Amazon Live is a feature created in 2019 with the goal of enabling brands and influencers to build closer engagement with their audience and reach a larger pool of potential customers.
The retail giant reported that in 2023, Amazon Live reached 1 billion views in the United States and India alone, which encouraged them to continue their mission of making the shopping experience more entertaining and interactive for customers.
This makes it a goldmine for brands with a presence on Amazon, as they can interact with customers in real-time through influencers. This form of streaming is a powerful marketing tool for well-known brands, small businesses, and startups just getting off the ground.
In this article, we’ll explore who Amazon Live influencers are, how you can collaborate with them, examples of successful strategies, and everything you need to know about this tool.
Here is a quick overview of who are Amazon Live Influencers
There are several reasons why working with Amazon influencers is a good idea for your brand. We will explore them in more detail below:
Amazon influencers bring a large follower base to the table, which increases the visibility of your products. Unlike social media campaigns, people who watch Amazon Live streams do so because they are looking to buy products, making it more likely that views will convert into sales.
Amazon Live influencers often rely on this platform as one of their main sources of income. For this reason, they only work with quality products or those that are valuable to their audience—and their viewers know this. Use this to your advantage and leverage the fact that influencers speak to their followers as equals during the sales process, making it feel more authentic.
Since it’s a live broadcast, customers can ask questions that might otherwise take a long time to get answered. Being able to see how the product works and having their doubts resolved in real-time makes them more willing to make a purchase.
As we always say, not everything that glitters is gold. Therefore, before embarking on the adventure of collaborating with Amazon influencers, we recommend that you take into account different challenges that you may face.
Compared to conventional collaborations on social media, Amazon Live partnerships are more expensive. Influencers need to have a proper setup, including quality lighting and cameras (or the brand needs to provide it, which also means covering travel costs to the filming location).
For brands that don’t have products listed on Amazon, this type of collaboration might not be the best fit. The main advantage of Amazon Live is that links to purchase the products appear directly below the streams, and more products can be added as influencers mention them. If you don’t sell on Amazon, the effectiveness of this strategy may be limited.
Nobody’s perfect, and while influencers can edit a reel as many times as needed, what happens during a live stream cannot be changed. Mistakes like misnaming a product or receiving negative feedback in the live chat are all recorded. The only way to address this is by completely deleting the live stream once it’s over.
Finding the right Amazon Live influencer for your brand can be one of the most challenging aspects, but with this step-by-step guide, the process becomes much simpler and more manageable.
Go to the Amazon homepage, and go to the top left corner to the 3-line icon followed by "All".
On the left sidebar, you will see the various product categories, continue down until you see "Program Features" and click on "See All".
There you can see the influencers who are live right now or those who went live recently and whose videos were uploaded to the web (they remain uploaded for 30 days or more if the influencer chooses so, so you will have plenty of time to scroll).
To make the process more straightforward or if you're already familiar with Amazon Live, choose "Browse" and look at the different categories.
Choose the one that best suits your brand and look at the different influencers there. You'll find categories from books, food, and gaming, to fashion, lifestyle, home decor, and more.
Choose an influencer that catches your attention and visit their profile. On their profile, you can see all the products they’ve featured in live streams, along with the number of views and whether their content aligns with your brand.
You can search for influencers on other Social Media, and see if they have an Amazon Live storefront, or if you like them and their profile is perfect for your brand, contact them to see if they would be willing to collaborate on that platform.
This manual work is exhausting and time-consuming, so we recommend our free influencer finder tools. With it, you will save precious time and headaches, as it allows you to filter influencers by age, gender, niche, location, and more, so you can find the one that best suits your brand.
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We recommend not relying solely on their Amazon Live profile when making your decision. The best approach is to check their profiles on platforms like Instagram, TikTok, or X (formerly Twitter) and use tools like our free engagement calculator to assess whether the influencer has a solid and engaged audience.
Once you find a profile you like that aligns with your brand, you should look for the influencer on their social media platforms outside of Amazon Live and reach out to propose a partnership. Remember, first impressions matter, so it’s important to come across as polite and friendly.
We offer a list of outreach templates you can use and customize to suit the purpose of the collaboration. These are perfect for when you’ve obtained the influencer’s email and are ready to start negotiating. For example, you can start working with this template catered to Amazon Live partnerships:
SUBJECT LINE: {{ firstname|default(influencer_handle) }} – [ENTER YOUR BRAND NAME] Amazon Live Collaboration
Hi {{ firstname|default(influencer_handle) }},
{{personalized_sentence}}
My name is [ENTER YOUR NAME], and I’m reaching out from [ENTER YOUR COMPANY NAME + LINK TO YOUR WEBSITE]. We are [ADD ONE SENTENCE DESCRIPTION ABOUT YOUR BRAND].
We’re looking for dynamic influencers on Amazon Live, and we love the content you share on {{influencerlive_handle}}! Your audience and engagement style align perfectly with our brand, and we’d love to collaborate with you.
We’d love for you to test and feature our [ENTER YOUR PRODUCT] on your Amazon Live stream. [OPTIONAL: ADD PRODUCT LINK + RETAIL VALUE].
What makes our product special: [HIGHLIGHT YOUR USP IN ONE SENTENCE].
We’re happy to send you a complimentary [ENTER YOUR PRODUCT] to showcase, and we offer a [X]% commission through Amazon’s affiliate program plus a [X]% discount code for your viewers.
Would you be interested in this partnership? Let me know, and I’ll arrange to send you a sample right away.
