Amazon sets out to bridge the gap between shopping and TV


The company says the “Shop the show” feature is the difference maker

When you think “Amazon,” you probably think Alexa, Prime, Prime Video, and the Kindle. But now, the king of everything online has cooked up something that’s a little QVC, a little TikTok and a little reality TV.

It’s adding something called Amazon Live – a new integrated way for consumers to browse, shop, and engage with content they’re watching on the TV screen just by using their mobile phone or tablet.

Amazon brings together celebrities like Lala Kent (Bravo’s Vanderpump Rules and Give Them Lala Beauty), Kandi Burruss (Real Housewives of Atlanta), and Paige DeSorbo (Summer House) to herd shopaholics to its interactive, shoppable, and free ad-supported FAST Channel on Prime Video and Freevee.

If all goes according to plan, Amazon’s “shop the show” technology will enable customers to seamlessly browse, shop, and engage with content they are watching on the TV screen just by using their mobile device.

Shop the show

The interactive component is what Amazon is banking on to make Amazon Live unique. It’s there that customers can add items to their shopping cart and wrap up their purchases in a click or two without ever leaving what they’re watching.

When someone is watching Amazon Live on their TV, all they have to do is open the Amazon Shopping app on their phone, type “shop the show” into the search bar, and they’ll be whisked off to a shopping carousel highlighting the featured products they see on TV in real-time or chat with others about what they’re seeing on-screen. 

Photo"I love Amazon Live because it allows me to connect with my audience in a genuine and authentic way," said DeSorbo. “Watching Amazon Live is like shopping with a friend who is also a personal stylist. I get to share my honest opinions, demonstrate products, and help customers discover their next great find."

To see what the channel is like, just go to the “Live TV” tab on Prime Video, Fire TV, or through the Freevee app. The feature is also available at on desktop and mobile.

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