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Amazon

General FAQs - for Brand Registered Sellers

We’re just getting started and would love to hear from you! If you have any questions or would like to provide feedback, contact the Amazon Live support team at amazon-live-support@amazon.com.

 

Introduction:

(1) What is the Amazon Live Creator app?

The Amazon Live Creator app is a livestreaming application that helps brands connect with customers on Amazon. It’s packed with fun, unique features to help brands showcase products, interact with Amazon customers in real time, and drive sales.

(2) Where do Amazon customers see my livestream?

Amazon customers can discover livestreams in several locations on Amazon.com and the Amazon.com app. Livestreams can appear on the detail pages of the products belonging to the brand that is livestreaming, as well as across various placements where Amazon customers browse. The livestream can also be configured to display on your Amazon Store. All livestreams can be found on Amazon.com/Live and in the Amazon mobile app under 'Amazon Live'

(3) What is Amazon.com/Live?

Amazon.com/Live is a page on Amazon.com where customers can discover livestream content and browse recorded livestreams. When you livestream through the Amazon Live Creator app, your livestream could appear on Amazon.com/Live.

(4) How does Amazon Live Creator enable brands to engage with Amazon customers?

Livestreaming is a powerful way to connect in real time with potential customers. When customers are viewing your livestream, they can easily shop your products next to the video player. You can chat directly with customers, answering questions about your products, or getting customer feedback. You can also easily share promotion codes and deals to drive even more sales.

(5) Is there a cost to brands for livestreaming on Amazon?

There is no cost to livestream on Amazon using Amazon Live Creator. You can stream for free on the product detail pages of your products, on your Amazon Store, as well as across various placements where Amazon customers browse. All livestreams can be found on Amazon.com/Live and in the Amazon mobile app under 'Amazon Live'. If you wish to drive even more traffic to your livestream, you can expand your reach by paying to boost your livestream (only available for Brand Owners who use Seller Central and have permissions to Advertising within Seller Central).

 

Logging In:

(1) Who can use this application?

Amazon Live Creator is currently available to professional Amazon Sellers who are registered in Amazon’s Brand Registry, and sell on Amazon.com. Make sure to sign in to Amazon Live Creator with your Seller Central/Brand Registry log-in credentials.

(2) Why do I have to select a brand?

When you first log in, you will be asked to select one of the brands that you have registered in Amazon's Brand Registry. Your livestream will be displayed on the product detail pages of the products registered to that brand. If you own multiple brands, you can switch between your brands by selecting “Switch Brands” found under ‘More’ in the app

(3) Why am I not seeing my brand?

If you do not see the brand you’d like to use, you may not have the “Rights Owner” role for your brand. To update your brand registration, login to Brand Registry or contact seller support in Seller Central for more assistance.

(4) Can multiple people sign-in at the same time to my brand's account?

Any user who is associated with your brand as 'Rights Owner' in Brand Registry can sign-in to the Amazon Live Creator app on behalf of your brand. We recommend multiple people from the same brand login during the same livestream event to help respond to customer chat messages, highlight products during the stream, or to reveal custom promotions.

 

Using a Guest Creator

(1) What is a Guest Creator?

A Guest Creator is someone who is not from your company or brand that you want to livestream on your behalf. This can be an influencer, celebrity, an agency, or any other person who isn’t a part of your Seller Central account whom you would like to create livestreams for your brand and on your behalf using Amazon Live Creator.

(2) How do I add a Guest Creator to my Amazon Live Creator account?

To add a Guest Creator, you need to add them as a user to your Seller Central account. Go to Seller Central > User Permissions. Near the bottom, invite the Guest Creator to your Seller Central account. The Guest Creator will receive an invitation email. Have them complete all of the required steps outlined to accept the invitation and register their account. After this step is complete the Guest Creator can return to the Amazon Live Creator app and sign-in using their newly registered Seller Central credentials.

(3) Will the Guest Creator have access to my Seller Central account?

