Nancy Trent is a writer and speaker, a lifelong health advocate, a globe-trotting trend watcher and the founder and president of Trent & Company, a New York-based public relations and marketing communications firm. Trent & Company has a client roster of text book case studies of products, venues, books, films and experts in healthy lifestyles spanning traditional and alternative disciplines for wellness, beauty, fitness, nutrition and the environment.
From Screen to Cart: Why Brands Can't Ignore Amazon Live
Plus: 10 best practices to help wellness brands win on Amazon Live.
As e-commerce continues to evolve at a rapid pace, Amazon Live has emerged as a standout platform for brands to connect with consumers in real time. Combining the immediacy of live-streaming with Amazon’s massive marketplace reach, the platform offers opportunities that traditional influencer marketing, social media, or standard e-commerce listings cannot replicate. From driving engagement to converting viewers into loyal customers, experts say Amazon Live is reshaping the way products are discovered, sold, and trusted online.
“Agility is the key,” says Donna Faro, an Amazon Live strategist with years of experience helping brands launch successful Live campaigns. “Amazon’s secret sauce is delivering products faster than ever while giving customers an educated, real-time shopping experience. For consumers, they can see products on screen, ask questions, and compare options instantly. For businesses, your audience can comment, engage, and interact while you sell anytime, day or night. It’s a true win-win.”
Faro emphasizes that Amazon Live is deeply aligned with Amazon’s core operations. “Customers want immediate satisfaction, answers to questions, and a comprehensive overview of what they’re buying. From same-day delivery to quick refunds, the Live shopping experience complements Amazon’s real-time, customer-centric approach.”
How Amazon Live Differs From Traditional Influencer Marketing
According to Rachel Johnson Greer, author, speaker, former Amazon analyst, Amazon Live serves distinct purposes for brands versus influencers. “For brands, the main benefit is that your live event lives on your Storefront, providing social proof—especially when paired with a lightning deal. It drives engagement that can be retargeted using a lookalike audience to optimize future advertising efforts.”
For influencers, Amazon offers the Creator Connections program, which allows creators to earn a percentage of sales for the traffic they generate without having to manage extensive brand interactions. “Amazon has created a marketplace for influencer-generated content where creators can run their own Lives and monetize them,” Greer explains. “It’s a scalable model that benefits both creators and brands.”
Planning and Strategy: Key to Success
Both Faro and Johnson Greer stress preparation as critical to success. Faro recommends treating Amazon Live as a formal business initiative: “Plan your events like a business plan. Define whether your goals are exposure, content generation, sales, or all of the above. Schedule Live sessions consistently, prepare your assortment, and promote the event one to two weeks in advance on social media, email, and your Brand Store. Include the date, time, link, and a teaser of what viewers can expect.”
Johnson Greer echoes this approach, emphasizing promotional tactics to boost engagement: “We promoted our Lives ahead of time and offered giveaways like iPads or air fryers to attract viewers. Incentivizing engagement increases retention and helps Amazon prioritize your Live on their platform.”
Authenticity and Engagement Drive Conversions
Authenticity and connection with the audience are key differentiators for smaller or emerging brands, Faro stresses. “Engage viewers by name and respond to comments. Make your customers feel that their input matters and that they are making an informed purchase decision. You never know—your next big product idea might come from a viewer interaction.”
Demonstrations and storytelling are also essential for wellness-focused products. “Keep demos short, simple, and visually appealing,” Faro advises. “Have a co-host or avid user share personal experiences, highlight testimonials, and provide clear data or statistics to back up claims. Most successful Lives run about 25 to 35 minutes, so keep your content impactful and concise.”
Johnson Greer provides examples from her experience with live product demos: “For a skin-healing cream, we used a two-person interview format, answering real customer questions. For flameless candles, we start with the lights down to showcase the flicker, then turn on the lights for a full demo. Visual storytelling helps customers understand usability and builds trust.”
Small Brands Competing with Giants
Amazon Live is also leveling the playing field for smaller brands. According to Johnson Greer, “The best approach is finding creators to produce content for your Storefront. Drive traffic during a specific time, retarget engaged viewers, and test which creators convert best. Smaller brands can build loyal communities without the budgets of larger competitors.”
Faro agrees: “Your focus should be on building a relationship with the viewer. When customers feel seen, informed, and engaged, they are more likely to convert, return, and share their experience.”
Blending Storytelling and Sales:
How Some Brands See Opportunity on Amazon Live
Kiyomi Skin CEO and President Daniel Struve says Amazon has become a cornerstone of the company’s growth strategy, offering world-class infrastructure, access to highly motivated shoppers, and the trust that comes with Prime delivery. While Kiyomi Skin hasn’t yet launched livestreams, Struve says Amazon Live is on the brand’s roadmap once it builds more community traction through TikTok Shop and other channels. He sees live selling as a natural next step, allowing for deeper storytelling, real-time education, and demonstrations especially important for a skincare brand centered around an innovative, lesser-known ingredient.
“Short ads don’t allow us to explain why our product stands out,” Struve notes. “Live video gives us the time and space to educate and connect.” Struve believes the format could complement Amazon’s performance-driven environment by helping bridge awareness and conversion, offering both brand-building and sales potential in one interactive experience.
Looking Ahead: The Future of Discovery and Trust
Experts predict that Amazon Live will become even more essential as consumers increasingly demand transparency and authenticity in online shopping. Faro sees it as transformative: “Businesses can pivot immediately based on audience feedback, shaping product presentation and offerings in real time. Amazon Live is an art form in itself.”
Johnson Greer adds that live demonstrations will become increasingly important in an era of AI-generated content. “With automated imagery and videos, live demonstrations provide real human validation that builds trust in the product and brand. It’s going to be critical for success moving forward.”
DIY or Expert Help? Finding Your Amazon Live Sweet Spot
While Amazon Live is open to any brand with a storefront, success often depends on strategy and execution. Brands can certainly launch streams independently using the free Amazon Live Creator app—but those who partner with experienced consultants or Live strategists often see faster growth and higher conversions. Experts help refine the creative strategy, manage technical production, optimize listings for real-time sales, and tap into influencer hosts with built-in audiences. For emerging brands, starting small and experimenting is smart; for those ready to scale, professional guidance can transform a simple livestream into a powerful sales and storytelling engine.
Amazon Live Best Practices for Wellness Brands
Plan Ahead: Define your goals—sales, exposure, or content—and schedule sessions consistently.
Promote in Advance: Use social media, email lists, and your Amazon Brand Store to tease the event.
Engage Your Audience: Respond to comments in real time, call out viewers by name, and encourage interaction.
Keep Demos Simple: Practice ahead of time, focus on visually appealing demonstrations, and highlight usability.
Storytelling Matters: Incorporate testimonials, user stories, and clinical/statistical backing when relevant.
Optimize Your Setup: Ensure proper lighting, audio, camera angles, and signage. Test in Amazon Live’s test mode.
Incentivize Participation: Contests, giveaways, or exclusive offers help retain viewers and increase visibility.
Leverage Influencers Strategically: Use creators to produce content for your Storefront to extend reach and create targeted campaigns.
Monitor and Adapt: Analyze viewer engagement and sales in real time to refine future sessions.
Keep It Short and Impactful: Aim for 25 to 35 minutes for optimal engagement, combining demos, storytelling, and live Q&A.
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