I have written about it before, but video IMO is the new holy grail for Amazon....And in terms of video, LIVE video is the holy grail for conversion in my opinion.
Live video creates a sense of urgency and scarcity if done right. This show (Live from the Amazon Kitchen) hosts a celebrity chef, two dynamic hosts, highlights products on Amazon.
Every few minutes the show goes to a break and runs quirky video commercials of other products on Amazon.
All these products are featured right next to the video, ready to purchase. Does their push toward streaming video, Amazon Fire, and Amazon shorts start making more sense now?