Amazon Live Shopping Explained: How It Works & How Amplify Studio Can Help You Profit

Jun 27

4 min read

In the evolving world of eCommerce, live shopping has gone from trend to revenue machine. TikTok Shop, eBay Live, and Instagram Live all have their place—but few platforms offer the built-in shopper intent that Amazon Live delivers.

At Amplify Studio, we help brands, influencers, and sellers harness the power of Amazon Live with professional production, talent sourcing, and content strategy—turning casual streams into serious sales.

What Is Amazon Live?

Amazon Live is Amazon’s version of QVC meets Twitch—a livestreaming platform where brands and creators showcase products in real time. Think: product demos, live Q&As, special offers, and curated collections all shown through engaging, interactive broadcasts.

Shoppers can:

Watch hosts demo products
Click to buy featured items in real time via a shoppable carousel
Comment and ask questions live during the stream
Rewatch recorded livestreams linked to product pages

Amazon Live is now also streaming 24/7 via a new FAST (Free Ad-Supported TV) channel on Prime Video and Freevee, featuring influencers, celebrities, and brand-backed shows to keep viewers engaged—and shopping.

How Amazon Live Works

To host a livestream on Amazon, you must be:

A U.S.-based Professional Seller enrolled in Amazon Brand Registry, or
A registered U.S. Vendor

All livestreams are created through the Amazon Live Creator App (iOS only). Amazon encourages sellers to stream with external cameras and encoders for a professional look—but many use mobile setups.

Streams appear on:

Amazon.com/Live
Product detail pages
Amazon Stores
Amazon’s mobile app under “Amazon Live”

Viewers can “shop the show” live by tapping product links as they appear in-stream, or searching the featured items directly in-app.

Why Amazon Live Works: Real-World Results

According to Amazon, over 1 billion shoppers in the U.S. and India watched Amazon

Live streams in 2023. And the numbers back it up:

✅ Owlet, a baby tech brand, ran an Amazon Live event and saw:

+9–16% lift in sales during the week of the livestream
A 70% boost in Best Seller Ranking for their core product
Huge increases in page views and brand awareness

Even modest efforts on Amazon Live can lead to increased visibility, boosted search rankings, and faster conversions—especially when paired with limited-time offers or new product launches.

How Creators and Brands Can Make Money on Amazon Live

There are two core paths to earning on Amazon Live:

1. Brand-Owned Streams

If you're a seller with products listed on Amazon:

Stream live from a studio or your own setup
Demo your products, answer questions, and push special offers
Use the event to drive conversions and improve your search visibility
Layer with a sale, coupon, or Prime-exclusive discount for max ROI

2. Influencer & Creator Streams

If you're a TikTok or Instagram creator (or have a niche YouTube audience), you can:

Apply to the Amazon Influencer Program
Build your Amazon storefront
Go live as a creator to review, unbox, or test products from your own affiliate links
Earn a commission on every sale, tracked directly through Amazon

This is powerful because you’re combining your audience + Amazon’s traffic for exponential results.

Why It’s Still Underrated (And That’s a Good Thing)

Right now, Amazon Live is still a relatively small part of the U.S. eCommerce market.

That means:

Less competition
More visibility for early adopters
First-mover advantage in high-potential niches like:
- Pokémon & sports cards
- Skincare & cosmetics
- Home gadgets & lifestyle hacks
- Tech accessories
- Parenting & baby gear

With Amazon now doubling down on celebrity-hosted content and live shows via Prime Video, it’s only a matter of time before this becomes a more mainstream discovery channel.

How Amplify Studio Helps You Succeed on Amazon Live

At Amplify Studio, we offer end-to-end support for sellers and creators looking to grow on Amazon Live:

🎥 Studio Production

We provide pro lighting, audio, cameras, and on-screen graphics so your stream feels polished, credible, and engaging.

🧠 Strategy + Setup

We guide you through account setup, content planning, and livestream scripting tailored to Amazon’s audience and algorithm.

🎤 Talent & Host Coaching

Use your own team or hire one of our trained hosts or influencers to present your product naturally and persuasively.

🔁 Post-Stream Content Repurposing

Every stream can be turned into:

Product highlight clips
TikTok or IG Reels
Sponsored Amazon Posts

Final Thoughts: Is Amazon Live Worth It?

Absolutely—if you’re ready to do it right. Brands that invest in quality, consistency, and a studio-caliber setup stand out. Those that wing it with a shaky phone and poor lighting? Not so much.

Live shopping is here to stay, and Amazon is quietly building a content-commerce engine that connects watching with buying better than almost anyone else.