The feature has been soft-launched in the US only for the moment, with presenter-led demonstrations of products made by Amazon and by the sellers themselves.
Amazon has also released a Live Creator app, that enables brands to get started with their live stream and interact with shoppers in real-time through the comments.
Beneath the video, customers can see a carousel of links to the products mentioned.
However, this isn’t the first time Amazon has tried live streaming to boost its product sales. In 2016, it debuted the Style Code Live show, which took a look at the fashion items for sale on the online retail giant.
Despite Amazon’s success online, the Jeff Bezos-founded company has been exploring a more traditional retail presence for some time, with physical stores such as its cashier and checkout-less Amazon Go stores in the US.
Amazon’s recent quarterly results showed a rise in both revenue and profits, with net sales up by 20% on this time last year, rising from 60.5 billion US dollars (£46.1 billion) to 72.4 billion dollars (£55.2 billion).