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The phrase “innovate or die” is one way of describing the life of an e-commerce brand in the moment. We see many get creative when implementing user generated content for digital ads. Influencer marketing is an important part of the marketing budget, and live streaming is an important part of content strategies. That’s why Amazon Live and its new influencer program offer brands and influencer entrepreneurs an exciting opportunity to “innovate”.
You already know the famous brands of live streaming platforms: Facebook, Instagram, YouTube and Twitch. But is it worth exploring Amazon Live? Here’s why you should try it out today, along with some instructions on how to start your own Amazon live stream.
What is Amazon Live?
Imagine the infomercials we saw before, except that you don’t show your merchandise on TV but on Amazon.com, the world’s largest retailer. For a more literal explanation, Amazon Live is a live streaming feature for Amazon sellers and influencers to promote products and increase sales through live video. The tool has been available since 2019 and all streams are displayed on Amazon.com/live. Compared to Facebook and Instagram, streams generally stay on an influencer’s brand or profile. Amazon has a dedicated landing page where buyers can discover and view shows that are “now live” or that have been previously broadcast.
It’s a great sales tool that lets you run live demos, chat with customers in real time, unlock additional benefits the more you stream, and grow your following on Amazon.
How do I start an Amazon Live Stream?
The great thing about Amazon Live is that it’s free and easy to start. However, it is not available to all users. You have to be part of the Amazon Influencer program with an active storefront, be a professional seller from Amazon USA (although we hope that the introduction to the rest of the world does not take long and it is worth knowing this tool beforehand) that You use the sales center or a supplier in the USA with an approved Amazon shop.
If you meet the requirements, then this is all you need to get started:
- Download the Amazon Live Creator app.
- An iPhone or iPad (the app is currently only available to iOS users).
- A strong and stable Wi-Fi connection.
- You can stream live directly from the app, or you can connect to an external microphone or camera using streaming software like Restream or Ecamm or a video encoder.
- I also recommend a tripod for stabilization if you’re streaming from an iPhone or iPad.
- When you’re ready to publish, you’ll be prompted to select a brand of the product you want to display (the brand must be registered in the Amazon brand registry). Then add products to your product carousel to be displayed during your broadcast, name the broadcast, and start live streaming now or view it for later.
What are the advantages?
For ecommerce brands …
Two marketing trends continue to rise and ensure a positive ROI. Live streaming is growing rapidly. 47 percent of live streaming viewers worldwide are streaming more video than last year, and all indications are that that number is growing.
Influencer marketing budgets are a real thing, and the numbers show that they work. Almost 90 percent of marketers state that the ROI of influencer marketing is comparable to or better than traditional marketing channels
When Amazon launches its influencer program, this will be a great opportunity for brands to partner with influencers, especially live streamers with an established audience, to increase brand awareness and increase leads and sales.
For influencers …
This is where things get interesting. Amazon Live offers an additional sense of exclusivity and additional incentives for influencers. That’s why.
Only influencers who have been accepted into the Amazon Influencer Program have access to the broadcast on Amazon. With all other platforms like Instagram, Facebook or YouTube you don’t have to worry about that and you compete much more for attention.
Amazon Live rewards influencers for broadcasting more and earning more. You’ll start out as a Rising Star and receive a list status showing your products on the Amazon.com home page. You can find more information about Amazon tiers here.
When you post, your followers will be notified and your show will automatically appear on your influence page. As an influencer, your company lives off traffic and sales. When customers shop on your Amazon live stream, you receive a commission on top of what the brands pay you. (Here you can see if you are eligible to be an Amazon influencer.) See how top influencers like fitness and transformation expert Corrie Calliet and fashion and style influencer Shea Whitney use the platform.
So is it worth trying Amazon Live?
Statistics and signs indicate yes. While Amazon Live has not been as well received by users like Instagram and YouTube, the impact Amazon is having on the world of e-commerce cannot be hidden. Amazon was responsible for 45 percent of US e-commerce spending in 2019, and that number is expected to rise to 47 percent this year.
With proper planning and promotion, there is an easy way to show how you use your products, take advantage of special offers, and build a strong following that drives more sales.
From what I’ve heard from fellow influencers and business owners, Amazon Live is a well-kept secret, and it seems like only a matter of time before more brands and influencers take the opportunity. So in my professional opinion, it’s worth being an early adopter. I mean, it’s fucking live on Amazon.com.
The Ultimate Guide to Social Media Marketing by Eric Butow, Jenn Herman, Stephanie Liu, Amanda Robinson, and Mike Allton is now available through Press.