TL;DR

Amazon Live lets brands and influencers stream live videos on Amazon’s homepage and product pages.
To go live, you’ll need the Amazon Live Creator app, available for Brand Registered sellers, vendors, and Amazon Influencers with a storefront.
Amazon Live Levels reward influencers based on performance, with Rising Star, Insider, and A-List levels that unlock benefits like higher visibility.
Finding the right creators for Amazon Live can involve browsing Amazon Influencer storefronts, social media, and influencer marketing platforms.
Amazon Live is ideal for showcasing interactive products like beauty tools, kitchen gadgets, and fitness gear—products that benefit from live demos.

Ever found yourself scrolling through endless YouTube videos, TikTok “made me buy it” clips, or Instagram reels about Amazon finds? Yep, we’ve all been there.

You’re just minding your own business, not even looking to buy anything, and then—bam!—you’re suddenly mesmerised by some product you didn’t know you “needed.” One minute, it’s a gadget that folds eggs into perfect shapes; the next, it’s a lamp that changes colours to match your mood. And now, you kinda want it, right?

Well, that’s exactly the magic of Amazon Live. It’s like those binge-worthy product videos but in real-time, with creators showing off their favourite finds, demoing products, and giving you that “just one more” urge to check it out yourself. It’s entertaining, it’s tempting, and it just might make you add-to-cart!

What is Amazon Live?

Amazon Live is Amazon’s take on live shopping.

Brand and creators can stream live videos on the Amazon Live homepage and directly on product pages, giving customers an interactive, QVC-style experience but online.

It’s a powerful way to go beyond static Amazon product infographic images, letting customers see your product in action, which is huge when they can’t try it firsthand.

With Amazon Live, you can:

Plan your stream in advance and set it to go live whenever you’re ready.
Feature products in your live video so viewers can shop as they watch.
Answer questions and respond to comments, creating a live, interactive experience for shoppers.
Check out built-in analytics to see views, engagement, and which products got the most attention.
Connect with a larger audience on Amazon, build trust, and increase product visibility.

Why did Amazon create Amazon Live?

Amazon created Amazon Live to give sellers and influencers a direct way to connect with customers through real-time video. Live shopping has become super popular, especially in places like China, where platforms like Taobao Live have seen huge success. Amazon saw this trend and recognized how powerful live interaction can be for shoppers who want more than just images and text descriptions.

And it wasn’t just Amazon who took notice: platforms like TikTok were also changing the game, showing brands how video content could create massive buzz.

With Amazon Live, customers can see products in action, ask questions, and get instant answers. It’s a way to make online shopping feel more personal and interactive, helping customers make confident purchasing decisions. For sellers, it’s a chance to showcase their products in a fresh, dynamic way and reach more potential buyers right where they shop.

What is the Amazon Live Creators app?

To create Amazon Live videos, you’ll need the Amazon Live Creator app.

This app is designed for brands, Amazon consulting agencies and influencers to create, manage, and broadcast live videos on Amazon.com. Available to Amazon Sellers in the Brand Registry, Amazon Vendors with a published Amazon store, and influencers in the Amazon Influencer Program, the app gives you all the tools you need to start live streaming on Amazon.

Amazon Live Creator app also includes built-in analytics to track your live stream’s performance. You can monitor views, engagement, and conversions, helping you understand what resonates with your audience and refine future streams.

How do Amazon Live Levels work?

Amazon Live Levels is a tiered system that rewards influencers based on their performance and engagement on the platform. As influencers hit specific milestones, they move up through the levels and unlock new benefits—like better visibility, higher commissions, and exclusive opportunities.

Rising Star Level

At the Rising Star level, influencers can begin building their presence on Amazon Live. This stage is all about experimenting with content, building an audience, and getting comfortable with live streaming on Amazon.

Key benefits of Rising Star Level:

Stream with Amazon Live Creator: Rising Stars can use the Amazon Live Creator app to set up and manage their live streams.
Earn commissions on links: They can share links to their streams, earning commissions on any qualifying purchases made by viewers.
Participate in the Onsite Associates Program: Rising Stars can earn extra commissions when shoppers discover their live streams on Amazon and make a purchase.
Notifications for followers: Followers who opt-in receive notifications in the Amazon Shopping app when Rising Stars go live.
Visibility on Amazon Live and Storefront: Rising Stars’ live streams are featured on Amazon Live and their Influencer Storefront, increasing discoverability.

