Amazon Live: A New Opportunity for Interactive Shopping

Amazon is rolling out Amazon Live, an exciting new way for brands to engage shoppers through immersive, shoppable live streams. This format is designed to enhance brand storytelling while integrating across the Amazon Ads suite - offering a full-funnel marketing approach that helps drive discovery, engagement, and conversion.

According to Amazon, brands can use this format to showcase products in a dynamic, content-rich environment, combining live video, interactivity, and seamless shopping functionality. But how does it actually work?

How It Works:
Phase One: Driving Traffic
To attract viewers, Amazon leverages media placements across its ecosystem, including:

• Amazon Homepage (H1) – High-visibility placements to bring shoppers in.
• Fire TV – Reaching audiences on one of Amazon’s key entertainment platforms.
• DSP Display Ads & Influencer Social Media – Driving external traffic to the livestream.

Phase Two: The Live Experience
At the heart of Amazon Live is the livestream itself—typically a 20-30 minute session (live or pre-recorded). Key features include:

• Shoppable product carousel – Allowing viewers to add featured products directly to their cart.
• Live chat interaction – Moderated in real time to maintain brand safety.
• Seamless integration – Bringing product discovery and purchase closer together.

Phase Three: Extending the Impact
To keep engagement going beyond the live event, Amazon offers remarketing opportunities across:

• Prime Video – Reaching engaged, entertainment-focused audiences.
• DSP Video & Display Ads – Ensuring on-demand content stays visible post-livestream.

A New Way to Drive Engagement & Sales
Amazon recently launched Amazon Live with Samsung, showcasing how brands can tap into this format to create an engaging shopping experience. While the full livestream is no longer available, you can still get a feel for the content on Samsung’s Amazon Brand Store.

Since this is a new and evolving opportunity, we’re keen to see how brands can best leverage it and what results it can drive. If you’re interested in exploring Amazon Live, let’s chat!

Isabel Madueno, Senior Advertising & Marketing Executive