Introduction
Amazon offers sellers a wide array of tools for capturing attention, but two of the most impactful — and often underutilized — are Amazon Live Video and Sponsored Brand Campaigns. Each is powerful on its own, but when you combine them strategically, you can create a powerful funnel that drives awareness, engagement, and sales.
In this guide, we’ll explore how to integrate Amazon Live and Sponsored Brand Ads for maximum impact.
1. Understanding Amazon Live Video
Amazon Live lets you showcase your products in real time while answering questions and demonstrating use cases. It’s an authenticity engine that builds trust with shoppers.
Benefits:
- Creates a live shopping experience
- Encourages immediate buying decisions
- Adds human connection to eCommerce
2. The Role of Sponsored Brand Ads
Sponsored Brand Ads appear at the top of search results and across product detail pages, promoting your brand and multiple products.
Benefits:
- Increases brand visibility
- Targets specific keywords or audiences
- Drives traffic to your Storefront or curated product pages
3. Why They Work Better Together
While Amazon Live drives engagement, Sponsored Brand Ads push discovery and traffic — even from shoppers who haven’t seen your live stream. By combining them, you:
- Amplify reach
- Drive warm traffic to live events
- Retarget post-event viewers
4. Pre-Event Optimization
Before your live event:
- Schedule your Sponsored Brand Campaigns to run in the days leading up to your stream.
- Use event-specific creative to promote your upcoming live.
- Target high-intent keywords that match the theme of your stream.
5. During the Event
While streaming:
- Mention any active Sponsored Brand promotions and link them.
- Use Amazon’s live chat to direct viewers to click on your ads for more products.
- Highlight bundle deals and limited-time offers.
6. Post-Event Strategy
After your live stream ends:
- Keep your Sponsored Brand Campaign running with refreshed creative that leverages the buzz from your stream.
- Use the recorded live video in Sponsored Brand Video ads.
- Retarget viewers who engaged during the event with new offers.
7. Measurement & Analytics
Track performance by:
- Monitoring click-through rate (CTR) on Sponsored Brand Ads before, during, and after the event.
- Comparing sales data for products featured in the live.
- Evaluating engagement metrics on the recorded video.
8. Common Mistakes to Avoid
- Running Sponsored Brand campaigns without aligning them to live event themes.
- Failing to cross-promote the live event through email and social media.
- Neglecting post-event momentum — the days after are prime for conversions.
Conclusion
Amazon Live Video and Sponsored Brand Campaigns each pack a punch, but together they can completely transform your visibility and revenue. By planning strategically, synchronizing creative, and keeping the momentum going after your event, you can make your marketing dollars work harder and smarter.