Insider Level

To reach the Insider level, influencers need to meet certain performance benchmarks, like consistent engagement and sales. This level is for those who’ve proven their ability to connect with an audience and drive results.

Key Benefits of Insider Level:

All Rising Star benefits: Insiders continue to enjoy everything they had as Rising Stars.
Top placement on Amazon Live: Insider streams get a chance to play at the top of Amazon.com/Live, meaning more people will see them right away.
Product detail page placement: Insider streams are featured on the product detail pages for the first 10 items in the live product carousel, putting their content directly in front of shoppers interested in those products.

A-List Level

A-List is the highest level on Amazon Live and is for influencers who have shown exceptional performance and influence. A-List members enjoy premium benefits that maximise their visibility and earning potential on Amazon.

Key benefits of A-List Level:

All Rising Star and Insider benefits: A-List influencers get everything available at the previous levels.
Enhanced visibility: A-List streams are given the most prominent placements across Amazon, including on the Amazon.com homepage.
Highest commission rates: A-List influencers receive the best commission rates for sales made through their live streams.
Exclusive partnerships: A-List influencers have the opportunity to work directly with top brands and participate in high-profile campaigns.

Why Amazon Live Levels matter

The Amazon Live Levels system is designed to encourage influencers to produce high-quality content, engage meaningfully with their audience, and drive sales. By levelling up, influencers gain greater visibility, increase their earning potential, and open up new partnership opportunities with brands. This tiered approach keeps influencers motivated to deliver consistently and gives them the tools to grow their impact on Amazon Live.

Eligibility criteria for Amazon Live

To get started, you’ll need to fit into one of these three categories:

Professional U.S. sellers registered in Amazon Brand Registry
U.S. vendors with an approved Amazon Store
Amazon Influencers with an active influencer storefront*

If you meet one of these requirements, you’re good to go! Just set up your Amazon Live Creator account, and you’re ready to start streaming.

Note: The Amazon Influencer Program is an extension of Amazon Associates, designed for influencers on platforms like Instagram, YouTube, Twitter, and Facebook. Influencers can promote products they love, and when someone buys through their storefront, they earn a commission. Brands, on the other hand, can use Amazon Live to drive discoverability and boost sales directly to their own product listings.

How to find creators for Amazon Live

Explore the Amazon Influencer Program

Start by checking out creators who are part of Amazon’s Influencer Program. These influencers already have a storefront on Amazon and are familiar with promoting products on the platform. You can look up influencer storefronts on Amazon to see who’s active and has an audience that matches your target market.

Research social media influencers

Head over to social media platforms like Instagram, YouTube, TikTok, and Facebook to find influencers who already talk about products similar to yours. Look for creators who have an engaged following and share content that aligns with your brand. Many of these influencers may already be part of the Amazon Influencer Program, making it easy for them to jump onto Amazon Live.

Use influencer marketing platforms

There are platforms like Upfluence, Grin, or AspireIQ that connect brands with influencers across different platforms, including Amazon. These tools often have search filters, so you can narrow down influencers based on niche, engagement rate, audience demographics, and more. Some platforms even highlight influencers in the Amazon space specifically, making your search faster and easier.

Reach out to influencers directly

Once you’ve found some influencers you think would be a good fit, reach out! Send a direct message on social media or email them if they list a contact on their profiles. In your message, mention why you think they’d be a great match for your brand and share your vision for a possible collaboration on Amazon Live.

Check out Amazon Live itself

Sometimes the best way to find Amazon Live creators is by watching Amazon Live! Head to the Amazon Live homepage and browse through active streams to see creators in action. This lets you discover influencers who are already using the platform and see firsthand if their style fits your brand. If you find someone you like, you can reach out and propose a collaboration.

Join influencer communities

Many influencers are part of online communities and forums, especially those focused on Amazon or e-commerce. Joining groups like these on Facebook, LinkedIn, or even Reddit can give you insider access to influencers interested in Amazon Live collaborations. You can also post about your brand and mention you’re looking for influencers, which might catch the eye of someone perfect for your Amazon Live needs.

How to set up your Amazon Live account

Step 1: Download the Amazon Live Creator app

The Amazon Live Creator app is essential for setting up and managing your live streams. It’s available on iOS, so download it from the App Store. You’ll need this app to start broadcasting your live videos on Amazon.

