Amazon launches interactive and shoppable channel on Prime Video and Freevee

Amazon Live has introduced a shoppable channel to Prime Video and its Freevee ad-supported video-on-demand (AVOD) streaming service. The move opens up new avenues for U.S. consumers to engage with content while browsing and shopping through their mobile devices, all thanks to Amazon’s “shop the show” technology.

The newly unveiled channel offers round-the-clock programming, showcasing content from a diverse array of celebrities, creators, and brands such as Lala Kent from “Vanderpump Rules,” culinary sensation Tastemade, and parenting resource The Bump. Moreover, an exciting addition to the lineup is an upcoming original show featuring Paige DeSorbo, known for her role in “Giggly Squad,” set to premiere in June. 

Recent research by Samba TV reveals a fascinating trend: a staggering 75% of U.S. adults engage with mobile devices while watching television, underscoring the immense potential of shoppable TV services. The trend has not gone unnoticed by industry giants like NBCU and Disney, both eager to tap into this growing market segment.

Amazon’s foray into shoppable entertainment is further propelled by the immense popularity of its Amazon Live platform. Last year alone, over one billion viewers in the U.S. and India tuned in to Amazon Live across various platforms, including desktop, mobile, and Fire TV. With such a vast audience base, even a fraction of viewers engaging in shopping activities could translate into significant gains for the retail giant.

Central to Amazon’s strategy is its proprietary “shop the show” technology, integrating the mobile app with onscreen content. Viewers watching the FAST channel can simply enter “shop the show” into the search bar on the app, instantly accessing a carousel featuring products showcased in real time on television.

Wayne Purboo, Vice President of Amazon Shopping Videos, expressed enthusiasm about the launch, 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.”

In addition to curated content from Amazon Live, the FAST channel will feature popular creators such as Rachel Clark, Madison LeCroy, and Haley Kalil, along with collaborations with renowned brands like Tastemade and The Bump. Users can access the channel by navigating to the “Live TV” tab on Prime Video, Fire TV, or through the Freevee app, ensuring seamless integration across multiple platforms.

The introduction of this ad-supported channel marks a significant milestone for Amazon, poised to further bolster its thriving ads business. With advertising sales witnessing a robust 27% year-over-year growth, reaching $14.6 billion in the fourth quarter of 2023, Amazon continues to solidify its position as a dominant player in the digital advertising landscape, propelled by its relentless innovation and customer-centric approach.