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Amazon to co-develop shoppable content for its streaming TV channel

Amazon Live phone screen (Image: Amazon)
A synchronized second-screen experience enables shoppers to seamlessly shop products on their TV from their mobile device. (Image: Amazon)

Amazon is in a new partnership to infuse shoppable product placements and messaging in shows on its FAST streaming TV offering. 

The online giant launched Amazon Live, which offers live video streams of presenters demonstrating various products for sale, on its site and app in 2019. Amazon is now expanding the accessibility of Amazon Live with a new interactive, shoppable and free ad-supported (FAST) channel on its Prime Video and Freevee streaming services. 

Introduced in April 2024, the FAST Channel features Amazon’s "shop the show" technology, which enables customers in the U.S. to browse, shop and engage with streaming content they’re watching on the TV screen via Prime Video or Freevee by using their mobile device.

Amazon and Group M, WPP’s media investment group, are now entering a first-of-its-kind partnership to co-develop original, shoppable content for the FAST Channel. This new content type will enable brands to infuse product placements and messaging in shows tailored for their intended audience. 

The partnership’s first brand collaboration with Danone will highlight the launch of Silk's new dairy-free, plant-based coffee creamers in fall. 2024. Creators will taste the product and offer viewers a behind-the-scenes experience while enabling seamless shopping and purchasing of Silk's latest offerings through mobile devices.

"We're excited to work with brands to develop new, shoppable content formats for customers," said Julie Haleluk, global head of growth for Amazon Shopping Videos. "These shows seamlessly blend entertainment and shopping with organic branded experiences—offering brands across all industries a powerful way to connect with audiences and drive results."

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“The media landscape continues to evolve with integrated opportunities that connect streaming and commerce,” said Susan Schiekofer, chief digital investment officer at GroupM. “GroupM strives to offer our clients innovative and custom first-to-market content that will optimize business outcomes while providing a delightful experience to audiences everywhere.”

Other recent shoppable video offerings from Amazon Live include a travel-focused shoppable stream during a Virgin Voyages sailing. Brands are also partnering with Amazon Live creators. 

Bravo's "Summer House" star and Giggly Squad podcaster Paige DeSorbo is premiering a new original series, "In Bed with Paige DeSorbo," on the new Amazon Live FAST Channel on Tuesday, June 18, where she will share her fashion and lifestyle tips and host conversations with a range of guests and chat with viewers, straight from her bedroom. Inaugural sponsor Unilever Nexxus will integrate its haircare products into the "Paige's Nightstand and Necessities" segment.

Consumers can watch and shop the FAST Channel on Prime Video, Fire TV, the Freevee app, or

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