Amazon boosts Prime Video shopping with “Live signals” for advertisers. Gain insights on creators, optimize campaigns, and drive purchases from streaming content.
While Amazon has been quietly backtracking on social commerce, it continues to ramp up shopping capabilities across its streaming offering, Prime Video, including with the launch of Amazon Live last year. Amazon already has a strong play here with powerful retail media and e-commerce businesses that have the potential to collapse the shopping journey from awareness to purchase.
The new signals offering could help advertisers take advantage of the interest in creator content by providing access to actionable data more quickly than was previously available. Using the data, advertisers can gain deeper audience insights, identify which products, creatives, and creators resonate most, and build custom audiences.
“By connecting Amazon Live’s creator-led content with comprehensive measurement, advertisers can now see exactly how these engaging experiences influence purchasing decisions,” said Wayne Purboo, vice president, Amazon Shopping Videos, in a statement. “This integration gives brands the insights to optimize creator partnerships and content strategies, transforming live shopping into a measurable component of their marketing mix.”
In one use-case, GE used Amazon Live signals to evaluate how its Amazon Live campaign assets performed against its broader campaign. Using a 14-day attribution window, customers who saw the Amazon Live campaign content had a 2.5-times higher purchase rate, a 7.6 higher detail view page rate and a 9.7-times higher branded search rate over customers who saw other ads.
Amazon Live signals is currently available as a limited beta for some customers in the United States and will be available as an open beta this summer.
Amazon, like Google, TikTok, Meta and other digital platforms, has been looking to close the loop on advertising by embedding shopping capabilities more deeply in content. The news arrives at a time when interest in live commerce is strong. However, it remains unclear how big the opportunity is for driving sales via live video.
