Amazon Live x Goldwell: A First in Haircare for Europe

We’re proud to have launched the first-ever Amazon Live in the haircare category in Europe, partnering with Goldwell to bring this new interactive format to life.
What is Amazon Live?
Amazon Live is Amazon’s new live-shopping experience where brands and influencers connect directly with customers through shoppable, interactive video. Viewers can watch tutorials or demos, ask questions in real time, and purchase instantly within Amazon.
How it works and why it matters

1. Go Live – An influencer or brand expert hosts a real-time session that showcases products, tips, and results.
2. Stay Live – After the event, the video remains visible on the Brand Store for weeks, continuing to attract new viewers and drive awareness.
3. Build Data & Retarget – Every viewer interaction becomes part of your remarketing pool. You can then run ads through Amazon DSP to re-engage those who watched, visited, or added to basket but didn’t purchase.
4. Drive Long-Term Value – This creates a full-funnel impact: awareness during the live, consideration while the video remains visible, and conversion through smart retargeting.

Results so far
Our Goldwell launch reached over 2 million shoppers, with a +515% awareness uplift versus an average day. The campaign also delivered one of Goldwell’s highest sales days of the month, proving the strength of the live format when paired with targeted media support.
Why it’s different
Unlike TikTok or Instagram Live, Amazon Live happens in a shopping environment, not a social feed. It captures customers when they are in a buying mindset and keeps delivering results long after the event ends.
This new proposition is already transforming how brands engage customers, blending storytelling, influencer credibility, and commerce in one place.