Amazon unlocks live shopping metrics for ecommerce advertisers
Amazon now lets advertisers analyze livestream impact in AMC—here’s what that means for your next campaign
Amazon is finally putting numbers behind its influencer-led livestreams. Starting this month, advertisers using Amazon Marketing Cloud (AMC) can access a fresh stream of data—impressions, views, clicks—from Amazon Live broadcasts.
This update marks a shift in how marketers can evaluate and optimize live shopping efforts. Previously, Amazon Live’s impact was largely anecdotal or based on delayed, high-level reporting. Now, brands can drill down into viewer behavior and even build lookalike or retargeting audiences based on who actually watched a livestream.
This article explores what’s changing, how early adopters like GE Appliances are using the data, and what marketers need to know to stay competitive as Amazon leans harder into creator-driven commerce.
Short on time?
Here is a table of content for quick access:
- What’s new with Amazon Live and AMC?
- Early results from GE Appliances: uplift across the funnel
- Why this matters now
- What marketers should know
Patrecia Meliana
What's new with Amazon Live and AMC?
Amazon has integrated livestream viewership data into AMC, its secure analytics environment used by advertisers to evaluate campaign performance across Amazon’s ecosystem.
This means advertisers can now analyze how people interacted with Amazon Live videos—including clicks, impressions, and views—and connect those interactions to other ad types running on the platform.
Notably, marketers can build audiences based on livestream engagement, enabling precise retargeting after the stream ends. Amazon says this capability is in limited beta for US-based advertisers, with an open beta planned for later this summer.
Early results from GE Appliances: uplift across the funnel
GE Appliances was one of the first brands to test AMC’s new livestream signals. According to Amazon, shoppers who watched GE’s Amazon Live stream had significantly stronger downstream activity compared to those who only saw standard display ads:
- 2.5x higher purchase rate
- 7.6x more detail page views
- 9.7x more branded search activity
These results suggest that livestreams, when measured correctly, can do more than just entertain—they can nudge audiences further along the purchase journey.
“Being able to measure the incremental impact of both our creative assets and promotional media helps us understand what’s really driving results,” said Leah Malinowski, Director of Ecommerce Sales at GE Appliances.
Patrecia Meliana
Why this matters now
Live shopping is no longer just a novelty. According to Amazon, 66% of Amazon Live shoppers say influencers inspire their purchases. But until now, brands had to wait up to 30 days for aggregated, limited reports—barely helpful for optimizing mid-campaign.
By adding real-time, granular livestream data to AMC, Amazon is equipping brands with the tools to treat live shopping as a measurable, strategic ad format rather than a one-off stunt.
As Wayne Purboo, VP of Amazon Shopping Video, put it: “Advertisers can now see exactly how these engaging experiences influence purchasing decisions.”
What marketers should know
Here’s how advertisers can take advantage of Amazon’s new livestream insights:
1. Retarget livestream viewers.
Now that you can identify viewers who interacted with Amazon Live, build custom segments for retargeting through Amazon DSP. Focus on shoppers who showed strong interest but didn’t convert during the broadcast.
2. Compare livestream impact with other formats.
Use AMC’s cross-channel data to see how livestream viewers behave differently from those exposed to static display or search ads. This could help you justify bigger investments in creator-led content.
3. Rethink your influencer strategy.
With better attribution, influencer marketing on Amazon can shift from vague awareness plays to measurable performance drivers. Prioritize creators with proven audience retention and relevance to your vertical.
4. Optimize live content based on metrics.
Watch how specific moments or messages correlate with spikes in clicks or branded search. This can guide everything from stream duration to CTA placement in future broadcasts.
Amazon’s latest update is part of a broader data unlock. Earlier this year, the platform extended AMC’s historical purchase data window to five years.
Now, by adding Amazon Live into the mix, it’s creating a more connected and measurable ecosystem for performance marketers.
For brands already investing in ecommerce video, this is the moment to go from experimental to strategic. And for those still on the sidelines, the message is clear: livestreams aren’t just flash—they’re starting to flash results.
