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Features

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.

San Francisco’s battle to bring a digital city back to real life

The Tadich Grill, the oldest restaurant in California, has stared down a crisis or two: earthquakes; several recessions; Covid-19. Founded in 1849, its current home on California Street puts it in the heart of the city’s downtown Financial District, known as “FiDi”. And it is ground zero in the city’s struggle to get people back to work.

Jure Bracanović, one of the white-coated waiters, says the restaurant, like others nearby, has suffered as the lunch and dinner crowd switched to working from home, and convention business collapsed. The stream of delegates at tech events has almost entirely evaporated, in part due to the perception the city’s streets are “dangerous”, he says.