Amazon is offering live streamers a new way to earn commissions on purchases of products presented in their streams. The company is adding live streaming to its existing Amazon Influencer program, which before today has allowed social media influencers to earn money by directing fans to their favorite Amazon products through posts on Facebook, Twitter, Instagram and YouTube.
The Influencer program quietly debuted in 2017 as a way for Amazon to capitalize on the growing marketing trend of influencers as a way to drive sales. The program itself is a step up from the Amazon Associates program, as it requires approval to join and provides influencers with their own page with an Amazon URL to show their recommendations.
Although Amazon has already provided assistance to video creators through the program, the new live streaming option is focused on its Amazon Live service. A sort of modern version of QVC that broadcasts directly on Amazon's shopping site, Amazon Live was launched last year as the retailer's latest effort to attract consumers through live video.
On Amazon Live Show, hosts talk and demonstrate products, just as they would on home shopping networks. Below the video, a carousel guides consumers to purchase the featured articles.
This service was not Amazon's first attempt at live content: the retailer pulled the plug from its previous efforts in live content, a short-lived "show" called Style Code Live that featured hosts with TV and broadcast backgrounds that led experts to speak beauty and style tips.
Amazon Live, however, isn't strictly focused on fashion and beauty. Instead, its content can cover a wide range of categories: kitchen, fitness, child, home, car, electronics, toys, pets, removals and TV, industry and much more. There are also multiple live channels to browse, unlike cable TV shopping networks.
To broadcast to Amazon Live, video creators and now, influencers use the Amazon Live Creator app to stream and chat with viewers while showing the products to buy. On the Amazon Live home page, fans can also chat with the host and each other in a Twitch-like side panel next to the live video.
You can see some influencer streams in action, with the first Mirror & Thread, Beauty by Carla, The Deal Guy and BrickinNick users already available on Amazon Live.
In addition, influencers who live on Amazon Live as part of the new program will have their videos streamed not only on the Amazon Live homepage itself, but also on their dedicated Amazon storefront. As they increase their fan base, they can level up from "Rising Star" to "Insider" to "A-List".
These levels have various rewards and features. Rising Star, for example, offers a commission paid on eligible purchases through the Amazon Onsite Associates program, while higher tiers can show their videos on the product detail pages in addition to their storefront and Amazon Live. A-Listers also receives priority support and special access to Amazon Live events and opportunities, says Amazon.
"We are committed to offering customers fun and interactive shopping experiences while helping influencers grow their businesses on Amazon," said Munira Rahemtulla, director of Amazon Live. "The livestream allows for creativity, connection and inspiration, and the opportunities are endless: we are excited to introduce the Amazon Live Creator app to influencers and look forward to seeing what they will create for Amazon customers," he added.
ProWellTech asked Amazon to clarify how influencers are compensated for their flows, as today's social media personalities have a number of ways to work with for-profit brands, including YouTube BrandConnect, the collaborations of Facebook brands and other programs, for example. So far the company has refused to provide further context, but we will update if that changes.