Amazon Expands Its Interactive Shopping Experience with Amazon Live on Prime Video and Freevee
Amazon has announced an expansion of its Amazon Live service, now integrating interactive and shoppable livestreams into Prime Video and Amazon Freevee. This integration allows viewers to shop and engage directly from their TV screens using their mobile devices, broadening the accessibility of Amazon Live previously limited to desktop, mobile, and Fire TV.
The new FAST (free ad-supported TV) channel will feature content from a range of popular creators, brands, and celebrities including Lala Kent, Kandi Burruss, and Paige DeSorbo, providing US customers with more dynamic ways to interact with online shopping. Wayne Purboo, Vice President of Amazon Shopping Videos, expressed enthusiasm about enhancing the shopping experience on Amazon’s streaming platforms, stating, “With the new ‘Amazon Live’ FAST Channel on Prime Video and Freevee, we’re making shoppable entertainment more accessible, interactive, and engaging than ever before.” told by Fashion United .
In 2023, Amazon Live attracted over 1 billion viewers in the US and India across its existing platforms. The extension to streaming TV aims to leverage the company’s “shop the show” technology, which simplifies the process of purchasing items seen on screen. Viewers can use the Amazon Shopping app on their mobile devices to interact and buy products in real time by typing “shop the show” into the app’s search bar.
This feature is especially timely as 75 percent of US adults reportedly use mobile devices while watching TV. Amazon aims to capture this multitasking behavior to offer a seamless and convenient shopping experience directly linked to the content being viewed.
The channel will showcase a variety of content from well-known personalities and organizations such as Ashley Iaconetti and Jared Haibon, Rachel Clark, Madison LeCroy, Haley Kalil, Tastemade, and The Bump. Additionally, Amazon Live is set to introduce original programming tailored for TV viewing, including a new show with Paige DeSorbo scheduled to launch in June on the FAST Channel.
This strategic move by Amazon underscores its ongoing effort to blend entertainment with e-commerce, enhancing customer engagement and creating a more integrated viewer experience.