At which funnel stage does Amazon Live provide its primary strategic value?

Amazon Live primarily offers strategic value at the Consideration stage of the marketing funnel. Live streams allow brands to showcase products in detail, answer customer questions in real-time, and demonstrate product features and benefits, which helps potential customers evaluate options and move closer to a purchase decision. While it can also contribute to Awareness by introducing new products or brands, and to Conversion through direct calls to action, its interactive nature and ability to build trust and provide in-depth information are most impactful when consumers are actively researching and comparing products.