Amazon Launches a Fast Channel for Amazon Live with 'Shop The Show' Technology

Amazon Live

Amazon has launched a FAST (Free Ad-Supported TV) Channel for Amazon Live, available on Prime Video and Freevee. The channel offers 24/7 live shopping programming featuring creators, brands, and celebrities.

It also includes Amazon's 'Shop The Show' technology, which allows viewers to search "Shop the Show" in the Amazon Shopping app on their phones and be directed to a shopping carousel highlighting the products they're watching in real-time.

Why It Matters: This expansion is driven by Amazon Live's significant viewership, with over 1 billion customers in the US and India tuning into live shopping streams on mobile, desktop, and Fire TV.

By bringing live shopping to streaming channels, Amazon makes it more accessible. With the incorporation of 'Shop the Show' technology, the viewing experience becomes more interactive and convenient, aligning with the trend of multi-device usage during TV consumption. According to Samba TV, 75% of US adults look at their mobile devices while watching TV.

Amazon's move also aligns with the trend of creators increasingly finding their way onto TV screens, as social media platforms expand their presence and more streaming services add creator programming on FAST Channels. These help expose them to new audiences and monetization.