Amazon Live isn't used nearly as much as it should be
By Noah Wickham · August 7, 2026 · Curated by George's Blog
Amazon Live isn't used nearly as much as it should be
Live product demonstrations, host-driven content, direct product links, exclusive Amazon audience
There are entire businesses like Whatnot dedicated to this exact thing
How Amazon Live works
➝ Brand-registered sellers can stream live video content
➝ Videos appear on the Amazon Live page and can be embedded on product listings
➝ Direct product links displayed alongside the video for one-click purchase
➝ Amazon promotes streams across the platform to relevant audiences
The setup requires someone comfortable on camera, and a content plan
Compared to paying for PPC, it feels like extra work
So most brands skip it
What works on Amazon Live
➝ Product demonstrations showing use cases
➝ Q&A sessions with a founder or brand representative
➝ Bundle explanations connecting multiple SKUs
➝ Seasonal or launch-tied content
➝ Creators pumping out material to use across the social ecosystem
The bar is not high because so few brands are competing on this surface
The brands that do commit to it are building an audience Amazon didn't charge them for
It's crazy easy to set up for most brands too
A phone or webcam, decent lighting, a script or talking points, a schedule for consistency
Not a professional studio
Not an on-camera talent hire
Just a willingness to show up and demonstrate the product to real shoppers in real time
Every category has room for more Amazon Live presence