Amazon is taking on QVC with the launch of Amazon Live, which features live-streamed video shows from Amazon talent as well as those from brands that broadcast their own live streams through a new app, Amazon Live Creator. On the live shows, hosts talk about and demonstrate products available for sale on Amazon, much like they do on QVC. Beneath that sits a carousel where shoppers can browse product details and make purchases.
More than one video streams on Amazon Live at the same time, so shoppers can tune to the one that most interests them.
For example, Amazon Live is currently streaming a Valentine’s Day Gift Shop show, a cooking-focused show (In the Kitchen with @EdenEats) and Back to Business Live, which is showing off products aimed at daycare centers and schools.
You can tap on the different videos to change streams, scroll down to watch recordings of those videos that were recently live or view which live shows are coming up next.
On the web, the live-streaming site is available at Amazon.com/Live, but it’s not listed yet in Amazon’s main navigation menus so it remains hard to find. On mobile, there’s now a section labeled “Amazon Live” that’s appearing on both the iOS and Android app’s main navigation menu as of a recent app update.
We’ve confirmed the page Amazon.com/Live is newly added, though this is not the first time Amazon has offered live streams.
The retailer has dabbled in live streaming in the past, with mixed results.
Two years ago, it pulled the plug on its short-lived effort, Style Code Live, which also offered a QVC-like home shopping experience. The live show featured hosts with TV and broadcast backgrounds, and brought in experts to talk about beauty and style tips.
But Style Code Live focused only on fashion and beauty.
Amazon Live, on the other hand, covers all sorts of products, ranging from smart home to games to toys to kitchen items to home goods to electronics to kitchen items and much more. It’s also positioned differently. Instead of being a single live video show featuring only Amazon talent and guests, live streaming is something Amazon is opening up to brands that want to reach a wider audience and get their products discovered.