Live stream video is a great way to engage your followers on platforms like Instagram and Facebook. It’s also a great way to engage potential customers on Amazon.
Amazon Live, a fairly recent addition to the platform’s ecommerce tech, is the platform’s free video feature that allows brands to market their products in a more dynamic way than through basic ad spend. With Amazon Live, you can do things like construct your product, show your product in action, host Q&As about your brand, or offer special discounts, all in front of a live audience of interested buyers who can easily access your product listings below your video and interact with your brand. It’s essentially the Instagram Stories and YouTube hybrid of Amazon.
The biggest question about Amazon Live for ecommerce practitioners is, does it increase sales? Is it worth it for your brand or is it worth passing over?
Pattern worked with our brand partner Coravin to put Amazon Live to the test.
To test if an Amazon Live event would have any effect on sales, our creative team put together a high quality promotional video featuring a demonstration of Coravin’s wine preservation system to go live on Amazon.
The video launched on December 14th, 2019, twelve days after Cyber Monday. The promotion ran for eight days, and during that time period, the video was rebroadcast on December 18th and again on the 20th. Consumers were also directed to the video through links on social media and in email.
Here are some of the biggest insights from the Coravin Live Event:
This is where the data gets really interesting. Pattern’s analysts saw boosts across the board during the Amazon Live event: Sales increased, seller performance increased, page reviews increased, and sessions spiked. With an increase in seller performance, there was also an increase in organic traffic that increased sales.
While there are several factors to keep in mind that may have contributed to the increase of sales (such as a holiday sales period, social media and email pushes, rebroadcasts, etc.), there were noticeable and significant increases in sales during the Amazon Live promotion period.
Outside of popular holiday events, Amazon Live can still increase sales. According to Casey Hyer, Video Director at Pattern, Amazon Live videos will generally increase sales by 15%.
Just like photos on your Amazon listings, Amazon Live Events need to be high quality to perform well. Low-quality videos will affect the amount of people who are engaged and interested.
Another factor that influences engagement is if customers are able to watch with their sound off. Analysts for Pattern found most viewers watch videos on mute, showing the necessity for good graphics and closed captioning. The better the visuals are for your video, the better your brand will perform.
Amazon Live is one more tech offering that, combined with the other strategies you’re using, can really help your ecommerce business pack a punch if you do it correctly. Through Pattern, you can get the resources and help you need to incorporate Amazon Live into your Amazon brand strategy and run a successful campaign that helps you build your brand, increase your seller performance, and reach new customers.
For more information about Amazon Live and partnering with Pattern, reach out below.
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Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.