Amazon has introduced QVC-style livestream shopping in India, expanding its services in a vital international market. The retail giant has launched a new service called Amazon Live, which brings an army of more than 150 producers to present livestreams and promote goods. Live shopping first gained popularity in China, where influencers sell millions of dollars in a single show. Amazon considers the influencer programme to be an extension of its Amazon Associates (affiliate) programme. To be eligible, these influencers must have a YouTube, Instagram, TikTok, or Facebook account. New Delhi is proposing to strengthen regulations to combat bogus and sponsored product evaluations on e-commerce websites and social media platforms. Amazon stated that it will continuously ensure compliance with local regulations.

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