Amazon has recently launched a shoppable, ad-supported channel within Prime Video and its Freevee streaming service, capitalizing on its innovative “shop the show” technology. This channel enables U.S. consumers to browse, shop, and interact with products they see on their TV screens, all through their mobile devices. It includes round-the-clock programming from popular figures and brands such as Lala Kent, Tastemade, and The Bump. Furthermore, a new original program featuring Paige DeSorbo is set to debut in June.
The launch is informed by research from Samba TV indicating that 75% of U.S. adults use mobile devices while watching TV, which supports the growing trend towards shoppable television services. Amazon’s move could significantly enhance its advertising business, leveraging the extensive reach of its Amazon Live content, which reportedly attracted over one billion views across various platforms last year. The company’s strategy utilizes the seamless integration of its mobile app with onscreen content to facilitate real-time shopping. By entering “shop the show” in the app’s search bar, viewers are directed to a carousel that highlights the products being shown on television.
Amazon Live will continue to feature prominent content and collaborate with creators to develop new programming tailored for the TV screen. The service is accessible via the “Live TV” tab on Prime Video, Fire TV, or the Freevee app. This strategic expansion not only aims to make shoppable entertainment more accessible and engaging but also supports Amazon’s robust advertising growth, which saw a 27% increase year-over-year, amounting to $14.6 billion in the fourth quarter of 2023.
Source: Marketing Dive
