Amazon wants influencers - but is it cool enough to attract them?

In China, livestreamed shopping is well-established. Keen to replicate its success, Amazon is courting influencers - but is it too late?

Dave Lee

Jul 12, 2022 – 5.22pm

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Amazon has stepped up plans to crack the QVC-style livestream shopping market as the US$1 trillion e-commerce giant aims to replicate the success of social media rivals in an attempt to revive flagging online sales.

The group has been increasing investment in Amazon Live, a platform it quietly launched in 2019 but is now a central focus as it fights to grab a slice of a growing market that is viewed as the future of shopping by social media platforms.