When you invite a Guest Creator, they will only be able to access the Amazon Live Creator app and only to create, manage and record livestreams.

(4) Can a Guest Creator Boost streams from my Amazon Live channel?

By default, a Guest Creator is not authorized for Boosting on your channel, they can only create, manage, and record livestreams. There are two options for Boosting streams created by a Guest Creator:

(5) How do I remove a Guest Creator?

To remove a Guest Creator from your Amazon Live Creator account, remove them from Seller Central under ‘User Permissions.’ Removing their access in Seller Central will prevent them from being able to sign-in to your Amazon Live channel and stream on your behalf. You can re-invite them to stream on your behalf again at a later time.

(6) Can I have multiple Guest Creators for Hire on my channel?

Yes – you can invite as many hosts to stream on your Amazon Live channel as you would like. Follow the steps question 2 and question 5 to manage Guest Creators on your account.

 

Creating a livestream:

(1) Why do I have to add products to my livestream?

The purpose of livestreaming on Amazon is help customers learn more about your products and your brand. By adding your products, Amazon customers will be able to find them in the product carousel directly next to the livestream. 

(2) Does the order of my products matter?

Yes, the first product in the product carousel is likely to get more visibility during your stream. You can edit the order of the products in your carousel by tapping on the ‘Pencil’ edit icon next to the product selector prior to going live. While you are live, tap on one of your products in the Amazon Live Creator app to highlight it. That product will then move to the first slot in the product carousel. Use this feature to make it easier for customers to know which of your products you're talking about.

(3) What is Practice mode?

Practice mode allows you to safely practice livestreaming without being discovered by Amazon customers. Practice mode is also a great way to check your audio quality and internet connection stability. When you turn on Practice mode, your stream will only be found on your specific Practice mode page, which only you have the link to. You can turn on practice mode and find your practice mode page when setting up your livestream. Copy the Practice Mode link and send it to yourself to watch your livestream on another device.

Practice mode can also be used to practice using a video encoder, which is highly recommended the first time a video encoder is used to stream. Practicing will reduce the likelihood of technical mistakes that can lead to the video being moderated.

(4) How is the name of my livestream used?

Choose a descriptive, compelling name to make your livestream stand out to customers browsing on Amazon.com and Amazon.com/live.

(5) Can I schedule my livestream?

When you schedule a livestream, your channel page will indicate that a livestream will happen at your scheduled start time and you may appear on Amazon.com/Live as an upcoming livestream. You can always go live after your scheduled start time but customers may be waiting. You can also simply start livestreaming without scheduling in advance.

Once a livestream has been scheduled, you can then share the link to that livestream in other channels off-Amazon (on social media, email blasts, etc.). The shareable link can be found while creating your livestream, or by navigating to 'Streams' in the app, finding the stream you want to share the link for, and then sliding left to expose the 'Share' button.


(6) How does custom messaging work?

During your livestream, you can display custom messaging in a banner on the video player. You can either display a custom message of up to 60 characters, or share a promotion directly with your viewers. By sharing a promotion, viewers will be able to add the promotion to their account by clicking directly on the banner.

You can find your promotions in Seller Central (Advertising > Promotions), and input the promotion ID into the Amazon Live Creator app while creating your livestream under 'Custom messaging.' Note that your promotion will only be shown when you are live, and the banner cannot be edited once you have begun your livestream. You can choose to hide or unhide the banner during your livestream.

(7) What is the video source setting?

You can livestream through the app using your iPhone's built in camera by selecting the default 'Phone Camera', or you can stream through the Amazon Live Creator app using an external camera by selecting 'External camera.' To stream using an external camera requires the use of an RTMP enabled video encoder. If you’re getting started using an external camera, we recommend using OBS Studio (it’s free).

(8) What are the benefits of using a video encoder?

Video encoders provide the ability to use professional cameras, switching between cameras, place customized graphic overlays, and the ability to livestream pre-recorded video. You can choose to stream using an external camera via a video encoder when setting up your livestream by selecting 'External camera' under Video source. In order to produce higher quality video content, we encourage the use of video encoders.

