session as well as the feedback from your viewers. Use your Amazon Overview dashboard to track your engagement rate and find a pattern to pinpoint your interactive sales peaks. Based on these insights, you can make informed decisions about your next live stream, product launch or sales strategies.

How do I set up Amazon live streaming?

You can live stream on Amazon if you are one of the below-

1. An influencer in the Amazon Influencer Program (with an active Amazon Influencer storefront)

2. An Amazon seller registered in the Amazon Brand Registry.

3. An Amazon vendor with an approved Amazon Store in the advertising console

Here’s how to get started-

1. Download the Live Creator App from the App Store.

2. Log in using your Amazon seller or vendor credentials.

3. Choose the brand of the product that will be the topic of your stream.

4. Add products to the product carousel, which will display them during the stream.

5. Choose a title for the live stream and upload a thumbnail for the stream. This image is the first thing potential viewers will see, so it should entice them to click on your stream and start watching. Below are some of the tips to craft a compelling title.

6. Try out your setup and test your internet connection in the app’s Practice Mode (viewers won’t be able to see your stream).

7. You’re all done! Start streaming!

Pro tip- Schedule the stream in advance if you want time to promote it on your other channels. A notification will also appear on Amazon Live about the upcoming stream. Scheduling isn’t required, you can also go live right away.

How to maximize the potential of live streaming

Make Amazon Live work for you by following these strategies and tips for sellers looking to go live and increase sales by Amazon Live

• Plan your content strategy (Pre filmed and schedule/livestream)

Option 1: Pre filmed and schedule. You can film your video (Amazon recommends using a different camera other than your phone camera for better quality), then upload it to your seller central account on the Creator app. You can either make the video public immediately or schedule it for publishing at a prime-time when your audience is most active.

Option 2: Livestream Real-Time. Livestreaming in real-time is probably the best option of the two. This option allows you to showcase your product and connect with the views on a deeper level and lets you immediately address viewers’ comments and concerns. This gives you the option to engage one-on-one or one-on-few, which can lead to increased sales and brand loyalty.

• Partner with Social media Influencers

One of many perks of collaborating with Social media influencers or co-hosting with them is to broaden your target audience and engage with their followers as well. With all the trusted followers that the Social media influencers have, it paves way to finding newer audience for yourself and build credibility over them.

These Influencers can be from various social media platforms like Tiktok, Instagram, Youtube who have huge followings and whose content aligns with your brand or products. A common way of reaching out to them is by mailing them requesting a collaboration with your brand with a fair compensation.

• Repurpose Amazon Live content on other social media channels

As nice and easy as this sounds, it is also highly effective. Take little snippets of how you have engaged with your audience or demonstrated those frequently asked question about your product it can drive more traffic from various different channels, finally leading to potential conversions.

• Strategic Product Selection for Effective Live Streaming

You get a chance to showcase the fast moving and trending products on your live stream to grab more attention. By strategically planning which products to feature, you can get genuine responses and also passive market feedback on existing products while selling on Amazon.

• Optimise professional set-up

Lets be real. How often do we stop and watch a video that is oddly filmed with poor quality camera or unappealing visuals?

In the same way, how often do we dwell on engaging and creative high-quality videos that catches our attention and we end up watching it whole?

Fair enough, right? So, prioritize good quality devices for filming and recording with good lighting so you can create premium quality content that can be used on multiple different social media platforms as well.

• Partner with an Amazon agency

An experienced e-commerce agency like Sequence Commerce can assist in optimizing your Amazon Live strategy by identifying the right influencers, creating compelling content, promoting the event, and analyzing post-event metrics to refine future livestreams.

This partnership can help sustain success in the competitive e-commerce space and gain experience in the ever-growing trend of interactive, real-time shopping.

A Success story? Yes, please

Beauty Brand L’Oréal’s Success on Amazon Live

L’Oréal, a global beauty giant, capitalized on Amazon Live to increase brand visibility and drive sales. They collaborated with top-tier skin and beauty influencers like Marwa Bawaba, Manal El Hage, Safa Srour, and Sereen Abudoush. These industry experts utilised the interactive features of Amazon Live, such as live chat and real-time audience engagement and educated viewers about their product features, shared beauty tips, and offered exclusive deals.

Key Strategies and Success Factors:

1. Influencer Collaboration: L’Oréal partnered with top beauty influencers and makeup artists to host live sessions where they have engaged with Loreal’s audience as well as their own loyal audiences.
2. Product Demonstrations: Demonstration of their makeup on models gave the viewers a real-time look at how products perform. Live application of makeup made addressing customer queries instantly very easy.
3. Exclusive Discounts: The brand offered limited-time discounts only available during the livestream. This tactic created FOMO and urgency within viewers that led to a boost in conversions.
4. Engagement with Viewers: The live chat feature allowed real-time interaction between hosts and viewers. This enhanced customer experience by answering questions and giving personalized recommendations instantly.

Results:

• Massive Engagement: The livestreams generated thousands of views within hours, with a significant portion of the audience engaging in the live chat.

• Brand Awareness: The interactive nature of the platform helped boost brand awareness among new customers, leading to long-term customer relationships.
• Increased Sales: By the end of the campaign, L’Oréal saw a 20% spike in sales, attributed directly to the Amazon Live sessions.

Top 5 Categories Purchased via Live Commerce According to McKinsey & Company.

