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How to Drive Brand Awareness With Amazon Live

Learn how the Amazon Live feature can help you boost brand awareness and product discoverability. By Catherine Ibarra December 23, 2020

Retailers continuously innovate to provide consumers a better shopping experience, both online and in-store. Amazon, in particular, has leveraged technology more in recent years to offer shoppers interactive tools that will help them envision owning the products sold on its marketplace.

Brands and sellers should take advantage of the services Amazon offers to maximize their business growth. Amazon Live, a feature that launched last year, can help sellers drive brand awareness and product discoverability. The video tool enables you to demonstrate how your products can be used and answer questions in real time.

What Is Amazon Live?

Amazon Live is a livestreaming feature that allows Amazon sellers and eligible influencers to showcase their products through video on Amazon.com/live. Amazon Live is similar to QVC, but it is streamed online and offers more interactive options. Below each video, shoppers have the option to purchase the products being discussed, can ask questions, and have a conversation with the host.

In comparison to Instagram livestreaming options, which disappear after they end, Amazon Live broadcasts remain on the brand’s or influencer’s profile. Amazon provides sellers a dedicated landing page where shoppers are able to watch their video content while it is live or view videos that have previously been streamed.

The Benefits of Amazon Live

Amazon Live offers brands, sellers, and influencers an engaging method to connect with their audience and promote their products. Video cuts through complexity and provides a multi-sensory experience. Sellers can answer questions and interact with shoppers in real time, which mimics an in-person exchange. The feature offers buyers an elevated shopping experience.

Video has been proven to drive conversions and is well-received by consumers. The majority (84%) of consumers said that they have been convinced to buy a product or service by watching a brand’s video, per Wyzowl data. Furthermore, 33% of consumers reported that they prefer to learn about a product by watching a video.

How to Drive Brand Awareness

Brands and sellers can drive brand awareness and product discoverability by leveraging Amazon Live on high-traffic shopping events, like Prime Day, and using additional tactics. The Amazon Live video is featured on the Amazon.com/live webpage and organized by category. Shoppers searching within a category relevant to your brand will come across your videos. Hosting a video during a high-traffic shopping event on Amazon, as well as offering discounts during the event, will increase brand visibility and can generate more sales.

Promoting product discounts exclusive to your live video across a variety of digital channels — such as targeted ads, social media, business partner websites — will entice more consumers to view your content. The discounts can be offered during shopping events, for a new product launch, to sell seasonal clothing, for gift sets, and to fulfill many more objectives. Advertising plays a huge role in reaching new audiences and can help you gain net new customers.

Brands can also work with influencers to introduce their products to the public figure’s massive following. Nearly 90% of marketers say the return on investment (ROI) from influencer marketing is comparable to or better than traditional marketing channels, according to Mediakix. An influencer has a huge audience that values their opinion. Product recommendations from an influencer will boost brand awareness and can drive more sales than consumers who come across your products and are not familiar with your brand.

Get Started With Amazon Live

Amazon Live is a free service that is available to U.S. professional Amazon sellers who use Seller Central, U.S. vendors with an approved Amazon Store, and influencers who are members of the Amazon Influencer Program. If you meet the requirements mentioned, follow the quick and easy steps below to start broadcasting.

  • Step 1: Download the Amazon Live Creator app from your mobile device (the feature is currently only available for iOS users).
  • Step 2: Ensure your WiFi connection is strong and stable.
  • Step 3: You can start broadcasting live directly from the app or you can connect your mobile device to a camera using a broadcasting software or a video encoder.
About the Author

Catherine Ibarra is a marketing consultant at Feedvisor, where she contributes to the company's content marketing initiatives. She has a technology background.

Final Thoughts

Retailers continue to innovate to offer consumers an enhanced shopping experience. Amazon has recently leveraged technology more on its platform to provide consumers interactive shopping services that will help them envision owning the products they are interested in purchasing.

Brands and sellers should utilize the technological tools offered by Amazon to further drive their success on its marketplace. The Amazon Live feature can help businesses boost brand awareness and product discoverability. The live video tool enables you to showcase how your products should be used and interact with shoppers in an engaging way.

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