Beauty brand founders are going on Amazon Live with its livestream shopping function as a new way to promote their brand and products. As people's interactions with brands become increasingly virtual throughout the pandemic, brands are jumping onboard more platforms to engage with their consumers. The livestream format has already been popular in other platforms like Instagram, where users can start a live video and interact with their followers in real time through comments and reactions. Amazon Live is another similar concept to drive engagement and real-time conversion.
Livestream shopping is already an extremely popular and profitable format in China, where it generated an estimated $61 billion in 2019. The livestream format is widely used across almost all e-commerce and social media sites in China, including Tmall, Douyin (Chinese version of TikTok), Xiaohongshu, and more. Well known influencers with massive followings promote brands across almost all categories like beauty & fashion, gourmet foods & drinks, electronics, and home goods, often times through collaboration with celebrities and other well known figures. Brands typically offer a sizable discount during the livestream events, and it is not uncommon to see the products become out of stock minutes or even seconds after the links have been posted in the livestream.
As more e-commerce and social media platforms in the US introduce their own version of the livestream feature, and as more consumers continue to spend time online and browse virtually, it would not be a surprise to see this new format grow and capitalize on the latest trends.
Reference:
https://www.glossy.co/beauty/amazon-live-attracts-more-beauty-brands-with-its-shoppable-livestream-format/?utm_medium=email&utm_campaign=glossydis&utm_source=daily&utm_content=201005
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