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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. Amazon’s goal is to establish itself as the main destination for live online shopping, ahead of competing efforts from YouTube, Instagram and TikTok, but also a host of smaller start-ups backed by prominent venture capital firms, such as Andreessen Horowitz-backed WhatNot.
“We know that video is a driving force in customer purchases. We know that when customers are on Amazon, they are already in shopping mode. So we wanted to lean into that,” he added.
https://www.ft.com/content/7a7766aa-11d7-4f9d-a440-79841fee7c09
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