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Amazon targets QVC with live shopping stream

Live from Amazon – it’s a digital home shopping streaming service!

The e-tail giant is quietly entering the live digital shopping space dominated by QVC with a new service called Amazon Live. Available on the Amazon site and mobile app, Amazon Live offers live video streams of presenters demonstrating various products for sale. Consumers can select different streams promoting various products from a carousel below the video screen. Each carousel heading includes a product image and a link to its Amazon page for convenient purchase.

Presenters are both Amazon employees broadcasting from a studio, as well as brands offering their own streams that integrate with the Amazon site. As part of the service, Amazon has launched a new iOS app called Amazon Live Creator to streamline the process for brands to interactively livestream via the Amazon site and consumer app. Amazon Live Creator also offers performance metrics, and brands can pay to boost their livestream to reach more users.

Other than some social media postings, Amazon has not made any formal announcement of Amazon Live. The e-tailer has previously offered livestream shopping features, including a fashion/beauty service called Style Code Live it piloted in 2017, as well as some brand-produced streams aired during the 2017 and 2018 Prime Day sales events.

On an informational page for brands that want to sell via Amazon Live, the e-tailer says livestreaming drives sales, allows direct viewer interaction, and enables discovery. According to a testimonial from card game manufacturer Watch Ya’Mouth, participating in Amazon Live resulted in a fivefold increase in daily visits to its Amazon product detail page and significant sales growth. The page states U.S. professional sellers registered in the Amazon Brand Registry can participate in Amazon Live. Livestreaming from China and Hong Kong is not currently supported.
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