Overview

Amazon rolled out “Amazon Explore,” a live‑streaming shopping channel, in early October 2023. The service lets sellers host real‑time video demos where viewers can ask questions and buy items directly from the stream. At the same time, Amazon tightened its Brand Registry criteria and upgraded its review‑integrity enforcement, meaning sellers must adjust both their marketing tactics and compliance processes to stay competitive and avoid penalties.

Key Points

• Amazon Explore launch — The new platform supports two‑way video interactions, product‑card overlays, and an integrated checkout that keeps shoppers inside the broadcast.
• Brand Registry overhaul — Amazon now requires notarized trademark filings and proof of active commercial use before granting brand‑protection status.
• Review‑integrity escalation — Enhanced AI filters and periodic manual audits are removing a higher volume of reviews flagged for incentivization or policy breaches.
• Early‑host incentives — Sellers who join the program within the first month receive preferential placement on the Explore homepage and may qualify for promotional credits tied to sales volume.
• Compliance deadline — All updated Brand Registry documents must be uploaded by 15 November 2023, or affected listings risk suspension.

How Amazon Explore Works

1. Application and vetting — Sellers submit an application through the dedicated Explore portal, attaching a short presenter bio, a curated product list, and a test broadcast video. Example: A small‑batch candle company uploads a five‑minute demo of scent blending and receives approval in 48 hours.
2. Scheduling and content setup — Once approved, the seller selects a broadcast window, defines a thematic focus (such as “Fall Home Fragrance”), and links each featured ASIN to a clickable product card. Example: The candle brand books a slot for 20 October, tags three seasonal candle ASINs, and adds a “Shop Now” overlay for each.
3. Live interaction and purchase flow — During the stream, viewers can click highlighted cards, type questions in a live chat, and complete purchases via Amazon’s secure checkout without leaving the video screen.