Ever heard of Amazon Live? If you sell on Amazon, this article might be interesting for you.
Live-streamed shopping events are becoming a popular marketing tool for e-commerce brands around the world.
Social Commerce, the combination of entertainment and e-commerce, gives consumers the opportunity to discover and interact directly with brands from a variety of industries.
From groceries to fashion, to consumer electronics. And the list goes on.
The U.S. live-streaming market alone generated an estimated $5.6 billion in sales from live-streamed shopping events in 2020 and reached about 11 billion US dollars by the end of 2021.
These are some of the reasons for Content2Sell to insist on the importance of diversifying sales channels and adapting to how consumers are defining the e-commerce trends.
What is Amazon Live?
Amazon Live first appeared in 2019 and had a very positive reception among its customers.
A live video platform where Amazon Sellers or influencers show and tell. Its goal is to increase conversions and generate instant sales.
It is a very complete tool, that links catalog products with live transmissions and that allows adding the details of products below transmissions in the same space.
Consumers can make their purchases within the carousel. This way of shopping comes from the Live Shopping trend that comes with great force from Asian markets, as we explained in our post about Social Commerce.
As of today, amazon Live is only available in the United States. But the extension to other international markets is only a matter of time, and we all know Amazon doesn’t fool around.
Why you should use Amazon Live
As you know, E-commerce activity is rapidly taking over Social Media to benefit from existing communities and direct sales and communication. Product videos and short videos on Instagram and TikTok have proven the effectiveness of providing a branded shopping experience without leaving an app. Furthermore, it multiplies the ability to trigger interest, shares, and conversation about brands and products.
Benefits of using Amazon Live
More visibility
Video is the preferred type of content in e-commerce. It has a huge effect on brand visibility and awareness, engagement, and conversion. Amazon Live has a great potential for customers to discover your product and brand. Live streaming offers a unique opportunity to showcase products to thousands of potential customers.
Exclusive offers and promotion
You can offer exclusive live-only offers and promotions that only viewers will be able to take advantage of. This drives buying urgency and the Fear of Missing Out (FOMO), creates expectation, and gives a good followers pool.
Live interaction with viewers
Of course, Amazon Live includes the live chat function during the transmission. This allows solving questions about brands or products, and should definitely be taken advantage of. Explain, for example, why they should buy from you and not from your competitors. Interaction and live chat help brands work on their consistent personality across different sales channels and make them more approachable among their viewers.
Take advantage of it and differentiate yourself from the rest.
Increased loyalty
This is also a great opportunity to build customer loyalty. Viewers can follow brands, and Sellers can encourage viewers to follow brand pages on Amazon. This way they can receive notifications about posts, promotions, and upcoming live events.
It’s a great way to promote and launch new products.
Videos are shown under products
Your videos will appear in your product listings. Once a live stream has finished, it appears on a product’s detail page, directly under product images. This is great for people who discover products through search, as it allows them to learn about what a product is or how it works.
Amazon recommendation opportunities
Appear on the Amazon home page. If your videos are good, you increase your followers and recommendations in the marketplace. Amazon will not think twice to show your videos on the first page and make you known.
What you need to be on Amazon Live
Amazon Live is that it is free and easy to use. Unfortunately, it’s still not available to all users and is limited to the United States. But it’s good to know the requisites in advance. Because social commerce is booming as strongly as DTC e-commerce, and being ahead will be a powerful competitive advantage.
That being said, to get ready for live streaming on Amazon Live, you need four things:
- To be an Amazon seller.
- Being registered on the Amazon Brand Registry
- An iOS device, as Amazon Live is not available for Android yet
- A strong and stable Wi-Fi connection.
How does Amazon Live work?
If you meet the above requirements, getting started with Amazon Live is quite easy.
- Go to the App Store and download the Amazon Live Creator app.
- Sign in with your Amazon Seller Central account username and password.
- Decide what product you are going to show, what you are going to say, and how you will engage your audience.
- Once you’re ready to get started, choose the brand or the product you want to promote (the brand must be registered with Amazon’s Brand Registry) and add it to the product carousel to be displayed during your broadcast.
- Name your stream and go live (or schedule for later).
Good practice on Amazon Live
Now, being on Amazon Live can significantly increase your sales, but that doesn’t happen automatically. Your sales will depend directly on the overall quality of your streams, including their length, the information you give, and the satisfaction of your viewers.
These are some good practices to keep in mind before streaming:
- Go for 30 minutes to effectively engage and retain your viewers.
- Do interact with your audience. Show interest in their questions and concerns, gather as much information as you can about them – useful information you can then use or test in other channels.
- Clear CTAs. People who watch Amazon Live streams are not in discovery mode but researching and comparing. Live broadcasting brings brands to life and makes them more approachable. But at the same time, that calls for conversational copy to show a product and provide as much information as possible.
- Stream at the times you sell the most. If you check your metrics – and not only Amazon’s – you can see the times and locations where your product has more success. Use that information to find the most effective broadcasting strategy.
- Locations and holidays. As an extension of the above, knowing your buyers means knowing everything about them. Keep an eye on their holiday calendar and consider specific campaigns to optimize your sales.
It’s all about the quality
Livestreaming goes hand in hand with quality product content. An amazing video can be highly appealing, but viewers may lose interest when they see poor-quality images in a product listing. At Content2Sell we create full Amazon listings and storefronts and can help your brand gain the visibility it needs to increase your sales.
If you plan to develop an Amazon strategy, you should definitely consider optimizing your content and stepping ahead to enter Amazon Live. As we said before, it’s just a matter of time.
Schedule a call with us, and get a FREE content audit made by Amazon and e-commerce experts.
