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Amazon is launching a live-streaming video version of a home shopping network called “Amazon Live,” according to TechCrunch.
The new live-streaming offering will feature live video shows hosted by Amazon talent as well as by individual brands, which will be able to broadcast their own shows live via a new app called Amazon Live Creator, launching as part of the initiative. The shows will talk viewers through products for sale on Amazon, which will be shown in a carousel underneath the video streams.
Amazon Live highlights how the tech giant is expanding the integration of e-commerce and digital video on its platform. Although Amazon is first and foremost an e-commerce platform, it’s likewise a powerful streaming video provider.
With its legacy e-commerce business and its growing focus on original programming for Prime Video, Amazon is strongly positioned to drive purchases on the back of digital video content. This isn’t the first time Amazon has tried selling products through video on its platform. In 2016, Amazon launched “Style Code Live,” which ran live on the platform on weekday evenings, though was canceled after 15 months.
With its newest announcement, the e-tailer has merchandising efforts in the works across three different types of digital video – live-streaming, unscripted reality, and scripted shows. In addition to Amazon Live, Amazon is also reportedly developing a shoppable competitive fashion reality series that will be hosted by fashion gurus Heidi Klum and Tim Gunn of TV’s “Project Runway,” though that show is expected to be exclusive to Prime members, while Amazon Live shows are available to anyone who visits the site or app. The e-tailer is also reportedly working on a scripted series with A-list actress Blake Lively that will feature a merchandising element.
Brands that partner with Amazon on the new live-streaming venture stand to boost discoverability, customer acquisition, and conversions all in one fell swoop. Brands will not only find central placement in front of Prime’s global membership of 100 million subscribers in more than 200 countries, but will be accessible to non-members as well.
Further, because video content is viewed on the e-commerce platform itself, Amazon creates a more streamlined path to purchase directly from the point of engagement with content. Amazon has an increasingly central role in the consumer online purchase journey: Almost 90% of Amazon’s product views come from the platform’s own product search, rather than advertising, merchandising, or product aggregators, per Jumpshot.
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Source:: Business Insider