Overview

Amazon has introduced a mobile app named Amazon Live Creator that enables sellers to produce live‑stream product showcases directly from their phones. Launched on iOS in early 2024, the tool lets merchants demonstrate items, answer shopper questions, and embed purchase links in real time, offering a new channel for higher engagement and conversion.

Key Points

• Direct live‑streaming — Sellers can start a broadcast from the app without third‑party software, turning a smartphone into a storefront.
• Clickable product cards — Each video can display tappable cards that jump straight to the associated Amazon listing, letting viewers add items to their carts while the stream runs.
• iOS‑first rollout — The application is currently available only for iPhone users; Amazon has announced Android support for a later phase.
• Seamless Seller Central sync — Login uses existing Amazon credentials, so inventory levels, pricing, and advertising settings remain automatically aligned.
• No extra subscription cost — Amazon does not levy a separate fee for the app; sellers continue to pay the usual referral commissions.
• Post‑broadcast analytics — After a session ends, the dashboard supplies metrics such as total viewers, click‑through rates, and sales attributed to the live event.

How Amazon Live Creator Works

1. Install and authenticate — The seller downloads the app from the Apple App Store and signs in with the same username and password used for Seller Central. Example: Carlos, who sells handcrafted leather wallets, opens the app and instantly sees his inventory dashboard.
2. Choose a SKU and configure the stream — From the catalog view, the merchant selects a product, writes a headline and brief description, and can upload a promotional banner. The stream can be scheduled for a future slot or launched immediately. Example: Carlos picks his “Vintage Bifold Wallet,” adds the title “Live Craftsmanship Tour,” and sets the broadcast to start at 6 p.m. tonight.