To drive sales on Prime Day 2022, Amazon said its Livestream shopping market Amazon Live will host live chats with creators talking about Prime Day deals. Amazon is using influencers in a bid to have a successful sales event during a potential recession and ongoing inflation when consumers are being more conservative with spending.
The stream will feature celebrities such as Kevin Hart, Miranda Kerr, Kyle Richards, Kandi Burruss, and Chrishell Stause. Viewers of the live streams can purchase the products and brands through a scrolling carousel below the video.
Amazon’s decision to employ influencers in a bid to easily influence shoppers, mainly Gen Z, which makes up 40% of influencer-oriented shoppers, according to a June 2021 study by creator marketing platform LTK. The study also indicated that 92% of Gen Z adults (ages 18-25) have purchased an item based on an influencer’s recommendations.
Amazon had previously employed content creators and big names for Prime Day. On June 21, Amazon began offering early Prime Day deals with Porsha Williams from “The Real Housewives of Atlanta,” “Vanderpump Rules” star Lala Kent, actress Hilary Duff and TikTok creators Joe and Frank Mele.
According to the company’s blog, “tens of millions of customers” watched the streams on Amazon Live and engaged with creators over 100,000 times via its live chat feature. Acer convertible laptop and Sony headphones featured in the live streams sold out in less than 25 minutes.
Meanwhile, Digital Commerce 360 reported that Amazon sold goods worth $11.2 billion during last year’s Prime Day, up 7.7% from $10.4 billion in 2020.