Amazon Just Added a Live Tile to Brand Stores, and Amazon Says It Lifts Revenue 50%. Here's What Brands Need to Do Before Peak Season

If you are a brand-registered seller, Amazon just handed your Brand Store a new conversion lever. In a September 26, 2026 Seller Central news post, Amazon announced that you can now add an Amazon Live tile to your Brand Store, with headline numbers attached: +50% Brand Store revenue and +17% add-to-cart rate for stores that have it. Those numbers deserve a careful read before you rebuild your Q4 plan around them.

The Problem: Your Brand Store Traffic Is High-Intent, and Mostly Static

Shoppers who land on a Brand Store are usually already interested in your brand. They have clicked an ad, searched your name, or followed a listing link. What they find is typically a set of images, product grids, and text. That is fine for browsing, but it does little for the shopper who has questions, wants to see the product in use, or needs a reason to decide now.

Amazon's pitch is that Amazon Live fixes that gap. It describes Amazon Live as a creative advertising format that unlocks video storytelling, creator-led content, and shoppable commerce. When you go live, you show products in real time, answer shoppers through interactive chat, and convert people who are actively browsing your store.

For sellers, the practical problem is timing. Peak events are close, and Amazon's own post points to Prime Big Deal Days, Black Friday, and Cyber Monday as the moments to create shoppable experiences and convert traffic. Sellers who wait until they need it will be learning a new tool at the worst time.

What Amazon Is Offering

The new option is an Amazon Live tile you place on your Brand Store. Here are the specifics from Amazon's announcement.

• Who qualifies: brand-registered selling partners. Only brand-registered selling partners can go live through the Amazon Live Creator app.
• Where you add it: in the Ads Console, select Brand Store under Brand content, click Add New Section, choose a tile type, and select Live Shopping.
• How long it stays: the Amazon Live tile stays on your Brand Store for up to 60 days.
• What you control: settings such as tile placement and duration on your Brand Store.
• What it shows: once you go live, you can pin a single stream to highlight specific content or schedule a full playlist.
• First-timers: if you have never livestreamed on Amazon, the tile shows an introduction and a Learn More link to get started.

To actually stream, Amazon lists four steps:

1. Download the Amazon Live Creator app from your mobile app store, on iOS or Android.
2. Sign in with your Seller Central credentials.
3. Select your brand.
4. Go live and add your stream to the tile on your Brand Store.

For the full walkthrough, Amazon points sellers to its Amazon Live guide in Seller Central. If you want the broader picture of formats, gear, and what tends to work on stream, our earlier guide on Amazon Live setup, format, and what actually works covers the creative side. This post covers the new Brand Store placement.

How to Read Amazon's Numbers

Amazon reports that brands with the Amazon Live tile on their Brand Store, compared to brands without it, observed:

• +50% more Brand Store revenue
• +17% higher add-to-cart rate

Amazon's footnote says the source is Amazon internal historical data from June 2025 to June 2026 in the US market. The treatment group is brand stores with the Amazon Live widget enabled. The control group is brand stores in the same month, category, and store traffic tier without the widget enabled.

That is a reasonable comparison design, and it is still worth reading with care.

It is a comparison, not a guarantee. Amazon matched on month, category, and store traffic tier. It did not say it matched on brand size, ad budget, content quality, or how active the brand already was. Brands that choose to run live streams may already invest more in their Brand Store, and that could explain part of the gap.

It does not say what you will get. The +50% is an observed difference between two groups of stores, not a forecast for yours. A brand with a thin store and no streaming experience should not expect the same result.

It does not isolate the stream from the tile. The numbers describe stores with the widget enabled. Amazon does not break out how much comes from the placement versus the content itself.

It is Amazon's own data. Amazon has a reason to promote the feature. That does not make the numbers wrong, it means you should validate them on your own store.

The right move is to treat the figures as a reason to test, and to build your own before-and-after so you know what the tile does for you.

Why Amazon Is Doing This

Amazon's stated reason is to help brands convert high-intent shoppers during their journey and to create shoppable moments around peak events. Read plainly, there are a few forces behind it.

Video and creator content keep gaining weight. Amazon has been building video, creator, and shoppable formats across the store. Putting Live inside the Brand Store connects that content to the place where brand traffic already lands. If you missed the wider trend, our piece on Amazon video and the 23.8% sales claim breaks down how to read Amazon's video statistics.

