It is true that Amazon has been involved in the field of live delivery for a long time, but the response has been mediocre.
Recently, Amazon has held several events to attract more influential “influencers” to join the platform. It is reported that Amazon is offering generous bonuses to top influencers, offering them thousands of dollars in additional rewards if they choose to live stream on Amazon instead of other platforms.
Domestic live broadcasts are in full swing, envy Amazon, which has been in the Number List game for 19 years, especially during the epidemic at home, live broadcast shopping has even become one of the most popular pastimes in China. However, foreign live broadcast e-commerce platforms have been tepid. Internet giants such as Facebook, YouTube, etc. have all hit the wall, and Amazon, the most advantageous, has not been able to tell the story of live broadcast delivery.
Perhaps it is due to the different consumption concepts at home and abroad. Amazon consumers in the United States are more accustomed to directly opening the Amazon store to search, and then purchase the target products. But Wayne Purboo, Amazon's live-streaming executive, has been emphasizing that "live-streaming shopping is the future of retail."
This time, the entry of Internet celebrities can change the status quo of Amazon's live broadcast platform. Everything is up for debate.
01 Amazon is in a hurry
Amazon's days are a bit sad. Under the influence of various external environments, Amazon's revenue growth rate in the first quarter of 2022 was only 7.3% year-on-year, the lowest growth rate in five years. The phenomenon of slowing revenue growth can be traced back to the fourth quarter of 2021, when Amazon's revenue increased by 9.4% year-on-year, and the single-digit growth rate was surprising.
At the same time, the growth rate of Amazon’s net sales has also dropped significantly. According to the financial report, Amazon’s net sales in the first quarter were 116.444 billion US dollars, an increase of 7% compared with last year, and a growth rate of 44% in the same period last year.
This caused Amazon's stock price to plummet, once falling below the lows of the stock price when the U.S. stock market melted after the outbreak of the new crown. Of course, not only Amazon, but the entire industry is temporarily in a downturn. Under the general environment, Amazon put the "bet" on turning the situation around on live streaming, and the enthusiasm for consumption needs the stimulation of fresh blood.