Amazon Explore: A New Way to “Travel”
Amazon Explore, launched in 2020, now offers over 120 live virtual experiences across 30+ countries (early 2024). The service uses Amazon's integrated checkout and a revenue‑sharing model similar to physical‑goods sales, enabling cross‑selling of related items.
Overview
Amazon Explore, introduced in 2020, lets shoppers reserve live, interactive virtual experiences ranging from cooking lessons to cultural tours. By streaming real‑time sessions with vetted hosts, the service turns a home computer into a portal for “travel‑from‑home.” Sellers should monitor this platform because it opens a fresh revenue stream and a new way to showcase expertise alongside physical products.
Key Points
- Live, guided sessions — Shoppers attend real‑time video classes led by verified experts, such as a 45‑minute sushi‑making workshop streamed directly from a kitchen in Tokyo.
- Global catalog — Early 2024 data shows more than 120 experiences across 30+ countries, including Paris art walks, Kenyan wildlife safaris, and Brazilian samba lessons.
- Revenue‑sharing model — Hosts earn a percentage of each booking while Amazon retains a service fee, mirroring the commission structure used for physical‑goods sales.
- Integrated checkout — Purchases flow through the shopper’s existing Amazon account, enabling instant payment, automatic order‑history entry, and one‑click refunds if needed.
- Cross‑selling opportunities — The platform can surface related physical items—like a spice kit during a cooking class booking—creating natural upsell paths within the same transaction.
- Data‑driven personalization — Amazon leverages a buyer’s purchase history and browsing patterns to recommend experiences that align with demonstrated interests, boosting conversion rates.
How Amazon Explore Works
- Browse the Experience Marketplace — A shopper logs into Amazon, clicks the “Explore” tab, and applies filters such as category, duration, or location; for example, a user selects “Outdoor Adventures” and sees a 2‑hour guided hike in Patagonia with a local naturalist.
- Select a Host and Schedule — The shopper reviews the host’s profile—including ratings, language proficiency, and required equipment—then chooses an open time slot; a family in Chicago books a 60‑minute virtual cooking class with a Naples‑based chef for Friday at 7 p.m. EST.
Analysis & Recommendations
Why This Matters
Sellers can list virtual experiences directly on Amazon, tapping into a growing demand for online travel‑from‑home. Integrated checkout and recommendation engines allow seamless upsell of physical products, expanding average order value and reaching a global audience without building a separate platform.
Key Takeaways
- Amazon Explore hosts >120 experiences in 30+ countries as of early 2024.
- Revenue‑sharing mirrors physical‑goods commissions, with Amazon retaining a service fee.
- Bookings flow through the shopper’s existing Amazon account, adding the session to order history and supporting one‑click refunds.
- Cross‑selling can surface related physical items (e.g., spice kits) within the same transaction.
Recommended Actions
- →In Seller Central, go to Explore > Become a Host and complete the registration to list virtual experiences.
- →Create an Experience Listing with a high‑quality intro video, clear title, keywords, and defined time slots.
- →Add a ‘Buy Together’ bundle linking relevant physical products to the experience listing to drive upsells.
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