Amazon Live x Samsung
Samsung & Amazon Live: A Shoppable New Product Launch.
Reimagining Retail: Samsung's Groundbreaking Galaxy S25 Launch.
When Samsung set out to launch the Galaxy S25 in the UK, the brand wasn’t just introducing its latest mobile innovation, it was redefining how consumers experience product launches.
In a pioneering move, Samsung partnered with Groovy Gecko and Amazon Live to create an industry-first: a fully interactive, real-time shopping experience that blended cutting-edge tech with dynamic, shoppable livestream content. This case study explores how the collaboration brought the Galaxy S25 to life in a whole new way, driving engagement, boosting sales, and setting a new standard for digital retail.
BACKGROUND.
To launch the Samsung Galaxy S25 with maximum impact, the campaign began with a stunning sound and light projection show that lit up London’s South Bank skyline. Groovy Gecko live streamed the event across Samsung’s social channels turning the spectacle into a shared moment.
Building on that momentum, Samsung wanted to shift from spectacle to connection, bringing the Galaxy S25 directly into the hands of UK consumers. They partnered with Groovy Gecko and became the first brand to launch on Amazon Live UK, creating a real-time, interactive livestream that showcased the phone’s AI-powered features in action.
The result: a live shoppable experience that was educational, immersive, and built for conversion, blending innovation with interactivity at every stage.
OUR SOLUTION.
Groovy Gecko partnered with Samsung and Amazon Live to produce a live, interactive shopping broadcast that placed the Galaxy S25 directly into customers’ hands, virtually.
Hosted by trusted influencers alongside Samsung Galaxy experts, the livestream showcased standout features such as AI-powered Audio Eraser, Photo Assist, and a 50MP camera in real-time. Viewers could ask questions, watch demos, and purchase the phone, all within the same stream.
A full-funnel strategy supported the launch, including:
- Homepage Takeovers
- Amazon Display Ads
- Influencer Content
- Integrated Amazon Brand Store
The livestream became the centrepiece of an experience that merged content, commerce, and community, pushing both awareness and conversion.
"This campaign not only helped us showcase the power of Galaxy S25’s AI features in real time, but also redefined how we connect with our customers. Partnering with Groovy Gecko and Amazon Live enabled us to create something truly innovative, educational, and measurable."
Samsung UK Marketing Team
THE RESULTS.
The live shoppable campaign generated real impact:
- 2.7× lift in unaided brand awareness.
- 85% of viewers said they were more likely to consider purchasing the Galaxy S25.
- 32% of Galaxy S25 sales during the campaign period were attributed to the livestream.
Samsung’s partnership with Groovy Gecko and Amazon Live helped deliver a first-of-its-kind campaign that turned a product launch into an engaging and interactive shoppable, story-driven experience.
85%
viewers were more likely to consider the Samsung smartphone after being exposed to the campaign.
78%
said talent helped me learn something new about the product.
+2.7x
higher lift in unaided brand awareness compared to the category benchmark.
32%
all Samsung campaign sales on Amazon were influenced by Amazon Live media.