AWS for M&E Blog
HiBid brings the excitement of auctions online with Amazon IVS
For over 15 years, HiBid has helped auctioneers reach bidders beyond their local markets, enabling auction houses to expand from local-only events to national and global participation. Most recently, with a switch to Amazon Interactive Video Service (Amazon IVS) Real-Time Streaming for streaming live auctions, HiBid has increased the power and stability of its platform. The results have been dramatic: “After integrating this solution, we very quickly saw hundreds of thousands of viewers once again reliably watching and bidding in live webcast auctions,” explained John Austin, Chief Marketing Officer at HiBid. The platform’s impact extends beyond viewer experience, helping auctioneers to conduct their sales as they see fit. “Amazon IVS plays a critical role in supporting a subset of our auctioneers who sold nearly $2B in inventory in the last 12 months, using webcast to merge in-person and online sales.” This blend of physical and digital auctions transforms how auction houses operate. They maintain the energy of traditional auctions while reaching bidders worldwide.
Bringing real-time fairness to remote audiences
HiBid gives auctioneers tools to extend their reach far beyond the physical auction house. The company provides services to both traditional and online-first segments of the auction industry.
Established auctioneers built their reputation on in-person events. HiBid helps them bring that energy to remote bidders. These auctioneers can maintain their traditional floor operations while simultaneously engaging remote participants who might not have been able to attend otherwise.
For auctioneers that have embraced digital-first approaches, HiBid provides the tools and technology to run all aspects of the auction while also generating demand for the items being sold. Live streaming is an increasingly popular channel by which these auctioneers are conducting their sales.
HiBid helps auctioneers recreate the lively auction floor experience online, so remote bidders feel like they’re in the room.
Why milliseconds matter in auctions
In auctions, timing is everything. Winning often comes down to split-second decisions, which is why real-time streaming is essential for fair online bidding.
Every bid—whether from a raised paddle or a button click—must register immediately. Delays can cost bidders their winning chance. HiBid provides every participant an equal chance to compete, regardless of whether they’re sitting in the front row of the auction house or bidding from thousands of miles away. This is where Amazon IVS, built on WebRTC, comes in with its sub-300 millisecond latency.
“The hardest part is replicating the cadence and energy of an in-person auction,” explained David Ternik, Group Product Manager at HiBid. “Latency and real-time interaction are critical to preserving trust in the process. Amazon IVS with WebRTC enables us to deliver real-time bidding experiences that bring the in-person excitement and personal touch online.”
Creating a live streaming auction platform
HiBid uses Amazon IVS Real-Time Streaming to deliver sub-300 millisecond latency for live auctions. HiBid uses this managed live streaming video service from Amazon Web Services (AWS) to provide the real-time interactivity that makes online bidding as immediate and fair as in-person participation.
With Amazon IVS Real-Time Streaming, all participants see bid updates, auctioneer calls, and lot changes at the same time. This preserves the competitive nature of auctions.
HiBid built on AWS to provide consistent service for auctions of any size, anywhere. Whether serving a small local auction or a major event, the service maintains the same level of performance and reliability.
“Amazon IVS just works. The low latency gives us confidence that bidders are engaging in real time, which lets our team focus on building richer features and drive growth rather than worrying about video infrastructure,” explained Ternik.
“The [IVS] team has been collaborative and responsive,” added Ternik. “Documentation is strong, and overall, they’ve felt like a true partner.”
Conclusion
HiBid shows how technology can modernize traditional industries without changing what makes them valuable. By prioritizing real-time latency and maintaining focus on the human elements that make auctions exciting, HiBid has created a platform that doesn’t merely enable remote participation—it preserves the authentic auction experience for global audiences.
Amazon IVS Real-Time Streaming shows how AWS can modernize traditional businesses while retaining what makes them work. As more auctioneers and bidders discover the benefits of this hybrid approach, HiBid continues to shape the future of how auctions operate.
Learn more about live streaming, or get in touch with an AWS for Media & Entertainment representative.