Looking forward to hearing your thoughts.
Best,
[ENTER YOUR NAME]
[Website | Instagram | Amazon Storefront | Location]
If you don’t have their email, don’t worry! Many influencers provide their contact information in their social media bios, such as an email address or a link to a contact form. If it’s not readily available, consider sending a direct message (DM) through platforms like Instagram or TikTok. When doing so, make your message concise, professional, and engaging to increase the likelihood of a response.
Setting clear expectations from the beginning and communicating effectively ensures a more fruitful partnership with the potential to extend over time. To achieve this, keep the following in mind:
Decide which products you want to feature during the live stream, as these will also appear below the stream, making it easy for customers to click and be redirected to the product pages.
Amazon Live influencers are experienced in this field, so listening to their input on the campaign is a must. They can add a creative twist to the presentation, making it more engaging for potential shoppers.
If you’re promoting a new product, it’s a good idea to structure the campaign as a Q&A session. This allows the influencer to actively answer questions from the chat, addressing any curiosity customers may have about your product.
For the campaign to succeed, regardless of its format, the influencer needs to have all the essential details about your product and brand. Otherwise, they may struggle to answer questions effectively or ignore them altogether, risking the collaboration’s success.
For Amazon Live to work, influencers have to make money, and there are two ways to do that: Fixed collaboration rate, and commission earnings.
Collaborations with Amazon Live are usually paid since it is the main source of income for influencers and they are responsible for having the equipment (lights, microphone, camera, and a suitable place to record, among other things). We have a special article breaking down the Amazon influencer rates, but here we have a mini guide that can help you.
The commission rate is paid by Amazon, not by the brand (which already pays a fixed fee to the influencer). Through the sales that are made when a customer buys through a link shared on an influencer's live, they receive a commission rate. This will vary depending on the niche, the value of the product, among other things. This list offers an estimated value:
The cost of partnering with an Amazon Live influencer starts at $1000 and can increase all the way up to $20.000 depending on their follower count on other social media platforms, as well as their average views on Amazon Live.
Unlike collaborations on social media where you only expect a post, a short video, or even a photo, here influencers need to have a solid setup for their live stream to run smoothly. This includes good lighting, high-quality cameras, and proper equipment, which raises the overall budget.
If you’re looking for a more affordable option, it’s a good idea to work with micro or macro influencers and begin by collaborating on more conventional social media platforms, like Instagram and TikTok, before moving on to Amazon Live.
Meta was having trouble reaching their audience, as they don't have a physical presence in the tech world like companies like Samsung or Apple. That's why they established partnerships with Amazon Live influencers from both the tech and lifestyle niche to expand their reach and managed to increase sales of products like smart glasses that weren't doing well before.
ATTITUDE sells beauty products, and at the beginning of 2024, they decided to venture into Amazon Live. Different from other brands, they created their page where they feature different influencers in their streams. This helps them to have first-hand metric reports and to have the live streams available in their own account, being able to choose which ones they want to appear first and organize the way the products are listed.
Food is also sold on Amazon, and Pringles, the renowned snack company knows this. That's why they host multiple live broadcasts on their Amazon Live account, inviting different influencers to do blind tests of their products, reviews, and Q&A sessions, all using fun and familiar language to attract a broader audience.
Amazon Live has become a powerful tool for brands and influencers to engage with audiences in real-time. To maximize the impact of your campaigns, it's essential to track key performance metrics and understand the return on investment (ROI).
The formula to calculate the ROI of your Amazon Live campaigns is the same one as the one that you would use on any influencer marketing campaign:
By consistently tracking these metrics and understanding ROI, you can refine your Amazon Live strategy to drive better engagement, higher sales, and sustained growth.
Amazon Live influencers have transformed how brands connect with potential customers, offering a unique platform for interactive and authentic marketing.
While collaborations can be costly and come with challenges like live-streaming mishaps, the benefits—including real-time engagement, increased product visibility, and higher sales conversions—outweigh the drawbacks.
By choosing the right influencers, setting clear goals, and monitoring key metrics, brands can leverage Amazon Live to build trust, grow their audience, and drive revenue. It’s a valuable tool for brands aiming to succeed in the eCommerce space.
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Not necessarily. While some brands offer commission rates as part of the compensation package, it’s not a requirement. Many collaborations involve a flat fee for hosting the live stream, while others combine this with commissions earned through affiliate links for sales generated during the stream. The payment terms depend on the agreement between the brand and the influencer.
Yes, small businesses can work with Amazon Live influencers, but the key is to find influencers whose audience and rates align with the business's budget. Micro or nano-influencers are often more affordable while still providing a loyal, engaged audience. Brands can also explore short-term collaborations or package deals for more cost-effective options.
Yes, having an Amazon storefront or listing your products on Amazon is essential for maximizing the effectiveness of a collaboration. Amazon Live streams are designed to drive sales through direct links to products available on the platform. Without this integration, the campaign may lose its primary advantage.
To ensure accurate representation, brands should provide detailed product information, training, or demo sessions before the live stream. It's also helpful to share a clear brief outlining key talking points, features to highlight, and messaging guidelines. Open communication and regular check-ins during the planning process can further enhance accuracy.
Yes, Amazon Live streams remain accessible for up to 30 days after the initial broadcast. This allows potential customers to watch the stream at their convenience and revisit product demonstrations or reviews. Some influencers may also archive highlights or snippets on their social media to extend the stream's reach further.
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