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Amazon pins hopes on influencers to crack livestream shopping market

Amazon has stepped up plans to crack the QVC-style livestream shopping market as the $1tn ecommerce 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. This year, the company has hosted at least four events designed to attract more influencers to its platform, including a glitzy retreat at a Mexican beach resort.

To the top names, it has offered up generous bonuses: thousands of dollars in added incentives to stream live on Amazon instead of elsewhere, according to leading influencer agencies.

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