Amazon is enhancing the live shopping experience with the debut of an “Amazon Live” FAST (free ad-supported TV) channel on Prime Video and Freevee. Initially available on desktop, mobile, and Fire TV, the new live channel provides U.S. customers with more opportunities to interact with interactive, shoppable content.

Amazon Live’s FAST channel will showcase round-the-clock programming from popular creators and celebrities, including reality TV personalities Lala Kent (“Vanderpump Rules”) and Paige DeSorbo (“Southern Charm”). Paige DeSorbo is also set to launch her own original show on Amazon Live, creating fresh content. Brands like Tastemade and The Bump will also conduct streams to promote their products.

Viewers can explore and purchase the items showcased by influencers by using the Amazon Shopping app on their mobile devices. By entering “shop the show” in the search bar, users are promptly directed to a real-time shopping carousel featuring the products seen on TV.

This is not the first time Prime Video has introduced an e-commerce shopping experience on the platform. Amazon previously launched a virtual store to promote merchandise and home goods based on Godolkin University, a superhero school featured in the “Gen V” spinoff series of “The Boys.”

Last year, the top two shopping channels QVC and HSN entered the scene with linear offerings on Freevee, which were the exclusive livestream shopping channels on the platform at the time.

Amazon Live made its debut in 2019 as a QVC-like shopping experience to assist brands in promoting their products and enabling talent to engage with their fans. It extended this service to customers in India in 2022. According to Amazon, over 1 billion customers in the U.S. and India streamed Amazon Live’s shoppable videos in 2023 alone.

Despite Amazon's successful foray into live shopping, this format represents only a fraction of the e-commerce market. While live shopping was projected to reach $31.7 billion last year, total U.S. online retail sales reportedly exceeded $1.14 trillion.

Amazon launches QVC-style livestream shopping in India

‘Amazon Live’ is the retailer’s latest effort to take on QVC with live-streamed video