Amazon Live and IVS on Prime Day Throughout Prime Day 2020, Amazon customers were able to shop from livestreams through Amazon Live. Shoppers were also able to use live chat to interact with influencers and hosts in real time. They were able to ask questions, share their experiences, and get a better feel for products of interest to them.
Amazon Live helped customers learn more about products and take advantage of top deals by counting down to Deal Reveals and sharing live product demonstrations. Anitta, Russell Wilson, and Ciara curated Prime Day deals as did author Elizabeth Gilbert. In addition, influencers including @SheaWhitney, @ShopDandy, and @TheDealGuy shared their top product picks with customers.
In total, there were over 1,200 live streams and tens of thousands of chat messages on Amazon Live during Prime Day. To deliver these enhanced shopping experiences for customers and for creators, low latency video is essential. It enables Amazon Live to synchronize the products featured in the live video with the products displayed in the carousel at the bottom of the video player.
Low latency also allows the livestream hosts to answer customer questions in real-time. And, of course, on Prime Day in particular, all of this needed to happen at scale.