We Tried Out Amazon Live. Here's How it Influenced Sales

Pattern Data Science

November 27, 2019

Livestreaming isn’t a new concept. Facebook, Instagram, and even international marketplaces like Taobao have used livestreaming to drive sales and traffic for years now. Amazon Live is a relatively new platform designed to help Amazon Sellers drive traffic and brand awareness to their products. But does Amazon’s livestreaming service actually drive sales? How big of a difference does it make? 

Pattern’s creative team tried out Amazon Live with our brand partner Owlet. Here we’ll share some of the results and why or why not your brand may consider utilizing Amazon livestreaming as a tool to increase sales and product discovery.

Amazon Live, Amazon's livestreaming service, recently launched this year. The discovery and promotion platform allows sellers to give customers deals and showcase their products.

Screenshot from Amazon.com/Live

First thing’s first: What is Amazon Live and how does it work?

Amazon Live is an interactive streaming feed where brands can show live video to introduce their brand and demonstrate how their product works. Sellers can highlight product listings and create customer banners with product promotions on a carousel below the live video. Customers can then interact with the live video, leave questions in the comments sections, or chat with hosts. 

To create a livestream on Amazon, you have to be a U.S. Professional Seller registered in Amazon Brand Registry or a or U.S. Vendor. All livestreams are created through the Amazon Live Creator mobile app, so you’ll need an iOS device to set things up.

To create an Amazon Livestream, sellers have to download the Amazon Live Creator mobile application on an iOS device. They can then create live video campaigns to promote their products and increase sales.

Screenshot from https://apps.apple.com/us/app/amazon-live-creator/id1265170914

Livestreams can then be recorded either in advance and scheduled to go up at a later date, or they can go up in real time. Amazon recommends using a video encoder and external camera rather than your mobile phone to ensure quality video, though brands can use either.

Amazon Live events are discoverable on the Amazon.com/Live page, product detail pages, Amazon Stores, and the Amazon mobile app under “Amazon Live.”

Amazon Livestreams can be found on product detail pages, the Amazon Live URL, Amazon Shopping for Fire TV app, and your Amazon Store.

Screenshots from https://www.amazon.com/b/?node=19118335011

Results from Owlet’s Amazon Live event

We used Amazon Live to kick off a sale with our brand partner Owlet in September. Pattern’s creative team set up a studio at our Lehi HQ complete with a baby crib, two hosts, and Owlet products ready to display.

This short video sample shows some of our setup for Owlet's live event:

Here are some of the key outcomes we measured after the Live event and sale: 

Our partner Owlet experienced an increase in sales due to their Amazon Live event. The livestream was a success and page views and sessions all experienced increases.
  • Owlet sales (green represents actual sales in the graph at right), page views, and sessions all spiked. 

  • Owlet increased sales by approximately 9-16% throughout the whole week of the Live event and sale. 

  • We estimate Owlet’s Best Seller Ranking for their sock monitor improved by 70%, and improved by 69% for their camera during that week.

  • However, the improved rankings of both individual products seemed to cannibalize some of the BSR for the sock/camera combo, dropping BSR for the bundle by some 12%.

Overall, the event was a success. However, it is important to note that the increase in sales was most likely due to a combination of traffic from the Amazon Live event and ongoing sale Owlet offered.

“We are very excited about Amazon Live,” said Jared Mason, Director of Brand Management and Owlet’s Brand Manager. “It was a great opportunity for Owlet to reach out directly to their customers on the Amazon platform and really connect with them. We were able to tell Owlet's story and why they were founded, as well as to show the products.”

Should I use Amazon livestreaming?

Even though Amazon Live had some unintended results for Owlet’s bundle products, we found Amazon Live to be an effective tool for kicking off a major sale and increasing awareness overall. If you’re considering using Amazon Live in the future, here are some pros and cons you might consider weighing before diving in.

Pro:

It’s free. Amazon rarely gives sellers tools to promote their products without making them pay for it, so taking advantage of livestreaming could be beneficial if you have the creative resources already in place to make the most of it. 

Con:

Consumers may not engage well with low-quality videos. Although the service is free, if you don’t already have a creative team with the resources to make it happen (and represent your brand well), blurry videos and confusing dialogue may inadvertently turn customers off your product instead.

Having a partner like Pattern who offers full creative resources (at no added cost) can help mitigate some of those resource issues and make additional Amazon offerings like livestreaming worth a try.

Influencer livestreams are already popular on websites like Taobao. If Amazon Live can expand to incorporate influencer marketing, it could be a great opportunity for Amazon sellers to incorporate livestreaming into their eCommerce strategies.

Pro:

Livestreaming on Amazon is a small part of a growing market. Mastering it early could prove extremely beneficial if the streaming service continues to grow. For example, some livestream influencers on Taobao in China have followings well into the millions. These, in turn, draw millions of revenue in sales for the platform.

Con:

Influencer marketing can be expensive, and Amazon Live doesn’t quite lend itself to influencer marketing just yet. Plus, Amazon Live is still a fledgling service—it doesn’t even have its own place on Amazon’s website navigation yet. Time will tell if Amazon will change the way livestreaming works to incorporate more lucrative marketing tactics or stay the same.

Pattern’s Amazon experts keep our partners up to date on the latest in eCommerce news and trends. Our team helps our partners gauge whether influencer marketing on Amazon Live should be part of their Amazon strategy.

Reach out below to learn how a Pattern partnership can help you incorporate Amazon Live and livestreaming to your eCommerce strategy.

READ THE CASE STUDY HERE.

Explore Our Ecommerce Resource Library

Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.

Global Ecommerce: Weekly News (6th September 2022)
Blog

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)

Global Ecommerce: Weekly News (30th August 2022)
Blog

Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)

Global Ecommerce: Weekly News (23rd August 2022)
Blog

Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)