Growing pains aside, Amazon Live, and live video more broadly, will play a significant role in online shopping going forward. Although China’s ecommerce market is different to the US, with Amazon Live, we are seeing a cultural crossover in action. The Amazon Live video was promoted both on BuzzFeed and her site. Duan says that she didn’t recognize most of the viewers on the Amazon Live - indicating that much of the live traffic was from native Amazon shoppers rather than Duan’s existing followers. Screenshot from Amazon.comDetailed analytics of sales uplift is one thing that Amazon Live video is so far lacking within its native metrics.

Source: Forbes November 16, 2020 15:51 UTC