If you’ve ever scrolled through Amazon and noticed a creator talking about a product in real time, you’ve already seen Amazon Live in action.
It’s not live TV in the traditional sense; it’s Amazon’s own livestream shopping space, where influencers and brands can showcase products, answer questions in real-time, and help shoppers make confident purchases on the spot.
You can watch these streams directly on the Amazon Live page, in the app under “Programs and Features,” or sometimes even right on a product page during big events like Prime Day.
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And here’s the exciting part: while viewers are asking questions in the live chat and clicking items in the carousel, creators are earning commissions and brands are driving measurable sales.
However, Amazon Live has undergone significant changes over the past year. The platform is now rewarding authentic creators and engaging audiences, rather than simply flooding product pages with streams of content.
Suppose you’re ready to stand out in 2025, whether you’re a creator looking to earn more or a brand looking to connect with buyers.
In that case, this guide walks you through everything you need: what Amazon Live is, how to watch and interact, the tools and scripts that work, and the real strategies our community used to win big on Prime Day.
🛒 What Is Amazon Live?
Amazon Live is Amazon’s interactive livestream shopping feature. Instead of pre‑recorded videos, creators and brands go live to demonstrate products, answer questions, and drive instant sales.
Where can shoppers watch?
- On the Amazon Live page, a feed of live and upcoming broadcasts is featured.
- On select product detail pages, especially during big events like Prime Day.
- In the Amazon mobile app, under “Programs and Features.”
Is it live TV?
Not at all. Amazon Live is commerce-focused: every stream is tied to products in a clickable carousel, allowing viewers to buy without leaving the page.
How to Watch and Interact on Amazon Live
Viewers can tune in from desktop or mobile devices. On desktop, the chat appears to the right; on mobile, it’s below the video.
This chat is where engagement occurs, as viewers ask for close-ups, inquire about features, and react to deals.
For a creator, responding live is key to building trust and boosting performance in Amazon’s algorithm.
Why Amazon Live Changed (and Why It Matters)
In 2024, Amazon tightened visibility rules:
“Amazon just made a bunch of changes, like removing the live streams from product pages. We had too many bad players…
flooding all these pages. So Amazon just stopped showing those Amazon Lives and regrouped, rethought everything.” Ehud Segev,
Now, it’s not just about streaming, it’s about delivering authentic content, maintaining a schedule, and fostering interaction. Creators who lean into these elements are seeing better placement and higher conversions.
Tools Every Amazon Live Creator Should Use
- Camera: An HD webcam or DSLR with a capture card for sharp, high-quality visuals.
- Lighting: Use a ring light or softboxes to keep your frame well-lit.
- Audio: A quality microphone is essential.
- Software: Amazon Live Creator App (iOS) or OBS/Ecamm for overlays.
- Analytics: Logie dashboards for planning, scheduling, and tracking.
How to Script Your Streams
A simple outline keeps your stream smooth:
- Hook: Introduce yourself and what you’ll cover.
- Demo: Show features, answer questions, highlight benefits.
- Engage: Prompt viewers to ask questions in chat.
- Call to Action: Remind them to shop the carousel and follow your storefront.
As Altovise Pelzer said during our Prime Day session:
“You miss 100% of the shots that you don’t take. A live stream may be something that you
implement for Prime Day. But here’s the thing: you don’t just wait until Prime Day to go live.”
Winning Product Ideas
Prioritize products that:
- Are on lightning deals or trending lists.
- You’ve personally tested and can demonstrate authentically.
- Tailor your content to meet your audience’s current needs or seasonal interests.
Keep carousels short and sharp, 5–8 items convert better than a crowded list.
Prime Day Insights: Timing and Strategy
Prime Day is a perfect showcase for Amazon Live, but success depends on your approach:
Before Prime Day:
- Start streaming early to build momentum for your algorithm.
- Update your thumbnails, titles, and carousel with Prime Day language.
- Cross‑promote your schedule on Instagram, TikTok, and email lists.
- Curate your storefront with top deals and past best‑performing streams.
During Prime Day:
- Assign a moderator to keep chat lively and drop links.
- Highlight only your most relevant and popular products.
- Batch streams instead of one long broadcast—each new session gets a fresh placement.
- Watch your stats in real time and pivot when a product trends.
After Prime Day:
- Promote replays of your live videos to remain shoppable.
- Review analytics to determine which products and formats were most effective.
- Thank your viewers and tease upcoming streams.
Where Is Amazon Live Chat and Why Does It Matter
Chat is integrated into every stream. On desktop, it’s to the right; on mobile, below the video.
For creators: Use it to connect, answer questions, and create a sense of urgency.
For brands: Monitor chat to see what resonates with shoppers, what confuses them, and identify areas for improvement.
Does Amazon Live Help Sales?
Yes, and here’s why:
- Amazon’s reports show livestream integrations see higher conversion rates than static pages.
- Influencer marketing data (JungleScout and others) shows Amazon Live creators drive more storefront traffic and clicks.
- In our community, many creators reported hitting new earnings milestones after adopting Prime Day prep, chat moderation, and multiple short streams.
“Chat is king during Prime Day. Have a moderator in your livestream to answer questions, share links, and highlight limited-time offers while you focus on demoing products energetically.” ALTOVISE PELZER
Key Takeaways
Creators: Amazon Live is a serious income channel. Prepare your streams, engage your audience, and stay consistent.
“Instead of one marathon stream, consider multiple targeted short streams throughout Prime Day, targeting different product categories or audiences. Each new stream receives a ‘fresh start’ in Amazon’s live directory.” ALTOVISE PELZER
Brands: Partner with creators who know how to plan carousels, handle chat, and pivot in real time.
Conclusion
Amazon Live is a marketplace tool that lets shoppers watch, chat, and make purchases all in the same moment. Viewers can find your streams on Amazon Live’s page, on select product listings, or through the app, and they can engage with you directly through live chat.
That creates a unique opportunity: you’re not just creating content, you’re driving trust, sales, and measurable growth in real-time.
The rules have evolved, but with the right tools, planning, and consistent effort, Amazon Live can transform the way you connect with your audience.
Whether you’re a creator building your storefront or a brand looking for authentic promotion, this is your chance to make every live session count.
Ready to try? Plan your next Amazon Live session with a strategy, and see how much more impact you can create.
