Amazon Launches Ad-Supported Shopping Channel on Prime Video, Freevee

Amazon Live Introduces Shoppable, Free Ad-Supported Channel

Amazon Live recently announced the launch of a new shoppable, free ad-supported channel on Prime Video and its Freevee ad-supported video-on-demand (AVOD) streaming service.

A new channel has been launched for U.S. consumers, allowing them to easily browse, shop, and interact with the content they are watching on their TV screens using their mobile devices. This is made possible by utilizing the e-commerce giant's "shop the show" technology.

The channel features round-the-clock programming that showcases content from various celebrities, creators, and brands such as Lala Kent from "Vanderpump Rules", Tastemade, and The Bump. Additionally, there will be a new original show premiering in June starring Paige DeSorbo from "Giggly Squad". This new offering not only enhances the consumer experience but also has the potential to drive growth in Amazon's advertising business.

Insight on Mobile Device Usage while Watching TV

Seventy-five percent of adults in the U.S. are using a mobile device while watching television, as revealed by a 2023 study conducted by Samba TV. This statistic sheds light on the growing trend of multitasking and the increasing importance of integrating digital experiences with traditional TV viewing. This trend has also prompted major platforms like NBCU and Disney to introduce shoppable TV services, recognizing the opportunity to engage viewers in a more interactive and seamless way.

Amazon shared that over one billion viewers from the U.S. and India tuned in to watch Amazon Live on various devices last year. Getting even a small portion of this massive audience, let alone three-quarters of them, to shop on its platform would be a major success for the online giant.

To attract these potential shoppers, Amazon is banking on its innovative "shop the show" technology. This feature seamlessly connects the mobile app with the content being viewed on screen. For instance, while watching the FAST channel, users can simply type "shop the show" into the search bar on the app to access a carousel showcasing the products being promoted on TV in real time.

Wayne Purboo, vice president of Amazon Shopping Videos, stated that the new ‘Amazon Live’ FAST Channel on Prime Video and Freevee is aimed at making shoppable entertainment easier to access, more interactive, and more engaging than ever before.

The FAST channel will showcase popular content from Amazon Live, featuring creators like Rachel Clark, Madison LeCroy, and Haley Kalil, as well as brands like Tastemade and The Bump. Amazon Live will also work with creators to produce new content specifically for the TV screen, such as with DeSorbo from “Giggly Squad.” To watch the new channel, simply go to the “Live TV” tab on Prime Video, Fire TV, or use the Freevee app.

The introduction of a new ad-supported channel could potentially help Amazon further grow its successful advertising business. In the fourth quarter of 2023, the e-commerce giant saw a 27% increase in advertising sales, totaling $14.6 billion. Overall, the company's net sales rose by 14% to $170 billion during the same period.

Editor's P/S:

The launch of Amazon Live's shoppable, free ad-supported channel presents an exciting opportunity for consumers to seamlessly merge their TV viewing and online shopping experiences. The integration of "shop the show" technology allows viewers to effortlessly browse and purchase products featured in real-time, enhancing convenience and engagement. This move aligns with the growing trend of multitasking while watching TV and the increasing adoption of digital experiences in traditional media consumption.

Amazon's strategic partnership with popular creators and brands further strengthens the channel's appeal, creating a curated selection of content that caters to diverse interests. The potential for growth in Amazon's advertising business is significant, given the massive audience that already engages with Amazon Live. By leveraging its innovative technology and the increasing popularity of ad-supported streaming services, Amazon Live positions itself as a formidable player in the evolving landscape of shoppable entertainment.