(9) What is a slate image?

Your slate image is the video thumbnail image shown to viewers before and after livestreaming. You can upload a slate image when setting up your livestream, or add and edit an existing slate image for your livestream after it is completed. We highly recommend uploading a branded slate image to your livestream so customers browsing the Amazon.com/Live page or visiting your channel page prior to a scheduled stream will see a custom, branded slate image. The aspect ratio for the image is 16:9, but you can crop a photo to the correct size using our image uploader.

To add a thumbnail to a completed livestream, find the livestream under ‘Streams’ in the Amazon Live Creator app. Click on the livestream you would like to edit and click ‘Edit.’ You will see any previously added images here, or the uploader to upload an image for the first time to the stream.

(10) How long can I livestream for?

There is no limit to the duration of your livestream. The longer you livestream, the more likely customers are to discover your video on Amazon.

(11) Is the Amazon Live Creator app supported on other devices?

The Amazon Live Creator app is currently only available and optimized for the iPhone. Amazon Live Creator can be used on an iPad, but the experience is not optimized. The app is currently not available for Android devices.

(12) Where should I livestream?

Using the iPhone camera, you are able to livestream on Amazon from anywhere. We recommend choosing a spot with good lighting, and have a way to stabilize the video (either using a gimbal or a tripod for you iPhone).

The Amazon Live Creator app requires a minimum internet connection upload speed of at least 5 Mbps for capturing and streaming video from an iPhone, so it is recommended to stream where Wi-Fi is available. Use ‘Practice Mode’ to test the connectivity and performance of your livestream before going live.

Another tip to improve connectivity is to confirm that the Wi-Fi you will using while livestreaming is not shared with other devices. For the duration of your livestream, we recommend disconnecting all devices from the Wi-Fi except for the device that is using the Amazon Live Creator app. This will maximize the bandwidth available to livestream and prevent other devices from consuming bandwidth.

13) Can I share my livestream with my customers off Amazon?

Yes, we recommend sharing your livestream with customers off Amazon on your social media channels and other communication channels, like an email blast. You can find a unique link that can be copied and then shared while you are setting up your next livestream.

Using a Video Encoder

(1) How do I use a third party encoder?

After you have selected products to feature in your livestream, chosen a title, and added any promotion information, change the video source from 'Phone Camera' to 'External camera.' Click on 'Get URL and stream key' to share the required RTMP Server URL and stream key. The RTMP Server URL and stream key need to be input into the encoder hardware or software you will use to livestream. Before each new livestream, double check the RTMP Server URL and stream key input into the video encoder matches the RTMP Server URL and stream key given in the Amazon Live Creator app.

(2) How do I configure my livestream using OBS Studio? (Recommended video encoder to get started)

You can download OBS Studio for free here.

After you have downloaded, follow these steps to go live using a video encoder (OBS Studio in this case):

We recommend the following settings when setting up a livestream using OBS Studio:

Video Resolution: 1280x720
AVC Level: 31
Keyframe Interval: 2 (we do not support keyframe intervals greater than 4 seconds)

For more help with OBS Studio visit https://obsproject.com/help

(3) Can I stream pre-recorded video?

Video encoders, including OBS Studio, allow you to stream pre-recorded content through the Amazon Live Creator app. Monitor your livestream even when streaming pre-recorded content in order to highlight and rotate products through product carousel, answer customer chats, and toggle custom promotion messages. Pre-recorded video cannot be used using your iPhone camera.

 

Getting discovered

(1) Where can Amazon customers discover my livestream?

Amazon customers can discover livestreams in several locations on Amazon.com and the Amazon.com app. Livestreams can appear on the detail pages of the products belonging to the brand that is livestreaming, as well as across various placements where Amazon customers browse. The livestream can also be configured to display on your Amazon Store. All livestreams can be found on Amazon.com/Live.

(2) Which detail pages will display my livestream?

