February 18, 2019, 2:19 pm | Read time: 3 minutes
After the flop of the fashion channel two years ago, Amazon has now launched the live video streaming service Amazon Live. The service primarily broadcasts hands-on videos to showcase products available on Amazon. Cooking shows are also included.
The teleshopping market in Germany has been growing steadily over the past 20 years. In 2018, companies like QVC and HSE24 generated a total of 2.08 billion euros through the sale of products via television. Teleshopping is still booming in the U.S. as well. Now, Amazon wants to capitalize on the concept of presenting goods in video form. For now, the service is only available in the U.S., but TECHBOOK is already previewing what customers might expect here as well.
How Does Teleshopping Work on the Internet?
On the Amazon Live page, users can see live broadcasts as well as upcoming and past streams. When a stream is opened, the video and the products offered on Amazon are displayed. These can be scrolled through directly below the video. The Amazon Live Creator app allows users to create their own streams, but an invitation code is required.
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What Can You See on Amazon?
Amazon Live is essentially a streaming service for product advertising. Products from various categories, such as fashion, technology, and household, are shown. The classic video format is the product presentation, as known from teleshopping channels. Either Amazon employees or external product representatives present the goods. Additionally, even in this early phase, other formats are available. For example, a fitness trainer provides an extensive introduction to the ketogenic diet. Behind this is a pill manufacturer for diet supplements, which offers supplements accordingly. Although these are not visible in the video itself, they are included in the product selection below the video. Similarly, there is a cooking video aimed at selling various standard kitchen utensils. The length of the videos varies from a few minutes to several hours.
Not Amazon’s First Attempt
The retail giant previously attempted a venture in the teleshopping sector–and failed. Amazon’s effort was called Style Code Live. The target audience was women, and products were limited to fashion and beauty. Two years ago, Style Code Live was ultimately discontinued. The teleshopping attempt never made it to Germany. Amazon Live is also initially limited to the U.S. market. TECHBOOK has inquired with Amazon Germany about whether the new service is planned here as well. A response is still pending.