In an effort to keep live shopping engaging, Amazon has unveiled an “Amazon Live” channel on Prime Video and Freevee, catering to a Free Ad-Supported TV (FAST) audience in the U.S. This new live channel expands the interactive, shoppable content previously available only on desktop, mobile, and Fire TV.
The Amazon Live FAST channel will showcase round-the-clock programming from popular creators and celebrities like reality TV personalities Lala Kent (“Vanderpump Rules”) and Paige DeSorbo (“Southern Charm”), with DeSorbo launching her original show on Amazon Live. Additionally, renowned brands such as Tastemade and The Bump will conduct streams to promote their products.
Viewers can explore and purchase showcased items through the Amazon Shopping app on their mobile devices. By typing “shop the show” in the search bar, users will be directed in real time to a shopping carousel displaying the seen products.
Image Credits: Amazon
This is not the first time Prime Video has incorporated an e-commerce shopping experience. Amazon has previously launched a virtual store to sell merchandise and home goods based on Godolkin University from “The Boys” spinoff series “Gen V.”
In the past year, QVC and HSN, the top two shopping channels, had introduced linear offerings on Freevee, making them the sole livestream shopping channels on the platform at that time.
Amazon Live was first launched in 2019 as a QVC-like shopping experience to help brands showcase their products and for talents to engage with their fans. The service expanded to India in 2022. Amazon states that over 1 billion customers in the U.S. and India watched Amazon Live’s shoppable videos in 2023.
Despite Amazon’s success in live shopping, this format represents only a small portion of the e-commerce market. In the previous year, live shopping was predicted to be valued at $31.7 billion, while total U.S. online retail sales had reportedly surpassed $1.14 trillion.