Step 2: Log in with your Amazon account

Open the Amazon Live Creator app and log in using your Amazon Seller, Vendor, or Influencer account credentials. Make sure you’re logged in with the account linked to your Brand Registry, vendor status, or influencer profile, as this will ensure your live streams are correctly connected to your product listings or storefront.

Step 3: Set up your profile

Once logged in, take a moment to set up or review your profile details. Ensure your brand name, bio, and profile picture are accurate and consistent with your brand identity. This helps with branding and gives viewers a professional impression.

Step 4: Connect your products

Now it’s time to link your products. In the Amazon Live Creator app, you can add products you want to feature during your live streams. This allows viewers to see the products on-screen and click to purchase while you’re live.

For sellers and vendors: Select products from your catalogue that are available on Amazon.
For influencers: You can add any product available on Amazon to your live stream, even if they aren’t directly associated with your brand.

Step 5: Set up payment and commissions (for influencers)

If you’re an Amazon Influencer, you’ll want to ensure your payment information is up-to-date. This is essential for receiving commissions on sales generated through your live streams. You can update your payment details through the Amazon Associates dashboard.

Step 6: Plan and schedule your live stream

Amazon Live Creator allows you to schedule live streams in advance. This is a great way to build anticipation and promote your upcoming stream on social media or other channels.

Create a stream title: Choose a catchy, descriptive title that will grab viewers’ attention and clarify what your stream is about.
Set a date and time: Pick a time that works best for your audience, considering factors like time zones and audience availability.
Promote your stream: Share the scheduled stream link on social media, your website, or via email to let followers know when you’ll be live.

Step 7: Prepare your live streaming equipment

While you can technically go live with just your phone, here are some equipment suggestions to improve the quality of your stream:

Smartphone (iOS recommended): Amazon Live Creator currently only supports iOS devices.
Tripod or stand: Keeps your phone steady for a professional-looking stream.
Microphone: A good mic ensures clear audio, which is crucial for keeping viewers engaged.
Lighting: Ring lights or soft lights can improve video quality and help showcase products clearly.

Step 8: Go live!

When it’s time to go live, open the Amazon Live Creator app and follow these steps:

Select your stream: Choose the stream you’ve set up, or create a new one on the spot if you’re going live spontaneously.
Review products in the carousel: Ensure the products you want to feature are ready in the product carousel for easy access during the stream.
Hit “Go Live!” Start streaming, interact with viewers, and showcase your products!

Step 9: Track your performance

After your live stream, Amazon Live Creator offers analytics to help you measure your stream’s success. Review metrics like viewer count, engagement, and sales to see what worked and where you can improve for future streams.

Best practices for engaging livestreams

#1: Collaborate with influencers

Hiring influencers with a dedicated following can significantly boost your stream’s visibility and engagement. Their audience is more likely to trust their product recommendations, making it easier to convert viewers into buyers.

#2: Promote your live stream on social media in advance

Don’t just go live and hope for the best. Tease the event on platforms like Instagram, Facebook, and TikTok to let your followers know when to tune in. This way, you’re more likely to draw in an interested audience right from the start.

#3: Use a product carousel with popular items

Feature multiple related products in the live stream carousel, starting with high-interest or best-selling items. This keeps viewers engaged, as they’re curious to see what else is coming up in the stream.

#4: Offer exclusive deals or limited-time discounts

Viewers are more likely to stick around if there’s a special discount or promotion exclusive to the live stream. Highlight this upfront to keep them watching and engaging with your content.

#5: Interact continuously with viewers

Address viewers by name, answer their questions in real-time, and thank them for tuning in. This makes the experience feel personal and engaging, encouraging viewers to stay longer and consider purchasing.

#6: Show products in action with practical demos

Instead of just talking about the product, give viewers a detailed demonstration, highlighting practical uses and benefits. Show it from different angles, point out unique features, and explain why it stands out from similar products.

#7: Schedule streams at high-traffic times

Timing is crucial. Look into your audience’s habits and schedule streams during high-traffic hours to maximise reach. For example, evenings and weekends generally see more viewers.

#8: Incorporate customer testimonials or feedback

If you have strong customer reviews, mention or show them during the stream. This social proof can make potential buyers feel more confident, especially if the testimonials align with what you’re demonstrating live.

