Amazon Live Selling 2025: Full Process Guide

Amazon Live is an emerging feature that allows sellers to engage with customers in real-time, promoting products and increasing visibility. This article breaks down the entire process of Amazon Live, from preparation to execution, and includes a real-life case study, platform policy updates, and key operational steps.

Problem Scenario

• A Chinese seller, Shenzhen-based electronics company, wanted to increase sales for their new smartwatch model on Amazon US.
• Their existing listings were performing below expectations despite high advertising spend.
• They decided to try Amazon Live to drive traffic and improve conversion rates.

Underlying Logic

• Amazon Live leverages live streaming to create urgency and interactivity, which can significantly boost engagement and conversion.
• Sellers must align their product offerings with the target audience and ensure high-quality video content and engaging presentation.
• Amazon has strict guidelines for live streaming, including content policies, brand approval, and compliance with local laws.

Solution Steps

• Eligibility Check: The seller first checked if their account was eligible for Amazon Live through the Seller Central dashboard under "Amazon Live" section.
• Product Approval: They submitted their smartwatch for review via the Brand Registry and received approval within two days.
• Content Planning: The team created a script, prepared product demos, and scheduled a live session during peak hours (7 PM – 10 PM EST).
• Live Streaming: Using the Amazon Live app, they conducted the session, answering questions and showcasing features in real-time.
• Post-Stream Follow-Up: After the stream, they sent follow-up emails to viewers and promoted the recording on social media platforms.

Pitfalls to Avoid

• Insufficient Product Knowledge: Sellers must be well-versed in their products to answer customer queries effectively during the live session.
• Technical Issues: Poor internet connectivity or low-quality audio/video can damage the user experience and reduce conversion rates.
• Non-Compliance with Policies: Violating Amazon’s content or brand guidelines may result in suspension or penalties.

Amazon Policy Update

• According to the latest Amazon Live Policy, all sellers must have a registered brand and comply with content standards, including no misleading claims or inappropriate language.
• As of Q2 2024, Amazon requires live streams to be at least 15 minutes long and to include a clear call-to-action (CTA) such as “Shop Now” or “Add to Cart.”

Operational Pathways

• To access Amazon Live, go to Seller Central > Amazon Live > Get Started.
• For product approval, use Brand Registry > Manage Your Brands > Amazon Live.
• Live sessions can be managed through the Amazon Live App on iOS or Android.

Performance Comparison Table

Metrics	Before Amazon Live	After Amazon Live
Click-through Rate (CTR)	1.2%	3.5%
Conversion Rate	1.8%	4.2%
Customer Engagement Time	1 minute	8 minutes
Review Count	15 reviews	68 reviews

Real Case Study

• Shenzhen-based electronics company launched a 90-minute Amazon Live session for their smartwatch, featuring a demo, Q