Will Amazon Live Become a Dominant Streaming Player?

Amazon Live and GroupM, the media investment group of WPP, have launched a partnership to co-create original shoppable content for Amazon Live’s newly introduced free ad-supported streaming TV (FAST) Channel. This collaboration brings an innovative blend of entertainment and e-commerce to Amazon’s premium streaming platforms, including Prime Video and Amazon Freevee.

The partnership aims to seamlessly integrate branded experiences within engaging shows, allowing brands to naturally showcase their products to targeted audiences. By leveraging Amazon Live’s “shop the show” feature, viewers can purchase featured products on their mobile devices without interrupting their viewing experience. This feature is particularly advantageous, given that 75% of U.S. adults use mobile devices while watching TV, according to Samba TV’s H2 2023 “U.S. State of Viewership Report,” making the shopping experience more intuitive and in line with modern viewing habits.

Amazon Shopping Videos’ global head of growth, Julie Haleluk, emphasized the potential of this new content format to blend entertainment with shopping, creating organic branded experiences that connect with audiences and drive business results.

Similarly, GroupM’s chief digital investment officer, Susan Schiekofer, highlighted the evolving media landscape and the value of integrated opportunities that link streaming with commerce. “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,” she stated.

The new shoppable video format presents brands with unique opportunities to engage customers authentically and innovatively. For instance, Amazon Live recently produced a travel-focused shoppable stream during a Virgin Voyages cruise, allowing viewers to virtually immerse themselves in the cruise experience and shop curated vacation packages. Another example includes Method’s Simply Nourish haircare products featured in Amazon Live’s “Beauty Haul” and “Get Ready with Me” episodes, where host Brandi Milloy shared trending beauty tips, enabling viewers to purchase the showcased products conveniently.

Brands are also collaborating with popular Amazon Live creators. Paige DeSorbo, star of Bravo’s “Summer House” and host of the Giggly Squad podcast, premiered her original series, “In Bed with Paige DeSorbo,” on the new Amazon Live FAST Channel on June 18. The series will feature Paige sharing her fashion and lifestyle tips, engaging in conversations with various guests, and interacting with viewers. Unilever’s Nexxus is the first sponsor for the series, integrating its haircare products into the “Paige’s Nightstand and Necessities” segment.

A key element of this initiative is the synchronized second-screen experience, which enables users to shop directly from their TVs through their mobile devices. The first collaboration under this partnership will feature Danone’s Silk brand, highlighting its new dairy-free, plant-based coffee creamers. The content will include creators tasting the product and providing a behind-the-scenes look, allowing viewers to easily shop and purchase Silk’s offerings via their mobile devices.

Amazon Live’s FAST Channel, launched in April, combines a shoppable social feed with 24/7 streaming of top content and creators such as Lala Kent, Kyle Richards, and Tastemade. Audiences can watch and shop on Prime Video, Fire TV, the Freevee app, or Amazon.com/live.

Currently, Amazon Live runs streams on its own page, with a list of content creators and an interactive chat box for viewers to engage and interact with.