#9: Use engaging visuals and set a professional scene

Good lighting, clear visuals, and a clean background help keep viewers focused on the product. Avoid overly busy backgrounds, and make sure the product is clearly visible throughout the stream.

#10: Run a giveaway or raffle during the stream

Adding an interactive element like a giveaway can incentivize viewers to stick around. Announce the giveaway details early on and select winners live to keep the energy up and viewers engaged.

#11: Test multiple products in a single stream

Mixing different types of products within a single stream can keep the content fresh and engaging. This works well if your products are complementary (e.g., skincare and beauty tools) and give viewers multiple reasons to stay.

#12: Follow up after the live stream

Once the live stream ends, send a recap or thank-you post on social media, linking viewers back to the products. This keeps your stream relevant for those who missed it and gives a final boost to potential sales.

#13: Plan a series of themed streams

Instead of random streams, create a series with a consistent theme, like “Weekly Home Essentials” or “Friday Night Beauty Finds.” A series builds anticipation, giving followers something to look forward to regularly.

#14: Get to the point within the first few minutes

Viewers decide quickly whether to stay or leave. Within the first few minutes, introduce the main product or topic to capture interest and avoid drawn-out introductions.

Amazon Live FAQs

Can only creators go live on Amazon?

No, Amazon Live is available to professional sellers enrolled in Brand Registry, U.S. vendors with an Amazon Store, and influencers in the Amazon Influencer Program. All three groups can go live using the Amazon Live Creator app.

Is there a limit to how many live streams I can do?

No, there’s no limit to the number of live streams you can host on Amazon. Many influencers and brands stream regularly to keep their audience engaged and promote different products.

Can I feature other brands’ products in my Amazon Live stream?

Yes, if you’re an Amazon Influencer, you can feature any product available on Amazon, even if it’s not your own. However, sellers and vendors are typically focused on their own products to maximise direct sales.

How do commissions work for Amazon Live influencers?

When an influencer adds products to the live stream carousel, they earn a commission on sales of those items made through their stream. Commissions are set by Amazon and vary based on product categories.

Can I replay or reschedule a previously recorded live stream?

Yes, past live streams are saved and can be viewed on your Amazon Influencer Storefront or brand store. However, rescheduling a live stream requires setting up a new one, as Amazon doesn’t currently support reruns of previous streams.

Do I get notified when viewers ask questions or comment?

Yes, Amazon Live Creator sends notifications for viewer comments in real time. This makes it easy to respond and keep the interaction going while you’re live.

Can I delete a live stream after it ends?

Yes, you have control over past streams and can remove any recorded live content from your storefront or Amazon Live profile if desired.

Is there a minimum audience size to reach different Amazon Live Levels?

While Amazon hasn’t specified exact numbers, influencers must consistently engage viewers and drive sales to move up from Rising Star to Insider and A-List. This often requires building a dedicated following and consistently hitting certain performance benchmarks.

How can I increase my Amazon Live stream’s visibility?

Beyond moving up through Amazon Live Levels, you can promote your live streams on social media, email newsletters, or directly to your followers. The more you promote, the more potential views and sales you’re likely to gain.

Will my stream show up on the Amazon homepage?

Only A-List influencers get prominent placements, such as the Amazon homepage. For other levels, streams appear on Amazon Live, in relevant product categories, or on product detail pages for featured items.

How long should my Amazon Live stream be?

While there’s no minimum or maximum time requirement, streams that last at least 30 minutes allow more viewers to tune in and increase engagement.

See you next week!

If you sell products that shine with live demos—like beauty products, kitchen gadgets, fitness gear, or DIY tools—Amazon Live is a powerful way to showcase them. Products like clothing or home decor can also work well, but keep in mind that highly visual, interactive items tend to perform best. And if you have the budget to hire an influencer, it can be a game-changer; their established following and presentation skills can make your products even more compelling. Done right, Amazon Live can create that irresistible urge for shoppers to hit “buy now”—just like when you see a product on TikTok or Instagram and suddenly need it.

Amazon experts at eStore Factory are here to support you in making the most of Amazon Live. From strategizing around the best products to showcase, to connecting with the right influencers and optimising your stream, our team can help make sure your live streams leave a lasting impact.

Amazon Live explained for sellers and influencers