In the US, according to a research by McKinsey & Company, we can see the top 5 categories and how they are performing in terms of purchase rates.

Amazon live levels for Influencers

Amazon Live Levels for Influencers is a tiered system and rewards influencers based on their engagement and performance on Amazon live streaming platform. Influencers can achieve additional benefits like increased visibility, higher commission rates, and access to exclusive opportunities as they reach certain milestones.

Rising Star

The Rising Star level is the starting point for all social media influencers on Amazon Live. This level is the initial step that allows influencers to establish their presence, strategize their content, and build their target audience on the platform.

How can I benefit?

• Stream using Amazon Live Creator app where you can create, schedule and manage within the app.

• Earn commissions through live stream links when customers purchases through your links.

• Receive notifications for Amazon followers where shoppers are informed about upcoming live streams and can engage better.

• Gain visibility on Amazon Live site and Influencer Storefront as you will be automatically eligible to appear on the Amazon Live site, both in relevant product category rows and the ‘Live now’ row. Additionally, their live streams can appear on their Influencer Storefront.

Insider

To step into Insider level, influencers should reach specific targets that demonstrates their ability to engage viewers, generate sales, and maintain a consistent presence on Amazon Live.

How can I benefit?

• All of Rising Star benefits is applicable to Insider.

• Top of page placement on Amazon.com/Live where live streams become eligible to automatically play in the top of page placement on Amazon.com/Live. This improves their visibility and potential viewership.

• Eligible to appear on product detail page visibility for featured products for the first 10 products featured in the Amazon Live product carousel.

A-List

The A-List level is the ultimate level of achievement for these influencers on Amazon live. This level is achieved by those who have consistently demonstrated exceptional performance, engagement, and influence on the platform.

How can I benefit?

• All of Rising Star and Insider benefits are applicable to this step.

• Enhanced visibility and placements on Amazon.com, including the Amazon.com home page.

• Highest commission rates are unlocked by A-list influencers on sales generated from their live streams.

• Exclusive opportunities and partnerships to work with top brands and collaborate on high-profile campaigns on Amazon.

Effective Ways to Promote Your Live Stream

You might be doing everything right but are curious how to let people know that you are live streaming and build a larger audience then, here are some tips:

Step up your Social media Tactics

Announce across all your social media platforms like Facebook, Instagram, You tube shorts and Twitter. Use eye-catching visuals and engaging captions and attach the live stream link to entice your audience. Create countdown posts leading up to the livestream to build anticipation between your followers.

Email marketing

Yes, you have to pull up your subscriber list and start cold mailing to let them know you are live streaming. Give them some benefits like “first 10 people to join get an exclusive shout-out”, or some secret give-away announcement etc. Get your creative juices flowing.

Collaborate with social media influencers and offer incentives

Collaborating with Social media influencers who are in the relevant niche and getting them to promote you offers a broader way of expanding your reach. Get them to offer exciting incentives like coupon code, etc so viewers have an unrefusable reason to watch your steam.

Utilize Amazon’s tools

Make use of Amazon product detail page, Amazon store front features or Sponsored ads to showcase some teasers or behind-the-scenes that will build anticipation and attract more viewers.

How Sequence Commerce can enhance your overall Live stream strategy

When Amazon Live offers tremendous support and opportunities for Amazon sellers, having the right level of expertise to make use of this platform is very important. An e-commerce agency can very well plan a strategic layout and meticulously carry out these processes while selling on Amazon.

Content Strategy and Audience targeting

With every idea comes a need for a creative strategy. A professional Account manager can craft compelling content strategies in and around consumer behavior and target audience.

They will ensure that it aligns with your brand goals and also analyze which product to feature and how to feature it best.

An agency can also help identify your target audience and promote your live streams effectively through other Social media channels, email marketing, and Amazon ads to drive more viewers to your stream.

Live Interaction and Moderation

When you are live streaming yourself, it gets difficult to engage with your audience and keep them driven simultaneously. You may come across a lot of questions or doubts from curious viewers, and an Amazon agency would appoint a dedicated team to look into all this and build the utmost customer engagement and a smooth live stream.

Performance Analytics

It is very important to track all the metrics post your live stream as it will give you all the insights about your current product as well as future plans. An Amazon agency like Sequence commerce will help analyze these performance metrics such as views, clicks, impressions, engagement rate and sales so you can make data-driven choices for your next PPC campaign.

When you run Sponsored product ads or sponsored display ads, it is important to understand which product from your live stream performed well so you can tailor your campaign and bids accordingly for improved sales conversions.

This way, you can track the performance of your livestreams better and retarget and remarket your products based on the viewer’s dwell-time on your previous live stream.

Continuous Improvement

From planning the next live event to optimizing strategies based on current live stream data, a skilled eCommerce agency offers ongoing support. This ensures continuous improvement and success with Amazon Live.

Conclusion

There you have it, everything you need to know about Amazon live streaming. Incorporate Amazon live streaming as part of your marketing strategy to boost overall engagement rate, traffic, target audience and ultimately achieve better sales conversions through this interactive medium.

Whether you’re just starting out on your Amazon selling or looking to refine your existing approach, this article will help you establish a successful Amazon Live presence. Connect with customers on a more meaningful and deep level, and elevate your brand in the competitive e-commerce landscape.