Overview

Amazon Live, Amazon’s native live‑streaming service introduced in 2016, gives sellers a real‑time video stage to demonstrate products, answer shopper questions, and embed clickable purchase cards directly in the broadcast. Because the platform ties the viewing experience to Amazon’s checkout flow, sellers can shorten the decision cycle, boost conversion rates, and tap into the marketplace’s massive buyer traffic.

Key Points

• Instant purchase cards — While a host showcases a product, viewers can click a live‑generated card to add the item to their cart without leaving the video, turning curiosity into an immediate sale.
• Free Creator studio — Amazon Live Creator is a web‑based dashboard that requires no extra software, offering ready‑made templates, chat moderation tools, and post‑stream performance reports at zero cost.
• Eligibility rules — Access is limited to brands enrolled in Amazon Brand Registry, operating a Professional seller account, and maintaining a minimum average review rating (typically four stars or higher).
• Promotional placement — Sellers can schedule streams, upload a custom thumbnail, and have the event auto‑listed on the Amazon Live homepage, on each featured product’s detail page, and shared to external social channels.
• Analytics snapshot — After every broadcast, the dashboard displays total viewers, peak concurrent viewers, click‑through rate on product cards, and the exact sales revenue generated during the live session.
• Compliance enforcement — Amazon monitors streams for prohibited items, false claims, or unauthorized discounts; violations trigger removal of the video and may result in account penalties.

How Amazon Live Works

1. Open Live Creator — Log into Seller Central, navigate to the Advertising menu, click “Amazon Live,” and the browser‑based Creator interface loads instantly, eliminating the need for separate installation.
2. Configure broadcast details — Enter a compelling stream title, upload a thumbnail that matches the brand’s visual style, and select up to five SKUs to feature; for example, a kitchen‑ware seller might add a stainless‑steel skillet, a silicone spatula, a digital timer, a set of measuring cups, and a recipe ebook.