Your livestream will appear on the detail pages of the products belonging to your brand. Products that are registered to your brand will be indicated when you add products to your livestream. Your products must be registered in Amazon’s Brand Registry to be eligible. To update your product or brand registration, login to Brand Registry or contact seller support in Seller Central for more assistance.

(3) Why does my livestream not show up on my products' detail pages?

The detail pages of products in specific categories do not support livestreaming (e.g. Industrial Supplies, Handmade). Any Amazon product detail page that is associated to your Amazon Brand Registry is eligible to display your livestream.

(4) How can my livestream be added to my Amazon Store?

If you are interested in adding your livestream to your Amazon Store, email amazon-live-support@amazon.com, and our team will contact you with more details.

(5) Will my livestreams appear on other Amazon marketplaces (e.g. Amazon.co.uk, Amazon.de etc)?

No. We do not yet support customers viewing livestreams on other Amazon marketplaces.

While you're livestreaming

(1) How can I livestream and answer chat, use custom messaging, and rotate my products during my stream?

We recommend having at least two people from your brand help with your livestream during the live event. Any users who are associated with your brand as 'Rights Owners' in Brand Registry can sign-in to the Amazon Live Creator app on behalf of your brand. Having multiple people from the same brand login during the same livestream can help respond to customer chats, highlight products during the stream and to reveal custom messaging, including promotions.

(2) How can I highlight products in my stream?

Highlighting a product during a stream is a good way to engage with customers as you talk about the different products you added to your product carousel during your livestream. You can highlight the product being discussed during the livestream by clicking that product in the product carousel during the stream. Note: the product carousel is hidden while the chat box is highlighted. You can practice using this feature using Practice mode.

(3) How do I respond to customers who are chatting?

Responding to customers in real-time is one of the benefits of livestreaming. You can engage directly with customers using the chat feature in Amazon Live Creator app, or by addressing their comments/questions verbally during the livestream. We recommend posting an initial chat message when your livestream begins so customers will see that your brand is engaged and available to chat.

We also recommend updating your Amazon.com Profile name and Profile image to clearly identify for customers that you are the representative of your brand during the chat. Visit www.amazon.com/gp/profile while signed-in to update your image and name. You can practice responding to customer chat using Practice Mode.

(4) How do I share my custom messaging or promotion?

Custom messaging is another way to improve engagement from customers during your livestream. To display your custom message or promotion, toggle it on in the Amazon Live Creator app while you are live. To hide it, click the toggle again (when the button is grey, the banner is not showing to customers). You can practice using this feature using Practice mode.

(5) What are the moderation rules and what happens if I violate them?

Please review our community policy before initiating your livestream. Amazon reviews all livestream content in real time and may take down your livestream if you violate any of our policies. Most importantly, please review the list of restricted product categories to ensure that the products you will feature in your livestream are allowed.

After you go live

(1) What happens to my livestream after it ends?

A recording of your livestream will be available on your channel page and on Amazon.com/Live under the 'Recently Live' streams section. The recording of your livestream will be visible to customers in various placements on Amazon.com for up to 48 hours at no cost to you.

(2) Can I remove a livestream recording after my livestream ends?

Yes, you can remove the recorded livestream from Amazon.com by clicking on the ‘Streams’ section of the app, finding the livestream and clicking on it. Next, click on ‘Edit’ and then toggle the ‘Publish’ toggle off. Note that removing the recording of your livestream will prevent it from being shown to customers in various placements on Amazon.com during the 48 hour period after your livestream.

(3) Can I download a copy of the livestream?

Yes, your livestreams can be downloaded after they have been finished. Click on the ‘Streams’ section of the app, and find the stream you want to download. Click on the stream, and then click on the download icon in the top right corner of the livestream detail page. We open an email that contains a link to the file that you can then download on a computer or laptop. Once you receive the email, click on the link, and then right click the video and click ‘Save As’ or ‘Save Video.’
 

(4) Where can I review metrics related to my livestream? 

Visit our metrics help page: http://go.amazonsellerservices.com/amazon-live-faq-metrics