Dive Brief:

• Amazon Live is integrating reporting signals to Amazon Marketing Cloud (AMC), giving advertisers the ability to track impressions, views and clicks for live shopping campaigns, per details shared with Marketing Dive.
• The new product complements the Amazon Live shopping channel launched last year that combines content, creator-led demonstrations, shopping and promotional assets in a streaming environment.
• Previously, brands had to rely on high-level aggregated reports that were 30 days old. The new signals offering, by providing access to actionable data more quickly than was previously available, could help advertisers better leverage consumer interest in creator content and drive sales.

Dive Insight:

While Amazon has been quietly backtracking on social commerce, it continues to ramp up shopping capabilities across its streaming offering Prime Video, including with the launch of Amazon Live last year. Amazon already has a strong play here with powerful retail media and e-commerce businesses that have the potential to collapse the shopping journey from awareness to purchase.

The new signals offering, by providing access to actionable data more quickly than was previously available, could help advertisers take advantage of the interest in creator content. Using the data, advertisers can gain deeper audience insights, identify which products, creative and creators resonate most and build custom audiences.

"By connecting Amazon Live’s creator-led content with comprehensive measurement, advertisers can now see exactly how these engaging experiences influence purchasing decisions,” said Wayne Purboo, vice president, Amazon Shopping Videos, in a statement. “This integration gives brands the insights to optimize creator partnerships and content strategies, transforming live shopping into a measurable component of their marketing mix."

In one use-case, GE used Amazon Live signals to evaluate how its Amazon Live campaign assets performed against its broader campaign. Using a 14-day attribution window, customers who saw the Amazon Live campaign content had a 2.5-times higher purchase rate, a 7.6 higher detail view page rate and a 9.7-times higher branded search rate over customers who saw other ads. 

Amazon Live signals is currently available as a limited beta for some customers in the United States and will be available as an open beta this summer.

Amazon, like Google, TikTok, Meta and other digital platforms, has been looking to close the loop on advertising by embedding shopping capabilities more deeply in content. The news arrives at a time when interest in live commerce is strong. However, it remains unclear how big the opportunity is for driving sales via live video.