It ties into the ad ecosystem. The tile is set up through the Ads Console, and Amazon describes Amazon Live as an advertising format. That means it sits alongside the ad products Amazon wants brands to use, and it gives Amazon another reason for brands to invest in Brand Store traffic.

Peak season is the moment that matters. Q4 is when conversion gains are worth the most. Amazon is putting the tool in front of brands right as they plan their deals.

How Sellers Will Be Impacted

Brand-registered sellers get a new placement. If you are enrolled in Brand Registry and have a Brand Store, you can add the tile today. If you are not brand-registered, you cannot go live through the Live Creator app, which is one more reason to complete brand registration.

Live streaming takes real work. The tile does not create content. It displays streams you make. You need someone on camera, a product plan, and a person watching chat. For a small team that is a real time commitment, so plan who does it and when.

The 60-day window shapes your calendar. Because the tile stays for up to 60 days, a tile added now can run through the peak weeks. You can also pin one stream or schedule a full playlist, which means you do not need to be live all day to keep the tile useful.

Pinned versus playlist is a strategy choice. Pinning one stream lets you push a specific product or offer, such as a Prime Big Deal Days launch. A playlist gives the tile more content across the period. Pick based on how many streams you can actually produce.

Interactive chat is a new support channel. Shoppers can talk to you in real time. Prepare answers on sizing, shipping, compatibility, and returns so you do not stall on stream.

What Sellers Should Do This Week

1. Confirm Brand Registry and Brand Store status. Only brand-registered selling partners can go live. Check that your Brand Store is published and current.
2. Download the Amazon Live Creator app and sign in. Use your Seller Central credentials, select your brand, and run a test so no one is surprised on launch day.
3. Add the tile. In the Ads Console, go to Brand Store under Brand content, click Add New Section, choose a tile type, and select Live Shopping. Then set placement and duration.
4. Record your baseline first. Note your Brand Store revenue, add-to-cart rate, and traffic for the past few weeks before the tile goes live so you can measure the change yourself.
5. Plan streams around your deals. Line up at least one stream with your Prime Big Deal Days plan. Our guide on using the extra week for Prime Big Deal Days deals covers the deal-side prep.
6. Decide pinned or playlist. If you can only produce one strong stream, pin it. If you can schedule several, use a playlist.
7. Script the chat. Prepare short answers to the ten most common shopper questions and assign someone to monitor chat.
8. Review at day 14 and day 60. Compare Brand Store revenue and add-to-cart rate against your baseline. Keep the tile if the numbers move, refine the content if they do not.

Frequently Asked Questions

Who can add the Amazon Live tile to a Brand Store?

Brand-registered selling partners. Amazon states that only brand-registered selling partners can go live through the Amazon Live Creator app.

Where do I add the tile?

In the Ads Console, select Brand Store under Brand content and click Add New Section. Choose a tile type and select Live Shopping, then customize placement and duration.

How long does the tile stay on my Brand Store?

Up to 60 days, according to Amazon. You can customize tile placement and duration in the settings.

Do I have to be live all the time for the tile to work?

No. Amazon says that once you go live, you can pin a single stream to highlight specific content or schedule a full playlist.

Will I really get 50% more Brand Store revenue?

Not necessarily. Amazon reports that stores with the tile saw 50% more Brand Store revenue and a 17% higher add-to-cart rate than comparable stores without it, using US data from June 2025 to June 2026. That is an observed difference between groups, not a promise for your store, so measure your own results against a baseline.

Takeaways

• Brand-registered sellers can now add an Amazon Live tile to their Brand Store through the Ads Console, and stream through the Amazon Live Creator app.
• Amazon reports +50% Brand Store revenue and +17% add-to-cart rate for stores with the tile, based on its own US data from June 2025 to June 2026.
• Those figures compare matched groups of stores. They are a reason to test, not a forecast for your brand.
• The tile stays up to 60 days, and you can pin one stream or schedule a playlist.
• Set it up now, record your baseline, and line up streams with Prime Big Deal Days, Black Friday, and Cyber Monday.

Ongoing coverage of Amazon policy and platform changes runs in our newsletter.

Sources

• Amazon Seller Central: Go Live on Amazon: Add the Amazon Live Tile to Your Brand Store
• Amazon Seller Central: Amazon Live guide