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Another first for Amazon: A live shopping show


Photo: Frankie Grande, Rachel Smith, and Lyndsey Rodrigues host Style Code Live, Amazon's first, daily live show.

Amazon is combining its streaming services and shopping capabilities in a new effort that reflects its intent to be a major player in fashion.

The online giant is following up the stealth launch of its private label fashion lines last month with a daily, live interactive show dedicated to fashion and beauty—complete with shoppable products. Amazon’s “Style Code Live,” which debuted on Tuesday, March 8, is free to viewers.

The 30-minute show streams new episodes Monday through Thursday at 9 p.m. (ET) on the retailer’s web site, with a “best of” show on Friday night. It offers tips from style experts and viewers, shoppable products, and an interactive viewing experience that includes real time chat during the show. A carousel directly under the Style Code Live player dynamically updates itself to highlight products available on Amazon as they are featured on the show.

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“Our customers love fashion, and have wanted a place to keep up with new trends and get expert tips. We created 'Style Code Live' for them, and we are just getting started with this show,” said Munira Rahemtulla, head of Style Code Live.

"Style Code Live" is hosted by three reality and fashion show personalities, including a former host of MTV's "Total Request Live," Lyndsey Rodrigues.

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